6 Fundamentals of Billboard Advertising

If you’re looking to expand the reach of your brand’s message, then a billboard is probably the best tool to use. In California for instance, Sacramento billboards catch the eye of many motorists on their way to work, school, or home, giving business owners their desired cost per mile as they convert them into customers. Whether traditional or digital, billboards are usually a more affordable way to advertise as the scalability allows for any business to deliver its message to the masses. If you’re new or just seeking more information, here are six fundamentals of billboard advertising that you should follow in order to maximize your advertisement’s potential.

1.  Send a Direct Message

Whatever you’re trying to say with your advertisement, make sure to deliver the right communication to onlookers, do you want them to visit your store? Website? Or maybe you’re looking for them to make an important decision of some sort. While trying to figure out what to display on one of the many Sacramento billboards scattered throughout the city and by the highways, you’ll need to be creative with the words you use by giving them meaning; encourage a response from those driving by. A clever joke also helps with brand recognition if it fits, it should be able to be read in just a second or two, or if you want, forgo words altogether and deliver your logo alongside an impactful image that says all there is to know about what your business has to offer.

2.  Use Colorful Imagery

A billboard should be loud and colorful, you’ll want to use contrasting colors between any sort of text and the images themself. Although a bright image sticks out against the sky or a grey wall, the image used should have a simple background so that the foreground isn’t lost. Sticking to a singular large photo is also more impactful than splitting up your billboard with multiple images, use your given space wisely.

3.  Keep it Clean

Believe it or not, billboards are governed from state to state by a federal agreement when placed by the side of a highway. These laws help enforce rules that generally protect citizens from seeing inappropriate imagery that may cause a negative reaction. Some of the best billboards have tongue-in-cheek humor, but they should never push the boundaries of being threatening, insulting, or outright offensive to the general public. Stay away from foul language or racy imagery, instead play it safe and focus on the message you’re trying to send that will be picked up in the five or so seconds it takes to pass by.

4.  Use an Easy to Read Font

Using an easy-to-read font means that more people will be able to pick up what you’re putting down on those Sacramento billboards. Bold lettering that contrasts the background makes it easier for drivers to read, so that website, phone number, address, or other messages will be easier to digest. The bigger the font, the longer drivers will have to read your message, you’ll want to stick to seven words or less to keep it short and sweet while hard to forget.

5.  Utilize Clever Mapping

Location is important for your billboard, not just because of the customer base you’re trying to attract, but because it’s a great way to leverage your surroundings in curating a message. If you’re posting in a town with a popular sports team, perhaps an inside joke tied into your ad will make it more memorable. If your billboard is placed next to a competitor, it may be a great time to poke fun as you attempt to get more attention from commuters. Digital billboards also offer very fast updating which helps skew your message in the right direction if it needs to adapt, like displaying a sale for converters coming from another service provider.

6.  Create a Scaleable Ad

With billboards coming in various sizes and in a digital format, it’s important to make sure your advertisement is able to scale in size. Try getting a sample of your designs in different sizes, you may adjust the font on smaller billboards or change the imagery used on the digital version, by continuing to tailor the message you’ll ensure it reaches more people. One size hardly ever fits all so make sure to test as much as possible before going live with a design.

Conclusion

Billboards are a great marketing tool, they can be scaled to almost any size and attract more customers without breaking the bank like a TV commercial. With so many media formats available to use to advertise your business it’s a great idea to use a varied approach, however, a classic or digital billboard can make a huge impact in the right location. By using the above six fundamentals, you’ll be sure to create a winning ad in no time.