Billboards Are Out of This World!
In June’s MLN newsletter, dcp strategic communication highlighted the importance of PR in capturing the public’s imagination, with an example of a Japanese drinks company who are planning to have the first ever billboard on the moon, potentially next year, in order to promote their product.
There you have it – billboards are the format of choice when it comes to making a statement, even on the moon! They may be one of the most traditional advertising formats but they still elicit a stature and reaction that not many other media can. British athlete Jessica Ennis-Hill, CBE, recently reacted as follows after seeing herself on billboards, "Seeing big billboards was madness. One night I went to get fish and chips and there was a massive poster of me doing crunches and I couldn't go in so turned around and went to the supermarket."
Billboards are synonymous with big brands from Coca-Cola’s simple iconic red designs to Cadbury’s instantly recognisable one-word posters – “Chocolatey”.
Billboards give these brands a nationwide, stand-out presence. However, billboards are effective even in smaller quantities. One poster in the right location can have a massive impact for your business. Here’s what they are all about:
TRAFFIC: Billboards are located on high traffic routes. Did you know, Belfast was listed as one of the UK regions most congested cities, ahead of London in 2013. 47% of adults from Belfast and Derry use their car for at least three hours per week. But it’s not just in the main urban areas, over half of adults living in towns across Northern Ireland travel by car for at least three hours per week and more of these adults have seen large format billboards compared to any other outdoor advertising format.
LOCATION LOCATION LOCATION: With strategic planning, it is possible to target commuters on specific routes and close to businesses, driving awareness and footfall. One billboard with clear directional information is all it takes. Billboards are located across Northern Ireland, the only location we cannot guarantee availability at is the moon!
FREQUENCY: Commuters tend to take the same routes to and from work, school drop-offs and shopping trips and this means that one, two or an entire campaign of billboards reaches consumers over and over again. This frequency is great for brand recognition and message re-enforcement.
CONNECTION: Billboards trigger a reaction, be it to drive footfall or visits online. Research conducted by Behaviour & Attitudes in 2013 proved the power of billboards in activating online activity. Not only did the research prove consumers went online as a result of seeing an outdoor poster, they were doing so instantly on their smartphones.
Get in touch with Eimear Collins at JCDecaux to find out more about the billboard locations we can offer across Northern Ireland.
(t) 028 9062 4606
(w) www.jcdecaux.ie/ni or on twitter @jcdecauxireland
Sources: British Comedy Guide (online), NI TGI 2013, TomTom Traffic Index 2013
Why not have a look at some previous articles by JCDecaux..
NI Rail: Making the Right Consumer Connections
Outdoor Advertising Matters
JCDecaux is Backin' Belfast
Northern Ireland Outdoor is Open for Business