Why a billboard is still a great media option

Why a billboard is still a great media option

A good thing about writing a blog is that I can express my bias, often. So here's one – I love a good billboard.

Interestingly I think they've become even more important in the mix of many campaigns, as new media takes much of the focus away from traditional media channels.

My bias probably goes back to my days working as an advertising art director. The classic rectangular horizontal billboard represents a pure creative challenge – how to make a compelling message that could be taken in within seconds? For the creative brain the billboard represents a blank canvass without the need for long copy or embellishment of moving images and sound – just a headline and/or image – that's it.

Of course, like all communications, there are plenty of examples of badly used billboards. The perennial one is simply the "no idea" problem - thanks Russel. When will writers understand that their message is not going to be read unless it is compelling, interesting and has some benefit for the viewer. The other big one on many billboards is the assumption that people will – or can – read 35 words in a cluttered visual layout, while driving pasted in a car at 100 kph. Aspect is another hidden problem. I saw a billboard last week where I could only just read the headline but couldn't, from any angle, see the promoter's logo, because it was hidden by the corner of a building.

Three special things about the billboard?

1. Like all 'outdoor' promotion, it lives where people live; in city streets, alleyways, transport stations and rural byways. In a time when most media is impossibly fragmented, a well placed and conceived billboard can reach people like no other medium.
2. As already mentioned, a billboard's message must be succinct. The space is limited and needs to be read in the time it takes to walk or drive past. That forces the writer to hit the mark with compelling brevity, which so often throws up stunning creative ideas.
3. A billboard draws on its placement and environment like no other medium. The placement of an ad in a newspaper or magazine is impacted by the distractions or enhancements of what's around on the page. But a billboard is completely at the mercy of its surroundings and is often elevated or destroyed by it.

All good media planning considers the targets, the messaging, timing and costs. Billboards are still often considered as part of our media planning when running new media campaigns because it has the ability to efficiently grab peoples' attention and direct them into the online space where they can read in more depth and interact further.

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About the author facebook.com/frasercarson2  www.fresco.co.nz

Fraser Carson is a respected communications and social media consultant, and commentator. He has particular experience and interest in community building, the not-for-profit sector and business development.

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