Know-How Exchange : Research/Metrics

I agree with the input from above suggesting that a single billboard would be a waste of marketing dollars. If any billboard advertising would be used, it should be an “integrated campaign” including ten or more billboards, but to buy a single location for your business – no way.

It’s difficult to find ROI or alternative media comparisons but here’s some info --

Well-placed billboards are seen by many potential customers. But research shows that people don't respond to billboard messages like they do to print ads for several reasons:

1. People are usually driving and don't have time to jot down a phone number.

2. Many people are afraid to take their eyes off the road for very long.

3. When driving, people become more "visual" than "verbal." Even if they do take the time to examine a billboard's message, the words may not sink much.

Source:
https://www.nfib.com/object/3050496.html


“Billboard advertising limits you to post a single message that motorists only see for a split second.”

Source:
https://editorials.arrivenet.com/bus/article.php/2296.html


Before you jump into billboard advertising for your business, there are a few things you need to understand.
The amount of information contained in a billboard ad is limited. If you expect your billboard to convey as much information as a print ad – forget it. It’s just not possible. Keep your ads short and catchy. When it comes to billboards think more visuals, fewer words.
Billboards are effective, but they do have their limitations. For that reason, (and others), smart business owners view billboard advertising as one part of a balanced marketing strategy. An integrated marketing strategy involving print, broadcast media, and billboards is key for attracting and retaining new customers.
Know your market. Since the majority of people who own automobiles are typically more affluent and mobile, billboard ads tend to target middle- to upper-income demographics. It also pays to be aware of the traffic patterns of your target customer base. This will be invaluable in helping you find the right placement for your business’ billboard ads.

Source:
https://www.gaebler.com/Billboard-Advertising-Costs.htm

hope this helps,

- Steve