01 Jul 24 How Effective Is Billboard Advertising vs. Other Media?
Multiple forms of advertising media have exploded over the last few decades in South Africa. This article examines the effectiveness of billboard advertising vs. other media forms, focusing on reach, engagement, cost, and overall impact.
According to PwC, out-of-home (OOH) advertising reached about 85% of the adult population in 2011 and was expected to grow by more than 9% annually in subsequent years. It has exceeded this prediction since then. Meanwhile, television, radio, and print have experienced negative growth over the same period, demonstrating the dynamic nature of consumer preferences.
Billboard Advertising in South Africa
Billboard advertising makes up a large proportion of OOH advertising. Billboards are popular because they fulfil primary user objectives; they capture vast interest and attention, introduce a brand to the public, or promote a particular product or service to target audiences. They can be structured in many formats, the three most popular being Static, Mobile, and Digital billboards.
Billboard advertising remains a preferred marketing medium for several reasons. Let’s delve into the pros and cons of OOH advertising.
The Pros of OOH Advertising
Footprint
OOH ads have a high reach in key locations, like the widespread reach of television and radio. However, unlike these media, billboards provide constant visibility, while TV and radio depend on scheduled programming.
Visibility
Once established in an area, OOH ads can become part of the routine and economy. Constant exposure to brands can create an imprint of their products and services in consumers’ minds. Billboards require no effort from a consumer to be seen and are observable at all hours of the day.
Billboard Advertising vs. Other Media Costs
Billboards are generally more cost-effective than television and radio, which require high production costs and prime-time slots. Print media can also be costly with recurring publication fees, whereas OOH ads can require a one-time setup fee. Digital billboards provide the most cost benefits since they can be managed from a central location.
Engagement
OOH ads allow for novel engagement methods, such as interactive displays, which can be more impactful than traditional media. Television and radio provide narrative opportunities but lack the same level of physical interactivity. Digital out of home advertising is gaining momentum globally, spearheading the notable growth of overall OOH in recent years.
The Cons of OOH Advertising
Short Messaging
Because of their placement, billboards must convey their messaging concisely and compellingly.
Measurability
While the impact of OOH ads is harder to measure compared to digital metrics available for TV and radio, new technologies are emerging to better track OOH ad effectiveness through digital interactions and location-based data.
Regulation
Regulatory variations can limit OOH ad placement, unlike the more consistent regulations for TV and radio. This is done to align with societal sensitivities, but it means that a billboard may be prohibited in one area while being permitted in another. However, this can also allow for targeted, locally relevant OOH ad campaigns.
Other Advertising – Television, Radio, and Print Media
A growing trend of internet adoption may be cannibalising audiences from other forms of advertising, but television, radio, and print are still staple forms of media consumption in Africa. Like OOH ads, these media are accessible to masses from all socio-economic backgrounds. Here is a list of the pros and cons of this form of advertising.
The Pros of Other Advertising
Resilience
Radio, television, and print advertising remain affordable for a large portion of the population. They are frictionless, with no subscription or data costs associated with consuming their content. Thus, television and radio have a place in the advertising landscape.
Audience Connection
Radio, television, and print ads can provide consumers with a more immersive experience. They also offer the opportunity to better educate audiences about a product or service given the time required to take them in.
The Cons of Other Advertising
Device Needed
The consumption of content is impossible without a television, radio, or publication.
Ad Placement Timing
The timing of ad placement is crucial. Advertisers need to have a thorough knowledge of their market to know when their audience is most likely watching, listening, or reading a particular channel or station.
Costly
Production and prime television or radio spots can have prohibitive costs.
Declining Attention
As access to streaming and digital platforms becomes more sophisticated, television, radio, and print audiences are likely to decline.
Billboard Advertising vs. Other Media
Campaign objectives play a significant role in determining the appropriate advertising medium. While billboards and other media can reach similar audience sizes, metrics such as geography, demographics, and intent are the clinchers.
In summary, in a review of billboard advertising vs. other media, OOH advertising offers unique advantages in constant visibility and creative engagement at a lower cost, though it faces challenges in measurability and regulatory consistency. Television, radio, and print media offer wider reach and immersive experiences but come with higher costs and declining audiences due to digital media trends. Elevate your brand with all the benefits of ooh advertising. Contact Alliance Media today to get started.