There are many things to keep in mind when getting an outdoor ad. The potential costs and considerations last well beyond your initial purchase. One that requires a decent foresight are possible ad changes. Both static and digital ad changes have their own set of implications. Learn more below.
The process of changing a static ad
Static ads are much more complex to change than digital fare. That’s because they are made of printed copy. That means that once the ad is generated, that’s what it’ll look like the duration of its lifetime. Any necessary changes or new information will result in having to print new copy.
This can be a costly predicament. This is especially the case if you have more than one message to convey to your target audience. Any new developments, sales information, etc., will require an entirely new ad print. This is considered one of the setbacks of selecting static ads.
Digital ad changes are much easier
Digital ad’s benefit from the electronic nature of their make-up. Changes can be made simply, and as often as you like. Also, since there were zero production costs to begin with, there are none now either. This joins the pros of digital options, along with a shorter time commitment.
Another advantage of a digital option is the ability to run more ads. Bill provides a great example of this in the above clip. “a TV station could have a show that airs Monday. [Let’s say] they put an ad on the billboard for Magnum P.I. Then Tuesday, they could have, ‘Watch CSI tonight.’ So you could have different designs and you can change them as often as you like.”
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Hi, I’m Jason Sirotin. Today I’m speaking with Bill Hobbs, who is the owner and proprietor, managing director, everything, of Effortless Outdoor Media, which is an outdoor media advertising placement company. Unlike a billboard that is digital, how often are the ads changing and how does that buy work?
Okay. The main difference is with a static billboard, it’s more a branding message. So you put a message up for a few months up to a year, and it’s going to not change like Golden Corral or Reliable Heating & Air. You’ll put a message up with one design and it stays up the entire campaign. The difference with the digital and the reason people use digital advertising on a billboard is the digital billboard.
Number one, you can change as often as you like. So you can change it, you could have … For example, a TV station could have a TV show that airs Monday. On Monday, they put that TV ad on the billboard for Magnum P.I. Then Tuesday, they could have, “Watch CSI tonight.” So you could have different designs and you can change them as often as you like on a digital billboard.
Wow! That’s really cool.
Yeah. So they’re designed for different types of campaigns, and they both have their advantages.
Bill, thank you so much for sharing your knowledge with us today. We really appreciate it. If you’re interested in learning more about what Bill has to offer, you can visit him online at effortlessoutdoormedia.com and you can email him at firstname.lastname@example.org.