One of the ultimate advertising spaces anywhere in the world is Times Square. And while it may be out of budget or dream for many companies to imagine having their business or image in this famous New York location, it raises big questions about the cost and effectiveness of billboards. digital displays.
And what makes a successful advertising campaign on billboards, Times Square or not in terms of location.
Remember that billboards remain one of the main advertising mediums available to deliver messages and digital displays have made them more impressive and effective than ever.
Not everyone will be able to run an ad in a tourist destination like Times Square, but a poster campaign can be a great solution.
Let’s take a look at the facts about Times Square’s location in terms of how and why it’s attractive and what we can bring to other digital signage campaigns, even if they’re not in such an iconic location as Times Square.
First, the facts about digital billboards.
For businesses and professionals like lawyers, dentists, cosmetic surgeons, car dealerships, new movies and cosmetics and just about anyone else, the power of billboard advertising is big.
For digital billboards, let alone a Times Square billboard, it’s even bigger.
What are the posting fees?
Digital billboard costs vary widely, depending on a range of factors, location being one of them.
According to Upshow.TV, the cost range is between $1,200 and $15,000 per month.
But that won’t win you Times Square. If you’re looking for an expensive billboard in a place like Times Square, you can consider — hold your breath now — up to $3 million a month.
Traditional billboards won’t be expensive and many law firms, businesses and the like can cost as little as $250 a month if they are in rural areas, while in high traffic areas they will cost up to $10,000 per month.
According to Times Square NYC, the square is seen by more than 360,000 people daily and that number can increase by 200,000 on busy days.
They remain effective marketing tools for law firms for professionals and many other businesses looking for an effective marketing opportunity if used correctly.
These high costs are beyond what most small business owners are willing to pay and therefore larger billboards like the Times Square NYC type of promotion will be primarily for global brands who can handle the huge costs. which accompany an equally vast public.
The Nasdaq Tower billboard will provide massive visibility at a high cost, as you would expect in an outdoor advertising mecca like the hallowed Times Square, where it is the nation’s – and perhaps world’s – capital. .
Likewise, the American Eagle Times Square billboard will tell you how you can “tap into the wonder of 100,000 visitors each day at the top of Times Square: 46th Street and Broadway.
This location is surrounded by iconic Broadway theaters and Times Square’s largest hotels and most popular retail destinations. Size dimensions and exposure time can provide convenient exposure if you have the substantial advertising budget to pay.
Hidden advertising costs
Remember, when doing digital advertising or outdoor advertising, there are also hidden costs that need to be considered.
For example, costs include significant production, design and associated costs which can be substantial depending on whether you have an in-house design team or need to hire advertising or other agencies to prepare your designs. pictures and copy.
Digital billboards offer original and very attractive billboard designs, especially for the giant billboards we are looking for in Times Square and the like.
But even for smaller billboards in other areas, be it an urban location, subway stations, football field, Super Bowl, mobile billboards, or anywhere else, the need to fully understand what you are doing is essential.
The secrets of billboards
If you’re considering a poster campaign (Times Square or not), consider the factors that will make or break your campaign.
Using billboards to connect with customers or potential customers is a great way to go and they can also be profitable considering the number of new customers they can generate.
They need to connect efficiently and quickly. This means a certain simplicity and clarity so that the message can be read and understood easily.
Consider the following steps to generate a successful billboard advertising campaign.
First, be sure to establish your goals with the campaign.
This means knowing your target audience and knowing how to evaluate campaign results.
When you know who you’re looking for, you can choose ad inventory that goes directly to where they are, from digital newsletters on the highways to hit commuters and travelers to street furniture in urban neighborhoods to reach those who work and stay close. from their house.
Second, make sure you know who you are targeting.
Once you have established who you are targeting with your billboards, you can assess what will be the most effective ways to reach the audience. Will you be using digital billboards, static billboards, placing them in rural areas, urban areas or highways with commuters.
Will it go to bus shelters, local neighborhoods, etc. Figure out where your audience will be and align that consideration with your advertising budget.
Third, make sure you have the right design and the right copy.
When planning your new billboard, be sure to align the message with what you have in any other advertising. Next, you need to make sure your copy and images are clear and match the place the right way. Make the colors bold and copy short.
Don’t over-complicate your message and confuse your “outside” audience. Remember that you are not part of the Times Square tourist attraction advertisements, nor the home advertisement.
The billboard should stand on its own as a short and effective “hit” for your customers or potential customers.
Fourth, issue a call to action.
If possible, you should provide what a good online and newspaper advertisement would do and provide an effective call to action.
Besides your short and direct message, you can tell your leads to follow using a short hashtag, URL, or direction to your business that can be followed easily. It doesn’t have to be the biggest billboard to achieve this, just carefully assess your copy and image.
Five, track and measure the effectiveness of your poster campaign.
You should be sure to monitor the effectiveness of your campaign by asking new customers if they’ve seen your ad, which can also drive traffic to your company or business website.
You may not be in NY Times Square where impressions are massive with a report that there are around 200,000 daily impressions if NYT Square visitors see the ads at least once and with a duration of two weeks which increases to 2.8 million impressions.
You can also do this online by asking how the customer found you.
NY Times Square digital billboard message
If you want the true benefit of Times Square without the big brand costs that come with it, focus on the points above and use your billboard to deliver a memorable experience or message.
The ability to use digital technology and use programming that will produce a great outdoor digital advertising campaign is easier than ever. It can generate new business for you, generate superior brand awareness, and also provide some of the most beneficial advertising you can find anywhere.
Times Square in New York may be the capital of digital billboards and offers incredible visibility opportunities for a successful advertising campaign, but the “lessons” of Times Square can be applied to your own billboard advertising campaign. signage, regardless of where your billboard is located and whether or not it’s digital. or not.