We all know that location is still the primary consideration when acquiring billboard ad space simply because visibility is a function of location. The more foot and vehicular traffic in the location, the more visible the space will be. However, it is not a simple matter of looking at the map and asking about the the traffic count in the area.
Here are three smart things to do when buying (or more accurately leasing out) billboard space:
1. Shut up and drive. Do just as Rihanna says. This simply means that after you've talked to the supplier over the phone, and ascertained the availability of the billboard space, get in your car and actually drive by the location. Better if you do it during the daytime and night time. Check on the possibility of a tree growing, or building being put up, and blocking the poster in the future. It is also a good idea to be the passenger, rather than the driver; taking the bus or train will give you a more realistic assessment of the visibility. Remember the driver is only one out of many people inside a vehicle.
2. Go beyond the Big Boys. There are cases, wherein bigger is not necessarily better. Don't just rely on the Godzillas of the industry. You'll be surprised that there are other "smaller", less visible players who actually give very good value, highly visible ad spaces. Ask around and get your feet wet, so to say.
3. Think long term and build relationships. Getting a really low price for that much coveted space may mean driving a really hard bargain that ultimetely hurts other parties involved. The astute media buyer knows that she is in the game for the long haul. Top notch Pinay media planners know that maintaining a healthy relationship with their partners in the media supply chain means bringing home the bacon for the brands they handle. This in turn strengthens their career even if they move on to other agencies, or even find themselves on the other side of the fence.
On another note, while industry forecasts for 2015 mention digital displays and place-based media left and right, remember that traditional static billboards still take up at least a third of total OOH advertising budgets.
Happy shopping and may your OOH ad campaigns bear much fruit this year!
Image credit: Top photo from www.salon.com.
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If you're tapping the market of motorists and commuters going north coming from the Roxas Boulevard, Baclaran, Pasay-Paranaque-Las Pinas, and Cavite areas, check out this HUGE ad space. Right between Roxas Boulevard and the MRT Taft Station, as well in the vicinity of the provincial bus terminals in the area.
