Advantages Of Digital Billboard Advertising
Traditional billboard advertising appears to be an antiquated form of marketing for your business. However, digital billboard advertising has now opened up a whole new range of opportunities to reach out to your potential customers and increase your conversion.
How Can a Digital Billboard Advertising Help with Conversion?
Digital billboard advertising comes in the form of large TV screens at the side of roads or in city centres which display live TV-type advertisements. Smaller digital billboards can also appear on pavements and can be
interactive, allowing the audience to get involved with touch screen technology or camera focus.
This form of advertising can massively increase your conversion if you get it right. Here’s how:
Updates in Real-time
Because the screens are accessible by a central hub, just like any TV or computer screen, all adverts can be updated and amended at a moment’s notice. This makes it easier to change adverts that aren’t working, amend mistakes or update to the latest version.
With traditional billboards, this wouldn’t be possible as you would need someone to visit the site and replace the poster each time, wasting valuable time and resources.
Time Sensitive Messaging
If you have a specific offer or sale within your business, digital billboard advertising allows you to update with urgent messages to advertise specific things ‘while stocks last.’ It can also update customers on potential upcoming events. This method of advertising means you can keep your customers up to date each day and can change the advert based on when the event has taken place.
There’s nothing worse than an old poster advertising an event that’s already happened.
Remote Replacements
Digital billboards allow for you to update your ads remotely. This saves money on staff that may need to attend the site during traditional advertising and time as a new advert can be uploaded instantaneously.
This also means that your advert can be uploaded to multiple billboards at the same time, meaning you can launch across a wider location simultaneously, driving sales.
Unaffected by Weather Conditions
Traditional billboard advertising with the use of posters can easily become weathered and ruined and look incredibly unprofessional. This gives potential customers less faith in your business and products.
However, digital billboards don’t have these issues and remain bright and vibrant for much longer, presenting a professional image and building trust with your customer base.
More Ad Space in the Same Place
Adding multiple adverts in a single place, such as a digital billboard will help to attract a wide range of customers and keep their eyes on the prize. The moving images and the changing adverts will attract people much more effectively than a single poster. So the fact that your advert may appear on a carousel of other adverts from other companies could actually be beneficial. It means that the eye of your customers will be drawn when the billboard moves to your advert.
Increased Revenue for the Space Seller
Digital billboard advertising isn’t just beneficial for the advertiser. It also benefits the company selling the space. This is because the same physical space can support multiple adverts simultaneously on a rolling carousel.
This means they can sell the same space at the same time to multiple people, duplicating their profits.
Programmatic Digital Advertising
Space on digital billboards can be advertised for sale using programmatic digital advertising.
This is a process where ad space is sold online, and companies can bid against each other for the space. These programmatic platforms are a fantastic way to sell space to a wider audience and make it accessible all of the world. This means you can access billboards in other parts of the world without having to appear in negotiation meetings to secure a suitable price.
This method of advertising sales is also much more cost effective to the buyer because they can bid against other people and understand just how much the space is worth. They’re also able to pull out of bidding if the price climbs too high.
The insights available on these platforms also show the amount of uptake the space has had in the past, meaning you can make an accurate gauge on how effective the ad will be without conducting a load of research.
Conveying Urgency
Video advertising using a digital billboard is great for real-time updates to convey urgency. You could place a countdown to the end of a sale on your billboard to motivate potential customers to make a purchase right away.
Local Audience Reach
In previous years, traditional billboard advertising may be best suited for local businesses who wished to reach out to local people who drove past and physically saw the sign. That was great for smaller businesses, however, it didn’t capture a very wide demographic.
Digital billboard advertising allows you to reach a wider audience using multiple advertising spaces simultaneously to drive traffic into their business. This means that the billboard is no longer just a method of localised advertising.
Are There Any Downsides to Digital Billboard Advertising?
Overall, digital billboard advertising is a winner and there are very few negatives in comparison to the old poster billboards. However, you will need to consider:
- How you’re going to monitor conversion. As it’s difficult to say exactly how many people have been persuaded to purchase by each billboard other than monitoring sales in particular locations.
- The extra cost involved in creating digital advertisements for the billboards in comparison to the costs incurred by a poster.
Summary
Digital billboard advertising can help you increase your conversion, reach a wider demographic of people, and create a vast range of amazing adverts to capture the public’s attention. The use of modern digital advertising can also save your company money, time, and resources when it comes to purchasing valuable advertising space.
