Case Study: Successful Billboards Advertising

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Case Study: Successful Billboards Advertising

The United States billboard & outdoor advertising industry is valued at $8 billion. Three of the top industry players are Lamar Advertising Company, Outfront Media Inc., and Clear Channel Outdoor Holdings Inc.

US Billboard & Outdoor Advertising Industry - Market Size

Major Industry Players

Lamar Advertising Company

OUTFRONT Media, Inc

Clear Channel Outdoor Holdings Inc.

Case Studies

Kylie Skin

  • In 2019, Kylie Jenner wanted to stretch her brand's awareness in conjunction with the launch of a new product line known as Kylie Skin.
  • To create the desired awareness, the team first deployed a planning tool to capture individual billboards and shopping mall sites and further deliver ads on the acquired spaces.
  • The "programmatic out of home Kylie Skin campaign simultaneously targeted 4,300+ U.S. roadside digital billboards and 1,500+ digital video screens in 200+ shopping malls."
  • The initial wave of the campaign included information about the launch time of the products online. Once launched, the ads all swapped to read, 'Available Now.' A custom trigger was scheduled for the third creative to say, 'Sold out.' The products eventually sold out later that day.
  • The campaign was regarded as the "largest single national programmatic digital billboard campaign." It reached audiences in more than 1,100 U.S. cities, including major areas such as Las Vegas Boulevard and Times Square.
  • The record-breaking campaign attracted national press coverage, featuring in top ad media sources such as AdWeek, MediaVillage, Marketing Magazine, and other trade publications.
  • The campaign also created social media buzz among Kylie Jenner fans, followers, and other social media influencers.
  • Pictorial excerpts from the campaign are provided here (image 1, image 2, and image 3)

Benedict’s Restaurant

Best Practices

Perfect Location

  • The location of the billboard is regarded as one of the most critical factors when opting for billboard advertising, according to EMC Outdoor and MarketingWit.
  • The sponsor is advised to inquire from the advertising company about the billboard's proposed location and then conduct a personal assessment of the site.
  • Some factors to look out for include visibility, the size of the human traffic expected, the absence of obstructions, and ensuring that space is located in the right geographical bearing.
  • Ideally, the inspection should be conducted before signing the advertisement contract.
  • Hauler Ad provides a list of the best sites to position a billboard ad, including schools, office buildings, bus terminals and train stations, hotels and commercial buildings, and highway/freeway.
  • According to an Arbitron National In-Car Study, "71% of Americans consciously view a billboard message while driving and, of that percentage, many visits the event or restaurant advertised."
  • Also, 58% of the respondents suggested that they learned about an event or restaurant they want to visit from a billboard advert.

A Powerful Call to Action (CTA)

  • According to Media Space Solutions and Envision Creative, a powerful call-to-action (CTA) is a best practice related to billboard marketing campaigns.
  • Media Space Solutions believes that it is best to use a simple and not complicated call-to-action to ask readers to take a specific action directly.
  • Envision Creative also emphasizes that CTAs should be actionable lead people into immediate engagement depending on the purpose of the ad.
  • Media Space Solutions also suggests that billboard ads should facilitate a conversation between a brand and its target audience.
  • A call to action is said to be the reason behind the increased engagement and output generated by billboard ads.
  • Showcase Outdoor provides some examples of call to actions on billboard adverts such as asking people to call a telephone number, directing people to a website or social media channel, signposting people to a business location, and directing consumers to dedicated discount codes, hashtags, or QR codes.
Sources
Sources