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Static vs. Digital Billboard Advertising: What are the Pros and Cons?

Wed Jun 1 | Posted by  Daniel Hooper

Although there are many billboard varieties, the two most common kinds of billboards are static and digital. In today’s day and age, you might expect that it’s preferable to only advertise with digital billboards. Between the rise of social media and other technologies, billboards have been advancing technologically just the same in the advertising industry.

However, it’s not wise to rule out the potential of static billboards because there are perks to this more traditional form of advertising. When it comes to advertising, one of the most vital things you can do to succeed is to diversify your advertising strategies. So, if your company is trying to advertise your product or service, then it’s essential to know the facts about all kinds of billboards. 

We’re going to describe the pros and cons of both static and digital billboards so that you’re educated about both options. By the end, each perk and downside will be clear, and you’ll be able to discern which is suitable for your company. There’s not a one size fits all approach to installing a billboard. So, as with all kinds of advertising, you’ve got to pick a billboard aligned with your company’s needs and target demographic.

 What are Static Billboards? 

Static billboards are also known as traditional billboards, and these are the kinds of billboards that have been around for decades. Most everyone has seen a traditional billboard, as these are the signs that are posted on the side of the road, near intersections, major roadways, or other high-traffic areas. 

With a static billboard, there’s only going to be one advertisement that is displayed on the billboard. Because a static billboard is made of vinyl, you can only show one advertisement until you take the billboard down and replace the vinyl with another ad.

What are Digital Billboards? 

Whereas static billboards are simply made of vinyl, digital billboards are comprised of LED lights that are controlled by computers. So, with a digital billboard, you can change the advertisement that is displayed remotely.

Just like static billboards, some digital billboards are displayed on the side of the road so that drivers can see the advertisement that is being displayed. However, digital billboards can be displayed in many other locations.

For example, a digital billboard can be easily shown at the mall, at the airport, in sports arenas, along in many other locations. But instead of the image being a fixed image, the advertiser has the freedom to change what’s being displayed with the simple click of a button. 

Another unique thing about digital billboards is that frequently it is not just one company being featured on the billboard. To be specific, in many instances, there are a few advertisements from different companies that circle on the same digital billboard. 

Now that we’ve described a bit of introductory information about each kind of billboard let’s discuss the specific pros and cons of each. With this information, you should be able to figure out which kind of billboard is more suited for your company.

What are the Pros and Cons of Static Billboards? 

Here’s a list of the pros: 

  • Often, producing a static billboard is less costly than the digital billboards.
  • You’ll get around-the-clock exposure because the advertisement isn’t competing with different companies’ ads.
  • Static billboards are better suited to support a brand’s long-term recognition.
  • You’ll get more design and creative freedom so that you can showcase your company’s individual aesthetic.
  • Static billboards are often in higher-traffic areas than digital billboards are. 

Before discussing the cons of static billboards, let’s elaborate on these bullet points to ensure everything that you need to know about static billboards is clear. Essentially, the main perk of static billboards is that you’ll be able to advertise your company all day long. Whereas with digital billboards, you’re going to have to compete with other companies’ advertisements, a static billboard is always there. 

The real estate that your billboard takes up, is always yours. And on it, you’ll have the space to design whatever advertisement aligns with your company’s style, which will attract the attention of customers. Now, let’s outline the cons of static billboards. 

Here’s a list of the cons: 

  •         There are fees associated with taking down the billboard and putting up a new advertisement, when necessary.
  •         If you leave the billboard up for too long, the vinyl will fade, peel off, or become dirty, affecting the advertisement’s visibility.
  •         It sometimes takes a long time for the advertisement to be changed, depending on who you’re working with for your advertising.
  •         Your billboard might have strange dimensions that make designing an advertisement complicated. 

So, the primary con of static billboards is that you will have to do things the old-fashioned way when it comes time to change your advertisement. And this can be costly!

What are the Pros and Cons of Digital Billboards?  

Here’s a list of the pros: 

  •         It’s extremely efficient to change the billboard advertisement.
  •         You’ll be able to cycle through many advertisements if you purchase multiple slots for your company.
  •         There might not be fees to change the advertisement.
  •         The colors on a digital billboard are vibrant and vivid.
  •         It’s easier to advertise short-term deals and promotions.
  •         Weather won’t affect the quality of your advertisement.

Let’s say you’re advertising a promotion only available for two weeks. If this is the case, it’s much more efficient to use a digital billboard because after the two weeks ends you can simply place a new advertisement. So, a digital billboard is an excellent choice if your company is more prone to having quick promotions, a digital billboard is a great choice. 

Here’s a list of the cons: 

  •         It can get costly to install a digital billboard.
  •         There is a shorter amount of time that your advertisement can be seen, as many digital billboards only flash on the screen for about ten seconds.
  •         You often have to compete with other companies for screen time.
  •         Because digital billboards are popular, you might have to wait for there to be an available digital billboard. 

So, between the higher cost of advertising and the fact that it might take a while to find availability on a digital billboard, if you’re a company that has a smaller budget, then using a digital billboard might not be the best option for you.

Final Thoughts 

As we’ve discovered, there are plenty of perks to both digital billboards and static billboards. Along with this, there are plenty of cons to both digital billboards and static billboards. So, depending on your company’s individual needs, you might determine that one is better than the other. 

And regardless of which option you choose, each will do a good job advertising your company if it is the right fit for your company. If you need more help figuring out which billboard is right for you, then contact Formetco Digital. We’re experts in the industry, and we’re committed to helping people find the billboard that’s right for them. Contact Formetco Digital, today.

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