In a world of internet and SEO, it may seem that the only form of advertising for business today is through advanced technology. But there are some things that the new tech age just can’t match. In this Billboard Mastery podcast we’re going to review the old-fashioned strengths of billboard advertising that reign supreme over all competitors.
Episode 43: Carving An Old-Fashioned Niche In A Technology World Transcript
Technology dominates all discussion of marketing today. But there are things that billboards can do that the internet simply can't. This is Frank Croft, the billboard University podcast, we're gonna be talking about how billboards despite all of the modern technology advances, still win using old fashioned tactics. So what can a billboard do that the internet can't? How can a sine beat SEO? Well, the first thing is that billboards, unlike anything the internet can ever do, are very point of purchase. So you're driving down the highway, and you're approaching an exit, and there's a McDonald's there. There's a billboard that will tell you, hey, it's time to pull over and get a McDonald's breakfast. Or it'll tell you, hey, there's a gas station had you need gas for your car, or there's a motel coming up soon. And you probably need a place to stay for the night. Because it's able to know geographically based on where you are, that you probably are thinking about that product. And lets you know, hey, it's right near us. Internet can't do that. Some of it can sometimes your phone can track where you are using all kinds of Google Analytics. For the most part, most advertisers have the complete in capability of letting you know where something is, and traveling at high rates of speed down the highway. But a billboard can do that. And a billboard can tell you how to get there as well, sure your phone can tell you if you put in a direction of how to get to point A to point B. But a billboard can tell you those two magical words that are so very strong, and that simply exit now. So when you're driving down the road, and there's an Arby's that RV can tell you get off now to come to the Arby's and the Internet can't do that. And so that's again, a way an old fashioned billboard can beat the internet. That, of course, is simply hard to read technology while you're driving. You're not supposed to do illegally. And we all know that the size of the phone screen which most people use to get their internet data well, it's it's very difficult to hold that one hand balancing it and reading that while driving an automobile. In fact, in some states is downright illegal. In all states, if you would have an accident doing that you'd be in big trouble. But the billboard of the giant typically 14 by 48 object there on the side of the road that doesn't require you to do anything illegal. So just from a legality standpoint, the billboards have the internet worked, because you were actually totally legally able to drive your automobile and look at the billboards as you go. And that's again, a big advantage. Also, there's no competition for viewership when you're driving down the road. Billboards have a complete monopoly, there's nothing else to look at. You can look at trees, and you can look at clouds and you can look at other cars. But when it comes to advertising material, the billboard stands alone, it's the only thing there that you can read. while you're driving. You don't have to worry, unlike on the internet, where people are constantly looking at all kinds of different websites and you're trying to turn out perpetual content. We all know that Americans today are so into short videos and fast action and tick tock, it's really hard to hold anyone's attention. But the billboard has the customers hostage, they have nowhere to look other than the sign. Now all this has not been lost in advertisers. But remember, the billboards typically work better for old fashioned businesses, too. Who were the number one users of billboards in the United States. While it's always been fast food, and hotels, and those kinds of users, not things like Tesla, and not things like Bitcoin, not things based on technology, but the simple basic things we all need and we all use. So when it comes to basic industries, that's what billboards do their best. It's all about brick and mortar for the most part. Sure, there are some people who sell goods and services that don't have brick and mortar stores that they can direct you to. But by and large, the old fashioned billboard is the darling of old fashioned businesses. But the deal is those old fashioned businesses still serve as the bulk of our US economy. Our Academy is not really all about technology and SEO. Although there are a lot of tech companies on the stock exchange, the bulk of the companies on the stock exchange with the bulk of the value are not in that arena. The bottom line Do it all is that billboards have a wonderful future simply because all those old fashioned businesses will need old fashioned billboard advertising. Well, well into the next millennium.
So when you think all the time Well, gosh, billboards that's not a very attractive thing for me to be involved in, it's not really cutting edge. It's not new wave is not part of the future. Well, that's really not entirely correct. Because advertising has nothing to do with being part of the future being part of the past. It has to do with being part of the now selling products, being profitable, making money for the advertisers. And that's one thing that billboards have always excelled at. On top of that, you have the learning curve, many of your small businesses and large businesses, they understand billboards. Billboards have been around for over 100 years. So most companies understand the benefits. They understand how to use the media, and they're happy to pay for it. So it's a very easy sell to a lot of businesses on like forms of internet advertising that they're very unfamiliar with and don't exactly understand how it will benefit their business. Most businesses, thank heavens understand billboards, and all the benefits that they can give the business. The bottom line to it all old fashioned things still work in the modern era. Old Fashioned things are very attractive to old fashioned business. Billboards have been old fashioned for about a century or more. They're not going away. They're not being replaced by the Internet. There definitely is a place for internet advertising for businesses. But in the same vein, there's definitely a place for billboards too. This is Frank Crawford Billboard Mastery podcast, and we'll talk to you again soon.