Michael Delich is the President of Waitt Outdoor, LLC., an billboard advertising company boasting more than 2,600 displays in key interstate strategic corridors. Waitt Outdoor, LLC., operates in Iowa, Nebraska, Missouri, Greater Kansas City, and Kansas as well. Before accepting his current position at the company, Michael Delich served as the President and COO of Waitt Media.
Billboard advertising started in America, quickly spreading throughout the world; billboard semantics and effectiveness is a well-studied science that top companies profoundly understand, which is why billboards haven’t phased out in the technological age. Michael Delich believes billboards remain convincing and salient in the 21st century, and the data proves him right.
Billboards are strategically erected along roads (mainly express roads and tollways) and regulated by government so drivers only need a few seconds to read them. Marketing professionals tout that six seconds is the average time required to read a billboard, which means businessmen like Michael Delich have only around six words to transmit their overall message to drivers. Increasing the word count by just a few extra words is akin to dipping your toes in precarious waters, but the billboard’s effectiveness truly depends on the brand coupled with ease of reading. Less is more in billboard advertising. Always.
Billboards are aimed at drivers, cyclists, bikers and pedestrians, making it imperative that your message is short. Although advertisers will do nearly anything to get their billboards noticed, it is essential media professionals like Michael Delich are careful their billboards aren’t too flamboyant or attention-grabbing, too, so as not to cause an accident. The advertisement should be catchy, not a distraction.
One of the most common mistakes in billboard advertising is clients or marketing professionals plastering a website link or phone number on their billboards. Research shows the vast majority of viewers will never call nor log on because billboards are not a primary advertising medium, meaning billboards are used to buttress a campaign or brand-building as opposed to carrying the load. However, if your phone number or website is the headline, then you have an exception.
*http://advertising.about.com/od/advertisingglossaryb/a/The-Six-Basic-Rules-Of-Billboard-Advertising.htm
Billboard advertising started in America, quickly spreading throughout the world; billboard semantics and effectiveness is a well-studied science that top companies profoundly understand, which is why billboards haven’t phased out in the technological age. Michael Delich believes billboards remain convincing and salient in the 21st century, and the data proves him right.
Billboards are strategically erected along roads (mainly express roads and tollways) and regulated by government so drivers only need a few seconds to read them. Marketing professionals tout that six seconds is the average time required to read a billboard, which means businessmen like Michael Delich have only around six words to transmit their overall message to drivers. Increasing the word count by just a few extra words is akin to dipping your toes in precarious waters, but the billboard’s effectiveness truly depends on the brand coupled with ease of reading. Less is more in billboard advertising. Always.
Billboards are aimed at drivers, cyclists, bikers and pedestrians, making it imperative that your message is short. Although advertisers will do nearly anything to get their billboards noticed, it is essential media professionals like Michael Delich are careful their billboards aren’t too flamboyant or attention-grabbing, too, so as not to cause an accident. The advertisement should be catchy, not a distraction.
One of the most common mistakes in billboard advertising is clients or marketing professionals plastering a website link or phone number on their billboards. Research shows the vast majority of viewers will never call nor log on because billboards are not a primary advertising medium, meaning billboards are used to buttress a campaign or brand-building as opposed to carrying the load. However, if your phone number or website is the headline, then you have an exception.
*http://advertising.about.com/od/advertisingglossaryb/a/The-Six-Basic-Rules-Of-Billboard-Advertising.htm
