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Promoters have used billboards to pitch their products or services and increase brand awareness. Some of the earliest uses of billboards were by P.T. Barnum, and James Bailey for their circus acts in the 1800s, and their marketing savvy is well documented.
Today, billboards have evolved with technology and image quality to become more effective in capturing an audience. In metropolitan areas, billboards offer companies a powerful tool to reach thousands of people every day.
Los Angeles is a classic example of how billboards can gain millions of impressions in a short amount of time. LA billboards span the metropolitan area and connect companies with people of all demographics. The site has countless attractions, from Universal Studios in Hollywood to Dodger Stadium. High vehicle traffic of tourists and residents presents a seemingly endless list of options for LA billboards. If it seems overwhelming, keep reading to discover four tips for successfully using billboards in Los Angeles.
1. Grasp the Market Size
Recognizing the market size may sound obvious, but unless you have purchased advertising in the Los Angeles market before, you might be in for a rude awakening. LA is entirely different from almost anywhere else in the United States. With a population of more than 3.9 million, it is the second-largest U.S. city behind New York City. A four-week campaign can make millions of impressions.
Aside from its population size, Los Angeles is also big physically. According to the U.S. Census Bureau, the city covers 502 square miles. Los Angeles stretches 44 miles north to south and 29 miles east to west. That spacious geographic area contains hills and valleys. Mount Lukens is the highest point within the city limits, with an elevation of 5,074 feet. Research the terrain and visibility of any inventory you are interested in before deciding.
2. Understand the Different Communities
Although Los Angeles is all one big metropolitan area, it is comprised of several individual communities that have been engulfed over time. These places still maintain their name and identity. From Compton to West Hollywood and Bel Air, these unique identities can present different opportunities and challenges to LA billboards if you are unfamiliar with the layout. Each area will have extra traffic volumes, other demographic data, and spending habits.
3. Capitalize on the Professional Teams
Los Angeles is well known for its sports. As one indication of how big the city is and how passionate the fans are about sports, LA has two professional franchises in every major league, including NBA basketball, NFL football, NHL hockey, Major League Baseball, and Major League Soccer. These leagues all have between 28 and 32 teams spread throughout the U.S. and Canada, yet they all see the value in having two of their teams in the Los Angeles market. LA is also home to a WNBA franchise.
The Los Angeles Lakers are the most popular and successful among professional teams. They are tied for the NBA record with 17 championships in franchise history. The Los Angeles Dodgers possess a worldwide brand as well. Knowing when these teams are in season and where their venues might drive traffic can help you understand market shifts during the calendar year. It also never hurts when the home teams are doing well, so you might want to pay attention if there are rumblings that a team could contend for a title that year.
4. Research the Colleges and Universities
If your target demographic is 25 or younger, LA features some gorgeous campuses where billboards are available nearby. The University of Southern California (USC) and UCLA is the most prominent, but other local colleges include Cal State Los Angeles, Cal State Northridge, and Los Angeles City College. These schools have sizeable international student populations and undergrad and graduate students from across the country.
These campuses have different academic specialties and many interests within the student body. Research each institution to see if one aligns best with your brand’s mission or image. Similar to the sports franchises, you’ll also want to research traffic patterns and which LA billboards are best positioned to reach the students of that particular school.
Conclusion
Los Angeles is a unique market with a golden opportunity because of its size. It also presents many challenges if you are unaware of the ethnic and cultural diversity within the city. Understanding the market, what inspires the community, and where you can best reach specific subsections of the population will maximize the return on your investment in LA billboards.
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