Out of Home Advertising Drives Website Traffic

Bishopp Milton Road Billboard

Billboard advertising can be a powerful driver of website traffic, offering a unique and impactful approach to reaching target audiences. With online visibility becoming paramount to the success of many businesses, marketers are constantly seeking innovative ways to drive traffic to their websites. While digital marketing strategies like social media and search engine optimization often take the spotlight, traditional advertising channels like billboard advertising continue to prove their effectiveness in the ever-evolving marketing landscape.

Billboard advertising can amplify the impact of concurrent digital marketing campaigns and vice-versa. According to a Nielsen study conducted in 2020, 34% of individuals who view digital billboards go on to either visit the advertiser’s website or conduct an online search for them after seeing the billboard ad. By synchronizing messages across multiple channels, businesses create a cohesive brand narrative that resonates with audiences on a deeper level. The repetition of a brand’s message through both offline and online mediums enhances brand recall and encourages consumers to explore the advertised website for a more comprehensive experience.

What’s the best way to ensure your billboard drives traffic to your website?

Choose the right location and format: It’s important that you reach your target audience where they are most likely to see your ad. Whether you choose digital or classic formats is based on budget, location and visibility. At Bishopp, we strategically choose our site locations to ensure high reach and frequency for our clients.

Craft a clear and compelling message: A strategically designed billboard advertisement can provide unlimited opportunities to connect with audiences. You only have a few seconds to leave a lasting impression so it is important to ensure that your message is clear, consistent and conveys your brand identity. When potential customers are later exposed to the same brand online, through social media or search engines, they are more likely to remember and engage with it. Read our tips on how to design an effective billboard here.

Include a call to action: When it comes to billboard creative, often less is more. We don’t recommend including an address, phone number or QR code because chances are, viewers won’t remember all the information. Instead, by prominently displaying your logo, website URL or a custom hashtag, you encourage direct interaction with your website. Research shows that 1 in 3 people who notice a billboard will search the brand later.

In a landscape where innovation is key, businesses should not underestimate the enduring power of a well-executed billboard campaign to boost their online presence and drive meaningful engagement. By capturing attention, creating brand awareness, bridging the gap between offline and online experiences, and reinforcing digital campaigns, billboard advertising proves to be a valuable component of a comprehensive marketing strategy.