Advertising billboards exist in every country in the world. Each billboard belongs to an advertiser. The advertiser is the company that rents this billboard to advertisers wishing to communicate. The company that rents these billboards to advertisers (the advertising agency) often rents the street furniture itself from the town hall or the owner of the location. Each advertiser sets up what are called networks (this is a composition of several billboards present in the same region created by them). There is no minimum or maximum number of billboards for a network; the advertiser alone decides how to compose their networks.
The players in the billboard advertising market worldwide
This is a very concentrated market: the top 5 global leaders in OOH billboard advertising generate three-quarters of the revenue of the top 15 players. Among these 5 leaders, we find:
- JC Decaux
- Clear Channel
- Focus Media
- Ströer
- Lamar
The strength of the top two groups is notably explained by their geographical reach. Indeed, they are the most internationalized players, unlike the following players who operate only on one of the 5 continents. JC Decaux is moreover one of the only players to operate in Africa and the Middle East.
The formats of advertising billboards
The advertising billboard also comes in different formats to meet various marketing objectives of advertisers and to reach their targets. Formats include:
In billboard advertising, you should know that your message is booked by the week!
Reaching your target throughout their typical day or media journey
A chosen target can be exposed to billboards throughout their day, regardless of age group. Each advertiser can optimize the geographical positioning of the devices they choose according to the transports used by their target, their leisure activities, consumption, and purchase places... Moreover, OOH advertising is the medium closest to the point of sale and/or service; a useful proximity that serves traffic to these consumption places since 30% of purchases are planned while 70% are spontaneous!
>>> See the billboard networks in France
Billboard advertising or the best-integrated medium in our environment
Although a traditional medium, OOH advertising has been present for centuries in our societies and is a real part of the decor! This medium has the advantage of not disturbing consumers in their daily lives, as others can do. Indeed, billboards are a medium we are constantly confronted with. That is why this medium is not considered intrusive. This unconscious opinion thus pushes consumers to be more attentive and more interested in advertising campaigns.
How to integrate billboard advertising into your media plan?
The combination of media allows and accentuates the memorization of the message you wish to convey. OOH advertising is an excellent medium for communicating locally and reaching a specific geographical target. In reality, billboard advertising is THE preferred medium for local communication, both in terms of contacts and costs. The various possibilities it offers: digital, bus, tram, public places... allow even more to refine targeting and increase the relevance of the message.
Also, in billboard advertising, communicating over several waves can be an asset; not only because it allows for playing on repetition and thus keeping your brand in the minds of consumers, but also because it allows you to create an appointment with your prospects or clients. Indeed, in the first wave, it is possible to announce an upcoming event by indicating its dates. This is to inform and create a desire in the consumer. A desire that will be worked on with a new message in the second wave. This will establish recurrence and unconsciously or not sensitize the consumer.
Billboard advertising is a powerful, effective, and constantly developing medium. Knowing how to evaluate the most relevant billboard devices for your brand can allow you to effectively reach your target and develop your sales. Find thousands of billboards on Adintime.com. At Adintime, we support and advise you on the purchase of billboard networks.
Choose the network on which you want to advertise and request a quote to get the prices and terms of billboards.
