Which Billboard is Better? Digital LED vs Traditional

The answer to this question isn't as simple as black or white when the answer truly is - "it depends."??

So what does it depend on? let's find out

In 2021 the global outdoor advertisement spending reached over?34 billion USD?and is forecasted to only increase in the coming years.?

There was once a time all you only needed was a catchy slogan with some attractive visuals for a billboard. Now with the world transitioning to digital everything, LED screen billboards have become the new & popular quarterback of outdoor advertisement market.

Digital Screens and Static Billboards both have their differences but are excellent choices for advertisement. What's best for your brand depends on the company's budget and short and long-term marketing goals.

Digital Screen Billboards - The New Quarterback of Billboards

Digital screen billboards are LED displays that display your ad in video format. This dynamic nature of the ad coupled with the massive screen size effectively captures the much-desired attention of consumers.

The ads are controlled using a computer, which allows for a much more flexible tweaking of messages and visuals in real-time. Static billboards have a higher production cost when compared to digital screen billboards.?

Pros

Effective communication: Videos encourage a dynamic presentation of your brand's message through animated graphics and text which grabs viewers' attention for longer durations.

Reduced Ad fatigue: The ads are given specific slots amongst other advertisers. Passersby viewing the ads will experience less ad fatigue resulting in a higher impact of the message.

Cons

Shared exposure:?The chances of acquiring a digital screen billboard dedicated exclusively to your brand are very thin. The ads are usually run on a looped video format for a fixed duration alongside other brands. If you want exclusive exposure then this might not be the right option.

Expensive: If the cards are played correctly, the ROI of digital screen billboards is much higher than traditional static billboards. The maintenance fee and the slot rent add to the cost.

Traditional Static Billboards - The All-Time Classic

If you are thinking that the traditional static billboards are counting their days let me tell you that they are still the classic juggernaut, representing over 80% of the outdoor advertisement market.?

They are dedicated to one single brand for an extensive time duration. They have high visibility and have a very minimal maintenance cost.

Pros

Exclusivity: The ad space is dedicated only to your band for the rent duration. This is the right fit if your campaign requires exclusive exposure.

Budget-friendly: They have a reasonably low maintenance cost when compared to digital screen billboards. You only invest once in the visual design and you are set for the rest of the campaign.

Cons

Ad fatigue: Repeated exposure to the same advert will ad up to a declining impact of the message.?

Unpredictable performance: Once the ad is published on the billboard, the ad cannot be corrected nor can it be optimized. Weather conditions also add up to the creative being damaged and fading further diminishing the impact of the message.

Conclusion

Understanding the benefits and the limitations of the platforms along with the business goal alignment is the key to picking the best bang for the buck platform to advertise.