Billboard and outdoor advertising continue to be an effective means of attracting attention outside of digital screens. Billboards are a great way to get your message out there, whether you’re promoting a sale, introducing a new product, or just trying to raise brand recognition. Contrary to popular belief, not every billboard is of the same quality. The primary challenge for marketers is whether to put their money on billboards that are located in busy urban areas or on highways that attract attention along great distances.
Let’s take a closer look at the pros and cons of each to help you choose which one will work best for your business. Find out how Vorson Marcom can help you in getting the most out of your billboard and outdoor advertising.
Urban Billboards
Downtown areas, commercial districts, shopping centers, and busy intersections are ideal locations for urban billboards. People from many walks of life converge here, from office workers to local shoppers, making for a diverse and dense mix. With so many people passing by on their way to and from work, school, and play, your message will be seen by prospective clients over and over again.
Here are some of the reasons why billboard advertising is good:
- Local Reach: Great for local businesses, restaurants, and event marketing with the goal to reach people in the area.
- Creative Freedom: Commercials in urban areas can be more engaging and interactive with the use of technologies like motion graphics, augmented reality, and QR codes.
- Frequent Impressions: People who walk or take public transportation often will notice your brand, which will help them remember it.
However, the problem is that urban billboards have to fight off a lot of other signs, stores, and other distractions for people’s attention. If you want your message to be noticed, it needs to be quick, clear, and eye-catching.
Highway Billboards
Highway billboards attract drivers and commuters on long sections of highway, expressways, and important roadways between towns. Highway billboards have longer “dwell time” (the amount of time someone observes an ad), which makes it easier to leave a lasting impression, because drivers and passengers are usually less distracted.
Some of the benefits of the highway billboards advertising are as follows:
- Less Visual Noise: With fewer advertisements and distractions, your message will be more clearly heard.
- Bold & Simple Messaging: Good for bold, easily-absorbed graphics and large, legible typefaces.
- Targeted Reach: Great for hotels, gas stations, fast food joints, and roadside assistance firms that cater to travelers.
Keep things simple if you want to succeed on highways. Minimalist yet memorable messages are easier for viewers to understand, especially while moving at high speeds.
Comparison | Urban vs. Highway Billboard Advertising
| Aspect | Urban Billboards | Highway Billboards |
| Location | City centers, intersections, malls | Expressways, highways, outskirts |
| Audience | Dense, local, mixed pedestrian + vehicle | Long-distance travelers, drivers |
| Visibility | Shorter exposure, more distractions | Longer exposure, fewer distractions |
| Cost | Higher, prime real estate | More cost-effective per impression |
| Message Style | Creative, detailed, interactive | Bold, simple, quick-read |
| Best For | Retail, events, local services | Travel-related, roadside services |
Your campaign’s objectives, finances, and intended audience will dictate which option is best. Billboards on highways provide a wide, noticeable presence for brands, while those in urban areas are better suited for concentrated local impact.
How to Choose the Right Billboard Location for Your Brand
- Define Your Goals: Do you want to raise awareness of your business or get people into a local store?
- Know Your Audience: When they’re free, where does your ideal consumer hang out? Highways or city streets?
- Budget Wisely: While roads provide more impressions per dollar, urban locations can result in higher conversion rates, but they also cost more.
- Blend for Best Results: For comprehensive coverage, many effective campaigns use billboards in both urban and highway areas.
Vorson Marcom | Your Billboard and Outdoor Advertising Experts
As an industry leader in billboard and outdoor advertising, Vorson Marcom is a reliable collaborator. Due to Vorson’s extensive background in strategic outdoor advertising, we know how to make the most of billboards on highways and in metropolitan areas to get your message out there.
What Vorson Brings to the Table
- Tailored Strategy: Their recommendation for the best combination of billboard placements is based on an analysis of your brand, target market, and goals.
- Creative Expertise: Your commercials will be visually appealing and message-driven with Vorson’s help from start to finish.
- ROI Optimization: If you want your advertising to get the most out of your budget, Vorson can help you arrange them using data insights and industry trends.
- Successful Campaigns: Increased brand awareness and consumer engagement have been the results for many brands thanks to Vorson’s smart targeting and creative genius.
Vorson Marcom creates ROI-driven billboard campaigns, whether your target audience is city dwellers or motorists on the highway.
Final Thoughts
You don’t have to pick between billboards in cities and those along highways. Careful integration of their individual skills will take your brand’s visibility to new heights. Highway billboards provide tourists with long-lasting recall, while urban billboards engage residents with frequent impressions.
Your success depends on writing concise, powerful messages that are customized to the specific venue and audience. You can easily navigate the billboard market and design outdoor advertising campaigns that truly shine with experienced help from partners like Vorson Marcom.
Ready to boost your brand with outdoor advertising? Contact Vorson Marcom today and get started on your winning billboard and outdoor advertising campaign!
