Traditional Billboards vs. Digital Billboards

Traditional billboards have been a staple of advertising for many years, but digital billboards represent a more recent innovation in the field.

We analyse both types as each advertising method comes with its own set of pros and cons, for many businesses. Standard billboards are generally considered to be more budget-friendly. In contrast, digital billboards provide superior flexibility and the opportunity to focus on specific audience segments. While traditional billboards ensure consistency and reliability, digital options can face potential technical difficulties.

Traditional Billboards

Throughout history, from the era of big brands to contemporary road trips, billboards have consistently adorned our roadways. These advertising structures are recognised for their extensive visibility and their ability to remain in place for extended periods along highways and intersections.

When you choose to rent or buy an outdoor sign, your advertisement typically enjoys a prolonged display. For decades, billboards have proven to be an effective method for promoting products to countless individuals nationwide. Traditional billboards remain steadfast in their goal to convey unique messages that linger in the minds of the public at every corner.

Digital Billboards

Exceptionally luminous and captivating, digital technology is revolutionizing the world of billboards. These electronic displays are located along major highways and in renowned cities like Las Vegas, Times Square, and Tokyo.

Digital billboards provide an outstanding opportunity for brands to interact with potential customers. Their digital network connections allow for easy management and scheduled rotation of advertisements. They are also employed in indoor venues such as kiosks, airports, mall corridors, and sports arenas. By leveraging LED technology and computerized control systems, these digital advertisements offer businesses a striking avenue to promote their products.

Locations of Billboards

To ensure a successful billboard campaign, it’s essential to position ads in areas with heavy foot traffic to enhance visibility. Digital billboards are particularly effective for campaigns focused on increasing brand awareness among a broad audience, as they are strategically located in bustling towns and cities.

However, when aiming for targeted impressions, traditional billboards in carefully chosen locations can yield better results.

Reaching The Audience

For small and medium-sized businesses, billboard advertising presents a budget-friendly opportunity to boost brand visibility locally. Digital billboards are visually striking but may display up to five different brands at once, which can dilute individual impact.

On the other hand, traditional billboards guarantee sole advertising space, maximizing visibility in the targeted region.

The Pros Of Traditional Billboards

Businesses can gain significant advantages from utilising exclusive advertising space, ensuring constant visibility and fostering long-term brand awareness. Billboards are strategically placed in high-traffic locations and typically feature a 14×48 foot design that captures attention through eye-catching extensions, cutouts, and bright colours.

When compared to traditional media like radio, magazines, or direct mail, billboards generate a greater number of potential impressions—three times more than radio, six times more than magazines, and ten times more than direct mail.

Additionally, older travellers tend to engage more with billboard advertisements due to their familiarity, which can lead to effective word-of-mouth marketing over extended periods.

The Cons

When updating or altering advertisements on traditional billboards, businesses should factor in production costs, as materials can suffer from peeling, fading, exposure to the elements, and dirt buildup over time.

There is also a waiting period for changing messages or ads, influenced by limited space and unconventional dimensions that restrict the information and calls to action. Furthermore, companies must be mindful of the potential for accidents or vandalism if proper maintenance is not upheld.

Benefits of Digital

Digital billboards serve as a budget-friendly method to connect with potential customers through captivating visuals, such as animated effects, bright colours, and videos. By implementing short display durations to combat ad fatigue, customised schedules can effectively reach different audiences throughout the day or week.

These billboards are perfect for temporary promotions and can respond to factors like weather, news, or traffic trends. Some digital boards even showcase social media updates while providing the adaptability of traditional outdoor advertising.

The advanced LED technology ensures crystal-clear images in prime locations, making it easy to rotate messages. This format guarantees that viewers are less likely to overlook the advertisement. Furthermore, placing digital billboards at higher elevations minimises the chance of damage.

The Cons

Digital billboards typically come with a higher price tag compared to traditional ones, with daily expenses for the latter falling between £25 and £70, while cutting-edge digital options can cost several thousand each month.

Advertisements on these digital displays are usually visible for just eight to ten seconds, and the exposure time is divided among various advertisers in a 64-second rotation.