Digital Advertising vs. Billboards What's BEST for you?

Billboards have been a popular advertising medium for decades, but with the rise of digital advertising, businesses are increasingly turning to digital channels to reach their audiences. Let's take a look at the performance differences between the two.

Digital Advertising vs. Billboards

Firstly, in terms of reach, while billboards can reach up to 93% of the population in a given market, digital advertising can be targeted to specific demographics and interests, making it more effective at reaching the right people. In fact, a survey by Pew Research Center found that 81% of American adults use the Internet, making digital advertising an excellent way to reach a large audience.

Secondly, cost is a major factor to consider. The average cost of a billboard in a high-traffic area is around $14,000 per month, while the average cost per click for Google Ads is around $2. Furthermore, according to a report by eMarketer, digital advertising spending is expected to surpass traditional advertising spending (including billboards) in 2021.

Thirdly, measurement and analytics are important factors in assessing the effectiveness of advertising campaigns. Digital advertising offers more comprehensive measurement and analytics tools than billboards, allowing businesses to more accurately measure their ROI. For instance, a survey by HubSpot found that 61% of marketers consider measuring ROI their biggest challenge. Digital advertising's superior measurement capabilities can help overcome this challenge.

Fourthly, flexibility is another factor to consider. Digital advertising allows businesses to make real-time changes to campaigns on the fly, while billboards require more lead time and planning. According to a survey by Kenshoo, 85% of marketers believe the ability to make real-time changes is important for success. Additionally, digital advertising offers more granular targeting options than billboards, which is important for 86% of marketers, according to a report by the Interactive Advertising Bureau.

Finally, in terms of engagement, digital advertising has more opportunities for engagement than billboards, including video ads and interactive ads. A survey by Wyzowl found that 84% of consumers have been convinced to buy a product or service by watching a brand's video. In contrast, the click-through rate for mobile banner ads is around 0.35%, while the click-through rate for billboards is difficult to measure but estimated to be less than 0.1%, according to a report by the Interactive Advertising Bureau.

In conclusion, while billboards may still have a place in certain marketing strategies, digital advertising offers businesses greater flexibility, measurement, and engagement opportunities. The stats indicate that digital advertising is more cost-effective, offers better measurement tools, and allows for real-time changes to campaigns. Additionally, digital advertising offers more opportunities for engagement, including video ads and interactive ads. In today's digital age, businesses looking to effectively connect with consumers should make digital advertising a priority.