Getting To Know Your Audience

The more relevant an advertising message is to a consumer, the more effective it will be. If you take the time to consider where your target audience will be and what they will be doing when your message is delivered, you can construct a more relevant, and therefore more effective message.

Radio commercials use the unnerving sounds of police sirens and squealing tires to grab your attention. Television commercials display slow-motion footage of mouthwatering food while you're sitting on the couch, wondering what's for dinner. Likewise, billboards messages can be constructed to cater to an audience on-the-go.

Start by creating a list of things you know, or can infer about people who see billboards.

• These people are usually in a car...
• They might be listening to their radio...
• They might be talking on a cell phone...
• The should be wearing a seat belt...
• Maybe they have a passenger or two...
• They might have a navigation system or GPS...
• They will eventually need gas...
• Are they hungry?...
• Are they tired?...
• Are they late for something?...
• Are they lost?...

Now think about your product and create a tagline or image that caters to one of these characteristics about your audience. This will give the ad the appearance of having been personalized for the audience.

Billboards reach people while they're active in the marketplace and prepared to buy. This gives the advertiser the 'last word' in the consumer's buying cycle. Even more timely are digital billboards, which can target people with specific messages for specific times of day, or days of the week. Click through the slides below to see some great examples of advertisers who have effectively capitalized on the unique timeliness of outdoor advertising.

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