Digital Billboards: Optimizing Content & Design

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Thinking about getting a digital billboard? Already have one but not sure what to put on the giant screen of LEDs? Here are some tips for maximizing your digital billboard space when it comes to content and design.

Create a Campaign

Sit down with your marketing team and brainstorm a little bit. What do you want to highlight at your business? What are your goals for advertising? What kind of message do you want to convey? What time of year is it? These are all important questions that should be asked during a campaign design session.

Based on your answers to the questions above, put together several ads that can be used in rotation to highlight your message. Here is an example of a campaign from a staffing agency who wanted to highlight their ability to match the right person with the right career:

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Keep it Simple

Remember, people are passing by in their cars or stopped at a light – they won’t have the time or attention span to look for details. Stick to one message or theme per ad and try not to clutter it up with too much information.

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Catch their attention, get your message across, and make sure they know the name of your company. Many people will do a web search for your business if you do catch their attention, so make sure you are easily searchable on the internet.

Bright Colors

Use at least one bright, eye-catching color to capture attention. In the words of Roland Digital Media owner Dave Roland, “without red, it’s dead.”

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Incorporate Branding

Use your company logos, colors, and taglines to create and solidify recognition. If you don’t have an overall branding strategy, think about creating one with your marketing team or consulting a marketing agency.

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Make ‘Em Laugh

Funny and clever ads are easily remembered and create a positive reaction for the viewer. Caution – using obscure or obscene humor can do the opposite and create a negative reaction, so be careful when choosing your ha-has.

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Rotate, Rotate, Rotate

Keep things fresh by updating ads every 2-4 weeks. If possible, rotate your ads each month on different billboards within your service area to gain new exposure.

With a few tips and some creativity and thought, your digital billboard will go a long way for you.

Questions? Feel free to get in touch with us – info@rolandadvertising.com

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