Billboards cost far less than other forms of traditional advertising, particularly television and print, while offering brands extensive reach and superior recall. Billboards cannot be switched off, skipped or blocked. These large format adverts are highly visible and omni-present – 24/7. They provide highly targeted and effective reach. When you consider their visibility, high recall levels, versatility and affordable pricing, billboards are clearly the obvious choice over more traditional forms of advertising.
“82% of billboard viewers make a point of looking at the advertising message.”
(Nielsen OOH Advertising Study 2016)
What does billboard advertising cost?
As with most forms of advertising, flighting costs vary based on time and place. In other words, depending on where your brand is visible, and for what period of time. With that in mind, this is an extremely effective and affordable form of advertising. The effectiveness of billboard advertising is well documented. Leading brands use them because they work! But so do smaller brands. Advertising options and solutions are available for all brands, big and small. ON provides national coverage, with very affordable packages available. Speak to our team for the best and most cost effective solution for your brand.
What about production costs?
Billboards are one of the most versatile formats within Out of Home advertising options, and production costs will vary according to the final campaign. Developments in technology and materials have resulted in higher quality graphics that withstand the elements for a longer time, allowing your brand to remain visible, while retaining its creative integrity. The decision of whether to use a static or digital billboard will also affect the production costs. Once these decisions have been made, our sales team will be happy to provide you with the relevant costs. Our teams are here to advise, guide and ensure your brand receives the best possible return on its investment.
Are there additional or hidden costs?
Once we have provided you with a cost, there are no additional fees to be paid. All relevant production and advertising costs are quoted upfront with full transparency. Our teams will always ensure that you are clear on all cost elements prior to sign-off. Should you wish to apply a creative change to your campaign however, there will be associated production costs.
What is the ROI? How measurable is advertising on billboards?
Every campaign has its own specific deliverables requirement in terms of return on ad spend. Whether it is a volume drive campaign, call to action, or simply brand awareness, OOH advertising on billboards is measurable and delivers effective results. The Outdoor Measurement Council – of which Outdoor Network is a member – and its various platforms provide extensive reach and frequency figures, offering brands an opportunity to measure campaigns in a manner comparable to other advertising mediums. The measurement process combines various elements including traffic flows, satellite imagery and travel patterns to form a comprehensive traffic model, which when combined with the location of all media owner billboard panels, creates an accurate representation of OOH audiences. As a result, advertisers have access to data about reach, frequency, GRPs (gross rating points), duplication factors, impacts, and CPM (cost per thousand).
Can Outdoor Network assist with creative design?
Outdoor Network provides in-house design should you require. Our team are well versed in designing for large format billboards. They are on hand to provide advice and provide guidance, even if your agency has conceptualized and prepared artwork for the campaign. The key element for all involved is that the brand receives the maximum exposure possible. Exposure that is effective, and aesthetically pleasing.
What creative works best on billboards?
Always keep in mind that billboards are viewed ‘while on the move’. Briefly, for effective creative, use bold images, contrasting colours and large easy to read font types.
Do you offer a national service?
We have over 2500 sites nationwide, offering customers a huge selection of billboards at prime locations and within major commuter nodes. Our extensive offering allows for effective targeting, from single community based billboards, through to national campaigns. Contact us for with your specific requirement and we will provide you with the ideal solution for your needs.
What is the average length of a campaign?
Campaigns run for various periods of time, and more often than not in line with the overall marketing plan. The average length of campaigns varies from 1-3 months. In some cases, campaigns run over extended periods with various creative changes.
Do you have digital billboards?
Outdoor Network has recently introduced its digital billboards, and will be rolling these out across the country. Digital billboards offer unrivaled flexibility, in many cases providing exciting and creatively superior solutions when compared to static billboards. Digital delivers true 24/7 visibility, and offers advertisers new methods through which to engage with targeted consumers. They allow advertisers to customize their messages quickly, making their advertisements especially relevant to the mobile consumer. This is the next generation platform for advertisers. Advertisers are now able to create custom content and provide maximum impact through the benefits afforded by digital. Creative can be changed often or when needed throughout the lifespan of a campaign, with no interruption to brand message delivery. Static billboard creative tips still apply however, as does location.