David Counsell and David Pritchard spent 10 minutes during Episode 118 of the David vs David Advertising podcast talking about billboards.  They offer some good insights.  Here are some excerpts.

On the importance of images in design:

“The general rule of thumb is that if you can’t say it on 8-10 words on a billboard it’s not a billboard that you’re looking for.  So you need 8-10 words and a really good image.  The image should give those words life.  It should say all the things you can’t say because you don’t have enough words and time.”

On the importance of impressions data.  Insider wants to know how much Kym Frank pays David and David.  

“You should always ask this question.  How many people will see when you’re considering it in terms of cost per thousand so you can compare apples to apples.  If they can’t give you that information and I’ve had big signage companies say we don’t have data on that then don’t buy the sign.  Because it has no genuine value.  They’ve just made up a number…Hard numbers is what you’re looking for when you buy a billboard.”

On keeping a billboard fresh.

“Another thing to consider with billboards is the cost and frequency of change.  How much does it cost to change a sign and how often do you have to do it.  Because there will come a time when the sign will become invisible.  Enough people will have driven by it enough times that they’ll stop seeing it.  So you don’t usually buy a billboard and not change the message for 12 months because people will stop seeing it.”

Insider’s take:  Great comments of the importance of images and the need to keep content fresh.  Is impressions data a must for a sale?  Insider says yes for national buys, sophisticated buyers and large companies; less so for small local businesses which want know your boards and want directional or top of mind name advertising.

Is impressions data a must?  What’s been your experience?  Email Insider using the form below.

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