Billboards vs. Other Local Advertising Channels: Print, Radio, and More

There is no end to advertising options for local and national businesses. Anything from traditional print ads, radio segments, and even podcast appearances is available and offers countless opportunities to reach potential consumers in local communities.

The catch is that not all channels deliver equal impact or the same return on investment (ROI).

When determining your advertising game plan and figuring out exactly where to put your next ad dollars, one important question to consider is how much of a splash you are looking to make.

If you want to maximize return on investment and reach the most profitable members in local communities, out-of-home (OOH) advertising may be the ad avenue for you. Before you make your final decision, it’s important to weigh the options and understand how billboards compare to other local advertising formats like print, radio, and more.

The Power of Billboards

Billboards are one of the oldest forms of advertising, but have not weakened or faltered despite their long-standing status. OOH remains one of the most effective ways to spread messages and convert viewers into potential consumers, directing valuable dollars to your brand.

Billboards offer:

• 24/7 Visibility: Unlike radio ads or newspaper placements, billboards are always on—day or night, rain or shine.
• Massive Reach: When placed along busy highways and bustling downtown centers, billboards deliver consistent impressions day after day.
• No Skip Button: It may be tempting to hedge your campaign digitally, but consider widespread adblocker use and the power of a “skip ad” button—one thing billboards do not have.
• Cost Efficiency: When boiled down to the nitty-gritty finances, billboards often outperform other local formats on a per-impression basis. You’re able to save money without missing out on audience reach.

Furthermore, 80% of drivers say they frequently notice billboard ads while on the road. This means OOH is one of the most noticed and recalled ad formats, able to penetrate and remain top-of-mind.

Billboards vs. Print Advertising

Print ads mean anything from being featured in the local paper, scattered across a magazine, or plastered on a flyer. This has long been a foundational staple for small businesses looking to interact with their local communities.

Strength-wise, print offers credibility and can target specific audiences (such as a holistic and wellness lifestyle magazine).

On the other hand, readership across print formats is declining, and there is a high cost for larger placements—begging the question, is it even worth it?

Billboards vs. Radio Advertising

Radio advertising has been, historically, an incredibly effective way of penetrating national audiences. Unfortunately, this has all but died in the 21st century, yet it still offers unique advantages to one specific audience: commuters.

Radio ads are strong for showcasing a brand’s personality and repeatedly reaching the same commuters tuning into a given station while on the road.

On the downside, messages are fleeting since once the ad is over, it’s gone, and a listener is onto the next thing. Additionally, listeners are turning to podcasts and streaming services to keep their minds busy while driving, a shift that has significantly decreased radio listenership.

Billboards vs. Geo-fenced Digital Ads

Digital advertising offers powerful results and even allows a message to be quarantined in a given area and tailored towards a carefully chosen audience. 

This form of advertising has many strengths, like advanced targeting techniques, retargeting features, and the data to show how an audience is interacting with a digital ad campaign.

Some of the challenges with digital ads are that there is ad fatigue among digital users, the rise of ad blockers, and widespread negative consumer sentiment towards ads.

The Sweet Spot

It doesn’t just have to be billboards vs. other advertising channels, as the best campaigns utilize billboards as a messaging pillar while layering other complementary ad channels.

Billboards create the backbone of awareness with other formats that can guide audiences to all-but-certain action!