Categories: Buying, Costs & Planning

Billboard Advertising Tips for Beginners

If you’re looking to expand your brand’s presence, achieve immense visibility, or turn a profit, out-of-home (OOH) advertising is the perfect way to achieve your goals.

From attention-commanding billboards and dazzling digital displays to swiftly passing bus ads, OOH offers unimaginable advantages and can take your brand from the foundational level to being sprawled across behemoths of architecture.

We’ve compiled three tried-and-true beginner OOH plans to help you break into the field with simple, digestible, and powerful strategies.

“Test the Waters”

Low-risk, low-cost starting point

“Well-Rounded Walter”

Multi-format, multi-market reach

“King of the Community”

Own your local market

The “Test the Waters” Approach

This introductory strategy lets you dip your advertising toe into OOH and see how well it works for you.

Pick one format

→

Locate your audience

→

Run your ad

→

Analyze & expand

Concentrate on one format: start with a traditional option like a static billboard or bus stop ad
Locate your target audience: research where your desired demographic spends the most time
Run your ad: craft a compelling message and design, then reserve space in a high-traffic, high-visibility area
Analyze & expand: monitor your key performance indicators (KPIs), like views and interactions, and extend the campaign into related areas

This low-risk, low-cost strategy complements your existing marketing and shows you where and how your audience responds. Afterward, you can expand, or regroup and change direction.

The “Well-Rounded Walter” Plan

More experienced OOH users will enjoy this plan, especially those looking to expand their reach and push a strong campaign far and wide. The cost is higher, but it’s built for exponential growth and a positive return on investment (ROI).

Balance is key for “Well-Rounded Walter”: reaching a multitude of audiences and building a strong presence online and in person.

Diversify your mediums: run ads in varied formats and locations (e.g., bus ads, billboards, and wallscapes in New York, Chicago, and L.A.)
Define & segment audiences: research the demographics you want and the locations most aligned with their lifestyles
Integrate social media: push your message online to hit diverse audiences, expanding your reach and visibility
Review & regroup: monitor performance consistently and cut underachieving ads
Revise: test different locations, audiences, and formats, adding new tactics when needed

The “King of the Community” Method

If you’re a small business or established company in a local community hoping to make your mark, this is the method for you. It’s designed to target a local audience, making you the go-to brand at first thought.

Scope out the field: find where your target audience hangs out and what they’re interested in
Use eye-level OOH: smaller billboards, bus bench ads, transit shelters, and even posted flyers reach people on foot
Make a connection: use local imagery, reference relevant events, and show why you beat the company in the next town over
Become a community pillar: get into local papers, hold key locations, and run long-term campaigns to build visual power

Pick Your Plan

Whether you’re testing the waters, going well-rounded, or claiming your community crown, there’s a beginner-friendly OOH plan for every goal.

Find Your First Billboard

Michael Vargulin

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Published by

Michael Vargulin

2 years ago

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