When it comes to billboard advertising for businesses, the choice between a digital billboard and a traditional static billboard can have a significant impact on your marketing budget. Digital billboards offer dynamic, eye-catching displays and traditional billboards provide a more straightforward, classic approach, the decision often boils down to cost. In this blog, we’ll explore the key differences between digital billboards vs. traditional billboards, focusing on which one is more expensive and whether it’s worth the investment for your brand.
What Are Traditional Billboards?
Traditional billboards are large, static outdoor advertising displays that typically feature printed images or messages. These billboards are often positioned along highways, busy streets, or other high-traffic areas to capture the attention of passersby. Unlike digital billboards, which display rotating content, traditional billboards use fixed, printed designs, making them a more straightforward and less dynamic option for advertising. The simplicity and longevity of traditional billboards have made them a staple in billboard advertising for businesses for decades, providing consistent visibility without the need for frequent updates.
Costs associated with traditional billboards:
When considering billboard advertising for businesses, it’s important to factor in the costs of both placement and production. The traditional billboard cost can vary significantly depending on factors such as location, size, and duration of the advertisement. On average, traditional billboards in the United States can range from $750 to $14,000 per month. This cost generally includes the rental of the space, but it does not always cover production fees for the printed design. These costs can be higher for billboards in prime locations or for larger displays, as they tend to attract more attention.
The costs for a traditional billboard in a high-traffic city like Toronto, Ottawa, Calgary, New York or Los Angeles can reach the higher end of the spectrum, while more rural areas will see lower costs. The production costs for a traditional billboard (printing and installation) can range from $200 to $1,000 depending on the complexity of the design.
What Are Digital Billboards?
Digital billboards are high-tech outdoor advertising displays that use LED or digital screens to show dynamic, moving content such as videos, images, or interactive elements. These billboards offer the flexibility to change the content remotely, allowing businesses to update their messages in real-time. Compared to traditional billboards, digital billboards can display multiple ads in rotation, making them a more dynamic and attention-grabbing option. They are commonly placed in high-traffic urban areas and along highways, offering advertisers the opportunity to reach a broad audience in a more modern and engaging way.
Costs associated with digital billboards:
When it comes to the cost of digital billboard advertising, the price can be significantly higher than that of traditional billboards due to the advanced technology involved and the ability to change content frequently. The cost of digital billboard advertising typically ranges from $1,200 to $15,000 per month, depending on factors such as the location, duration of the ad, and the size of the digital display. Prime locations can command premium rates, while digital billboards in smaller markets may be more affordable.
In addition to the billboard advertising cost for renting the space, businesses must also consider the production costs for creating digital content. While the content itself can be updated more easily and at a lower cost than printing static designs, there are still fees for designing high-quality digital ads, which can range from $1,000 to $5,000 or more, depending on the complexity of the ad.
Comparing Costs: Digital vs. Traditional Billboards:
| Cost Factor | Traditional Billboards | Digital Billboards |
| Monthly Rental Cost | $750 – $14,000 (depending on location and size) | $1,200 – $15,000 (depending on location and size) |
| Production Cost | $200 – $1,000 (for printing and installation) | $1,000 – $5,000+ (for digital ad creation) |
| Flexibility to Update Content | Static content, must be replaced manually | Real-time updates, can change multiple ads per day |
| Maintenance Costs | Lower (mainly for occasional updates) | Higher (due to tech upkeep and software needs) |
| Longevity | Can remain for months or even years with minimal updates | Requires regular content updates for engagement |
| Target Audience Reach | Limited to one message at a time | Can reach multiple audiences with rotating ads |
| Visual Appeal | Static, but can be large and highly visible | Dynamic, eye-catching with videos, animation, and changing content |
| Production Time | Takes time to print and install | Faster updates; digital content creation can be done quickly |
| Location Sensitivity | Costs depend on visibility in high-traffic areas | Premium locations with high visibility also come at a premium cost |
| Total Cost Over Time | Lower initial cost, but may require more frequent changes | Higher upfront costs, but flexibility in content updates can make it cost-effective in the long term |
This table provides a side-by-side comparison of the key costs and features of digital vs. traditional billboards, giving you a clearer picture of which option might fit your billboard advertising for businesses needs, depending on your marketing goals and budget.
Advantages of Traditional Billboards:
- Traditional billboards typically have a lower initial investment compared to digital billboards, making them an affordable option for businesses on a budget.
- Once installed, traditional billboards offer consistent visibility 24/7 without needing frequent updates or maintenance.
- The static nature of traditional billboards means no need for complex technology, making them easier to set up and maintain.
- Traditional billboards are often more common in suburban and rural areas where digital billboards may be less prevalent, providing an affordable option for businesses targeting these regions.
- The fixed nature of the ad ensures that your message remains unchanged for the duration of the campaign, ideal for businesses focusing on long-term brand consistency.
These are some of the Advantages of Traditional Billboards, which continue to make them a reliable option for businesses seeking straightforward, cost-effective outdoor advertising.
Advantages of Digital Billboards:
- With digital billboards vs. traditional billboards, businesses have the advantage of updating their content in real-time. You can change the ad to match time of day, weather, or current events.
- Digital billboards allow you to display several ads in rotation, increasing the chances of reaching a larger audience or tailoring messages to different demographics.
- The dynamic and visually stimulating nature of digital ads often with videos or animations helps to capture attention more effectively than static designs.
- Increased Visibility: Digital billboards are often placed in prime locations and their bright, high-definition displays stand out, making them especially effective in high-traffic urban areas.
- Digital billboards reduce the need for physical printing and materials, making them a more eco-friendly option in the long term.
The Advantages of Digital Billboards make them an appealing choice for advertisers looking for modern, flexible, and attention-grabbing ways to engage with their audience.
Which Option Is More Expensive: Digital or Traditional?
When comparing digital billboards vs. traditional billboards, the cost difference is significant. Digital billboards tend to be more expensive than traditional static billboards for several key reasons:
Initial Setup and Technology: The biggest factor contributing to the higher cost of digital billboards is the technology involved. Digital billboards require advanced LED screens, electronic components, and software, all of which have a higher upfront cost compared to the simpler structure of a static billboard and digital billboard setup. The installation of digital billboards also involves more specialized equipment and expertise, driving up initial costs.
Maintenance and Upkeep: While traditional billboards require occasional updates to the printed designs, digital billboards need regular maintenance to ensure that the screens remain functional, and the software runs smoothly. This adds ongoing costs for businesses investing in digital options, as repairs or replacements of the digital components can be costly. On the other hand, static billboards require minimal maintenance once installed, making them more cost-effective in the long term.
Ad Creation and Updates: If you are opting for digital billboards, you are not only paying for the space but also the cost of creating and updating digital content. Producing high-quality videos, animations, or interactive content for digital billboards can be much more expensive than designing a static ad. Additionally, businesses may need to refresh their digital content frequently to keep it relevant, which can add to the overall cost.
Rentals and Location Premium: Digital billboards often come with higher rental costs, especially in prime locations where high visibility and foot traffic are essential. While both digital billboards vs. traditional billboards can be strategically placed, digital billboards are more likely to be found in high-demand, high-traffic areas, commanding premium rental rates.
When to Choose Traditional Billboards?
Traditional billboards are an excellent choice when you’re looking for a reliable and cost-effective advertising method with minimal ongoing expenses. If your target audience is located in more rural or suburban areas where digital billboards may be less common, traditional billboards can provide great visibility without the high rental fees associated with prime urban locations.
Additionally, if your campaign is focused on a consistent, long-term message that doesn’t require frequent updates, traditional billboards can offer the stability and simplicity you need. They’re also ideal if you’re working with a tighter budget, as they typically have lower initial setup and maintenance costs compared to digital alternatives. In short, choose traditional billboards when you need broad, constant exposure at a more affordable price.
When to Choose Digital Billboards?
Digital billboards are the best option when your marketing campaign requires flexibility, dynamic content, and real-time updates. If you need to display multiple ads in one location or change your message frequently based on time of day, weather, or current events, digital billboards provide the perfect platform.
Their ability to display vibrant visuals, videos, and animations makes them ideal for grabbing attention in crowded, high-traffic areas, especially in urban environments. If your brand focuses on trendy, time-sensitive promotions or you want to experiment with interactive content, digital billboards can engage viewers in ways traditional billboards cannot.
How to Decide Which Billboard Type is Best for You?
Deciding between digital billboards vs. traditional billboards depends on your marketing goals, budget, and the type of message you want to convey. If you’re looking for a cost-effective, long-term advertising solution with a fixed message, a static billboard and digital billboard could be the right fit. However, if you need flexibility, the ability to update content frequently, or want to use dynamic visuals to capture attention, digital billboards might be more suitable. Consider factors like location, target audience, and campaign duration to make an informed choice that aligns with your business objectives.
Conclusion:
In the debate of digital billboards vs. traditional billboards, both offer unique advantages depending on your advertising goals and budget. While the cost of digital billboard advertising is higher due to its advanced technology and dynamic capabilities, it offers more flexibility and engagement through real-time content updates. On the other hand, the cost of traditional billboard advertising is generally more affordable, making it a great option for businesses looking for long-term, consistent exposure without the need for frequent changes. Ultimately, the choice between the two comes down to your business’s specific needs, location, and budget for billboard advertising for businesses. Either you opt for a traditional or digital billboard, both can be highly effective tools for increasing your brand’s visibility.
FAQS
Yes, digital billboards are generally more expensive due to the high initial setup cost, maintenance, and content production, making them a pricier option compared to traditional billboards.
The cost to advertise on a traditional billboard in Canada can range from $1,000 to $10,000 per month, depending on the location and size of the billboard.
Digital billboards offer the flexibility to update content in real-time, display multiple ads in rotation, and create dynamic, attention-grabbing visuals, making them more engaging than static billboards.
While digital billboards are more expensive, small businesses can still afford them if they focus on high-impact, short-term campaigns in targeted locations or if they opt for less expensive markets.