In the last 50 years, VCRs, cable TV and satellite dishes have all done their part to fragment viewing audiences. Planning for TV commercials, as some of you know, has become confusing to prepare, very expensive, and often inefficient. The message can get lost in the commercial clutter. What's more, the target audience is simply too busy channel-surfing or leaving the room during your message.
TV delivers broad reach, but building frequency with TV is exceptionally expensive. Television audiences are so segmented, it can be difficult to achieve mass reach (unless you have a big advertising budget).
Adding billboards to a television buy quickly builds frequency and encourages recall of the advertising message.
An advertiser can no longer be assured that television advertising will reach their target audience with enough frequency to effectively deliver the advertiser's message!
With so many radio stations vying for attention in this market, relatively few reach a substantial audience.
Adding billboards to a local radio buy adds a memorable visual element as well as building frequency. According to many published studies, the targeting ability of a low-cost radio AND billboard combination is unsurpassed.
Many business owners who run ads in the daily or weekly newspaper have remarked on how adding outdoor significantly lowers their cost-per-thousand impressions.
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As a broad example of media cost comparisons, outdoor delivers:
- Approximately 3.3 times as many prospect impressions per dollar than radio.
- More than 3 times as many prospect impressions per dollar than television
- More than 6.6 times as many prospect impressions per dollar than newspapers
- More than 5.5 times more impressions per dollar than magazines
- And 10.3 times more impressions than the cost of direct mail
Source: OAAA Marketing
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Billboards can geographically target prospective customers!
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