Advantages and Disadvantages of Billboard Advertising to Be Noted

Billboard Case Study

Can you market your product or company within 5 seconds to your consumers? Yes, you can, through billboards. It is one of the most popular methods of outdoor advertising, especially among big companies. You can make an impact in the subconscious mind of the pedestrians, drivers and passengers, everyone who uses the road where your billboard is located. You instantly connect to your prospective customers. People easily register photographic data and short phrases (slogans). One billboard and you have thousands of people who are now familiar with the product. There are so many types of billboard advertising; posters, bulletins, mobile billboards and others that creatively employ the use of large objects and even buildings. You can even go digital like those at New York’s Times Square. Did you know? Billboards are the most effective form of advertising that reaches over 93% Americans. Would people be stimulated by a billboard to buy your product?


  • Huge and eye-catching
  • Targets a large and diverse market
  • Easily registered information
  • Increased frequency of consumer exposure
  • Effective medium of awareness advertising
  • Targets middle and upper classes
  • Photographic information (strong visual effect)
  • Builds company reputation and product image
  • Quick rise in sales
  • Guaranteed audience
  • Customers find you


  • Risk from vandalism, weather conditions
  • Visibility issue
  • Stationary mode of advertising
  • No feedback
  • No advantage of space
  • Does not target a specific market
  • Limited information

Upside of Using Billboards
It may seem like a big investment. Yes, a billboard can cost you anywhere starting from $1000. But, it will help your company build a brand image. Imagine, a stationary billboard at one location will be noticed by all the people passing by. This will strengthen your product presence in the market as you reach numerous target groups simultaneously. The size of the billboard makes it impossible to not notice it. Although, your audience has a very limited time to take note of your ad, there will be a high frequency of customers being repeatedly exposed to it. This results in the ad automatically getting registered in their photographic memory so they will remember it. Advertising by billboards is especially useful if you want to create product or brand awareness for your company in the market. You do not have to go around looking for customers because they will be attracted to the product. Think about it.

Downside of Using Billboards
There can be some uncontrollable factors like harsh weather and vandalism that can damage your billboard, although, chances of vandalism are less likely in traditional billboards that are several feet above the ground. Also, if the site of your billboard is blocked by a tree or a branch, it will hinder its visibility. Again, this is less likely because all obstacles are generally removed when the ad is put up on the billboard. If you are looking to target a specific target group, billboards may not be for you. It does not cater to a specific segment of the market but a more general audience. Another disadvantage is that you cannot ascertain whether your billboard has successfully drawn new customers. Even though a huge space is available for advertisement, it only gives a short message that must make a strong impact on prospective customers to stimulate sales.

By indulging in the best practices for advertising by billboards, you can ensure that you reap more advantages of this advertising tool and minimize the disadvantages. Today, the road traffic is 53% more than what it was 30 years ago. This means there are more people on road viewing your advertisement so your billboard will reach out to a larger share of market within a geographic location. Most people on roads and highways are those who can afford a car or an automobile, which corresponds with their purchasing power. This means they can mostly afford to buy your product too. Companies like Heineken, McDonald’s, Mercedes, Berger, Calvin Klein, The Economist, Eskom and Coca Cola have creatively used billboards. Once you adopt it, watch your sales rise for yourself.

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Cary, Illinois
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