Billboards have long been vital parts of modern-day advertising. With newer technological advancements, companies have upgraded to digital billboards as their primary means of communication. They allow you to connect with and engage new customers continuously at any time of the day.
Per a new study, more than 70% of customers agree that billboards keep them informed about the current scenario. Not just that, 8 out of 10 people can recall the brand on an electronic billboard they saw a month ago.
If you want to change your message frequently, they are more effective options than their static counterparts. So, you can safely say that having a digital billboard adds great depth to your advertising campaign.
Here are some ways you can make your signage work more for your brand:
1. Focus on the Story
No matter the industry, you have to convey a message to your clients, current or prospective. Even if you use innovative designs, it is of no use when the content does not reach the customer. It is crucial to get the information sink in by making your message memorable to the onlookers.
Hence, find your ad’s objective: do you want people to take action or know more about your brand? Are you trying to create curiosity in your latest product or get them to your website? Present the critical message to evoke an emotion, solve a problem, or cater to their needs. This dynamic way of advertising breaks it down into a story.
2. Choose Smart Advertising
Digital billboards remain high up on the side of a highway or the front of a building. So, passersby may have just a few seconds to take them in.
Depending on how heavy the traffic might be, drivers will only have seconds to glance at your message. They have even less time to understand what the ad says. So, an average driver should be able to grasp your message within 5-10 seconds. Since your target audience is moving, brevity and simplicity is the key to creating an effective outdoor ad.
Keep the text bold and legible with a large font and less than 7-10 words. You can try being clever and witty in sending your message across. But ensure that the language is clear and does not have the readers fumbling for a dictionary.
Other Relevant Things to Add:
- Your business logo
- Website address
- Phone number
- Major locations you serve
3. Consider a Simple Design
Billboard design tells a story in a visual medium. It means you need compelling images to accompany the message. Thus, you need a strong strategy to come up with a larger-than-life-sized design and layout.
However, your signage’s primary purpose is functionality, not design, unless you are a designing firm. So, keep the elements simple, layout readable, and content legible. After this, creativity can follow – do not clutter the billboard with too much information. Prioritize what to share.
Some guidelines to follow:
High Contrast: Simplicity is fine, but subtlety is not, particularly when attracting people at great distances. Have a strong contrast in hue to create a practically valuable copy.
Bright Colors: Try to avoid complementary colors as they have similar value and do not offer much legibility. Use fully-saturated hues and contrasting color combinations so they can capture attention.
Image: Go big to create maximum impact on the people driving. Rather than trying to fit in large objects by making them small, amplify a small element. It adds visual quality and is not overly complex. Likewise, refrain from using more than 3-4 elements – an image, your message, and a logo.
White Space: While white space is preferred for electronic and print materials, it may not carry well outdoor ads. Instead of keeping unused visual space, add a bright image. Increase the font size and enhance the logo.
4. Consider the Location
You may be planning to put up your billboard in a sophisticated neighborhood. Then, a message with a casual vibe may not achieve the desired effect. However, for a beachside environment, develop a fun story, presented in a conversational tone.
Finally, Test Your Idea
Digital billboards or Digital Out-Of-Home campaigns are nothing like your conventional print advertising efforts. Anticipating what the public needs is only half the battle. After developing your message for the mega screens, you may test it out to see its effectiveness. Analyze if people recognize and comprehend it after seeing it for around 5 seconds.