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Digital or Static? What is the Right Outdoor Advertising Medium for You?

On Oct 8, 2018

As billboards continue to increase in number, advertisers who use them now have to work harder than ever to capture consumer attention. However, with a host of formats to choose from - LED screens, lamppost screens, static billboards, and even car stickers - how can brands decide which type of outdoor advert works best for them?

Unlike other advertising channels such as TV and Radio, audiences cannot change the channel or skip the advert. Billboards generally appear in the field of vision as people go through their daily activities.

At the very least, an eye-catching billboard creative and easy to digest message or slogan are prerequisites for a brand to get its message through to customers. But, with the explosion of all sorts of billboards, advertisers now have many more options than ever before. Digital and static billboards have their differences but are both magnificent advertising options. Which one is better for your business? Let’s find out.

Digital Billboards - The Popular New Kid on the Block

You may have noticed digital screens scattered throughout your day. They are present on major highways, pedestrian crossings, transit hubs, shopping malls, and even office elevator lobbies.

Usually, these assets operate on a loop basis with several advertisers running ads one after the other.  For advertisers, the main benefit of digital billboard advertising is flexibility. You no longer have to buy the billboard space for a set long-term duration. Additionally, there is an opportunity to be more creative with video ads.

With digital screens, content is kept fresh and passers by don't have to see the same creative every time they pass by the board. Being able to optimise media spends is critical to modern marketers. This is made possible by digital billboards as marketers can respond to trends, footfall, and other factors in real time. 

Digital billboards themselves come in a variety of formats and qualities. Spectacular LED screens are usually placed in prime traffic locations. Pillar wraps and lamppost screens are designed to serve repeat messages as they play similar content while cars are moving next to them. Indoor screens in shopping malls or waiting areas offer higher dwell times and are then ideal for brands that want customers to respond to a call-to-action. 

Static Billboards - The Classic Brand Awareness Medium

By now, you may think it is only a matter of time before all classic billboards are replaced by LED panels. But the fact remains, static billboards still represent more than 80 percent of outdoor advertising inventory in most markets. They have endured as a prime brand awareness medium.

Static billboards are still the largest outdoor media assets. They remain as the only medium that offers brands continuous 24 hours exposure that cannot be turned off, discarded, or overlooked, which in turn, makes them popular for campaigns designed purely to create and sustain awareness.

Classic billboards are still the most affordable media spaces for long-term campaigns where one brand completely dominates the space. It is also low-tech in nature so you don't constantly have to churn out new creatives or pay for expensive video production.

Since most classic billboard buys are long term, planning data becomes even more important for marketers. It is often the case where an advertiser is stuck with a low performing billboard for the next six months because the asset was not properly evaluated. Audiences data and not intuition should dictate outdoor media planning. 

Looking for digital or static billboards? How about planning your campaign online, buying the billboards that meet your reach and audience objectives, and even uploading your creatives online?

Sign up for your free Moving Audiences Xchange account and start planning now.

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Siti

By Siti

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