You know those summer road trips on I-95? An open road, the family car packed with snacks… and the spotting of endless billboards. In an era where online marketing and digital screens dominate the advertising landscape, traditional forms of advertising like billboards might seem outdated. However, the reality is that billboards remain a powerful and effective advertising medium.
With a length of 1,924 miles, I-95 is the longest north-south Interstate. Drive between Massachusetts and Florida (billboards are prohibited in Maine and Vermont) and you’ll encounter a forest of billboards for casinos, car dealerships, law firms, and so much more. Depending on how unique and memorable, the seasoned I-95 driver uses billboards as landmarks to gauge how close they are to New Haven, or how much longer until the border between North and South Carolina. From camp to cheeky to compelling, we’ll explore memorable I-95 billboards, how traditional out-of-home advertising continues to thrive, and the benefits it offers in your contemporary marketing mix.
The Power Of Repetition
We begin at a place that’s more than a rest stop. It promises to be a dreamland of milk, honey, and questionable, yet cheeky billboards. Any road trip down I-95 drive is known to be encapsulated by billboard spottings and the wild anticipation of arriving at the iconic South Of The Border landmark. South Of The Border was established in 1949 by Alan Schafer as a simple beer stand. Over the years, it expanded into a large complex, featuring a variety of attractions, shops, and rides. The location was chosen strategically, just south of the North Carolina border, to attract travelers on Interstate 95 and U.S. Route 301. Despite its kitschy and sometimes controversial use of Mexican stereotypes in its hundreds of surrounding billboards, it remains a popular stop for those traveling along the East Coast.
The more a message is seen, the more likely one remembers it. One of the most compelling aspects of billboard advertising is its repetitive presence. Unlike digital ads that can be blocked, skipped, or ignored, billboards are part of the physical landscape. Around 175 South Of The Border billboards entice drivers north and south from as far away the Virginia/North Carolina state lines to the South Carolina/Georgia state lines. Billboards are strategically placed in areas to ensure repetitive visibility. They capture the attention of commuters, pedestrians, and drivers, making them an effective medium for reaching an audience on their commute or long-distance travels.
The Longevity Of A Memorable Message
According to the U.S. Department of Transportation, the average American drives over 13,000 miles per year. Traditional OOH advertising capitalizes on these journeys by delivering high-impact, memorable messages that can be absorbed in seconds. Is your wife hot? Fairfield Pool is there to help! Thousands of cars pass this sign every day, located on I-95, between exits 23 and 24 driving towards New Haven, Connecticut. It’s certainly effective, getting drivers to do double takes and say “Oh, ha, that’s what they mean.” It’s very clever and eye-catching. The billboard has been up since 2013 and although it’s peeling and fading today, it still gets a gasp and chuckle from drivers across the interstate from the local pool installation business.
OOH advertising has a unique ability to create lasting impressions. Billboards with a powerful message can leave an emotional impact on viewers and drivers. Most of all, billboards can enjoy remarkable longevity, resonating with drivers long after they’ve driven past them. This longevity is crucial in a world where consumers are bombarded with countless advertisements daily and are easily forgotten.
Enhanced Creativity = PR Potential
Billboards’ potential for public relations can be sometimes underestimated. Take BMW of Bridgeport’s Man & Bear Billboard, for example. In 2010, the “overnight test drive” ad gained attention from media outlets all over the U.S. and stole the international spotlight. A mannequin and giant bear sat on top of said local car dealer billboard, near exit 26 northbound on I-95, in Bridgeport, Connecticut. Apart from multiple 911 phone calls from concerned motorists, the media frenzy caused the dealership a surge in business, and people from all over the country called their local BMW dealer to find out if they also offered an overnight test drive, referring to the dealership’s option of taking a car home for a night before deciding whether to buy it.
More modern billboards offer creative possibilities such as 3D designs and interactive elements. When successful, OOH campaigns can be documented and used as case studies to showcase a brand’s PR insights and innovative approach to public engagement. A billboard story can easily take on a life on its own, which can be used to refine and adapt PR strategies, ensuring they remain relevant and effective. Overall, billboards are a powerful tool in the PR arsenal not just general advertising, offering the ability to reach local to international audiences.
Ultimately, in a world where digital reigns supreme, traditional OOH and billboard ads are bringing sexy back. After all, what’s old is new again.
The King Agency is an award-winning marketing agency offering a full suite of communications services including advertising, branding, digital, and strategic marketing, at any scale. Based in Richmond, Virginia, with offices in Atlanta and Virginia Beach, The King Agency has been helping turn businesses into award-winning brands for more than 25 years. To learn more visit thekingagency.com or email hello@thekingagency.com