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In the US advertising market, billboard ads have been a form of advertising going on for numerous decades. Even with the dominance of digital advertising, billboard advertising continues to provide digital advertising with something that can’t be guaranteed: real-world visibility. Driving on a major interstate, walking through a cit. center, and are sitting at a traffic light during. rush hour are all situations where a billboard is visible with real real estate and face-time to potential consumers. Billboards are impossible to ignore, and are a way for a brand to be top of mind.
What are the real costs of billboard ads? The answer to that question is highly subjective and relative to a multitude of market conditions. Differences in these conditions include pricing based on the season, ads format, and the level of demand. Let’s break down billboard advertising in 2022 and what costs to expect.
The Importance of Billboard Ads
Even with the expansion of online marketing, billboard ads remain effective for both local and national companies. Billboard ads offer the following:
1. High Reach and Frequency
Unlike digital ads, billboard ads are permanent fixtures in the real world. Billboards are in the same high-traffic spots every hour of the day and cannot be blocked. Different groups of people like drivers, pedestrians, and commuters encounter the same billboard multiple times, and they are more likely to remember the brand.
2. Local Impact
If your goal is to reach people in a targeted city, neighborhood, or along a specific stretch of road, a billboard is extremely useful. A well-placed billboard in a local area can capture attention right where the buying decisions are being made, near the stores and entertainment locations.
3. Simplicity and Longevity
A simple, bold, and memorable ad is better to be remembered and billboard ads achieve that. Billboard ads are up for months.
4. Trust and Brand Credibility
Consistently, people attribute more trust and credibility to billboard ads. Small businesses can benefit as well as they become more visible, and people trust the businesses they see.
The Main Factors Affecting Billboard Advertising Costs
Before you understand the cost of billboards, you must first understand why some locations are pricier than others. Some of the most important are as follows.
1. PROXIMITY
This is the most significant driver of costs.
If it is near places like Times Square, LA, or major downtown areas, it is in high demand and will be very costly.
It’s moderately priced for most businesses if it’s near highways and major routes for commuters.
It’s a lot cheaper if it’s in the countryside or areas with low traffic.
When it comes to ads, location is everything.
2. THE TYPE OF BILLBOARD
There are many different types of billboards.
Traditional Billboards
These are the older, cheaper, printed billboards. They are usually up for 4 to 12 weeks.
Digital Billboards
These can show multiple ads and quickly change in visibility. They are more expensive for good reason.
3. REACH
These are determined in steps for advertising. DEC (Daily Effective Circulation) and impressions are the most commonly used metrics. With each level or step there is increased cost.
4. LENGTH OF THE ADVERTISING CAMPAIGN”
With rental costs, it usually comes out cheaper. Companies also give discounts for reservation increases.
5. Production Costs
The production costs of static billboards (the billboards that use vinyl) usually range from a few hundreds to a few thousands of dollars depending on the size. This includes costs of the printing and installing vinyl.
Digital billboards do not have this cost as their costs come from a monthly rental space. However, the monthly rental cost is often higher than that of the static billboards.
Average Billboard Costs in the United States
As production costs range from higher to lower value, this is a realistic overview of average static billboards ad costs in the United States:
Static Billboard Costs
– Rural areas: $300 to $1,000 per month
– Mid-size cities: $1,000 to $7,000 per month
– Large metro areas: $5,000 to $20,000+ per month
Digital Billboard Costs
– Rural areas: $750 to $2,500 per month
– Mid-size cities: $2,000 to $8,000 per month
– Major cities (NYC, LA, Chicago): $10,000 to $30,000+ per month
The added cost of digital billboards is due to the higher visibility, animation, and ability to update the ad at a moment’s notice.
Production Costs
Static vinyl printing: $500 to $1,500
Installation: $250 to $750
Digital billboards: No printing
No installation costs.
The bottom line.
Are billboard ads worth the cost?
For muchas, yes. This is especially due to real world behaviors.
1. They capture attention in a world full of distractions.
People spend hours commuting, and billboards fill the visual environment. Unlike online ads, billboards can not be skipped or blocked.
2. Build brand recognition.
Billboard ads are great for businesses that are recognition-based. Some examples are restaurants, retail, real estate, events, car dealerships, personal injury law, etc.
3. Increase local awareness.
Increased foot traffic and service inquiries are common when advertisements are placed near your business.
4. Support your online marketing.
Your marketing message is more likely to be remembered when consumers see it online and on a billboard.
Tips for Effective Billboard Advertising
Since a billboard is only seen for a few seconds at a time, your message has to be clear.
1. Be simple
Aim for 6-8 words to avoid clutter.
2. Bold and high-contrast
Visuals are important and should be easy to understand for drivers.
3. Be smart with calls to action
Ensure that web URLs are short. Phone numbers should be in large fonts, or QR codes should be used for digital boards.
4. Be selective with billboard location
Choose locations that your target audience spends time at.
Final Thoughts
Billboard advertising keeps its strength in advertising due to being able to combine impact, reach, and visibility. No matter if you have a local business wanting to grow or a national brand focusing on mass exposure, with solid planning, billboard advertising will yield some strong results.
Billboard ads Cost in premium locations are expensive, but the return on investment pays off in long-term brand presence, recognition, and overall advertising credibility.
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