Billboards: The Originals


To revisit the classic appeal of the world’s oldest advertising medium.  As New Zealand’s leading billboard provider, APN Outdoor wanted to demonstrate the power of billboard advertising and the reasons it has stood the test of time.


Seeking to draw conclusions around what keeps billboard advertisers coming back for more, APN Outdoor called upon its own database of engaged “Outsiders” in a bespoke survey.  Amongst other findings, the study also used data from Nielsen’s latest CMV reports to drill further into the numbers behind billboard audience behaviour.


The message from The Originals was clear, billboards embody the perfect formula:  Classic Format.  Timeless Results.  The unbeatable combination of location, impact and frequency has remained unchanged over the years and continues to deliver results for advertisers.

Even after all this time, it seems billboards still get heads turning with 63% of those surveyed agreeing billboards are hard to miss.  This is partly due to the careful positioning of billboards high traffic locations, on major arterials and key roadways.  Nearly two-thirds of participants in the study consider them to be in iconic locations while 56% experience brand elevation, believing those who advertise on billboards are well-known.

The impact of billboards was also undeniable, with 63% of study participants believing they are eye-catching and 1 in 2 admitting they are memorable.  The study highlights that high dwell times also create more opportunity to impact consumers while more than 1 in 3 people found themselves viewing the same ad multiple times a week, providing greater opportunities for impact and higher chance of memorability.  

Perhaps the most crucial finding from the survey however, is that the unbeatable formula of location, impact and frequency leads to action.  50% of people confirmed they have visited a website after seeing an ad on a billboard and almost a third of participants say they spoke about what they saw with someone else.

With over 550 billboard sites nationally, APN Outdoor offers brands unparalleled national coverage in the best locations in the country.  For more information about billboards or to book a campaign, contact your APN Outdoor account manager.

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