Billboard advertising costs in Australia can vary widely depending on several factors. These include location, size, duration of the advertising campaign, and the type of billboard (static or digital).
We’ll dive more into that in a minute, but first, let’s talk about why you’d want to advertise on billboards in the first place.
Is advertising on billboards still effective today?
Billboards are still used for advertising because they offer several advantages for reaching a wide and diverse audience. They also have better consumer recall than most other types of ads.
According to the Billboard and Outdoor Advertising Global Market Report 2023, nearly 82% of viewers can recall a digital out-of-home billboard they saw more than a month ago. Statista also says that around 32% of people actually like billboards, which is an interesting contrast when we consider that 41% of people report being annoyed by online ads.
Some of the reasons why businesses and advertisers choose to use billboards include:
Billboards are strategically placed in high-traffic areas, along highways, major roads, and in urban centres, ensuring that they are seen by a large number of people daily. This visibility can help create brand awareness and convey messages effectively.
Billboards are visible 24/7, providing continuous exposure to passersby and motorists. This makes them ideal for building brand recognition and maintaining a consistent presence in the minds of consumers, no matter where or who they are.
Local and national reach
Billboards can be used for local, regional, or national advertising campaigns, making them versatile for businesses of all sizes and geographic scopes.
Well-designed billboards with clear, eye-catching visuals and concise messaging can capture the attention of viewers and leave a lasting impression for much longer than the public is exposed to them. Great billboards with impact can be conversation starters.
Can complement other types of media
Billboards can work in conjunction with other advertising channels, such as radio, television, and online marketing, to reinforce brand messages and create a multi-channel advertising strategy.
While they don’t have the same type of targeting as digital advertisement, Billboards can still be strategically placed in locations that target specific demographics or customer segments. For example, a billboard near a shopping district might target retail consumers, while one near a business park could target professionals. The same can apply to neighbourhoods with younger people or ethnic or religious demographics.
Local events and promotions
Billboards are often used to promote local events, sales, or special promotions, helping businesses connect with their local customer base.
Billboards can be instrumental in building and maintaining brand identity, helping businesses establish themselves as authoritative and trustworthy in their respective industries.
Depending on the advertising contract, billboards can be used for short-term or long-term campaigns, making them flexible for various marketing strategies. And when you buy a billboard for a whole year, you get first dibs to renew it for the following period (this is known as Right of Renewal or ROR) so you can guarantee the consistent presence of your brand in a certain location.
The availability of digital billboards in Australia allows for dynamic and interactive advertising, enabling real-time updates and creative opportunities that static billboards can’t provide.
While billboards offer several advantages, it’s essential for businesses to carefully consider their target audience, location, and advertising goals before investing in billboard advertising.
Additionally, measuring the effectiveness of a billboard campaign can be challenging, so businesses often use a combination of marketing metrics and data analysis to assess its impact.
How billboard advertising costs are calculated in Australia
Billboard advertising costs in Australia are calculated with an equation that combines several factors –
Location: The cost of a billboard can be significantly higher in major cities like Sydney, Melbourne, or Brisbane compared to smaller towns and rural areas. Prime locations, such as those along busy highways or in high-traffic urban areas, tend to be more expensive.
Size: Larger billboards generally cost more than smaller ones. Billboard sizes in Australia are typically measured in square meters or square feet and price can vary depending on the advertising company or media owner.
Duration: The longer your ad campaign runs on a billboard, the more it is likely to cost. Many billboard contracts are for a set period, such as one month, three months, or one year. Generally, you will get a better rate on longer contracts.
Type: Digital billboards are often more expensive than traditional static billboards due to their dynamic display capabilities.
Demand: Pricing can also be influenced by market demand. High-demand periods, like during holiday seasons or major events, might lead to higher prices.
Negotiation: Skillful negotiation can significantly impact the price of billboard ad placements, which means that advertisers can secure more competitive rates, potentially getting much better deals than initially offered.
To get an accurate cost estimate for a billboard in Australia, you would need to contact billboard advertising companies or media owners in your desired location. They can provide you with specific pricing based on your requirements and objectives. They can also tell you more about specific benefits regarding Billboard contracts information, such as the Right of Renewal (ROR) and different packages that can potentially save you a lot of money!
What are the costs of billboard advertising in Australia?
Billboard advertising costs in Australia can vary between $3,000 – $30,000 per month, so you’d need to contact the vendor or work with an agent to get an exact quote. However, here are some general guidelines from our previous contracts:
How can I get a better deal for billboard advertising costs in Australia?
Try to always work with an agent. Not only do they have insider information, but they have cultivated relationships with those managing the billboards you’re interested in, meaning they can get you a much better deal than if you randomly got in touch with them directly.
This is not your typical situation where you can cut the middleman and save a few dollars. Billboard agents are well known for getting cheaper prices and securing better locations.
Agents also have experience in the billboard advertising market, so they can negotiate with a fuller picture of the whole system and key players in the arena. Additionally, they have practice and know just how far they can push a vendor to get a discounted rate, plus, they’re privy to what factors make them more likely to want to work with you instead of someone else.
What are the standard sizes and formats for billboards in Australia?
Billboard in Australia can vary a lot, but there are some common standard sizes and formats that are widely used for outdoor advertising. These standards are often determined by industry organisations like the Outdoor Media Association (OMA).
These are some of the most common sizes and formats:
Classic (Static): These are large-format billboards, typically measuring around 6 meters by 3 meters (18 square meters).
Poster (Static): These billboards are slightly smaller, with dimensions around 3 meters by 2.4 meters (7.2 square meters).
Billboard sizes for transit advertising
Supersite (Static): Large-format billboards typically found in transit hubs or along major roadways. They can be around 12 meters by 3 meters (36 square meters).
30-Sheet (Static): Smaller transit billboards, often measuring about 6 meters by 2.4 meters (14.4 square meters).
There are also other great options, such as:
Digital billboards come in various sizes but are characterized by their dynamic digital displays. They can range from smaller digital screens to large, high-impact digital billboards in prime locations.
Airport billboards are found in and around airports and come in various sizes and formats. Sizes can vary widely, and advertisers often have flexibility in choosing the format that suits their needs.
Street furniture ads which include bus shelters, tram stops, and other urban infrastructure. These ads come in various sizes and formats depending on the specific street furniture design.
It’s important to note that billboard sizes and formats can vary from one location to another and from one advertising company to another. Advertisers should work with outdoor media companies or billboard providers to select the specific size and format that best suits their advertising goals and budget.
Additionally, digital billboards offer more flexibility in terms of content and can be used for a variety of creative and dynamic advertising approaches, so they should be considered even if their prices can sometimes be higher.
What makes an effective billboard?
Effective billboards are those that take advantage of all the factors that differentiate them from other types of advertisement. This means that it takes advantage of its size, its location, or the elements surrounding the area. In the case of a digital billboard, an effective ad will also take advantage of animations and other interactivity not possible in static ads.
Billboards, like other ads, are most effective when they directly connect with the audience and take them on a journey. This means that adding some storytelling to your billboard strategy is always a good idea.
Just be sure to remember that attention spans are short, and people see billboards mostly in transient locations.
A great bet is to keep your billboard simple enough for someone walking by to be able to grasp your concept in a couple of seconds but striking enough so that it’s hard to miss.
And last but not least, make your audience feel something. If you use emotional marketing to capture their attention with a feeling, they are more likely to remember your ad for much longer.
If you’re thinking of getting a billboard to advertise your business, get in touch today. We can help you explore your options and get a fantastic deal!
Contact a billboard agent
If you are looking for advice on launching a billboard advertising campaign or additional information you couldn’t find in this article, please get in touch with Omer.
Omer Bernstein – Advertising Agent
Phone: 0435 920 802