Outdoor Advertising has spanned from times past and still maintains a sturdy relevance in today’s times.
It has been, and is still an effective form of outdoor Advertising, helping brands and businesses reach their consumers at different touchpoints and inducing brand recall.
Statistics have shown that a large 72% of consumers are likely to recall a brand whose ad they saw out of their homes.
This means that for every ad you as a business owner or brand place on a Billboard in Nigeria, you can be sure you’re gaining just the right amount of visibility your brand craves and even more.
But just like everything else, there are key things to learn to attain success with your Billboard Advertising.
Let’s explore them.
What Makes Billboard Advertising Effective
Starting a business is already tasking enough but gaining visibility for your brand? Now, that’s another different ball game entirely.
Of course, it’s not rocket science but it will take a sufficient amount of effort to put it in the fore of the consumers and this is where Billboard Advertising comes to play in grand style.
Billboard Advertising hits home when you factor in the following:
Whether in traffic, in fluid transit or just walking along the way, you have just a few minutes to capture the attention of your consumers.
While innovation and technology brought comfort to our lives, it also weakened the attention span of consumers.
Taking the attention of consumers from their mobile devices to your Billboard Ad is no easy feat but is it achievable? Absolutely!
How relatable is your ad? You want to avoid the act of obfuscation and tell your brand story in a way that uses their language, by using catchy ideas, copies and art work.
You need to come from an angle that turns heads or at least get them to have an impulsive second glance at it. If it makes them giggle a little, even better!
Keep It Bold and Simple
Ambiguity is one thing that you should avoid in Advertising in general to prevent lack of clarity on the part of the consumers.
You should also use colours that stand out to consumers. Let your information be enough to kickstart their interest but minimal enough to help them have an easy read and understanding of your ad.
Artworks with too much text wears out the consumers because where do you even want them to start from?! Leverage on interesting imagery, visuals are more appealing in times like this.
Let it Stick
One of the most important things to bear in mind is keeping your ad memorable.
Your ad must be creative enough to get them looking. Your ad should tell a relatable story in just a few minutes.
You may want to use fear, empathy, anger, cleverness, comedy or other emotional tactics to tell your story. But use relatable emotions to sell your product in an interesting way.
Be Strategic With Your Location
Location is a very important factor to consider in Billboard Advertising because the languages with which you communicate differs from region to region.
We have diverse cultural values in Nigeria, and this means that there is no one way you should talk to the entire country.
Tap into different cultures pertaining to the areas where your ad is situated and coin your ad from it.
This makes it impressionable to the consumers you’re hoping to target in that area and warms their heart to your brand.
And how do you take care of the financial side of things? Of course, let’s find out
Cost of Billboard Advertising in Nigeria
When diving into your Billboard Advertising, do your findings about the kind of Billboard you want to use.
We have two major types of Billboards in Nigeria and they are the static and digital billboards.
With the Digital Billboards, you have the advantage of doing a video content or a static visual. You can also have the option of swapping or interchanging your ads at intervals with other ads, depending on what is obtainable.
With the Static Billboards, your ad goes nowhere and it doesn’t get skipped. It stays there for the duration you pay for.
Lagos, the commercial capital of the nation, is the state with the highest number of billboard adverts because of the large populace in the megacity.
Due to this, the cost of Billboard Advertising is higher in Lagos. Renting an ad space in Lagos ranges from N1.5 Million to N3 Million depending on the choice of location.
The amount can be higher depending on the duration and if you’re using a digital billboard.
The cost of Billboard Advertising in Abuja, the nation’s capital ranges from N2 Million to N3 Million depending on the location, choice of billboard and duration you wish your ad to stay for.
Overall, there are laws governing different states and price varies from state to state.
It’s important to do your assignment, acquire the right documents and get your findings right before erecting a billboard ad in different states.