Billboards VS Digital Marketing

When it comes to advertising, the debate of Billboards VS Digital Marketing has been circling like a seagull at the footy. But what if we told you the answer isn’t choosing one or the other? 

The real magic happens when billboards and digital marketing join forces to create a campaign so powerful it stops people mid-scroll and mid-drive.

Welcome to the ultimate guide on how billboards and digital marketing work together to create unbeatable results. Whether you’re a small business owner in regional Australia or a marketing manager overseeing a big brand’s ad spend, you’ll find plenty of gold here.

Let’s get into billboards, digital marketing, and why you need both.

What is Digital Marketing?

Good question. First things first: Digital marketing is any online advertising strategy that uses platforms like Google Ads, Meta Ads (Facebook and Instagram), and other paid search tools to target specific audiences. 

It’s fast, measurable, and everywhere, from your phone screen to the top of a search result.

It’s also incredibly versatile. Whether it’s running a targeted Instagram ad to showcase a product or using Google Adwords  to dominate search results, digital marketing puts your brand in front of the right people at the right time. 

Plus, with tools to measure every click, scroll, and conversion, you get real-time insights into what’s working and what isn’t.

But here’s the catch: digital marketing is noisy!! With millions of ads competing for attention, it’s harder than ever for your brand to stand out. 

That’s where billboards come in…

What is Outdoor Advertising (OOH)?

Outdoor Advertising (OOH) is any ad you spot while out and about, whether you’re strolling down the street, stuck in traffic, or waiting for a bus. Think billboards, bus stops, posters, and transit ads. 

Bottom line: if it’s outside and catches your eye, it’s OOH. It’s the ultimate way to get in front of people as they go about their day!

And when it comes to OOH, billboards are the undisputed champions; they always have been and always will be.

Let’s look into the two types of billboard formats we offer here at Gawk Outdoor.  

• Static Billboards: These are your classic, larger-than-life roadside advertisements. They’re bold, prominent, and designed to deliver an unforgettable message to everyone passing by. These are ideal for businesses looking to build brand awareness on a grand scale.
• Digital Billboards (DOOH): The tech-savvy cousins of static billboards. These dynamic displays allow you to rotate multiple ads, update content in real time, and grab attention with high-resolution LED screens. DOOH combines the visibility of traditional billboards with the flexibility of digital advertising.

Billboards VS Digital Marketing: The Pros

Why Digital Marketing Is So Effective

• Precision Targeting: Hit your exact audience with Google Ads, Meta Ads, and other paid platforms.
• Measurable Results: You can track clicks, conversions, and ROI.
• Great for Consideration and Decision Stages: Digital ads shine when people are researching and ready to buy.

But it’s not perfect…

• Oversaturation: People are bombarded with ads every second.
• Ad Fatigue: Users tune out repetitive messages.
• Skippable: Scroll or swipe, and bang, your ad’s gone. 

Why Billboards Still Pack a Punch

• Unmistakable: You can’t scroll past a billboard. It’s there, bold and proud.
• Massive Reach: Hit thousands of eyeballs daily, especially in high-traffic areas. In the past nine years, OOH audiences have surged by 31%, outpacing the 20.4% growth in the overall population.
• Brand Awareness: Perfect for the Awareness stage of the marketing flywheel.
• Creativity That Sticks: A great billboard gets people talking (and snapping photos for social media).
• Supercharged ROI: OOH consistently drives more online engagement per ad dollar than other traditional advertising medium. OOH advertising improves campaign ROI

How Billboards Amplify Digital Marketing

Here’s where the magic happens. When you combine billboards with digital marketing, you create a marketing flywheel that turns awareness into action. It’s not about choosing Billboards VS Digital Marketing, it’s about leveraging the strength of both together.

Let’s look into the three stages of the buyer’s journey and unpack how billboards and digital marketing work hand in hand to achieve overall results for your business. 

The Buyer’s Journey 

Awareness: Getting on the Radar

Studies have proved that billboards are unbeatable for building brand awareness across all demographics. Don’t believe us, suss this: 

A bold, creative billboard makes your business unforgettable. It’s your chance to deliver a clear, powerful message that people will remember when they see your ad online later.

• Example: Someone drives past your billboard every morning on their way to work. That evening, they see your Google Ad or Meta Ad. The result? Your brand’s already familiar and trust skyrockets. Brands featured on billboards are automatically seen as trustworthy. Why? 

Because visibility builds trust, trust creates credibility, and credibility fuels brand loyalty. And you know where that leads, brand loyalty turns customers into brand advocates, the most powerful (and free) form of marketing any business could ask for.

Consideration: Strengthening the Connection

When potential customers start looking for solutions (hello, Google search), they’ll remember your billboard. Pair a strong outdoor ad with a killer SEO and paid ads strategy, and you’ve got a winning combo.

• Stat: OOH campaigns drive a 46% increase in search activity, making your digital ads perform better.

Decision: Sealing the Deal

A killer campaign doesn’t just grab attention, it drives results. Digital ads bring the clicks, but billboards build trust. They make a tangible connection to your brand, while digital marketing ensures a smooth path to your business.

At this stage, your messaging needs to seal the deal. Showcase irresistible offers like limited-time sales, Black Friday deals, two-for-ones, or happy hour specials. Make people feel they’d miss out if they don’t act.

Tip: Add a clear CTA, like a website URL, QR code, or social handle, to connect your billboard with your digital campaigns. Let your audience act instantly and grab that deal.

The goal is simple: create urgency and exclusivity. When billboards and digital ads work together, you’ll drive the sale.

Why Creative Matters

A boring billboard is lame. It won’t get you anywhere. No one will remember you. You need to make a splash. Your creative is everything. Bold text, clear messaging, and a touch of personality make all the difference. And the best part? Great creative on a billboard doesn’t just stop at the roadside; it fuels your digital campaigns, too.

• Pro Tip: Repurpose your billboard design for social media and paid ads to create a cohesive, memorable campaign.
• Pro Top 2: Big, bold, cheeky, clever, and even sometimes a little controversial, Out of Home (OOH) is the ultimate playground for creativity.

How To Build An Amazing Billboard Campaign

Alright, here’s the Gawk-approved breakdown of the ultimate billboard formula used by big guns like Uber and major sports brands.

Ready to create an outdoor ad campaign that packs a punch? Here’s the secret sauce:

• Attention: Make ‘em stop in their tracks! Go bold, Go big, Go be different! 
• Emotion: Make ‘em feel something, whether it’s excitement, laughter, or a “wow” moment.
• Simplicity: Keep your creative crystal clear. Forget complicated and messy artwork. You’ve got seconds to grab attention, so make it count.
• Branding: Don’t even think about hiding that logo! Research proves people have an emotional connection to logos; they’re the one thing you can control that makes your brand unforgettable. Your creative needs to be firing on all cylinders. 150% on-brand! Think typography, colour palette, slogans, everything should scream you! Make it bold, make it yours, and watch people remember who you are.

Remember, creative is the MVP when it comes to billboard success. Get these right, and your campaign will be the talk of the town. 

Did you know: Campaigns with seven words or less on average produce 1.5X the recall of eight or more words. OMA OOH is the ultimate creative canvas

How Effective are Billboards for Advertising?

Billboards deliver massive value:

• Reach thousands of people every day.
• Build trust and familiarity for your brand.
• Work 24/7, rain, hail, or shine.
• Complement your digital ads for a full-funnel marketing strategy.

And for regional businesses? Billboards are a game-changer. Regional Australians spend more and more time on the road and rely heavily on outdoor ads to discover brands. 

The Winning Strategy: Combine Billboards with Digital Marketing

Here’s how to create an unstoppable marketing campaign by combining the best of both worlds. 

• Start with Awareness: You want to make a splash, right? Launch a bold billboard campaign that’s impossible to ignore. The beauty of billboards is that they’re all about grabbing attention and building instant brand recognition. Think of them as a loud, larger than life introduction to your brand, one that makes people look, think, and remember your business.
• Boost with Digital Ads: Now, let’s keep the momentum going! Once you’ve got people thinking about your brand, it’s time to hit them with targeted digital ads. Use Google Ads, Meta Ads, and SEO to meet your audience where they live online. Whether they’re scrolling through social media, searching for solutions, or browsing websites, digital ads keep the conversation going and bring your brand right to their fingertips. This is where you go from awareness to action.
• Create a Feedback Loop: This is where things get really cool: Consistency. Your billboard message needs to flow smoothly into your digital campaigns. Keep your messaging, visuals, and vibe the same across both to create a unified brand experience. This builds trust, so your audience gets the same clear message whether they see your ad on a billboard or on their phone. The more familiar they become with it, the more it sticks.

The result? 

A marketing strategy that does more than just grab attention, it gets results. Billboards and digital marketing aren’t in competition; they’re partners. Together, they amplify each other’s impact, putting your brand front and centre and turning awareness into lasting customers.

Pair the broad reach of billboards with the pinpoint precision of digital ads, and you’ve got a well-rounded marketing strategy that works relentlessly for your brand. It’s the perfect combo that hits from every angle. 

Billboards VS Digital Marketing Concluded

When it comes to advertising, it’s not about choosing Billboards VS Digital Marketing. It’s about using both to their fullest potential. Billboards bring the awareness. Digital marketing drives the action. Together, they create campaigns that connect, convert, and deliver results.

Alright, regional business owners, you’ve got the stats, the tools, and all the tips to make smart, data-driven decisions that’ll take your business to the next level. 

This is why marketing managers and successful companies across Australia use Out of Home advertising to create a marketing flywheel so powerful, their brand becomes impossible to ignore. 

At Gawk Outdoor, we know how to make billboards work hard for your brand. From digital billboards to static billboards we’ve got you covered.

Give us a call and be sure to follow us on social media for more tips and insights like this one to help your brand stand out and grow year after year!

Onya For Gawking 😉