Billboards Gaining New Popularity with Online Merchants

Some leading-​edge marketers are turning to a decidedly traditional form of advertising to reach their target audiences. Billboards are in demand by high tech firms these days. And as these companies look at billboards, there is a new player in the market that seeks to streamline the process of ad buying for this format.

Writing for AdWeek, Anthony Ha recently outlined how well-​known companies like Zynga and Hipmunk are buying up billboard space along some of California’s major highways. These companies are looking  not only to reach new customers but also to recruit employees. The marketers hope that they’ll attract the attention of commuters who are sitting in traffic. Instead of checking their smartphones, they may be looking out their car windows and notice these ads. Another advantage  for billboards is affordability. A one-​month placement costs between $10,000-$20,000 while other traditional media with the same reach may cost a marketer up to $50,000.

But some marketers have complained that buying billboard space for more than one ad is still a time-​consuming and difficult process. To solve this problem, a new operator, Adstruc, is building a central online marketplace. Adstruc, which previously established a marketplace where individual billboard ads are bought and sold, is expanding its service. Now,  billboard operators can respond to ad agency requests for proposals. And the improved Adstuc service allows agencies to determine exactly where each ad will be displayed.

These developments may generate additional demand for billboard space in 2012.

[Sources: Ha, Anthony. Tech Start-​ups Hit Highway 101. AdWeek​.com. Web. 26 Sept. 2011. Web. 21 Nov. 2011; Ha, Anthony. Adstruc Promises Simpler Campaigns for Billboard Advertisers. Adweek​.com. 4 Nov. 2011. Web. 21 Nov. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.