Have you ever wondered how billboards can help you promote your business or brand? Jarrod Borgemeister, owner of Prime Media Group, a successful digital marketing and outdoor advertising company, shares all of the practical details and some of the insider secrets about effectively using billboard advertising.

Isham Holding
Jarrod Borgemeister Isham Holding

Billboards are a proven way for all types of companies and businesses to increase exposure in addition to what they are gaining online or by using comparable media methods.

Billboards will most certainly gain the attention of a local audience as well as travelers in transit, so you are getting every person from a broad spectrum by geotargeting. This includes everyone from CEOs, Marketing Directors and Managers to traveling business owners and employees with their families; they all have something in common. Their attention is valuable. And companies are always looking to maximize their brand awareness and increase exposure to saturate their target markets and grow their customer base.

This readily available and perpetually reliable audience makes Outdoor Advertising and billboards a safe bet for guaranteed visibility. However, it helps to be aware that there is a right way and a wrong way to go about strategizing and executing successful billboard advertising campaigns.

To start, did you know there are two main types of billboards called "Static" and "Digital?" They serve fundamentally different purposes and achieve substantially different results.

The Difference Between Static and Digital Billboards

Jarrod explained, "a static billboard is a billboard in which the artwork does not change rapidly. There are different types, sizes and variations, but for now, we will stick to the most common and affordable type. A traditional static billboard uses printed PVC vinyl and typically promotes a long term message. We tend to see this billboard format being used to boost overall brand awareness by targeting high visibility areas with a high traffic count. These advertisements will be displayed uninterrupted for up to six or twelve months."

"Businesses are getting people in the area familiar with their name, brand, colors and product through these types of billboards. And they work great for that, but one problem I see many companies suffer from is not being ready and capable to accommodate the influx of leads they garner through the billboard ads. For example, if their online presence is non-existent or very little effort has been put into it, I usually recommend they spend money on updating that, then go for the billboard. If you are not making a good first impression and meeting expectations because you are funneling leads to a poorly made website (or none), it will hurt you in the short term and the long term. Prime Media Group isn't here to solely profit off billboard placements, we want businesses to thrive and generate returns as well, and we can help with that."

He said, "On the other hand, digital billboards don't have any setup fees and the artwork can be changed instantly. I usually recommend this type of billboard to promote short term advertisements such as promotional deals, limited time offers and specials, seasonal sales, events and announcements.

"I have restaurant clients that change their digital ad every morning to announce their "special of the day." Digital billboards are revolutionary for their flexibility, capability and customization potential. The main drawback to digital is that you are sharing the ad space with other companies. While this factor does usually make it cheaper to lease, you are only receiving a portion of the total impressions you would have from a static billboard depending on how many ads are in rotation. So if there are four ads, you are getting one-quarter of the impressions you would get from a static billboard in the same spot."

Jarrod said a great way to establish a dominant presence in any market is to use both formats. The static billboard stands as the brand pillar, while the digital billboard works to convey specific messages and short term promotions. He did note that while static billboards communicate the overall brand, it is smart to change out the artwork annually or bi-annualy to ensure that people don't get so used to the ad that they begin to subconsciously ignore it.

Other Types of Billboards

In addition to the basic PVC vinyl and digital billboards, there are also 3D digital billboards, 3D static billboards, translucent backlit static billboards and tri-faced static billboards that use synchronized levers. "The 3D and backlit billboards are much more expensive than the two types I explained — but for those companies that can afford them, they make a powerful impact in densely populated areas. The levered billboards are being phased out; that was the method used for displaying multiple ads on a billboard before digital became more affordable," said Borgemeister.

Choosing a Billboard Placement Company

Believe it or not, there are billboard companies out there that don't know about targeted marketing and advertising; they just rent space like a property manager. Jarrod said that "one way to tell if you are in good hands is to ask the owner or the account manager if they can suggest any other marketing resources you can combine in your strategy with your billboards. Someone that doesn't understand strategic marketing and is just facilitating renting ad space will very likely lead you to a useless billboard location for your business or campaign goals. This will result in a poor experience with outdoor advertising as well as little or no return on ad spend investments."

Prime Media Group Billboard Basics

"A great billboard ad consists of eye-catching artwork, a concise message and a provocative call to action." Jarrod said. "A picture and a phone number isn't enough. You aren't giving people clear instructions, you are at best giving a subtle suggestion. If your billboard says, 'Call Now or Act Now' people are going to take that suggestion as actionable and decide what they should do. The most effective ads will psychologically engage you by effectively proposing a call to action. To make an even bigger impact, I have been recommending to my clients to utilize QR codes. They are a faster, easier and safer way for people to engage with billboard advertising. You just turn on your smartphone camera, hold up your phone and touch the yellow square. The website or app will load up instantly and your experience will shift from visual and physical to digital and in the palm of your hand."

"People frequently ask, 'does that really work from far away and driving?' I reassure them with today's newer phones using high quality cameras and autofocus, it works perfectly. These days, the most elite sales funnels are all about reducing the number of steps and the amount of effort necessary to complete the sequence and secure the conversion. QR codes are a lightning fast and innovative way to take someone directly to your digital platform with the press of a button."

About Prime Media Group

Prime Media Group has been working with businesses for more than eight years, helping them realize returns through physical and digital advertising. They have made it their mission to work closely with clients who benefit from tailored marketing strategies, addressing their specific needs. No one business is the same as the other, so why should their marketing strategies be the same? Read more about how Prime Media Group delivers results in New York Weekly — and get in touch with Prime Media Group for more information about successfully utilizing billboards and fine tuning your marketing strategies today!

Keep up with Jarrod on Instagram at @jborgemeister.

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