The Psychology Behind A Great Billboard Ad

We need to say it – when billboard adverts are done well, they can be more disruptive than anything on digital.

You must think we’re crazy saying that when we live in such a digital world. But the truth is, the digital world is saturated.

This is where billboards come in. They cut through the noise, and when you plan a campaign with the psychology behind them in mind, that’s when they really work.

So, let’s have a look into the psychological principles that will make sure your billboard isn’t just seen, it’s remembered.

ATTENTION

We know we repeat ourselves a lot with this one, but the average person only spends about 6-8 seconds looking at a billboard – so it goes without saying that you need to grab attention, fast.

So, what can you do to grab that attention? Well that’s simple. Bright colours, large fonts and high contrast. It’s easier to think in headlines, if you can’t get your message across in 7 words or less, then you need to rethink.

MEMORY

Did you know that our working memory can only hold 4 chunks of information at a time? So if your billboard is too dense, it won’t land as it will be filtered out before it’s even registered.

People remember what is easy to process, so keep things simple and bold, especially in places where there is already a lot going on.

RELEVANCE

Billboards that display the right message, to the right person, at the right time, do better. If they are personal and timely, they are more likely to be remembered. 

If your ad makes sense in the context it’s in, whether this be on a commute or embedded in the local culture, then it activates the part of your brain which is responsible for emotional relevance. We process ads much deeper when we subconsciously connect with them.

SURPRISE

There is scientific evidence which showcases that the brain is more likely to remember something if it’s a complete surprise. The interruption in your usual pattern will make you stop and pay attention. 

Our brains are wired to something unusual or out of place. So, when it comes to your billboard campaign, embrace mystery and minimalism.

TRUST

Trust is what drives recognition and brand loyalty. Familiar brand assets will help build this trust and recognition so be sure to use logos, fonts and a ToV which your brand is known for. 

The more we see something, the more we trust it. You should be using billboard advertising as one initiative in your marketing campaign and not have it act in isolation.

The most effective billboards tap into our brain’s psychological triggers, so interrupt the everyday, simplify what you want to say and make sure you connect emotionally with your audience.

If you’re ready to build a billboard campaign which will be remembered, you know where we are.

Contact us today, we look forward to hearing from you!