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Guide to Billboard Advertising
In billboard advertising, the most ideal choices is to enhance your brand or corporate image and would not be as effective for on-going promotions mainly because such ads have a specific period of time.
Billboards are excellent advertising options which can be used to capture the attention of viewers for a short while. Most viewers have a short burst of few seconds to view the billboards as they are large and usually located on crossroads and along highways.
A strong message must be imposed which strikes the viewer and subsequently leaving a strong impression. Otherwise, the effect will be lost. Contrary to many beliefs, billboard advertising is not very expensive.
Compared to other media like Radio and TV, it is a lot cheaper and affordable. Rental charges are usually paid upfront which will include booking and production. After that, there are no further charges.
To book the space, the advertiser would need to pay between RM50 and RM5,000 per month, depending on the size and panel. The demand for advertising in these high-traffic areas are very high, especially in Federal Highway where the rates are the most expensive and spaces are very limited, often requiring longer waiting time.
LED and conventional billboards come in various sizes where some are equipped with double exposure spotlights, ideal for use at night and dim areas. Outdoor advertising agency will assist you fully in the planning and rolling out of your LED and conventional billboard advertisements effectively through a comprehensive schedule to ensure that your bookings are made in advance.
Best Tips for Billboard advertising
Ultimately, your billboard must be bold and big which in other words mean that they must be ‘LOUD’ enough to be seen. It should be visible from afar so that it attracts the attention of your target audience. Besides that, your billboard should:
Not be placed in areas that are too overcrowded with too many billboards. This is most common in high-traffic areas where billboards are placed very near to each other. When your billboard is ‘lost’ among the many others, it become saturated and you end up not achieving the ad-views you are targeting for.
Look for corners in major expressways around the Klang Valley which will be the most ideal locations for your billboards. Check out areas like the North-South Expressway, along the Middle Ring Road 2 and very notably the Federal Highway. Besides that, you must consider corners around major roads in the Klang Valley like Jalan Tun Razak and Jalan Kuching, which have some of the heaviest traffic flows throughout the day.
Consider the size based on your budget. If you have a mid-range budget to spend on your billboard ad, consider going for a 30 x 60 feet sized billboard which is quite sizeable as compared to the standard billboard size of 10 x 40 feet. With a larger space, you can insert a lot more information and visuals for better effectiveness and higher impact.
If you are planning to place an billboard ad in highways, you should use more overhead placements. You will find a lot of them along the PLUS North-South Expressway and Federal Highway. Overheads are more effective in highways because they are locations that will guarantee views because they cut across the entire highway horizontally
Big No to small lamp post LED screens
Where possible, try not to go for small LED screens. Commonly placed along the divider or major roads and highways, small LED screens are not very effective because they are shared with other advertisers. Small LED screens are dynamic media where ad space is sold based on slots.
You run a risk of having your ad being placed together with your competitors’. Apart from that, the screens are too small for detailed messages and the duration can be too short. When your ad is less than 15 seconds, they lack the impact factor. Furthermore, the screen is only viewable from a certain angle which means it loses the effectiveness. You end up paying between RM10,000 to RM400,000 for this media a year, it is not a cost-effective way to spend for billboard advertising
Types of Billboards
96-sheet billboards are among the most common and widely used billboards in out-of-home media. 96 here refer to the layout of how the billboard will be presented. If your ad needs a large and loud effect, it would be ideal to use 96-sheet which is actually two pieces of 48 sheets placed together.
Standard measurements for the 96-sheet billboard is 10ft x 40ft and 11ft x 41ft. Rental of this space usually goes on an agreed period where it can be between RM2,500 and RM5,000 per billboard monthly or it can be rented on quarterly, half-yearly or yearly basis.
This type of billboard is very effective when used in highways and areas with a large volume of viewers like entertainment outlets and commercial centres. A single pole is used to hold up the billboard which can be single, double or triple sided. A spectacular is one which is customized to be more attractive. Cost to advertise on Unipoles or Spectaculars can be between RM20,000 and RM100,000 per month.
Billboards that are attached on the rooftop of buildings and structures can be very impactful at cities and towns especially when there are expressways or main roads travelling between them. They can either be 14ft x 48ft or 20ft x 60ft and usually cost between RM15,000 and RM30,000 per month depending on the location.
In most cases, rooftop billboards can be best used if your ads have minimal text and large images because the locations are usually at fast-paced traffic areas.
Billboards are attached on the side of the overhead bridge and are usually horizontal rectangles. These billboards are commonly attached on highways and major roads where traffic flows through and under the overhead bridges while they are usually seen at urban towns and cities at intersections and junctions.
Prices for media spaces at overhead bridges vary where it can be as low as RM12,000 per month to as high as RM150,000 monthly.
The common measurements of Free Standing outdoor boards are 20ft x 40ft and 20ft x 24ft while other dimensions are used as well. This type of boards is more portable and very effective if you are planning to deliver your ads during promotions and events.
Wall Signs – Banner
Wall signs are smaller as compared to other forms of billboards but this media can be extremely impactful as they can be placed at highly strategic areas and walls of buildings. Wall signs are available in customized sizes and can start from RM350,000 per annum. This range could the go up to RM1.6million per year especially in high traffic locations.
In this type of outdoor boards, your ad will be placed on directional signboards usually at the bottom part of the sign. In most cases, the Directional Sign is placed either in the front or the back of the structure where the sizes can be limited.
However, it is a very impactful media because these signs captivate a large target audience.
Street Lamp/Backlit Box
This is the type of outdoor board which is attached to a street lamp. It is very much like a common light box which is 1.8m x 1.2m in size. Prices for these spaces are between RM1,000 and RM2,000 per unit (on the pole) monthly.
This is a large structure with the ad mounted on both sides. As the name implies, the gantry is shaped like an arch and is uniquely designed to attract the attention of the viewers who utilize the particular main road.
The cost of using this media space can be up to RM150,000 per year. In most cases, gantry boards are placed in prime locations in major towns and cities as they can be used to target vehicles that travel on the roads frequently.
Trivision billboards are one of the earliest types of dynamic billboards. It involves using triangular-shaped poles which are turned concurrently. Trivision was one of the most sought after dynamic billboards when it was first introduced.
As such, this type of billboard can provide up to 3 different ads at any time. The size of the ads depends on the dimension of the structure where it is usually 10ft x 40ft or 20ft x 60ft per face which will then determine the pricing of using this space that range from RM50,000 to RM600,000 per year.
Mega Light refers to the type of digital poster which uses lighting technology. The common measurement of this board is 9m square which is one of the costlier modes of advertising. For a 66-faces per month Mega Light space, it will start from RM450,000 while for 33-faces per month boards, prices start from RM230,000 per month.
City Light Poster
This type of media is usually seen on pedestrian walkways and at street furniture like taxi or bus stands. City Light Posters are basically backlit structures that illuminate a poster attached for the viewer.
As such, this type of outdoor board is very effective to target pedestrians and passer-bys. The usual sizes of the City Light Poster is 2m square where costing is around RM80,000 for a 26-faces space monthly.
City Star boards cost about RM120,000 for a 26-faces space per month and RM65,000 for a 13-faces space monthly. This media measures 9m square and can be effectively used to target viewers at high traffic locations as well as busy walkways in towns and cities mainly because they are not too large in size and can be seen from people who are using the pedestrian walkways.
Metrolite boards measure at 2m square and is an effective media for advertising for brand owners who are targeting pedestrians, commuters and people who use public transport.
This type of media space costs about RM35,000 for a 14-faces design per month and can be very impactful especially if used at high traffic locations where the board can capture high impressions among the people around that particular vicinity.
One of the most effective methods of street furniture advertising is using bus shelters. For a 5 to 12 panel shelter, the cost is about RM12,000 per month for every shelter.
This media is very impactful and effective especially if you are targeting commuters who use bus as well as other public transportation modes. In bus shelter ads, the message is usually placed on top or by the side of the structure.
Billboards provide one of the most effective outdoor media for advertisers today. In billboard advertising, location plays the most important role because they ensure that the advertisement is seen by the intended target market especially in places with high traffic.
alaysia has one of the most efficient and complete highway systems in the land transport sector. As such, billboard advertising on the highways in Malaysia provide the most effective and impactful media for brand owners and business operators.
In terms of highways, there are a few major types that include the interstate highways which connect states through its network like the PLUS north-south expressway. On the other hand, there are the urban highways like Lebuhraya Damansara-Puchong and Federal Highway which are designed to connect several urban areas or satellite cities.
These highways are used by tens or hundreds of thousands of vehicles daily which offer great options for the advertisers in using the billboards available.
Column billboards are among the common type of billboards used in this area of advertising. This is the type of billboards that you usually see along highways and roads. Billboards remain as the most effective outdoor advertising channels today as more and more people are spending time outdoors which means that they are more exposed to out-of-home media instead of the more conventional television or newspaper. Column billboards are very visible as they are usually enacted high above the ground. Advertising in this type of billboards will give your brand a lot of impressions as they usually stand out among the crowd and can be easily spotted from different directions. Advantages of using column billboards include:
Large and loud
Column billboards are basically very large panels. Your brand will have a strong presence on the column billboards which can be seen by the public. In most cases, column billboards are enacted in the middle of a location with high traffic, giving it the exposure from different sides. This is coupled with the fact that it can be seen from a far distance.
One of the advantages of column billboards is that it can be designed into different formats. This is where it can be mounted on the centre, on the side like a flag or any other shapes suitable. As they are placed on top of a very high pole, you can customize your ads the way you like on the column billboard.
A column billboard which is illuminated will be very impressive and attractive, particularly when it is dark. You can adopt conventional lighting or use more modern LED technology which is more cost effective and energy efficient.
The content to be printed on the wraparound can be easily changed and modified when necessary. We have the expertise and a capable team of creative designers who can help you to conceptualize and the printing facilities to ensure minimum cost to your investment.
Billboard sizes are very important as they will determine how ‘visible’ your ads will be. This is usually determined by factors like the location of the billboard and more importantly with how high the billboard will be mounted. Apart from that, billboard sizes will determine the financial expenditure as larger boards will require larger printouts which in turn will require higher expenditure.
Under the usual circumstances, there are several ‘standard’ sizes of billboards in the market today. The 14’H x 48′ sized billboards mounted on unipoles are among the most common billboard sizes today. This refers to billboard that are rectangular shaped and are usually seen on main roads and highways like those along the Federal Highway and the hundreds that are lined up along the North-South Expressway of Peninsular Malaysia.
Other sizes of billboards are like 10’6H x 36’W, 10’H x 40’W, 20’H x 60’W where ‘H’ refers to height and ‘W’ refers to wide. As it can be seen, there are some which can be quite normal while the large ones would include 20 feet high and 60 feet wide, almost 1.5 times larger than the conventional ones. These large boards are mounted on high unipoles commonly in highways.
Unipole are billboard holders which is a very effective method of advertising. Unipoles which are often referred in the same category of monopoles are a type of advertising sign where a large billboard is mounted at the top of a single steel pole way above the ground.
As such, unipoles are very effectively mounted along highways or streets where traffic flow is very high and particularly along main roads of towns and cities. Unipoles are extremely visible because they are above the ground and viewers are able to see these billboards from a distance.
We are experts in Unipole constructions
There are many types of unipoles available where we are one of the main suppliers of this advertising media. As unipoles are installed high above the ground, usually between 28 to 40 feet high, it would require a lot of expertise to mount this media properly and that they are safe to use, effectively applied and easily visible.
We have with us many years of experience in installing and managing of unipoles and billboards which are now seen along many highways and roads around Malaysia. We have been involved in many projects that start from the conceptualization of the idea, the design of the layout, the production of the artwork all the way to installation and maintenance of unipoles.
We emphasize on creativity
We have many types of unipole designs which we have installed previously to offer. The most common type of unipole we offer are those that are 14 feet high and 48 feet wide while other sizes like the 10×36 and 10×40 configurations are available as well.
On top of all the services mentioned, we are able to provide you with the most effective means of billboard advertising in which we can mount either static or dynamic contents.
Static content include billboards with posters that we can design and print from our state-of-the-art printing facility while dynamic content can be derived through the use of digital technology where we can install LED panels.
From there, we will advise you on the most appropriate content that can be used on our unipoles. We will ensure that your advertising dollars are spent with the best Return-On-Investment so that you maximize your expenditure by garnering the highest impressions using billboards.
Through our team of highly capable designers and technical team, we will ensure that you enjoy the peace of mind when working with us in using this media for your advertising needs.
Lighting for billboards is very important where it will determine if the billboard is effective to the advertiser. To us, we are very particular when it comes to lighting options for our billboards where we use only the top quality of lighting which are specifically designed and made for this purpose. Hence, our billboard lighting options are unmatchable by any other suppliers in the market today.
Apart from using this for our own billboards, we supply these products to the market as well. We work with and collaborate with top manufacturers of lighting to offer only the best options in billboard advertising today.
Our billboard lighting modules can be customized to suit every size and angle while they can be easily mounted on unipoles and billboards of any configuration that can be used for your marketing campaigns.
We supply the best and most energy efficient spotlights in the market today where all our modules come with 2-years warranty. As we are one of the biggest suppliers in the market today, our outdoor advertising rates are very competitive and economical for any business. Other products that we offer include solar equipment that can be customized to be mounted on billboards for better energy efficiency and maintenance-free solutions.
Scrolling billboards are among one of the major offerings that we bring to your clients. This is one of the most effective and attractive methods of billboard advertising as it provide the advertiser with a more dynamic alternative apart from the conventional static billboards.
Through the use of scrolling billboards, advertisers are able to enjoy more affordable options where the content can be changed as and when needed. As part of our advertising services, we are among the few major suppliers of scrolling billboard advertising services.
One of our installations of the scrolling billboard is located along Jalan Sultan Ismail, where the main shopping destination of Malaysia is located. We have been offering scrolling billboards for many years and with our long-standing experience and expertise in this service, we have more than 3 years of records to show which will ensure that your ads will be seen by your intended target market.
Through our scrolling billboards, we offer you an all-included service in which we will advise you on the design of the ads, the layout of what should be included and the frequency of times it should be scrolled. We will advise you on where the scrolling billboards can be placed to ensure maximum visibility and effectiveness.
When it comes to advertising on billboards, the location is always the first and most important factor. However, more innovative methods of billboard advertising is desired today by advertisers and brand owners as they aim to stand out among the many others in the market.
Therefore, it is common to find that there are in fact many choices of different shaped billboards which could either be ready-made or customized to suit your business needs.
One of the unique media used in this type of advertising is an arch billboard. As the name implies, it is a billboard which is designed in an arch shape and looks very different from the more conventional large printed billboards.
An arch billboard can be designed in different shapes as long as it contains an overhead shelter-like form. The most common type of arch billboard would be those that are found between boundaries, especially along highways.
Different from usual billboards
Using arch billboards for your advertising needs will give your brand or product a very unique and different campaign. It can be designed to provide a message that goes with the arch or being a media that stands out. This will surely attract more attention and impressions as compared to traditional billboards.
Temporary or permanent
Where arch billboards are concerned, there are the permanent ones which are usually enacted either by the government or by the media owner. This is where you can book the space and place your ads there.
On the other hand, there are the temporary arch billboards which are very commonly used in sports like marathons and in events. These arch billboards can be designed and made specifically for your brand. In most cases, they are can be deflated and easily moved around.
Most arch billboard is very visible as permanent ones are usually enacted high above the ground level which gives your ad a very good platform to be seen by the general public from all directions.
Billboard advertising – 600
Lighting and Illumination for billboards
In billboard advertising, using lighting is not compulsory if you are planning to minimize your cost. There are several reasons to this. To begin with, your billboard ad can be clearly seen (and read) in daytime because of natural sunlight. Considering that the hours between 12.00am and 6.00am are dark, most of the effectiveness from billboard ads would come during daytime. As such, lighting or illumination for your billboard at night might not be as crucial as you might think. This can be because:
- there are at least 70% lesser traffic at night which means poor ROI. You would not want to spend most of your budget for a single media in the least possibility of viewership, would you?
- higher cost as it involves more fittings like lighting and mounted racks. In fact, some billboards with lighting would require customized fittings and equipment being installed. This means media owners will charge you 50-100% more depending on specifications