The Pros and Cons of Billboard Advertising

When you're stuck in a car traveling for miles down the highway there's nothing more interesting (besides insulting the other drivers) than spending your time checking out the highway billboard signs. Their widespread appeal and ability to attract the attention of weary travelers with nothing else to occupy their time makes billboard advertising an extremely popular way to get the word out about your business; however, before you go out and buy the first billboard space you see it's important to truly understand the pros and cons of outdoor advertising.

The advantages of billboard advertising are pretty obvious. You've got a fairly large pool of travelers that goes past your billboard every day, which means there's a good chance you'll increase your exposure dramatically. And because billboards are large (and technology has given us the ability to do so many cool things with them) you've got huge amounts of creative freedom with which to play to transform your billboard virtually any way you want to.

On the other hand, billboard advertising tends to be expensive-really expensive. The average cost of a highway billboard sign runs between $900 and $2500 a month depending on size and exposure, with off-highway billboards running anywhere from $200 on up. Because you can't really target your billboard advertising attempts the way you can most other marketing strategies you're going to be buying into the mass media mindset and hoping it works. This can make for a fairly dubious returns on your investment. Finally, if you're going to be spreading your billboard advertising attempts across a wide field you're going to find it very difficult to regulate your billboards. (The whys of that have always seemed rather dubious, but the statistics never lie.)

Creative billboard advertising has the capability to boost your profits dramatically, but it's important to do your research and ensure that you've done everything you can to make your billboard convey the message you want to send to appeal to your target market.

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