Running a small business is not for the faint of heart — it takes market research, strategy, and perseverance to navigate an often competitive landscape. For businesses with limited resources and budgets, every decision matters.
So, it’s understandable why business owners would wonder if billboard advertising for a small business is worth it. In fact, “do billboards work” is one of the most common questions we hear, regardless of the size or type of business. There are tons of marketing and advertising channels out there today, how do you know which one will help you achieve your business goals?
Small business billboard advertising is an age-old strategy that continues to prove itself effective — but there’s one major caveat: it must be done right. Taking a shot in the dark won’t get you where you want to be.
We’ve helped businesses nationwide launch strategic billboard campaigns. With no two businesses being the same, we help ensure that your campaign is custom fit to your unique needs. Read on to learn more about how you can make billboards work for your small business.
In this post, we’ll cover:
- Benefits of billboard ads for small businesses
- Types of OOH ads for small businesses
- Potential challenges
- How to maximize your campaign
- Conclusion: is it worth it?
Benefits of Billboard Advertising for Small Businesses
It’s not just the McDonald’s and tech giants of the world that can benefit from outdoor advertising. Here are some reasons why billboards can be worth it for small businesses:
High Visibility and Exposure
For small businesses looking to increase brand awareness quickly, billboards are an excellent way to get noticed. They’re often placed along main thoroughfares with steady streams of traffic like highways or intersections. Not only that, but your billboard proposal should show the estimated number of impressions so you can have an idea of how many eyes your ad will get in a given time period.
24/7 Marketing
Unlike other types of ads that may require active engagement, billboards are passive yet always visible. Whether it’s day or night, your message is continuously being delivered to potential customers. You can rest assured that no one will be using an ad blocker or scrolling past your ad as is often the case with social media advertising.
Target Local Audiences
For small businesses that rely heavily on local foot traffic or customers from nearby areas, billboards are an effective way to reach those audiences. By placing your ad in strategic locations, you can target people who are likely to visit your store. Known as “directionals”, these types of ads can literally direct people to your storefront.
Types of Out-of-Home Advertising for Small Businesses
When we talk about out-of-home (OOH) media, we’re not only talking about the large-format billboards you see along the highway. There are a number of different outdoor media formats that small businesses can take advantage of to reach their goals.
Digital Out-of-Home (DOOH)
DOOH is a dynamic and highly effective way to reach consumers in public spaces. Digital outdoor placements can appear everywhere from With DOOH, you are often given a “spot” in a cycle of multiple advertisers. Your ad will appear for a certain duration in a set interval (e.g., for 8 seconds every 64 seconds).
Shopping Mall Advertising
Shopping mall ads are a type of place-based media that garner a significant number of impressions along with high dwell time and the opportunity for a contextual message. Within malls, advertisers can occupy banners, digital kiosks, static signage, floor graphics, elevator/escalator wraps, and more.
Street Furniture
Take your small business to the streets by advertising on street furniture including bus shelters, benches, and more. Street furniture is integral to city life, meaning that your business is seamlessly integrated into the daily life of passersby.
Transit Advertising
Transit advertising is an excellent way to take your business on the go. Whether you choose bus wraps, tail light displays, king/queen posters, subway ads, or something else, transit advertising helps circulate your ad to reach a wider audience.
Potential Challenges for Small Businesses
While there are plenty of benefits associated with small business billboard advertising, it also comes with some downsides. Here are a few challenges to keep in mind:
1. Higher Costs
Billboard advertising is not cheap upfront when compared to other channels, especially in prime locations. Even though the CPM (cost per thousand impressions) of billboards tends to be lower than other channels, the cost of a billboard can be prohibitive for small businesses with limited marketing budgets. On top of that, designing the ad itself can add to the overall expense. (Though, Alluvit Media offers no-cost graphic design services.)
2. More Involved ROI Calculation
Unlike digital advertising, where you can track clicks and conversions, it can be a little more difficult to measure the exact return on investment (ROI) from a billboard. This can make it difficult to know if the ad is truly paying off for your business.
3. Potentially Short View Time
More often than not, drivers and pedestrians only have a few seconds to view your billboard, meaning your message must be concise and impactful. Creating an attention-grabbing ad that communicates your brand effectively in such a short time can be a challenge… but far from impossible!
How to Maximize Your Small Business Billboard Advertising Campaign
If you decide to go ahead with billboard advertising for your small business, here are some tips to help you get the most out of your investment:
1. Choose the Right Location
Your billboard’s location is crucial. Make sure to place your ad in areas with high traffic that align with your target audience. For example, if you’re a local coffee shop, placing your ad near a busy morning commute route can be highly effective.
2. Keep It Simple
As mentioned earlier, you only have a few seconds to capture someone’s attention. Use bold, simple messaging and clear visuals that can be easily understood at a glance. Avoid cluttering your ad with too much information and be sure to have a clear call to action (CTA).
3. Track Impact
Though ROI is harder to measure for billboards, there are still ways to track their effectiveness. You can use unique landing pages, special offer codes, or track customer feedback to see how/if people are responding to your billboard.
So, Is Billboard Advertising Worth It for Small Businesses?
The answer depends on your specific goals and budget. If you have the resources to invest in a billboard campaign and want to build strong brand awareness, it could be an extremely valuable tool. However, if budget constraints are a major concern, exploring other advertising methods may be more cost-effective.
If you’re curious to learn more about advertising your small business, we invite you to fill out our simple online form to get connected with a Media Coordinator who can identify options in your target area.