How to Plan a Successful Billboard Campaign for Maximum Impact

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Here are Lessons from 3 amazing brands and how billboard advertising impacted their campaigns.

When you see billboards on busy roads like Highway 101 or around cities like San Francisco, do you ever wonder if they’re worth the cost? 

Billboards might feel like old-school advertising, but they’re still amazing for getting people to notice your brand or product. 

And  as someone used to digital advertising, it can be hard to see the value in old-school ads like these, especially for software companies.

If you’re wondering if billboards are right for you, this newsletter will help you figure it out, and make it work.

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Why Use a Billboard?

A billboard in the right spot can grab attention better than online ads.

Unlike digital marketing channels that offer precise tracking, measuring the return on investment (ROI) for billboard advertising can be challenging. 

The impact is often observed through indirect metrics such as increased brand searches, website traffic, and overall brand recognition

And without  fighting for space on crowded screens, billboards stand out all by themselves in busy areas.

(Source: Lennysnewsletter)

Benefits of Billboards

When Should You Use a Billboard?

Billboards are a powerful tool to get your message across to many people but NOT every goal is right for a billboard. Here’s when they work best, supported by real-life examples:

1. Introducing a New Brand or Product

When launching something new, billboards can create excitement and curiosity.

For example Spotify used billboards with witty messages based on user data to promote its service, leading to increased subscriptions and online buzz.

They  launched a unique billboard campaign that turned user listening data into witty, eye-catching ads. 

The campaign, called "Wrapped," used real information from its users to create billboards that were funny, relatable, and memorable. 

These ads appeared in cities worldwide, showing how Spotify could use data creatively to connect with its audience.

One billboard read, "Someone made 5,000 playlists called ‘Yanny vs. Laurel,’” referencing the viral audio debate of the year.

This clever ad played on pop culture, making people smile and relate to the message.

(Source: Musebyclio)

Here are more of Spotify iconic billboard ads 

(Source: Musebyclio)

And….

(Source: Musebyclio)

More,

(Source: Musebyclio)

With over 350 different designs, Spotify’s billboards celebrated how unique and funny listening habits could unite people. 

They also encouraged people to share their own Spotify Wrapped stories online, creating a viral buzz.

This can be applied to  B2B SAAS, what unites people?

2. Bringing Customers to Your Store

Putting billboards near your business is like giving customers a map straight to you. They help people know exactly where to go, especially when they’re already nearby.

McDonald’s uses billboards along highways to tell drivers where the next restaurant is. 

This makes it easy for hungry travelers to find their way, bringing more people into their stores

(Source: Adsoftheworld)

3. Keeping Your Brand in People's Minds

Regularly using billboards is a great way to make sure people remember your brand. 

Seeing your logo or message often helps build trust and keeps your business fresh in their minds.

B2B SaaS companies like Salesforce have utilized billboard advertising to increase brand awareness among potential clients. 

(Source: Salesforce)

By placing billboards in strategic locations, they ensure that their brand remains visible to decision-makers during their daily routines. 

This consistent presence helps reinforce the company's identity and keeps it top-of-mind for businesses seeking software solutions.

4. Boosting Online Campaigns

Billboards can do more than catch attention on the street, they can also drive people to engage with your brand online. 

A billboard with a catchy hashtag, QR code, or website link can seamlessly connect the offline world to your digital presence

This is backed by a study by Nielsen that shows that combining billboards with digital campaigns can boost online engagement by 40%. 

This means more clicks, shares, and interactions, as people are prompted to look up your brand further online.

5. Targeting Specific Locations or Groups

Billboards can reach specific audiences, even in the B2B SaaS sector. 

By placing billboards in strategic locations, companies can effectively target potential clients where other advertising methods might not reach.

These billboards can highlight key features and direct viewers to a dedicated landing page. 

This approach allows the message to reach the people who are likely to benefit from their services, increasing brand visibility and driving targeted traffic to their website.

How to Make a Billboard Campaign Work

1. Set Clear Goals

Ask yourself…

What do I want this ad to do? 

Do you want people to recognize your brand, visit your store, or search for you online? 

Be specific!

2. Pick the Best Spot

Where you put your billboard is super important. 

Think about where your audience goes daily and place it there. Like busy roads, city centers, or near big events.

3. Design a Billboard That Stands Out

You only have a few seconds to grab someone’s attention. Here’s how:

• Make It Bold and Simple: Use big, clear letters and pictures.

• Use a Catchy Tagline: Pick a short phrase that people will remember.

• Keep It Short: Use seven words or fewer.

• Use Bright Colors: Contrast helps your ad pop out.

4. Measure How It Works

Make sure you track how well your billboard is doing. You can:

• Count how many more people visit your store.

• Use a special website link or promo code on the billboard.

• Check if more people search for your brand online.

Proof That Billboards Work: Case Studies Of 3 Amazing Brands and How Billboard Advertising Impacted Their Campaigns 

1. Stytch 

Stytch ran a month-long campaign in April 2024, buying:

• 80 bus ads.

• 130 transit shelter posters.

• 8 billboards across San Francisco.

• 3 billboards on Highway 101.

(Source: Lennysnewsletter)

During the campaign, they saw:

• A 25% rise in branded search traffic.

• A 70% increase in global branded search clicks.

• A lasting 10%-15% boost in traffic even after the campaign ended.

Even more interesting, 10% of their sales opportunities mentioned seeing the ads as a reason to explore Stytch. 

Employees also loved the campaign, sharing over 2 pictures each in their internal Slack channel.

2. Vanta

Vanta, a company that helps businesses manage security and compliance, ran a billboard campaign with the phrase: “Get SOC 2 done.” 

The ad focused on one specific problem, helping businesses handle SOC 2 compliance quickly and easily.

(Source: Reddit)

Why It Worked

1. Clear Message: The billboard used simple, relatable language to communicate the value of their product.

2. Humor That Resonated: The tone was lighthearted yet focused on a real pain point, making it memorable for professionals.

3. Buzz-Worthy Design: The straightforward message caught people’s attention and encouraged sharing online.

Results

• The billboard went viral, earning thousands of upvotes on Reddit, which amplified its reach.

• Vanta credited this campaign with helping them secure one of their biggest enterprise customers.

3. Bland 

Bland, a conversational AI company, launched a controversial billboard campaign in San Francisco with the phrase: “Still hiring humans?” 

The ad used humor and intrigue to draw attention to the rise of AI and its impact on the workforce.

(Source: Lennysnewsletter)

Why It Worked

1. Novelty and Controversy: The message was new and slightly provocative, making it stand out.

2. Cross-Promotion with Video: The company followed up the billboard with a viral video that included the ad as its centerpiece, ensuring broader reach.

3. Curiosity-Driven Design: The ad left people wanting to learn more, driving traffic to Bland’s website.

Results

• The campaign generated 25 million views for the follow-up video.

• Bland reported tens of thousands of phone calls and hundreds of qualified leads as a direct result of the campaign

Mistakes to Avoid When Running Billboard Ads

1. Too Much Text
   Drivers only have seconds to read, keep your message under 7 words to grab attention.

2. Bad Location
   If your billboard is hidden by trees or buildings, no one will see it. Choose high-traffic, clear spots.

3. Poor Design
   Boring or cluttered visuals blend into the background. Use bold fonts, bright colors, and clear visuals.

4. No Clear Call to Action
   If people don’t know what to do next, your ad fails. Always include a website, hashtag, or QR code.

5. Ignoring Your Data
   Guessing where to place your billboard wastes money. Use data to find where your audience travels.

6. Not Knowing Your Budget
   Overspending can kill your campaign before it takes off. Plan for design, production, and placement costs.

7. Ignoring Your Audience
   An ad meant for busy commuters won’t work for families. Tailor your message to who’s seeing it.

Should You Use a Billboard?

It depends on your goals and budget. When done right, billboards can get people talking, visiting your store, and learning about your brand in ways other ads can’t.

If you want to make a big impression, start with a clear goal, a smart location, and a strong design. With those pieces in place, your billboard can be a big win for your brand!.

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