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Basic rules for digital billboard advertising

Billboards surround us. We probably see hundreds of billboard ads every single week, but remember just a handful of them. With outdoor advertising becoming increasingly more competitive, it is important to know how to make your advertising count. The good news is, if you are going to use digital billboard advertising, you already have an advantage that other mediums of outdoor advertising do not have. This fast growing outdoor advertising medium offers lower creation costs, remote advertisement updating and higher effectiveness rates when compared to conventional billboards. And here are a few tips on how to ensure that your digital billboard has the highest chance of being notices, and more importantly, remembered.

1. Six words or less

Considering that your audience is always on the move whenever they read your ad, they will not have time to take them in. Six seconds is the average for reading a billboard so around six words is all you should use to get your message across. Concision is tough, but headlines that are small paragraphs will not get read. That means that if you have a complex brand, product or service, you should stay away from Digital Billboard Advertising completely unless you find some way to fit your ad message within 6 words.

2. Get noticed but avoid being a huge distraction

Most of the time, digital billboard advertising is aimed at drivers, bikers, cyclists or pedestrians. This causes an interesting dilemma for the advertiser. You want to get noticed but you don’t want to be responsible for major or even minor accidents.

3. Not the time for direct response

Digital billboard advertising is a secondary advertising medium, which means that it is ideal for brand building and supporting a campaign. Indeed, even digital billboards need a great call to action. But save your phone numbers and website addresses for print advertising, television, radio, flyers, websites and direct mail. Digital billboards are the wrong medium for anything other than…

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