There was a lot of talk this week on billboard advertising, and its ability for reach and frequency. The idea of putting a huge amount of effort into a one-off billboard was also discussed. The panel argued that putting huge resources ($$ and time) into one particular billboard generates talk. I want to go one step further. Yes, 'talk' is generated, but there's only so much talk that can be generated amongst people. Developments in e-Marketing mean that a company can put all their efforts into one particular form of advertising, and then utilise online tools to get value for those initial efforts.
The following billboards were taken from 10steps.sg from a page entitled "50 extraordinary and Attractive Billboards" - this is an example of where marketers want their one-off billboard to end up. Then it can be seen by millions of people around the world and shared rapidly and frequently.
Yes, it goes well beyond the people who see the spectacular billboard, and their friends. Most companies that invest big $$$ in these campaigns do it for the online viral aspect, where millions are likely to see it. They are entertaining, so we want to share them online.
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