How Long Should an OOH Billboard Be Up?
While traditional billboard advertisements remain popular, the OOH industry has grown over the years and a lot of changes have come along the way. Digital billboards are an exciting revolution in the OOH industry and add technology to the mix. With hoardings and billboards, brands get a larger than life canvas to display their advertisements and showcase their products. Billboards, both traditional and digital give an aura of glamour in any advertising campaign. But, how long can this glamour last? How long should you keep the ad up to keep generating interest in the minds of potential customers? After all, OOH is a highly local means of advertising and at least 60% of the same crowd commutes via the same route day in and day out. So, when will that glamorous ad stop being so attractive and start being annoying? When should you consider taking it down?
How long should a billboard be up?
Well, when it comes to advertising, there are no rules – only creativity and sound judgement will help. If you have to decide when to take it down, there are a few practical dependencies – like the campaign budget. Believe it or not, even though OOH is the oldest form of advertising, there is a price attached to it – and it can max out your marketing budget sooner than you think. So, before you think of anything, look at how much you can spend and for how long.
Typically, billboard ads are set up for two weeks minimum to create an impact. It takes time to gather the required traction. Some advertisers prefer to leave the ad up for months. Advertisers looking at creating customer awareness are most likely to keep the ads running for 6 – 12 months.
When billboards are used to advertise a certain event, the time period is limited by the date of the event. So, how soon should you start advertising is the question. Usually OOH for events is really for a short period of time.
Billboards as a medium for advertising have always worked. They have a visible impact on sales and have the capability to drive awareness like no other media! How long should you run your campaign? It’s up to the campaign goal and budget!