Which Marketing Method Is Commonly Seen On The Side Of A Freeway?

As you hit the open road, heading down the freeway with the wind in your hair and the landscape whizzing by, it’s impossible to ignore the constant barrage of advertising surrounding you. Billboards, signs, and larger-than-life visuals often dominate the scenery along the highway, vying for your attention. But have you ever wondered, “Which marketing method is commonly seen on the side of a freeway?”

In this blog post, we’re about to embark on a journey through the fascinating world of roadside marketing, exploring the strategies and techniques businesses employ to capture your fleeting attention as you cruise along the asphalt ribbon of the highway. Join us as we dive into the captivating world of freeway advertising and uncover the secrets behind this omnipresent marketing method.

So let’s get started!

Which Marketing Method Is Commonly Seen On The Side Of A Freeway?

• a) Social media advertising
• b) Billboard advertising✅
• c) Email marketing
• d) Telemarketing

So, one commonly seen marketing method on the side of a freeway is billboards. Billboards are large outdoor advertising structures typically located along major highways and freeways. They are designed to capture the attention of drivers and passengers as they pass by, often displaying eye-catching graphics, images, and short messages to promote products, services, businesses, or events.

Billboards: The Giant Roadside Advertisements

Billboards are a standard and iconic advertising method used alongside freeways and highways. They are large, eye-catching outdoor advertising structures designed to capture the attention of passing drivers and passengers. Billboards typically consist of a flat, rectangular, or square surface made of various materials, such as vinyl, paper, or digital screens, and are mounted on sturdy support structures.

Critical characteristics of billboards as a freeway advertising method include:

1. Prominent Location: Billboards are strategically placed along major highways and freeways, ensuring high visibility for a broad and diverse audience of commuters and travelers.
2. Eye-Catching Design: Billboards often feature visually appealing graphics, images, and concise messages to convey advertising content effectively. They use bold colors, large fonts, and creative elements to grab the attention of those passing by.
3. Static and Digital Varieties: Traditional billboards display printed advertisements, but digital billboards use electronic screens to showcase dynamic, changing content.
4. Brand Awareness: Billboards are used to promote products, services, businesses, events, and various forms of advertising campaigns. They serve as a means to create brand awareness and reinforce messaging.
5. Mass Audience Reach: Due to their placement near busy roadways, billboards have the potential to reach a vast audience, making them a valuable tool for marketers seeking to reach a large number of people.
6. Limited Interaction: Unlike some other advertising methods, billboards do not offer interaction with the audience. Their effectiveness relies on conveying a message quickly and memorably to a largely passive audience.

What Are The Three Common Types Of Billboards?

Billboards come in various types, each with its unique characteristics and advantages. The three common types of billboards are digital, static, and tri-vision.

Each type of billboard has its own set of advantages and is chosen based on the specific marketing goals, budget, and target audience. Digital billboards are known for their flexibility and ability to convey multiple messages quickly. Static billboards are cost-effective and straightforward, while tri-vision billboards offer a unique visual appeal. The choice of billboard type depends on the marketer’s objectives and the local regulations governing billboard usage.

Digital Billboards

• Dynamic Display: Digital billboards showcase advertising content using electronic or digital displays. This technology allows for dynamic and changing advertisements, enabling marketers to display multiple messages, images, or videos in a rotation.
• Remote Control: Advertisers can remotely control the content displayed on digital billboards, allowing for real-time updates and customization of ads to target specific times of the day or demographics.
• Enhanced Visibility: The brightness and clarity of digital billboards make them highly visible, especially at night. They can adapt to different lighting conditions and weather, ensuring optimal visibility.

Static Billboards

• Printed Graphics: Static billboards use printed graphics on a flat, stationary surface. They are the traditional and most common type of billboard.
• Cost-Effective: Static billboards are often more cost-effective to produce and maintain than digital billboards. They are typically less expensive to install and require minimal ongoing expenses.
• Message Permanence: The message on a static billboard remains constant until the billboard is manually updated or replaced, which can be advantageous for longer-term campaigns.

Tri-Vision Billboards

• Rotating Panels: Tri-vision billboards have multiple slatted panels that rotate to reveal different portions of the advertisement. Each panel can display a different image or message.
• Eye-Catching Motion: The mechanical rotation of panels creates a dynamic, eye-catching effect that can draw the attention of passersby.
• Space Optimization: Tri-vision billboards can efficiently use limited space to display multiple messages on a single billboard.

Billboard Advertising Statistics

Billboard advertising statistics can provide insights into the effectiveness and impact of this form of outdoor advertising. Remember that these statistics vary by location, industry, and specific campaign. Here are some general billboard advertising statistics: 

1. High Visibility:
   • As per the Outdoor Advertising Association of America (OSA), billboards are visible to 96% of Americans. They are especially effective at reaching drivers and passengers during their daily commutes.
2. Frequency and recall:
   • OA also reports that 71% of billboard viewers often look at the messages on roadside billboards. Additionally, 56% of drivers recall seeing a specific billboard ad in the past month.
3. Large Audience Reach:
   • Billboards can reach a broad and diverse audience. The number of impressions (views) a billboard receives varies depending on location and traffic volume but can be substantial.
4. Impact on Purchase Decisions:
   • A study by Nielsen found that 46% of U.S. travelers who noticed a billboard on their trip were highly engaged and influenced by the advertising they saw.
5. Local Targeting:
   • Billboards are often used for local advertising and can effectively reach a geographically specific audience. Around 71% of people frequently see billboards featuring events, attractions, or restaurants close to their location.
6. Digital Billboards:
   • Digital billboards offer dynamic content and have grown in popularity. A study by Arbitron Inc. and Edison Research indicates that they are estimated to have a 47.7% higher recall rate than static billboards.
7. Cost-Effective CPM:
   • Billboards can be cost-effective when considering the cost per thousand impressions (CPM). CPM is often lower for billboards compared to many other advertising mediums.
8. Brand Awareness:
   • Billboards are effective at creating and reinforcing brand awareness. A well-designed and strategically placed billboard can enhance a brand’s visibility.

What Is The Difference Between Billboards And Outdoor Advertising?

The main difference between billboards and outdoor advertising lies in their scope and specificity. “Billboards” refer to a specific type of outdoor advertising, a broader category encompassing various strategies to reach audiences outside their homes.

Billboards:

• Definition: Billboards are expansive, stationary advertisements commonly positioned along highways or in urban settings, aiming to attract the attention of both drivers and pedestrians.
• Format: These displays are designed to be visually striking and come in two main formats: traditional static billboards and contemporary digital displays. The latter allows for dynamic changes in content, enhancing adaptability.
• Purpose: The primary objective of billboards is typically to cultivate brand awareness. Given the brief exposure time of viewers passing by, the emphasis is on creating a memorable and impactful message.
• Visibility: Billboards are strategically positioned in areas with high traffic for maximum visibility to ensure maximum visibility. This positioning aims to capture the attention of a large and diverse audience, making them practical for broad-reaching advertising campaigns.

Outdoor Advertising:

• Definition: Outdoor advertising encompasses a spectrum of promotional methods targeting individuals outside their residences, creating opportunities for brands to engage with audiences in various public spaces.
• Mediums: This advertising category employs diverse formats, including traditional billboards, transit ads displayed on buses and trains, street furniture ads on benches and bus shelters, and unconventional methods like guerrilla marketing. This array of mediums allows advertisers to tailor their approach to different environments and audiences.
• Flexibility: Outdoor advertising allows advertisers to select formats and locations, allowing campaigns to align with specific goals. This adaptability enables a versatile strategy that effectively reaches audiences across different outdoor settings.
• Versatility: While billboards remain a cornerstone, outdoor advertising expands beyond them, presenting advertisers with a broader spectrum of options. This versatility allows brands to craft dynamic and engaging campaigns that extend beyond the limitations of a single format, maximizing impact and audience reach.

FAQs

Q1. What Is The Average ROI For Billboard Advertising?

The average return on investment (ROI) for billboard advertising can vary widely depending on location, design, industry, and specific campaign goals. However, as a general guideline, many businesses aim for an ROI of at least 2 to 5 times the cost of the billboard campaign.

Q2. How Effective Are Billboards In 2023?

The effectiveness of billboards in 2023 remains notable, mainly when used strategically in advertising campaigns. Billboards continue to offer advantages in high visibility; achieving a diverse audience and establishing brand awareness have contributed to the growing popularity of digital billboards’ dynamic content and adaptability. However, the effectiveness of any billboard campaign depends on factors such as design, location, message, and the campaign’s specific goals. Combining billboards with other advertising channels as a comprehensive marketing strategy can maximize their impact.

Q3. How Effective Is Billboard Advertising?

Billboard advertising can create brand awareness and reach a broad audience, but its success depends on design, location, and campaign goals.

Conclusion

When promoting products, services, or events alongside freeways, one marketing method stands out as a ubiquitous and iconic choice: billboards. These towering advertising structures are strategically positioned to capture the attention of drivers and passengers, making them a prevalent sight along the highway. With their eye-catching graphics, concise messages, and high visibility, billboards are a tried-and-true method for reaching a broad and diverse audience during daily commutes and long-distance travel.

If you have any thoughts or experiences related to “Which marketing method is commonly seen on the side of a freeway?” or if you’ve encountered particularly memorable billboard campaigns, we invite you to share your insights in the comments section of this blog.