Today, we are in the economic recovery phase, and people have resumed traveling. As a result, the cost of billboard advertising is expected to rise due to increased traffic, meaning businesses will pay more to reach their target audience. Unfortunately, many businesses are still recovering from the financial losses they incurred during the pandemic, making it challenging for small businesses to afford billboard advertising. Additionally, billboards may not be as effective as more direct advertising methods. Here are some reasons why billboards may not be the best choice for reaching your target audience.
· None Targeted Advertising
Billboard advertising is not an effective method when it comes to targeting customers. consider that a billboard on the highway broadcasts the advertisement message, which means the advertiser could be using his resources to advertise to an audience who may not convert. Consider that moving a billboard to a different location is not as easy, and may require printing another banner. Thus, billboard advertising is not the best approach when it comes to delivering targeted campaigns.
· Expensive
The cost of putting up a billboard is higher compared to how much you spend to advertise on coffee sleeves or even bar coasters. Therefore, it is difficult for a startup to sustain billboard advertising. Moreover, at this time when businesses are trying to save and ensure they can do more with a limited budget, billboard advertising is not an option.
· Billboards Generate Shorter Attention Span
Another shortcoming when it comes to advertising through the use of billboards is that the attention span is limited. Often, the billboards are placed on roadsides, and so the target audience is drivers and passengers. Therefore, one would have to stop and pay attention to the billboard, for the message to sink deep. The short attention span works against building brand awareness through the use of billboards.
An Overview of Billboard Advertising Costs in Various U.S. States
Billboard advertising remains one of the most impactful forms of out-of-home (OOH) advertising, allowing businesses to reach a broad audience. However, the cost of billboard ads can differ significantly based on location, with factors such as traffic flow, population size, and regional demand influencing pricing. In this blog, we’ll examine how billboard advertising expenses vary across different states in the U.S., spotlighting both high-cost and more affordable areas.
Georgia: Atlanta Dominates Billboard Advertising Costs
In Georgia, Atlanta emerges as the primary market for billboard advertising. As a key transportation hub and a rapidly expanding city, Atlanta’s dense population and frequent traffic congestion significantly increase the demand for billboard placements.
• Average Cost: In Atlanta, billboard rates typically range from $3,000 to $15,000 per month, depending on the location. Billboards situated along Interstate 85 or near Hartsfield-Jackson International Airport tend to command higher prices due to the high traffic volume.
• Suburban Areas: Smaller cities in Georgia, like Savannah and Augusta, offer more affordable billboard options, with rates ranging from $1,000 to $3,000 per month.
Why It’s Competitive: Atlanta’s status as a major media market, paired with its heavy traffic flow, ensures a high number of impressions. The city’s fast-paced growth and significant tourism activity make it an attractive advertising location for both local and national brands.
Washington: Seattle’s Prime Billboard Locations
In Washington, Seattle serves as the main hub for billboard advertising. As a leading tech city with a large commuting population, Seattle’s highways and downtown areas see high demand for advertising space.
• Average Cost: Billboard rates in Seattle generally range from $4,000 to $12,000 per month, with premium spots near Pike Place Market or along I-5, the major north-south highway, costing more.
• Other Cities: Outside of Seattle, cities like Tacoma and Spokane provide more cost-effective billboard options, typically ranging from $1,500 to $4,000 per month.
Why It’s Expensive: Seattle’s tech-driven economy and high commuter traffic make it a prime location for businesses targeting tech-savvy professionals. The city’s heavy traffic ensures that billboards in key areas get prolonged visibility.
Massachusetts: Boston’s High-Impact Billboard Locations
Boston, Massachusetts, is a critical market for billboard advertising in the northeastern U.S., with premium placements available along major highways and near the city’s historic downtown areas.
• Average Cost: Billboard prices in Boston typically range from $5,000 to $20,000 per month, with higher rates near popular locations such as Fenway Park, Downtown Crossing, or highways like I-93 and I-90.
• Suburban Areas: Smaller cities in Massachusetts, such as Worcester or Springfield, offer more affordable billboard rates, generally falling between $1,500 to $4,000 per month.
Why It’s Expensive: As a major center for education and healthcare, Boston attracts a highly educated and affluent audience, making it a prime location for advertisers. The city’s high traffic levels and tourism, especially during events like Red Sox games, further enhance the visibility of billboards.
Colorado: Denver’s Expanding Billboard Market
Denver is a rapidly growing city for billboard advertising, with the state’s population and economy expanding at a fast pace. As a hub for outdoor recreation, Denver attracts a wide range of advertisers.
• Average Cost: Billboard costs in Denver range from $2,000 to $10,000 per month, with higher rates for spots near Coors Field, Union Station, and major highways like I-25.
• Other Cities: In smaller Colorado cities, such as Colorado Springs or Fort Collins, billboard rates are more affordable, typically ranging from $1,000 to $3,000 per month.
Why It’s Growing: Denver’s expanding population and the influx of new businesses make it an excellent location for extended billboard campaigns. Its role as a gateway to the Rocky Mountains also makes it a popular area for travel and outdoor brand advertising.
Conclusion: Selecting the Ideal State for Billboard Advertising
Billboard advertising costs can differ dramatically across states, influenced by factors like population size, traffic patterns, and regional demand. Major urban areas like New York, California, and Florida tend to have higher advertising costs, while more rural regions such as Alaska, Texas, and parts of North Carolina offer more affordable options.
When organizing your billboard advertising campaign, it’s important to factor in not just the price but also the target audience and potential reach. While high-traffic locations may come at a higher cost, they also deliver greater visibility and brand awareness, making them a valuable choice for many businesses.
By recognizing the geographic differences in billboard advertising costs, you can better allocate your budget and maximize the return on investment for your OOH advertising efforts.
In-hand Advertising Approach
A good alternative to billboard advertising is the use of in-hand advertising approaches. Therefore, businesses can place the brand name on the hands of the targeted consumer. In addition, billboard advertising could cost 7% more than the cost of in-hand adverts.
