Taking Advantage of Construction Zones With Digital Billboard Ads
Road construction is usually something drivers complain about. But for digital billboard operators, it can actually create a pretty interesting advertising opportunity.
If you own or sell advertising on a digital billboard located along a road that is under construction, you have something other billboards don’t: a captive audience with a little extra time on their hands.
Turn Traffic Into a Selling Point
Construction zones often mean slower traffic, longer commutes and plenty of time for drivers to notice the billboards around them.
That gives you an opportunity to create digital ads that acknowledge what’s happening right in front of the driver.
Have some fun with it.
A billboard company could run a house ad that says:
“SORRY FOR THE TRAFFIC.
WE DIDN’T CAUSE IT.
BUT WE DO HAVE BILLBOARDS.”
Or:
“YOUR COMMUTE JUST GOT LONGER.
GOOD NEWS. SO DID THE TIME YOU HAVE TO SEE OUR BILLBOARD.”
You could even get more playful:
“ROAD CONSTRUCTION AHEAD.
GOOD THING YOU’VE GOT SOMETHING TO READ.”
The goal isn’t to make fun of the construction crews or inconvenience. It’s to acknowledge something everyone on the road is already thinking.
Let Your Advertisers Get In On It
This can be an even better opportunity for your existing advertisers.
Reach out to advertisers on affected routes and offer to create a special construction-themed version of their billboard.
A restaurant might run:
“STUCK IN TRAFFIC?
YOU’RE ALSO STUCK 2 MINUTES FROM GREAT BURGERS.”
A coffee shop could say:
“TRAFFIC MOVING SLOW?
AT LEAST YOUR COFFEE CAN BE STRONG.”
A tire shop:
“THIS ROAD IS GETTING WORK DONE.
HOW ABOUT YOUR TIRES?”
A home improvement company:
“THEY’RE FIXING THE ROAD.
WE CAN FIX YOUR HOUSE.”
A local attorney could go with:
“YOUR COMMUTE IS TAKING FOREVER.
YOUR LEGAL PROBLEM DOESN’T HAVE TO.”
The possibilities are almost endless.
Give Advertisers a Reason to Change Their Creative
This is also a great excuse for account reps to contact current advertisers.
Instead of simply asking, “Want to change your billboard?”, give them a specific idea tied to what’s happening on the road.
Offer to create a temporary construction-themed ad for them. It can be funny, timely and relevant to what drivers are experiencing.
Digital billboards make this especially easy because the creative can be changed quickly and switched back when construction is finished.
Don’t Waste a Traffic Jam
Construction isn’t going away anytime soon. Neither are traffic delays.
If your digital billboard sits along a road where drivers are spending more time than usual, take advantage of it.
The road may be frustrating drivers, but that doesn’t mean it can’t be working in your favor.
