Cost of Billboard Advertising in India

September 27, 2023

It is given fact that billboard advertisements are intended to grab a person’s attention. Additionally, it also possesses the capability to create a memorable impression very quickly. The aim of a billboard is to leave the reader thinking about the ad after they have driven past it.

Usually, billboards are found in areas that cater to high traffic, such as along highways and in cities. This enables the fact that they’re seen by the highest number of drivers and pedestrians. This form of advertising also comes under the category of out-of-home (OOH) advertising. Generally, out-of-home ads can include billboards, bus shelters, wallscapes, and posters.

Undeniably, billboard advertising is an effective medium for building brand awareness as it informs the public about the business, and needless to say, to as many people as possible. Due to their placements in such busy areas, billboards tend to have the highest number of views and impressions when compared to other marketing methods.

However, the advertising message on it has to be readable in a very short time because they are usually read while being passed at high speeds. Thus, there are generally only a few words, in large print, and a humorous or capturing image in brilliant colour. Billboard advertising can arguably have more impact than those that live online, as their sheer size gives them extra impact. But bigger isn’t always better. The billboard ads that go beyond the obvious to promote their products in clever, witty and innovative ways are the ones to stand out.

Coming to India, advertising has irrefutably great potential. Hence, it is imperative to select the right location for billboards, so that it reaches the maximum crowd. There are many different cities that offer billboard advertising, so it is always advised to do thorough research first. Some examples of billboards can be the works done by advertising agencies in Gurgaon, Delhi, or any major cities in India. Along with that, one must also get the essential permits and then start planning the campaign carefully. India is a hotspot, filled with potential customers, businesses do not want to miss out on this myriad of opportunities.

In India, billboards are one of the most popular advertising methods. They can be used for various purposes, such as advertising products and services, raising awareness for a cause, or promoting a brand.

Types of Billboard Advertising

Going forward, let us look at how many types of billboards are there:

Transit billboards: The smallest of the lot, these are typically used to target pedestrians walking by or drivers driving near them.

Outdoor billboards: Outdoor billboards are generally located on busy streets and highways. These are the places from which these boards can be seen from a long distance away.

Medium billboards: Mediums are in smaller formats that target pedestrians walking by or drivers driving near them. Generally, their shapes and sizes vary. These are perfect for targeting a specific audience.

Cost of Billboard Advertising

Now coming to the part which is one of the most important factors for any business – cost. The costs of billboard advertising depend on various factors, although generally they’re seen as a medium that is affordable. Especially, in comparison to other advertising mediums.

Now let’s look at the factors in detail to get a better insight.

Size: The rate of a billboard will be based on the size of the hoarding. Simply put, businesses will pay according to the height, length, and place. Bigger hoarding will call for higher costs and vice-versa.

Lit and non-lit billboards: As the name suggests, billboards that have lights on the boards will be costlier than the non-lit boards, which are the usual ones like traditional OOH billboards.

Visibility: What is the purpose of the billboards? These are meant for advertising hence the visibility factor should be considered seriously. These boards must be in places which offer high visibility of the boards. Placing billboards in higher-visibility areas like in high-traffic places will get higher reach rates than in normal places. Speaking of the cost, the places of high visibility will be costlier than keeping them in normal places. Even placing them in prominent market areas, theatres, malls and cities where the visibility rate will be high is advised, however, the cost will be high.

Duration: The cost will be estimated accordingly, as per the duration of the billboard hoarding at a place. The longer the duration, the higher the cost.

City: It is a no–brainer, that the cost of a billboard in metropolitan cities is higher than the small-town pricing.

Audience: Advertising of any sort is for the audience. Targeting the right group of people is the gospel truth for any business sector. Hence, during marketing through billboards, marketers can find the right audience group and place billboards accordingly, to gain more promotions and conversions.

Now that the cost is discussed, marketers must understand why is it so important. It is estimated as per research, that people spend a lot of time outside the home, on an average of 4 hours (approx.) a day. 1/3rd of an individual’s day is spent outside when they are not in their respective houses. That leaves a few hours for advertisers to connect with the target audience using outdoor advertising. Also, 60% say billboards & hoardings are a good way to learn about new products, services & companies, giving more reason for companies to opt for the same.

Benefits of Billboard Advertising in India

Marketers must also understand the benefits that billboard advertising brings to the table in India.

Capture target audience: One of the main reasons for the growth of this medium is its capacity to effectively capture the right audience at the right place and time. The OOH channels use in-depth demographic data to ensure that the advertisement is placed strategically at the right location.

Cost-effective and flexible medium: This channel uses traditional paper billboard advertising methods. It is comparatively cost-effective. Also, it can prove to be a viable option for not only high-end brands but also local businesses.

Impactful: Mediums like posters and digital billboards are seen as natural and organic channels for influencing people. Customers are considered to actively search for advertisements at bus stops, train stations and other such locations. This factor explains why OOH advertising across the globe has an impressive engagement rate. OOH enables businesses to grow by reaching out not only to their existing customers but also the future customers. Its ubiquitous nature is its asset.

Trustworthy: Trust is a major factor for any business. This OOH channel can be trusted by the public who see the message on the billboard as a sign of strength and stature while building trust. Not only this, brands can be assured of a safe neutral editorial context which displays their message with clarity.

OOH and media mix: Keeping in mind the fundamental advertising rule of repetition, meaning, that consumer needs to see something 10 times before they call to action, this medium complements other advertising mediums so well that the ad is viewed multiple times and has the ability to reach a vast area. When combined, these points make a winning argument for businesses to opt for the OOH medium.

Billboard advertising might not be a typical marketing strategy. But it’s a highly effective way to promote the products and boost the brand. So, marketers must make the most of the available opportunity above to create an unforgettable billboard for a brand.