The Future of Billboard Advertising

The Future of Billboard Advertising

Author Name : Dr Varsha Agarwal, Ahaan Narain

ABSTRACT

Billboard advertising or out-of-home advertising is a process of using large-scale print and digital advertising boards called billboards or hoardings to promote a brand, offering, or campaign. Billboard advertising has had a significant impact in the advertising sector going back to the times of ancient civilisation however, in recent times billboards have lost their place as the top source of advertising and many billboards remain in cities without any ads on them. There is also a serious lack of digital billboards in many countries including India, as well as a lack of short video-based content which to me seems like a huge opportunity loss. This study also touches on the fact that there is a multitude of factors which are responsible for a successful billboard such as font, colour, size, location, model etc and all of these combined make a good billboard without any of them a billboard fails to live up to expectations. The research uses secondary data from mainly four countries India, the USA, Malaysia and Nigeria. The objective of the paper is to further understand the role of billboards now and what they will stand for in the future.

Keywords: Advertising, Billboard Advertising, Out-of-home Advertising, Static Billboards, Digital Billboard.