Countless small business owners hear “billboard advertising” and automatically think it’s out of reach, unaffordable, and generally a risky investment.
The perception is that billboards and out-of-home (OOH) advertising formats are reserved for huge and national brands with massive ad budgets.
The reality is that billboards can be one of the most effective, affordable, and accessible advertising channels for small businesses; especially when used strategically and intentionally.
Billboards deliver something small businesses constantly struggle to achieve: a consistent route to local visibility and penetration. Placed along busy roads, commuter routes, and near shopping centers, billboards put your business front and center for the same audience day after day.
Many billboards require an upfront investment which then delivers a lower cost per impression than digital and traditional channels. A single billboard can generate thousands and tens of thousands of impressions every day without intense ongoing fees to spur new clicks, views, or engagement.
Small business brand awareness is central to success and something such companies are often thinking about. This makes billboards a strong long-term growth avenue for local areas, especially when put up against digital ads that stop performing the moment you stop spending ad dollars.
It’s not one or the other when it comes to developing an advertising mix. Billboards don’t replace digital marketing, they simply enhance it. After launching a billboard campaign, many small businesses see increases in:
Billboards can absolutely be worth it for small businesses; especially those looking to build awareness, credibility, and long-term growth. Ensure you have clear messaging, some digital support, and interesting creative to catch eyes, and billboard advertising becomes a powerful local marketing tool rather than a scary far-off concept.
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