Introduction
Static billboards or digital billboards? There’s no wrong answer. Traditional print (also referred to as “static”) billboards have been around for decades, and advertisers have explored much of their potential. Digital billboards are being added at a fast rate, in many cases, replacing static billboards as they become dilapidated and in disrepair.
Static Billboards
Traditional billboards typically use durable vinyl, which are waterproof and made to hold up for longer time periods against the sun and other elements. Production costs vary but can be negotiated between $.75 to $1.50/sf. Standard sizes are 14’x48’, 10’6×36’, and 10×40. Even smaller are Eco-Posters, typically 12’x25’, covered with vinyl or paper, with even lower production costs.
Digital Billboards
Digital billboards are essentially really large screens, like a computer monitor. The screens will last 15-20 years and display detailed artwork with vibrant color. The screens require low-resolution images, which allows for easy transfer of the image to the billboard vendor. In areas where billboards reach foot traffic vs. car traffic, billboards may also support video, .mp4 creative. Installation for a static board requires an actual physical installation. During extreme weather, the vinyl and paper artwork (and in some cases, the structure itself) can be damaged, causing a loss of productivity, waiting for artwork to be reprinted and reinstalled, or the structure to be repaired. Because digital boards are dependent on technology, there are circumstances when pixels can go bad, requiring a repair as well. However, that repair is typically quick.
Key Benefits and Considerations
One of the biggest benefits of a traditional, static billboard is that you don’t share space with other advertisers. The brand’s image and message are visible much of the day – especially if it’s an illuminated billboard. Digital billboards rotate advertisers, typically one every :08 (sometimes as little as :06, or as much as 1:00). It takes a longer period to reach all of the potential traffic with the desired level of frequency.
Arguably the biggest benefit is the ease and frequency that you can change your ads with digital boards. Special sales or certain seasonal messages can be effortlessly posted, revised, and updated with this medium. The bright displays are also easily visible at night and are statistically shown to gain more attention than traditional advertisements. Because static billboards require printing, more generalized messaging will stay up longer, with less opportunity to advertise timely messages and offers.
Traditional boards are more environmentally friendly. A digital board requires constant energy, whereas traditional boards would only need energy for temporary illumination at night.
Because of the high cost of the initial digital billboard build, LEDs are focused on roadways with high traffic, where there will be the highest demand, with the highest available impressions. Static billboards and posters are more prevalent on secondary roads, inter-city, and rural areas, where they are more appealing to advertisers wanting to reach those more “local,” within those communities and areas.
Even though there are undeniable benefits to using traditional, static billboards, electronic billboards are becoming more popular. Advertisers are getting more and more creative in the usage of digital billboards, such as 3D activations, large takeovers, and multi-platform integrations with other mediums.
Conclusion
Bill Ripp of Lamar Advertising said in 2007, “We don’t see electronic billboards completely replacing print billboards. The two formats will co-exist in a proportional relationship. There will always be print (or static) billboards because there will always be a market for that specific kind of advertising product.” It’s important to consider not only the pros and cons of the two today but stay up to date on how the advertising landscape is changing. Working with an advertising partner like Marshall Advertising, who is knowledgeable and experienced, and knows how to match your goals with the medium’s capabilities, will ensure a successful campaign with positive results.
