{"id":17182,"date":"2019-06-12T18:29:43","date_gmt":"2019-06-12T18:29:43","guid":{"rendered":"https:\/\/www.valpak.com\/?p=17182"},"modified":"2020-04-27T17:45:54","modified_gmt":"2020-04-27T17:45:54","slug":"direct-mail-vs-billboard","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/direct-mail-vs-billboard","title":{"rendered":"Direct Mail vs. Billboard Advertising"},"content":{"rendered":"

The billboard: There\u2019s a lot to like about this visually arresting form of roadside advertising. First off, consumers don\u2019t have to do anything to view this type of ad. In fact, viewing billboard advertising is unavoidable, if you\u2019re in the right place at the right time. This may explain why spending on billboard advertising (traditional and digital) and other forms of out of home advertising (signs, bus ads, wallscapes, etc.) is expected to reach $33 billion<\/a> by 2021.<\/p>\n

As you search for new methods to reach your target customers when ad blockers and ad blindness are the norm, it\u2019s important to weigh the benefits against the costs. Before you decide on any form of advertising, ask yourself whom your business wants to connect with. Then, think about where you\u2019re most likely to make that connection. It\u2019s all about increasing interest in your business. Interest that turns into sales.<\/p>\n

Comparing billboard advertising to direct mail<\/a> \u2013 another popular form of local advertising \u2013 can help you develop a better idea of where your ad dollars should be headed: along the roadside and on the sides of buildings or in the mailboxes of hyper-targeted households.<\/p>\n

Brand Awareness or Consumer Response?<\/h2>\n

The beauty of billboard advertising: It\u2019s a proven way to grab attention. But as great as billboards are at helping companies establish and build their brands, they lag behind other marketing channels in moving consumers from paying attention to paying a visit to your store.<\/p>\n

Only 20% of commuters who drive 20-60 minutes each way to work indicated they responded to a billboard or out-of-home (OOH) ad in the past 30 days. But 33% of these commuters responded to a coupon in their mailboxes during that same time.1<\/sup><\/p>\n

You could argue the audience for billboards is quite distracted. You must rely on the viewer to recall your phone number, address, even your business name, minutes if not hours after seeing your ad. It\u2019s advertising at its most inefficient.<\/p>\n

With Valpak direct mail, it\u2019s more likely consumers will see and act on your ad:<\/p>\n