Adrian J Cotterill, Editor-in-Chief
UK Leeds based classic and digital OOH media owner 75Media is reminding people of the power of billboards with data that reveals how powerful they can be.
In the ‘Effectiveness of billboard advertising’ report, 75Media has analysed data from YouGov which shows that one in four people say they are likely to pay attention to billboards, a figure which has remained relatively unchanged for the last three years. As Katy Conway, 75Media’s marketing and communications director, explains – that can mean some heavy footfall.
“Many of our billboards have approximately 350,000 people walking or driving past them every week,” Katy said. “So if we know one in four of those is actively engaging with the advert, that’s a really strong figure just from one billboard. If that’s multiplied over lots of different locations, you can really get some cut-through. And unlike radio, TV or streaming ads, they can’t be skipped or switched off.”
The YouGov data also looked at how effective other forms of advertising were. Streaming ads were the least effective, with just 11 per cent of people paying attention to them. Social media adverts reached 18 per cent of viewers. Radio adverts scored similarly to billboards and TV slightly higher – but at a significantly higher price point. Katy continues: “If we compare the cost of producing and airing a TV advert compared to producing and displaying a billboard, they’re worlds apart. A billboard can be under £500 for a two week campaign.”
People in London were revealed to be most likely to pay attention to billboards at 33 per cent. Those in the 25 to 49 age group were also most likely to engage, with 28 per cent saying they regularly took notice of them.
Interestingly, a poll by Harris Media* revealed that 91 per cent of Gen Z-ers and 82 per cent of Millennials say they would reshare OOH adverts on social media – proving that an impactful creative has the potential to go viral digitally too.
75Media is a classic and digital OOH operator based in Leeds. It is aiming to be the largest independent operator in the North of England and has a 10-year partnership with outdoor media infrastructure provider, Wildstone.