Arnon Media June - August 2021 - Flipbook - Page 22
Arnon Media India’s biggest car hoarding
an internet ad or move into another channel
during a commercial but they can’t avoid
looking at the billboard as they travel through
the road. Studies reveal that more people
turn off pop-up ads online because it affects
the overall experience. The amount of advertising the average person is exposed in the
digital media has created “advertising blindness”, forcing them to skip over ads. On the
other hand, you can’t block billboards, can
you? How many people will deliberately stay
out of their usual route to avoid a billboard?
There is also the cost factor of a billboard.
Advertising in a TV or radio during a prime
time requires so much money. Yet what you
get is a few seconds for advertising. Paying for billboard ads is 80% less expensive
compared to TV or Newspaper ads. Besides
that, digital-tech ventures like Apple, Google,
Amazon, Netflix etc continue to spend on billboards despite their strong digital presence.
Billboards on the other hand works throughout- day or night. If people are on the road
they will definitely see the billboard and helps
to create repeat exposure among the target
Billboards can be effectively used to target certain customers of a locality or region.
For example the areas close to the super-
When people are
exposed to your
are that they may
associate it later
22 Arnon Media I September 2021
market or an electronic appliance chain store
under the flyover or so. In short, it gives you
choice on where you want to put your message.
Another thing which billboards provide to
the advertisers is the process of brand building. Now you can’t get measure brand building among the people. However it is a proven
thing that familiarity creates customer. When
people are exposed to your billboard multiple
times chances are that they may associate it
later while doing shopping. This is also one
reason why market experts say that the billboard ad must be short and catchy.
A uniform advertising tactic and campaign by brands can reach a huge variety of
customers with billboards. Instead of spending extra time and money to identify and research niche target customer groups, a billboard allows you to reach a large part of the
diverse general population. Billboards also
bring the customers to you, which means
you don’t have to spend your advertising
time and budget trying to reach potential
customers. This can be extremely beneficial
for widespread services that attract a variety
of demographics and can also help you find
customers you might not expect would be interested in your company.