Home: Message List - The decline of billboards and other terrestrial marketing?

Re: The decline of billboards and other terrestrial marketin

Iwrite — Tue, 06 Jan 2009 17:02:51 GMT

Okay, I have fully recovered from driving from Grand Prairie, Texas to Columbia, South Carolina and back - 15 hours each way. And as soon as I go on I-20 this post came to mind. Billboards are not declining from what I saw, they are doing well. I saw a new trend even, double billboards, where the message was expanded to cover but the top and bottom billboards. I was impressed with the sheer volume and quality of the printing. These billboards were nice. And there were a lot in Louisiana, parts of Mississippi were weaker, Alabama had a good showing, so did Georgia with South Carolina being a little sparse compared to the others until you got within the city limits.

I think it really depends on the legislation of the state and local municipalities.�But from my very unscientific observation, billboards are not declining as much as we might think.

Thought I would update this post.

Re: The decline of billboards and other terrestrial marketin

MarketSmarter — Mon, 24 Nov 2008 21:20:27 GMT

Billboards and other out-of-home are alive in well in the Atlanta market. In fact in Atlanta, most of the outdoor boards along the highways inside the beltway are sold out for the next 12 - 18 months.

When I have seen billboards in disrepair - it seems to be the older painted or paper ones and owned by a mom & pop outdoor company outside a major metro that may not be able to compete with the Lamars, Turners and CBSs of the world. And with so much outdoor being purchased by the larger media buying companies they don't know the market well enough to know the mom & pop billboard companies.

In regards to the digital boards - they do look great and can be cheaper than a lighted vinyl board, but you may have to share it with other companies.

Billboards are still a great reminder medium and with commute times increasing, I don't see them going away any time soon.

Re: The decline of billboards and other terrestrial marketin

Iwrite — Sat, 22 Nov 2008 08:18:29 GMT

That I can agree with. Thanks for the clarification.

Re: The decline of billboards and other terrestrial marketin

Mongoose — Sat, 22 Nov 2008 07:55:38 GMT

iWrite - i think Chris was trying to say that most advertising mediums are moving onto newer technologies, GPS systems that update their listings based on google and all that fancy jazz. I do believe that more will be spent on large display billboards (LED / moving panel) instead of the traditional poster style, due to the effectiveness and visibility, as well as practicality. It's amazing if you can have an animated ad in the middle of downtown traffic during jam times, alot of wandering eyeballs would be caught, but as for cost friendliness, that's a whole other bag.

Re: The decline of billboards and other terrestrial marketin

Lighthouse24 — Sat, 22 Nov 2008 05:34:40 GMT

This thread made me think of the Big Texan Steak Ranch (Home of the Free 72 Oz. Steak). It opened in 1960 in Amarillo when Route 66 truly was the Mother Road. For about 25 years, the ONLY money spent on advertising was for billboards (which stretched from Tennessee to California). Yet the morning shows and late night hosts from every major television network did segments there, and people showed up from South America, Europe, Asia, and even Australia to try to eat that steak in one hour.

Re: The decline of billboards and other terrestrial marketin

Iwrite — Sat, 22 Nov 2008 03:04:48 GMT

I missed the connection to billboards. If I am driving down the street and don't have a gps, like most Americans, it really doesn't matter where you are on the google search but that billboard or signage can get people thinking about your business. Let's not forget radio.

Interactive is a great and exciting medium but it is not the end all be all. A strong interactive effort should be part of a total marketing/advertising program that delivers a message to the most possible customers where ever they are.

Re: The decline of billboards and other terrestrial marketing?

blitzchris — Sat, 22 Nov 2008 02:20:01 GMT

I dont see billboards dieing as fast as I see the Yellowpages, thats why online marketing and great website design is what needs to be done now.
The reason I say this is I was in Best Buy and now all the gps systems are now going to google to find places in your area from a live feed no more buying software for maps and info so if your found on google or msn your now first on everyones gps.

Re: The decline of billboards and other terrestrial marketin

Mongoose — Thu, 20 Nov 2008 16:26:34 GMT

IWrite - I Work in Colorado, I live in SC - huge commute, right? :P

I mostly work remotely.

Re: The decline of billboards and other terrestrial marketin

val_cards — Thu, 20 Nov 2008 16:14:59 GMT

Great info...thank you.

I visualize it...Val-Card is delivered via the postal carrier...the lady of the house chats briefly with him about all the great savings and discounts featured on Val-Card. He points out that there are two Val-Cards enclosed...One for her and One for her husband too! She excitedly picks up her cell phone to call her husband and says: "Honey hurry home, we got our Val-Card today,..let's go to our favorite restaurant tonight, they're offering a discount!" visit: http://www.val-card.org/val-cards/

Re: The decline of billboards and other terrestrial marketin

Iwrite — Thu, 20 Nov 2008 15:30:06 GMT

I got the rate card to work.

A four week run in the DFW area with a GPR of 70 and a population of 2,756,000 is about $93,032.

GRP represents the number of impression opportunities (without regard to audience duplication) expressed as a percent of the population of a specific market normally quoted on a daily basis.

This may seem high but it is four weeks of continuous exposure to a large segment of a local population. Still there are options and everything is negotiable. And there are smaller sizes and different locations. Still it is a lot of money.