There are multiple types of advertising available that can be beneficial for a lot of businesses. But the two most common and widely used types are billboard advertising also known as OOH advertising and social media advertising. Both of these types have their own benefits, drawbacks, budget, etc.
Similarly both of them have different impacts and measuring methods. Being a business owner you must figure out the nature of your business and see what can work best for your business and drive you more sales. In this blog, we will be going to have a detailed discussion of different aspects of billboard advertising and social media advertising.
Basic Difference between Billboard advertising vs. social media advertising
| Broad, targeting a large geographic area. | Targeted, reaching specific demographics, interests, and behaviors. |
| Limited, requiring physical production and placement. | Easy to track clicks, conversions, and other metrics. High, allowing for quick adjustments and A/B testing |
| Difficult to track specific results and ROI. | Highly specific, allowing for precise targeting. |
| Less specific, targeting a general audience. | Can be more affordable, especially for small-scale campaigns. |
| High exposure for those passing by frequently.Generally higher, especially in prime locations. | Can be customized based on user engagement. |
Billboard advertising vs. social media, which one is better?
The question of whether billboard advertising or social media is “better” depends largely on your specific goals, target audience, and budget. Both channels have their unique strengths and weaknesses, making them suitable for different advertising strategies. Apart from this it also depends on the nature of your business. Not all businesses are suitable for billboard advertising similarly not all businesses are suitable for social media marketing.
We cannot really compare the results, conversions and effectiveness of billboard and social media advertisement but just to give an overall idea billboard works best for businesses that have physical stores and they don’t get you instant conversion but helps to create a lasting brand image and impression.
Whereas on the other hand billboard advertising or OOH advertising campaigns works best for online business, apps etc. that is because it is cost effective and offers diverse options of targeting specific groups, demographics etc.
Cost comparison | Billboard advertising vs. social media
The cost of billboard advertising vs. cost of social media advertising has a huge difference. The reason can be location, your budget, size and so many other reasons too. Social media marketing or social media advertising for businesses gives you the leverage and flexibility to select the budget, demographics, targeted audience as per your budget and business category. Whereas if we analyze the billboard advertising it is clear and cut that it is not as specific and targeted as compared to social media advertising.
Here’s a rough estimate for billboard advertising:
- Small town: $500-$1,500 per month.
- Mid-sized city: $1,500-$3,000 per month.
- Major city: $3,000-$10,000 or more per month.
Here’s a general breakdown for social media advertising:
- Facebook: CPMs can range from $1-$5 per 1,000 impressions. CPCs can vary depending on the target audience and ad quality.
- Instagram: CPMs and CPCs are similar to Facebook.
- Twitter: Costs can vary depending on the campaign type and targeting options.
- LinkedIn: Costs are generally higher due to the professional nature of the platform.
It’s important to note that these are just estimates. Actual costs can vary significantly depending on specific factors and the platform you choose.
Pros & Cons of billboard advertising and social media advertising
| Pros of Billboard Advertising | Cons of Billboard Advertising |
| Billboard advertising campaigns offer a wider reach especially in high-traffic areas. | Billboard advertising can be expensive, especially in prime locations. |
| OOH advertising campaigns also offer consistent exposure over a long period. | With billboard advertising campaigns it’s difficult to target specific demographics or interests. |
| Billboards can help build brand recognition. | It can be challenging to track the effectiveness of billboard campaigns. |
| Pros of Social Media Advertising | Cons of Social Media Advertising |
| Social media advertising for businesses allows them for precise targeting based on demographics, interests, and behaviors. | Platform algorithms can impact ad visibility. |
| Detailed analytics provide insights into campaign performance. | Overexposure to ads can lead to ad blindness. |
| Campaigns can be easily adjusted or paused. | Competition for ad space can be high, especially on popular platforms. |
| Social media allows for direct interaction with customers. | Frequent algorithm changes can affect the social media advertising campaign drastically. |
Conclusion:
In conclusion, choosing between billboard advertising and social media advertising hinges on understanding your business’s specific needs, audience, and advertising goals. Billboards offer broad, consistent exposure ideal for brand building in high-traffic areas, but lack the precise targeting and measurable results provided by social media platforms.
On the other hand, social media advertising offers flexibility in budget and targeting, along with detailed analytics to gauge campaign effectiveness. For small businesses or those with limited budgets, social media often provides a more cost-effective and adaptable solution. Ultimately, the decision should align with your marketing objectives and the type of engagement you wish to drive.
FAQS
What is the cost of billboard advertising?
The cost of billboard advertising depends on multiple factors including location, billboard size, billboard type and much more. On an average billboard advertising for a business costs you around $500 to $5,000 per month. It can be higher depending on your requirement, preferences and budget.
How to measure the effectiveness of billboard advertising and social media advertising?
The effectiveness of billboard advertising can be measured by direct tracking, consumer feedback, traffic and sales analysis. Whereas to measure the effectiveness of billboard advertising there are a number of online tools available like Sprout Social, Sendible etc.
Which type of advertising is cost effective for small businesses
If you own a small business than it is advisable to focus on social media advertising or PPC campaigns to target your prospective customers. That is because billboard advertisement doesn’t give you as quick results as compared to social media marketing.