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Outdoor advertising for local businesses: is it worth it?

Signs, billboards, transit and wraps

Outdoor advertising is anything people see while they are out and about: a sign on your building, a billboard on the way into town, an ad on a bus or a bench, or a wrap on your own work truck. Big agencies treat it as a full channel. Small businesses often skip it because it looks expensive. Sometimes it is, and sometimes it is not.

What it does well

• Reaches people near you. Outdoor works by place, so it can suit a business that serves a specific road, neighborhood or town.
• Builds familiarity. People who see your name every day are more likely to think of you when they need what you sell.
• Works all day. Unlike a click, it does not stop when your budget for the day runs out.

What to watch for

• It is hard to count. Few people will click a billboard. Give it a short web address, a phone number or an offer code you can track.
• Messages must be short. A passing driver has a few seconds. One idea, a few words, a clear way to find you.
• Costs vary a lot. Prices depend on the place, how many people pass by, the time of year and how long you commit. Ask the seller for the full price, including production and any minimum term.

Start small

Your own signs and vehicle wraps are often the lowest-cost way to try outdoor, because you already own the space. Bus shelters, benches and transit ads can come next. Billboards usually come last, once you know a message that works.

Questions to ask before you buy

1. Exactly where will it be, and who passes it?
2. How long is the commitment, and can I change the message?
3. What is the total price, with design, printing and installation?
4. Are there local rules about signs where I want to advertise?

Outdoor is one channel among many. See how to split a small marketing budget to decide how much it deserves.

This guide is general information, not professional advice. Prices, availability and results vary by business and by market, so check details with the people who sell the advertising before you spend money.