Digital Billboard vs Traditional - What’s Best for a Mobile-First World?
In an increasingly mobile-driven society, businesses are rethinking how they engage with consumers on the move. While billboards aren’t a priority or even a consideration for most businesses, the potential here is endless.
Billboards remain a powerful tool for capturing attention, but the rise of digital alternatives has sparked debate about which approach yields better results. Traditional billboards have long been the mainstay of out-of-home advertising, but digital billboards offer enhanced flexibility and real-time updates.
As decision-makers consider the future of their advertising strategies, the question arises: which format delivers more impact in this fast-paced environment? This article compares the effectiveness of digital and traditional billboards, providing insights to help guide these decisions.
What Billboard Should You Get?
Not looking to read through the whole article? Here’s a quick calculator you can use to get a suggestion on which billboard form you should go with. Please remember that this calculator is based on Canadian cities, and all prices are estimates.
Billboard Recommendation Calculator
What are Traditional Billboards?
A traditional billboard from Coca Cola
Traditional billboards are large, static outdoor advertisements typically found along highways, in urban areas like Toronto, or at busy intersections. These billboards are made from materials like vinyl or paper and feature printed graphics or text that remain unchanged for a set period, usually ranging from weeks to months.
Companies often use them to promote products, services, or brand messages to a wide audience in high-traffic locations. The primary strength of traditional billboards lies in their ability to reach a broad, local audience repeatedly, offering consistent visibility to commuters and pedestrians. While lacking the ability to be updated in real-time, they are often considered a cost-effective option for long-term advertising campaigns.
However, traditional billboards do not offer the interactivity or flexibility of their digital counterparts. Their static nature means they can’t be easily modified, and they often require more significant lead times for design, printing, and installation.
Benefits of Traditional Billboards
Traditional billboards have been a cornerstone of outdoor advertising for decades, providing businesses with a reliable way to reach a broad audience. Despite the rise of digital alternatives, traditional billboards continue to offer several distinct advantages that make them a valuable component of many marketing strategies.
High Visibility
In a city like Vancouver, traditional billboards can generate significant impressions. For instance, billboards placed along major highways, such as the Trans-Canada Highway or near SkyTrain stations, can reach up to 300,000 commuters daily. This high level of visibility makes them particularly effective for capturing attention in high-traffic areas, offering sustained exposure to a broad audience.
Cost-Effectiveness
The cost of billboard advertising in Vancouver varies depending on location, size, and duration. Prices for static billboards typically range from CAD 3,000 to CAD 15,000 per month. While this might seem expensive, it's still significantly lower than the cost of a mobile ad campaign aimed at generating the same level of impressions.
For comparison, mobile ad campaigns usually operate on a cost-per-thousand impressions (CPM) model, with typical CPM rates ranging from CAD 5 to CAD 12. To achieve 300,000 impressions in a mobile ad campaign, it would cost approximately CAD 1,500 to CAD 3,600 for a single run. However, mobile ads typically require multiple runs to maintain visibility, which can quickly drive up costs, especially for sustained campaigns over time. This makes traditional billboards a more budget-friendly option for long-term exposure.
However, it is essential to note that these numbers are estimates. Actual costs may vary based on factors like targeting, ad platform, and duration.
Longevity
Unlike digital advertisements that may rotate or get replaced frequently, traditional billboards offer a level of permanence. The extended duration of these ads ensures that the same message is visible for an agreed-upon period, making them ideal for branding campaigns where long-term exposure is critical. This stability also helps keep the focus on the brand, as the ad remains in place without the distractions of changing content.
Simple and Straightforward
Traditional billboards are often simpler to design and implement than their digital counterparts. With fewer technical requirements, companies can focus on creating a clear, impactful message that resonates with their audience. This simplicity can be a strength, especially for brands that want to avoid the complexity of digital content management and just want their message out in a bold, straightforward way.
Cons of Traditional Billboards
Despite the benefits of traditional billboards, there are a few notable limitations that businesses should consider when planning their advertising strategy.
Limited Flexibility
One of the main drawbacks of traditional billboards is their lack of flexibility. Once a billboard is printed and installed, the content remains static for the duration of the campaign. This makes it difficult to adjust messaging quickly, especially in response to market changes, customer feedback, or time-sensitive promotions.
This is a con that can be fixed with a digital billboard, which we’ll talk about later.
Higher Upfront Costs for Production
While traditional billboards may be cost-effective in the long run, they do involve higher upfront costs for design, printing, and installation. Depending on the size and materials used, production costs can range from CAD 800 to CAD 5,000 for smaller billboards. These upfront expenses add to the overall investment and can be a disadvantage for businesses with limited advertising budgets or those seeking short-term campaigns.
What are Digital Billboards?
A digital billboard with advertisements from various different companies
Digital billboards are modern, electronic versions of traditional billboards that use LED or LCD screens to display dynamic content.
Unlike traditional billboards, which feature static images that remain fixed for the duration of a campaign, digital billboards allow advertisers to update their messaging in real-time.
This flexibility enables multiple ads to rotate on the same screen, offering a variety of messages throughout the day or targeting specific times or audiences.
One of the major advantages of digital billboards is the ability to quickly adapt to changing circumstances, such as launching time-sensitive promotions or responding to current events. Their vibrant, illuminated displays also tend to attract more attention, especially in low-light conditions or at night.
Benefits of Digital Billboards
As businesses seek more dynamic ways to engage their audience, digital billboards have emerged as a powerful alternative to traditional formats. Here are some of the key benefits they offer:
Real-Time Flexibility
One of the standout advantages of digital billboards is the ability to update content in real-time. Advertisers can change messaging instantly, allowing them to adjust promotions, respond to trends, or even target different audiences at various times of the day.
For example, a retailer could promote a flash sale that’s only available for a few hours, updating the billboard to reflect the limited-time offer as it happens. Similarly, a local event organizer can showcase weather updates or event schedule changes in real-time, ensuring the information is always current and relevant.
This flexibility enables advertisers to keep their messaging fresh and responsive without the delays or costs associated with traditional billboards.
Increased Engagement
Digital billboards are designed to capture attention with bright, dynamic visuals that stand out, especially in busy areas or at night. The movement and changing content naturally draw more eyes compared to static billboards. This can result in higher engagement rates and better recall, making digital billboards particularly effective for campaigns that need to capture immediate attention.
Multiple Ads, One Location
With digital billboards, advertisers can display several different messages within the same ad space by rotating content. This feature allows for greater creativity and versatility, letting brands tailor messages to specific times of day or audience segments.
For example, a restaurant can advertise breakfast in the morning and dinner specials later in the evening, all from the same digital billboard, maximizing the impact of a single location.
Reduced Production Costs
While digital billboards tend to have higher rental costs, they often save on production expenses. Traditional billboards require printing and installation, but digital billboards eliminate the need for physical production and installation costs. This also reduces lead times for launching a campaign, as content can be uploaded and displayed instantly, making digital billboards a more efficient option for fast-paced marketing strategies.
Cons of Digital Billboards
While digital billboards offer various advantages, there are a few drawbacks that businesses should consider before deciding on this format.
Higher Costs
While digital billboards offer dynamic features, they tend to come with significantly higher rental fees compared to traditional billboards. Depending on the location and demand, digital billboard costs can range from CAD 5,000 to CAD 20,000 per month, often doubling the price of static billboards.
Additionally, digital formats require ongoing energy consumption and technical maintenance, which can add to the overall cost. For businesses with tight budgets or those seeking long-term exposure, these higher expenses may outweigh the benefits of real-time updates and enhanced visuals.
Limited Availability
Digital billboards are less common than traditional billboards, particularly in certain regions. High demand for these premium spots can make it difficult for businesses to secure prime locations, especially in busy urban centers.
As a result, the availability of digital billboards is often limited, which can pose a challenge for advertisers looking to launch a campaign in a specific area or during peak times when competition for ad space is high.
Factors to Consider When Choosing Digital Billboards vs Traditional Billboards
As businesses weigh the benefits of digital versus traditional billboards in a mobile-first world, there are several key factors to consider. Each medium has unique advantages, and the choice depends largely on your goals, audience, and resources.
1. Budget and Cost Efficiency
When it comes to budget, traditional billboards tend to have a lower upfront cost compared to digital billboards. However, they often come with recurring expenses for printing and installation, and you’re locked into a static display for the duration of the contract.
Digital billboards may have a higher initial investment due to advanced technology, but they offer flexibility and potentially lower long-term costs. With digital, you can rotate multiple ads, run time-specific campaigns, and avoid reprinting fees. This versatility can lead to a more cost-effective approach, especially for businesses that frequently change their messaging.
2. Location and Audience Targeting
Location is critical in the effectiveness of both digital and traditional billboards, but the targeting potential varies. Traditional billboards rely on high-traffic areas for visibility, focusing on static impressions to a broad audience.
In contrast, digital billboards allow for more precise targeting based on the time of day or even specific local events, increasing relevance to passersby. Moreover, some digital billboards can integrate with mobile devices or apps, leveraging geofencing technology to serve ads that resonate with on-the-go users in a specific area.
3. Potential Reach and Engagement
Traditional billboards offer consistent reach to anyone who passes by, ensuring your message is seen multiple times by the same audience. However, engagement is limited due to the static nature of the medium.
Digital billboards, on the other hand, can capture attention with dynamic visuals, animations, and even real-time updates, making them more engaging for a tech-savvy audience. Additionally, digital billboards can enhance reach through integration with mobile campaigns, encouraging users to interact with ads via their smartphones, driving both online and offline conversions.
4. Design Flexibility and Creative Opportunities
When it comes to design, traditional billboards offer large, eye-catching spaces but are limited to static imagery and text. The creative options are constrained to what can be printed on a single, fixed display.
Digital billboards, in contrast, provide nearly endless creative flexibility. Businesses can experiment with animations, time-sensitive content, or rotating messages, allowing for more tailored and engaging campaigns. Additionally, digital formats are perfect for running multiple ads in one slot, letting you show various designs in the same time frame or react to current events, trends, or weather.
Closing Thoughts - Hire Some Help to Design Your Billboards!
When it comes to billboard advertising, both digital and traditional formats can significantly enhance your brand’s visibility—but the true impact lies in execution. At Good Kids, we specialize in bringing bold, creative ideas to life through captivating billboard designs and expert media management. With over 15 years of experience in campaign strategy, content production, and delivering attention-grabbing visuals, we know how to make your brand stand out.
Trusted by leading brands across industries like fashion, automotive, and more, we pride ourselves on crafting marketing campaigns that not only capture attention but drive results. Whether you’re aiming for stunning static displays or dynamic digital billboards, Good Kids is equipped to handle every aspect—from design to installation and beyond.
