Helping First-Time Advertisers Navigate Billboard Advertising
For many business owners, the idea of using billboard advertising for the first time can feel overwhelming. As an account rep, or media owner, you’ve likely heard the same concerns from potential advertisers: Isn’t it too expensive? How do I choose the right location? What should my ad say? These are valid questions, and addressing them effectively can turn hesitation into confidence—and, ultimately, into a booked campaign.
Overcoming the “Too Expensive” Misconception
One of the biggest barriers for first-time advertisers is the belief that billboards are only for national brands with massive marketing budgets. This is where education is key. Help potential clients understand that billboards come in a variety of price points. Local advertisers can start with a single location or explore short-term digital placements that provide flexibility without a long-term commitment. Comparing the cost of a month-long billboard to the ongoing costs of digital or social media ads can also help shift their perspective on value. Also, see CPM sheet.
Simplifying the Selection Process
For someone unfamiliar with Out-of-Home (OOH) advertising, the sheer number of options—static, digital, trivision, place-based, transit, airport, street-level, and more—can be overwhelming. Instead of bombarding them with every possibility, focus on their audience. Where do their customers spend the most time? Is their business seasonal? Are they launching something new or reinforcing brand awareness? By framing the conversation around their goals, you can make the selection process feel more strategic and less confusing.
Helping Them Craft the Right Message
Many first-time advertisers get stuck when it comes to what their billboard should actually say. They may try to squeeze too much information into the design, forgetting that billboards are a quick-read medium. Guide them toward simple, bold messaging—something that can be absorbed in just a few seconds. If they’re struggling, recommend professional ad design services to ensure their campaign makes an impact. See 100 Billboard Ad Ideas.
Turning Hesitation into Excitement
At the heart of it, many advertisers are just unsure if billboards will work for them. This is where sharing success stories, case studies, or even data from past campaigns can help them see the potential. A well-placed billboard can be a game-changer for a local business, but they won’t know that unless they take the first step.
By addressing these concerns with confidence and clarity, you can help first-time advertisers feel comfortable and excited about incorporating billboards into their marketing strategy. The more they understand the process, the more likely they are to become long-term clients who see OOH advertising as an essential part of their brand’s success.
