If you’ve been in a car or on the bus, you’ve seen a billboard. These large physical ads are seen by millions of commuters every day. Billboards live in high-traffic areas such as highways and large intersections, as well as near businesses that want to attract traffic. Because of their size, they’re hard to miss. More than70 per cent of people consciously look at billboard advertisements and more than one-third report looking at outdoor advertisements most of the time they pass one.
While digital ads are prevalent due to the increased time people spend with screens, print ad campaigns remain relevant wherever physical customers are present. In the digital world, brands are constantly competing for attention and clicks. On the road, drivers and commuters have fewer distractions.
A busy highway or intersection can garner thousands of impressions every day. Commuters stuck in traffic during rush hour have more time to stare at billboard ads and people travelling along the same roads daily get constant exposure to the same ads. Industries that remain hyper-local and cater to traditional audiences also prefer the tangible and concrete qualities of billboard advertising. Roads are accessible to everyone, even to crowds who don’t frequent the Internet or watch television, so ads that appear there can always make an impact.