Billboards vs. Social Media Ads: Which Strategy Delivers Bigger Impact?

Are billboards a relic of the past, or are they still a valuable part of a modern marketing strategy? While social media ads may dominate online marketing conversations, digital out-of-home (DOOH) advertising like digital billboards continues to grow, raking in billions of dollars annually. This might seem surprising in an age where we carry social media platforms in our pockets, but digital billboards have managed to adapt and thrive.

At Move Digital Group, we understand the power of integrated marketing campaigns. With so many options available, from social media advertising to traditional billboards, choosing the right channel for your business can feel overwhelming. How do you compare traditional advertising vs. social media? What is the difference between traditional billboards and digital ones? More importantly, how do you ensure your marketing billboards or social ads actually deliver value?

Here, we’ll break down the pros and cons of digital billboard advertising vs. social media ads, share key considerations for businesses, and even take a look at where these mediums may be heading in the future.

What is the Difference Between a Traditional Billboard and a Digital Billboard?

First things first, what separates the traditional billboard from its digital counterpart? Consider it the difference between a Polaroid and Instagram Stories. Both showcase a message, but one is fixed and timeless, while the other offers flexibility and dynamism.

Traditional Billboards

Traditional billboards, often referred to as static or print billboards, have been a pillar of marketing strategy for decades. These large, static media billboards typically feature one printed design intended to grab attention from motorists and pedestrians. While reliable, they lack flexibility since advertisers must commit to a single billboard design for weeks or months at a time.

Strengths:

• Excellent for long-term brand awareness
• Highly visible in prime locations (think highways and city centers)

Limitations:

• Lack of flexibility. Once printed, that ad isn’t changing.
• Harder to calculate ROI since impressions are estimated, not truly measured.

Digital Billboards

Digital billboards, often equipped with LED screens, have revolutionized billboard marketing by offering greater flexibility and dynamism. Unlike their static predecessors, digital billboard advertisers can run multiple ads on the same board, schedule messages at specific times, and even update content instantaneously. These features make digital billboard advertising ideal for businesses looking to tailor their messaging to different audiences or events.

Strengths:

• Multiple ads can run in rotation, multiplying exposure.
• Content can evolve based on time of day or audience (e.g., morning commuters vs. weekend shoppers).

Limitations:

• Costlier than their traditional counterparts (ranging from $750-$3,000/month in mid-sized markets).
• ROI is still tougher to track compared to digital platforms like social media.

Both billboard formats fall under the umbrella of traditional advertising, but digital versions offer businesses innovative ways to remain competitive in a fast-paced advertising environment.

Billboards vs. Social Media Ads

Now, what about social media advertising vs. traditional advertising, such as the traditional or digital billboard? Here’s where things get interesting.

Why Social Media Platforms are Dominating Advertising

Social media advertising, whether on platforms like Facebook, Instagram, LinkedIn, or TikTok, allows businesses to target specific audiences using demographics, interests, and even behavior. This ability to create ads that compare directly to the viewer’s needs is a key reason for its growing popularity.

Key Advantages of Social Media Ads

Precise Targeting: Social media lets you create audiences using interests, behaviors, and demographics to reach exactly who you want. (No stranger in a passing car required!)

Lower Costs: Compared to a billboard ad, social media ads are relatively affordable, with options to scale spend as per your budget.

Real-Time Metrics: Platforms provide instant data on impressions, clicks, conversions, and ROI.

Run Multiple Campaigns: Experiment with different formats, like short videos, slideshows, or interactive carousels.

However, social ads also have drawbacks. They require ongoing optimization, strategy, and expertise to maximize ROI, making them time-intensive for businesses without a dedicated marketing team.

The Differences at a Glance

Practical Tips for Choosing Between Billboards and Social Media Advertising

Both digital billboards and social media platforms can support your marketing strategy, but which one is right for you? Consider the following factors:

1. Know Your Audience

• Billboards: Ideal for wide-reaching brand awareness; Use them if your ideal customers are commuters or encounter high-traffic zones regularly.
• Social Media Ads: Best for precise targeting; Leverage these platforms to reach specific age groups, interests, or buying intents.

2. Calculate ROI

Billboards: ROI can be tough to measure since it’s based on estimates like impressions or traffic counts in a location. But digital metrics such as CPM (cost per thousand impressions) can help gauge value.

• Billboards: Look into “dwell time” and impressions within the billboard’s geographical vicinity.
• Social Media Ads: Platforms provide click-through and conversion tracking for easy measurement.

3. Budget Realistically

• Billboards: Expect to pay between $750 to $3,000 per month in mid-sized markets. While this is significant, digital out-of-home campaigns can amplify visibility.
• Social Media Ads: Start small and scale based on performance; budgets can be as low as $10/day in some cases.

4. Leverage Integration

Don’t rely on a single medium! Using both channels can reinforce your brand. For example, use digital billboards to build brand awareness and social media for targeted offers or retargeting.

What’s Next? Predictions for Billboard and Social Media Advertising

Advertising is continuously evolving as new technologies emerge. Here are some trends to watch for billboards and social media platforms:

The Future of Digital Billboards

• Smarter Targeting: Advertisers will gain even greater control by using real-time bidding to secure ad spots across networks of LED billboards, delivering ads tailored to real-time data such as weather and traffic conditions.
• Interactive Elements: Touchscreen billboards or QR codes that drive users to social media platforms or websites could boost engagement.

The Evolution of Social Media Advertising

• AI and Automation: Algorithms will continue to improve targeting, ensuring ads reach users at the optimal time.
• Video Dominance: Platforms like TikTok and Instagram Reels indicate that short-form video content will remain king.
• Cross-Platform Campaigns: Expect platforms to offer better tools for running integrated campaigns, pairing social ads with DOOH campaigns like those on digital billboards.

The debate between billboards and social media advertising isn’t about choosing one over the other; it’s about balancing both within your marketing strategy. Digital billboard advertising provides broad, high-traffic visibility, while social media ads give you precision targeting and measurable ROI.

For businesses looking to capture attention in today’s crowded ad space, an integrated marketing approach that combines the best of these traditional and digital strategies is essential. At Move Digital Group, we specialize in building campaigns that leverage the strengths of every channel.

Curious about how to elevate your marketing strategy with digital billboards or social media advertising? Contact us today to start the conversation!