Make a Big Splash with Billboard Advertising
Five seconds. That’s all you have. When it comes to billboard advertising, you need to make a big impact – fast. To make an instant connection, subliminally or directly, with South Africans from every walk of life, you will be hard pressed to find a more effective advertising method.
Today, we are going to delve a little deeper into billboard advertising.
Whether it’s on a lamppost, occupies the side of a building or looms large on the side of a highway, billboard advertising gives your brand the chance to register with pedestrians, drivers and passengers from all LSM groups. The secret is, of course, in sending out a memorable message. By measuring brain activity, cognitive neuroscientists have found that repetitive viewing of perceived “ignored visuals” showed a spike in recognition. For example, driving, or walking, past a red balloon used to advertise a party store for a couple of days in a row will mean that, when you see a red balloon anywhere, you brain will automatically trigger thoughts of that party store.
To make the connection between a powerful visual and your brand when using billboard advertising, you need to include, at the very least, your company logo. This is where a lot of brands (and advertising agencies) stumble. I’m sure all of us have sped past a billboard or lamppost seeing a striking picture, but then not knowing who or what is being advertised, and why. That’s why it’s important to have your company logo prominent and large. What is the point in spending money on media, if it doesn’t brand you properly? Insist on a well-sized logo – and even take it a step further by making sure that your company colours are utilised.
When using billboard advertising, a short, sharp message is best. Long-winded copy is usually ignored by consumers and your message will get lost. Be direct; remember you only have five seconds.
Another thing to remember when considering billboard advertising, is that you won’t be able to use a message targeted at a specific, small audience. Your advertising budget will be better spent elsewhere. This is the medium you use when you want to send a big, general message to a broad slice of your customer base.
Yes, billboard advertising, whether you are utilising posters, bulletins, mobile billboards, lampposts, etc can be extremely productive – if done right. That’s why you need to speak to an advertising agency that knows all the ins and outs of this particular media. That agency, of course, is Human Communications. Contact us and make the Human Connection.
We have about five seconds to go make coffee before we get back to work on some memorable advertising. Have a great week!