Billboard advertisement creative should be designed with simplicity in mind.
Best practices suggest the use of bold colors, simple messaging of seven words or less, and no more than one call to action or contact method. Originality, production quality, and relatability also encourage engagement.
Can billboard ads include interactive or augmented reality elements?
Yes, billboard ads can include interactive elements. With digital out of home, advertisers can incorporate dynamic data, real-time triggers, 3D creative, and geospatial augmented reality (AR). Small-format digital out of home supports even more functionality, such as quick response content control and standard QR codes.
How long should a billboard ad campaign last?
The standard length for a billboard flight is four weeks. Digital billboards, however, offer greater flexibility for more targeted, granular timing. Conversely, permanent placements (aka billboard perms) help advertisers establish credibility and name recognition with a consistent long-term physical presence in the communities they serve.
How can I measure the effectiveness of my billboard campaign?
Billboard campaign performance can be measured via attribution studies that can measure brand lift, sales lift, website visitation, app download, tune-in, and footfall.