Billboard Advertising: Does It Still Work in 2025?

09/16/2024 Katrina Leung Optimize your media budgets

Digital platforms becoming more dominant in advertising isn't exactly news anymore. Many might question the effectiveness of billboard advertising in this modern day. However, despite the rapid growth of online platforms, billboards remain a powerful medium for reaching audiences. While cell phones take over the attention of many pedestrians, the outside environment that they still need to interact with on a daily basis proves that traditional advertising methods (including billboards) continue to have a place to shine. The new challenge is: "How do we strategically capture back the attention that is taken away by the use of smartphones?". Let us explore what billboard advertising in Hong Kong looks like and how to succeed with it!

The Evolution of Billboard Advertising

Street billboard advertisements have evolved significantly over the years. Traditional static billboards have given way to digital and interactive formats, making them more engaging and effective. In Hong Kong today, the busy streets are decorated with both traditional and digital billboards, capturing the attention of millions daily.

What is Billboard Advertising?

Billboard advertising refers to the use of large-scale print or digital advertisements, typically placed in high-traffic outdoor locations, to promote products, services, or brands. Billboards are designed to catch the attention of passersby, whether they are walking, driving, or using public transportation.

Types of Billboard Advertising

1. Traditional Billboards

These are the classic static billboards that display a single advertisement for extended periods. They are usually printed on vinyl or paper and pasted onto the billboard structure.

Imperial Building

Tsim Sha Tsui

Sim City

Mong Kok

O'Brien Road Footbridge

Wan Chai

Cross Harbour Tunnel

Hung Hom

2. Digital Billboards (aka DOOH)

These billboards use LED technology to display dynamic content. Digital billboards can show multiple ads in a rotation, offering more flexibility and the ability to update content quickly.

Mong Kok New Town Mall

Mong Kok

Worldwide House

Central

Hang Seng Building

Tsim Sha Tsui

3 Matheson Street

Causeway Bay

3. Mobile Billboards

Mounted on trucks or buses, mobile billboards travel through busy areas, providing high visibility. This type of billboard advertising is particularly useful for reaching audiences in different locations throughout the day.

Hong Kong Island

Hong Kong

Hong Kong

Hong Kong

4. Interactive Billboards

These advanced billboards use technology like touch screens, QR codes, and augmented reality to engage viewers in a more immersive experience. Interactive billboards can gather data and provide real-time responses, enhancing consumer interaction.

Why Billboard Advertising Works

Visibility and Reach
Billboards are strategically placed in high-traffic areas, ensuring maximum visibility. In Hong Kong, locations like Causeway Bay and Central are prime spots for billboard advertising, reaching a diverse and large audience.
High Frequency of Exposure
Commuters and pedestrians often pass by the same billboards multiple times, reinforcing the advertised message. This repeated exposure significantly boosts brand recall.
Creativity and Impact
A well-designed billboard advertising campaign can create a lasting impression. The large format allows for bold, creative designs that capture attention instantly.

The Advantages of Billboard Advertising

Wide Audience Reach
Unlike digital ads that can be skipped or blocked, billboard advertising reaches everyone who passes by. This makes it an excellent tool for brand awareness.
Constant Exposure
Billboards work 24/7, providing continuous exposure without any additional cost per view.
Local Targeting
Businesses can target specific geographical areas effectively. For instance, a street billboard advertisement in a bustling district can attract local customers.

Billboard Advertising and Consumer Behaviour

Understanding billboard advertising and consumer behaviour is crucial for creating impactful campaigns. Billboards need to convey their message quickly and clearly. Studies show that people spend only a few seconds looking at a billboard, so the message must be concise and compelling.

In this modern age, there are even digital tools that help you with this, particularly with precise targeting and connecting offline media to online (or vice versa). One unique product we've listed on our website is called Outdoor to Online. How it works is data learning through the sensors placed around the city that collect mobile-related information. Through this, advertisers can gain insights on how a specific group of desired audience behaviour. In turn, they can improve their targeting in billboard advertising campaigns, in addition to online ones.

Outdoor to Online Solution

Hong Kong

Measuring Billboard Advertising Effectiveness

Measuring the effectiveness of billboard advertising can be challenging, but several methods help gauge its impact:

Traffic Counts:
- Analyze traffic data to estimate the number of people who see the billboard daily.
- Provides a rough estimate of potential reach based on the volume of traffic in the billboard's location.
- Useful for assessing exposure but doesn't measure actual engagement or attention.
Surveys and Feedback:
- Interview people near the billboard to determine if they noticed the ad and its message.
- Target online respondents in the billboard's area to gauge brand recall and awareness.
- Collect customer responses on whether the billboard influenced their purchasing decisions.
- Provides direct insights into brand recall, consumer perceptions, and the overall impact of the ad.
Sales Data:
- Compare sales figures before, during, and after the billboard campaign.
- Look for increases in sales that align with the timing of the campaign.
- Helps determine the billboard's influence on consumer behavior, though other factors should be considered (e.g., seasonal trends, promotions).
Digital Integration and Social Media Mentions:
- Track interactions with digital elements such as QR codes, hashtags, or social media handles displayed on the billboard.
- Measure increases in website visits, social media mentions, or online engagement directly linked to the billboard.
- Particularly effective for digital billboards or interactive campaigns that encourage online engagement.

These methods, when used together, provide a comprehensive understanding of billboard advertising effectiveness and help businesses refine their strategies for future campaigns.

The Future of Billboard Advertising in Hong Kong

Billboard advertising Hong Kong continues to thrive, blending traditional methods with innovative technologies. Digital billboards, interactive displays, and augmented reality are transforming the landscape, making billboard advertising more engaging and measurable.

In conclusion, billboard advertising remains a potent tool in 2025, especially in vibrant markets like Hong Kong. Its ability to reach a wide audience, create memorable impressions, and adapt to new technologies ensures its relevance in the modern advertising mix. For SMEs looking to boost brand visibility, investing in a strategic billboard advertising campaign can yield significant benefits.