Billboard Advertising
Lately Toni and I have been doing a lot of travelling for business and for personal reasons too and since the bottom began to fall out of the world economy we’ve begun to see more and more of these.
In fact in the 500 or so kilometres from Brisbane to Rockhampton we must have seen close 500 of these messages on billboards and there are some very well-positioned billboards that are empty right now along those roads we’ve travelled.
Empty billboards aren’t just restricted to Australia. Empty billboards are appearing in ever increasing numbers in the United States too and some figures I saw last week suggest that US billboard advertising revenue had dropped 15% in the fourth quarter of 2008.
That’s not surprising because the first thing many businesses do when times are tough is to cut back on advertising … and that’s the worst thing they could do. And the damage that they’re doing to their business is compounded when they cut back on billboard advertising because that is one of the most effective forms of advertising there is.
So if you’ve got some spare cash in your advertising budget now is the time to get out there and take advantage of the slump in billboard advertising. The billboard owners are keen to get your advertising on their boards so you can bet that they’re going to cut a deal just to get their inventory filled.
But don’t take just any billboard … make sure that it’s in the driver’s line of site for the longest possible period and make sure that you keep your message short and sweet otherwise you’re just wasting your money.
