The automotive industry and billboards have a history that dates back to the early 1900s when the Ford Model T became the main promotional product in the world’s eyes.
A large billboard advertising your brand in a strategically selected place allows your brand to be seen and your message to be acted upon. In terms of today’s digital age, billboards are still very influential and even featured as the key component of recent blockbuster, Three Billboards Outside Ebbing, Missouri.
Take a look at our guide below offering some further insights into the power of billboard advertising in the automotive sector.
A billboard can be a real time-saver
Every day, Brits are in viewing range of advertisements for 16 minutes. That’s plenty of time for you to carve yourself a slice of that attention with a well-placed billboard! Many people are reluctant to place a billboard for fear of complexity in designing and printing, but the truth is that billboard designs and printing are quite simple! Design-wise, despite the size of it, a billboard is really just a single-page advert, which can be a real time-saver.
Plus, out-of-home advertising such as billboards have been proven to be highly effective for the car industry in particular. Primesight reported on one such study, which showed that over 50% of consumers admitted they are more likely to have purchased a car after seeing out-of-home advertising. Additionally, out-of-home advertising such as billboards work hand-in-hand with the digital world. Research has revealed that such advertising actively supports assisted conversions, with 17% of customers more likely to engage with a brand through their smartphone as a result of an outdoor advert. And with 78% of adults in the UK reaching for their trusty smartphone to access the internet, encouraging research and engagement of your brand through mobile devices or smartphones is vital for your company.
The secret behind creating a billboard that works
Of course, the adverting world is highly competitive, and none more so than the automotive industry. Placement is everything, but so is context — it is all well and good placing your billboard on a roadside where so many people will drive by it, but they are also going by at some speed! For your potential customers to take in as much as possible in a short window, consider what the goal of your billboard is. Are you looking to sell a specific product, or are you looking to increase general brand awareness? Pick a clear objective, then provide the essentials.
The benefit of a billboard is the big space. While people only recall 10% of information they hear three days later, an image can boost this retention by 55%. Set aside plenty of time to focus on what your image needs to be. Would a quirky or funny help your product, or perhaps something more striking? You have the space to play with, so creativity is key!
But don’t get carried away; if the information is lost or unfocused, then no bright, powerful image in the world will make your advert a success. Make your information clear and eye-catching with bold, contrasting colours to stay in people’s minds longer. Don’t be tempted to go overboard with your font choice either, as you’re aiming for clarity and readability. Pick something reliable, like Sans Serif, to ensure no issues.
If you’re opting for a roadside advert, there’s no point having lots of text on the board however. With only a few seconds to see it, the copy length of your advert needs to be realistic. Convey information quicker with the right image, then stick to a sharp, punchy message no more than seven words long.
There’s also the potential location to consider. Using local landmarks in your advert can create a sense of trust and familiarity, forging a connection with customers in that area very quickly. Also, everyone loves a bit of humour; in a review of 6,500 adverts, the funniest were deemed the most memorable. It also works well to give your brand a warmer, friendlier image.
Author bio:
Gary Peeling is the managing director at leading UK print company, Where The Trade Buys, offering professional outdoor marketing materials for large and small businesses.