Billboards have been an effective tool for raising brand awareness. The blog explores the factors that have an impact on the effectiveness of billboard advertising.
In the past, billboard advertising was used by big multinational organizations; however, in the current era, even small businesses are using this marketing technique to create brand awareness. This technique effectively increases brand awareness since billboards represent the brands, specifically the contents and colors, while size and location make the billboards more noteworthy. People become aware of the brand when they see a reasonably big billboard in a place where it is visible to a maximum number of people. Below are the reasons how size, location, and content help in creating brand awareness;
Size
The size of a billboard is important because a larger size makes it more visible at a far greater distance. The higher the number of people who see the billboard, the higher the brand awareness; investing in a bigger billboard is much better than a smaller one because bigger billboards enhance effectiveness. A larger billboard will contain bigger images and content, including the company’s logo, reminding the audience of the brand whenever they see the logo or colors elsewhere. This is how brand awareness is created through a billboard size, while smaller billboards do not play that effective role.
Location
The location of the billboard is another important factor in creating brand awareness. The location should be such that more people get to see the billboard. It should be a public or a commercial place so that people living in different areas can see the board rather than only those living there. A billboard in a residential lane would only be visible to those living nearby; however, a billboard in a commercial area would be visible to a much larger cross-section of the intended audience. Additionally, the right location and size make the billboard visible to people who pass the road or street. It contributes to creating brand awareness, while other marketing methods, such as marketing campaigns, may have a limited reach. Furthermore, the billboards in different cities help the brand capture attention of a diverse audience and build brand awareness. Brands that utilize this technique across the major cities in Pakistan see higher ROIs.
Content
Content plays a crucial role since it is the brand’s message delivered to the audience, which means it is the brand’s first impression on the public. There are various factors to be considered while writing content for the billboard; primarily, the billboard should not be overworded; a lot of content on the billboard will make the audience lose interest in reading it. The content should be short, to the point, and interesting. Additionally, colors, font style, and content size play an important role. It has to be eye-catching but not too bright or colorful. A theme color goes a long way, such as the pink and orange theme colors of Dunkin Donuts help a lot in brand awareness. The content should indicate the marketplace to whom the product or service is beneficial.
Summing It Up
Considering these three factors, investing in billboards can give a good return and create brand awareness. A company considers these aspects to ensure that it attracts a high audience to build brand awareness. It should use a bigger billboard, a suitable public location via the right billboard partner, and the right resources to design the billboard.