Even Small Businesses with Low Budgets Can Utilize Billboards
Most small businesses assume billboards are out of their league. They picture big national brands with big budgets locking up long-term campaigns. As billboard sales professionals know, that perception can leave a lot of opportunity sitting on the table.
Digital billboards have made it easier than ever to bring smaller advertisers into the out-of-home world. For many small businesses, the biggest barrier used to be production. Printing and installing a vinyl billboard could add hundreds of dollars to the cost of a campaign. With digital boards, that barrier disappears. Once the creative is ready, the ad can go live without the added production expense.
That alone can make outdoor advertising much more approachable for local businesses.
Another opportunity comes from inventory management. Most billboard companies require minimum campaign lengths, often around 3-6 months. However, there are times when open space needs to be filled. Digital inventory can create moments where shorter runs make sense for both the operator and the advertiser.
When those openings appear, small businesses can be a great fit. A shorter digital campaign gives them a chance to test billboard advertising without committing to a long-term schedule. For the sales rep, it is also a chance to turn unused space into revenue while building a relationship with a potential long-term advertiser.
Creative can also become a strong selling point. Many small businesses do not have access to professional design services. Their marketing materials are often inconsistent or put together quickly. When a sales rep can offer a clean, professional digital billboard design, it immediately raises the quality of the advertiser’s marketing.
That creative can also live far beyond the billboard itself. The digital billboard artwork can be shared with the advertiser so they can use it on their own platforms. Many small businesses enjoy posting their billboard ads on social media or using the graphics in other marketing efforts.
For the advertiser, it becomes more than just a billboard. It becomes a piece of professional marketing that they can reuse across multiple channels.
This added value can make a big difference when speaking with smaller businesses that may be hesitant about outdoor advertising. They are not just buying screen time. They are also getting a professional ad they can show off to their customers and followers.
For many billboard sales teams, small businesses represent an enormous untapped market. With digital billboards removing production costs and occasional opportunities for flexible campaign timing when inventory allows, it is easier than ever to help local advertisers take their first step into out-of-home advertising.
Sometimes, all it takes is the right conversation to show a small business that a billboard may be more within reach than they ever imagined.
Types of small businesses that could utilize DOOH:
- Small Car Dealerships
- Window Tinting Companies
- Independent Auto Repair Shops
- Car Washes
- Salons
- Chiropractors
- Donut Shops
- Auto Detailers
- Gyms/Yoga Studios
- Martial Art Schools
- Clothing Boutiques
- Mom & Pop Hardware Stores
- Handyman Services
- Lock Smiths
- Seasonal Businesses
- Independent Insurance Agents
- Tax Preparers
Often, with these smaller businesses, you want to time their campaigns with their optimal season to advertise, making sure they get the most bang for their buck. For example, if you are trying to promote tax prep, January through March would be the best time for them to advertise.
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