Outdoor advertising is one of the most popular forms of promotion. Billboards are considered particularly effective, as they can reach a truly large audience, especially when placed in high-traffic areas.
Billboard advertising prices can vary widely. We explore how they differ and what determines the final cost of a campaign.
Billboard advertising – basic information
Billboards appeared in our country relatively recently, in the 90s. However, they quickly became a fixture in the local landscape and remain numerous to this day, both in large metropolitan areas and beyond.
Despite the undeniable growth of internet marketing, they remain incredibly popular. They are used by both the largest corporations and much smaller, local businesses.
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A billboard is a large advertising medium, most often in the form of a free-standing board (also called a freeboard) or a poster placed, for example, on a building wall. They are printed on a special paper backing, which is then glued to a specially made base, e.g., galvanized sheet metal, PVC board, or another material.
These are generally considered short-term advertisements (from a few weeks to a few months). However, billboards are sometimes included in this category, as they are manufactured using methods that ensure greater durability and are suitable for much longer use.
Billboards come in several standard sizes:
- billboards/freeboards 12 m² with a format of 5,04×2,38 meters
- this is the so-called European format, eurobillboard);
- billboards/freeboards 12 m² with a format of 4×3 meters;
- billboards/freeboards 18 m² with a format of 6×3 meters;
- billboards/freeboards 36 m² with a format of 12×3 meters;
- billboards/freeboards 48 m² with a format of 12×4 meters.
In large cities, megaboards are also sometimes used, most often in non-standard formats, as well as surfaces exceeding 50 m² and reaching up to 300 m² (advertisements on buildings).
In addition, smaller billboards measuring 6 square meters are also sometimes encountered (especially in metro stations). Citylights—a type of illuminated advertising—are also sometimes included in this category, although they typically come in much smaller formats.
Mobile billboards, most often mounted on trailers, are also available. Their standard dimensions are the same as the so-called Euro billboard. 6 x 3 m formats are also sometimes used.
Billboard Advertising – Main Advantages (and a Few Disadvantages)
The popularity of billboard advertising is primarily due to its advantages. It can be used both to complement campaigns conducted on other channels or as the sole tool for promoting a brand or product.
In recent years, so-called teaser campaigns have been widely used, including billboards. This type of advertising aims to intrigue the viewer. It doesn't name the company, product, or service, and usually reveals few details about them.
Sometimes the content of teaser ads only shows the logo of the new brand – this was the case, for example, with the Heyah mobile network campaign, which caused the characteristic red hand to literally take over Polish cities.
It wasn't until several weeks later that the real issue became clear, and the new operator officially launched its operations. However, this is just one of many possible uses for outdoor advertising.
Meanwhile, its advantages include:
- the ability to reach a huge audience;
- the possibility of increasing brand recognition – a widely exposed logo, name or product is involuntarily remembered;
- the possibility of creating positive associations with the brand – a well-designed campaign can bring great results in this area;
- long contact with advertising – especially in the case of exhibitions in cities, which gives recipients time to thoroughly familiarize themselves with the content;
- relatively low price of advertising exposure – of course, depending on certain factors, which we will discuss in a moment;
- the possibility of using creative and unusual ideas – billboards, despite their straightforwardness, leave a wide scope for interpretation;
- neutral emotions – billboards have become a part of the urban landscape and are perceived as less intrusive, which is why they irritate viewers much less than, for example, some TV commercials or pop-up windows on the internet.
However, billboards also have several drawbacks. Due to their advertising overload, many areas often receive indifference, especially if they lack a particularly creative or attractive design.
Outdoor advertising is increasingly being criticized for cluttering the landscape and distracting from architecture and monuments, for example. For this reason, it can be off-putting to some target groups and discourage them from a given brand.
Similar controversy surrounds roadside advertising, which can distract drivers or reduce visibility. Therefore, it's always important to consider billboard placement and its compatibility with the surrounding area. It's also worth noting that some of these types of ads are vulnerable to vandalism, which impacts their aesthetics and effectiveness.
How much does billboard advertising cost depends on many factors
A billboard campaign can be very expensive or relatively inexpensive. Its price depends on several factors. Which are the most important?
Location
The placement of an ad is one of the most important factors in determining its price, as it determines how many people will see it. The most expensive billboards are, of course, those located in busy areas, in city centers, where tens of thousands of people can see them daily.
The most popular locations include those near shopping centers and other landmarks (POIs). Beyond the urban fabric, locations near road junctions (e.g., highways) are also highly valuable. However, the price of advertising depends not only on the specific location but also, for example, on the voivodeship.
Everything depends on demand in a given location, population, and even the number of available media. Therefore, the cost of billboard advertising can often be quite difficult to predict.
When considering a billboard's location, however, it's important to remember the target audience. Sometimes, an expensive advertisement in a highly frequented location doesn't yield results because potential customers don't show up there. For example, in a heavily touristed town, it's often inappropriate to advertise services aimed at residents near the train station – this may be where the most people pass, but these are mostly visitors.
It's worth carefully planning where to place your billboard to reach the right target audience. Advertisements aimed at young people should be placed near university campuses and schools, or, for example, those for a private preschool near recreational areas or a large office building where many young parents likely work. In short, expensive outdoor advertising isn't always effective.
Exposure time
The duration of advertising exposure is important both from a financial perspective and in ensuring its effectiveness. It's generally accepted that billboards should be displayed in a given location for at least a month, but changing the location every two weeks can also prove beneficial.
Much depends on the nature of the campaign – sometimes long-term displays work best. If you lack experience and knowledge in this area, it's always worth seeking expert advice.
It's also worth noting that the cost of a billboard campaign decreases with the length of the ad's exposure. Renting advertising space for as little as three months will provide a discount.
For longer-term contracts, billboard rental companies offer discounts of up to 50%. Of course, much also depends on other factors that influence the price of a publication, so each advertisement is priced individually.
The scope of the campaign
The cost of advertising exposure also decreases with the number of billboards rented. As in many other industries, the larger the order, the lower the cost per product.
A company renting advertising space can reduce operating costs by collaborating extensively with a single client, and therefore is also willing to offer discounts to its clients. Often, even a small discount can be obtained with just a few billboards.
Ad format
As mentioned at the beginning, billboards come in several sizes. Larger ones are more dramatic and eye-catching. This is one reason why they are more expensive to rent.
It's also worth remembering that larger billboards mean slightly higher printing costs. Printing any unusual formats will also cost more.
Additional items
Billboards are sometimes supplemented with lighting. This makes them more visible after dark and more eye-catching. Additional advertising lighting is useful wherever streetlights are insufficient to ensure good visibility of the content.
This is especially useful during the winter months, when it gets dark very early. The lighting itself doesn't generate significant additional costs, but it should be factored in when planning your campaign budget.
It is also worth remembering that it is usually only available in certain locations, which may be more expensive, e.g. due to their prestigious location.
Cheap and effective billboard advertising
Is it possible to run a low-cost, yet effective billboard campaign? Absolutely. Much depends on the advertising's goals and reach.
A month of displaying a single billboard can cost as little as a few hundred zlotys, though prices can also be significantly higher (around tens of thousands of zlotys). This allows everyone to tailor their campaign budget to their needs.
How can you ensure a successful campaign? The design of the billboard itself is crucial. The ad should convey maximum meaning using as few words as possible. It must also be aesthetically appealing.
It's important that it's eye-catching, but at the same time, it shouldn't be too flashy. Short advertising slogans combined with graphics or photography work best on billboards. It's also worth including a call to action (purchase, contact, visit the store, etc.).
However, it's also important to choose the right location for your display. Billboard rental companies typically provide estimates of how many people can see your ad in a day or month – this is known as the number of contacts.
This is valuable information that significantly impacts the rental price, but it doesn't tell the whole story. It's also crucial to know whether people from a given target group visit the billboard's display location. Choosing the right location can make a huge difference in effectiveness.
The profitability of outdoor advertising is significantly influenced by a well-thought-out campaign structure. In this respect, this type of marketing activity is no different from others. How can you advertise on billboards more affordably? There's a way.
Rental companies sometimes offer periodic promotions or discounts – usually during times of low demand for this type of promotion. Last-minute promotions are also worth keeping an eye out for . These are especially available when the previous campaign ends mid-month, as new billboards are usually put up at the beginning of the month.
It also happens that a specific location remains available for an extended period, and in such cases, you can count on a discount of up to several dozen percent on ad exposure. Of course, the downside of using reduced rates is the limited location selection, but this doesn't always have to negatively impact campaign effectiveness.
Summary
The above article covers the following topics:
- Billboards are a popular and effective form of outdoor advertising with varying dimensions and costs depending on the location and type of media.
- Billboard advertising effectively builds brand recognition and reaches a mass audience, although its effectiveness depends on the creativity of the message and the appropriate adaptation of the medium to the surroundings.
- The cost of a billboard campaign depends on the prestige of the location, exposure time, media format and the number of boards rented, with long-term and mass orders allowing for significant discounts.
- An effective and affordable billboard campaign is based on a simple design with a clear call to action and the right choice of location, and additional savings can be achieved thanks to last-minute offers and seasonal discounts.
