While there’s a lot of talk about digital marketing techniques like banner ads on websites, social media ads, and the like, there is something to be said about traditional advertising methods like billboards. All of us can relate to seeing billboards, whether it’s the local ones advertising dish soap to the iconic ads in places like Times Square.
But while billboards are still used in the 21st century, do they have anything to offer a blockchain company? In this article, we look at their pros and cons for businesses.
Pros of Blockchain Billboards
If you’re considering blockchain billboards for your business, keep the following pros in mind:
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Greater Exposure
The reason billboards have been used for a long time is because they take advantage of high-traffic areas. A major highway can see thousands of cars pass in a single day and this means that tens or hundreds of thousands of people will see the billboards set up near it. That’s even before we talk about places like Times Square that see millions of people during high season.
By erecting a billboard ad, your business can be seen by even more people. We talk all the time about how a viral campaign or post can get your business seen online but we mustn’t forget about the avenues for attention in the material world.
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Blockchain Billboards Create an Offline Presence
The internet means that people and businesses can become famous practically overnight but that doesn’t translate into offline recognizability. Don’t believe us? Consider the singers who went viral on TikTok but struggled to sell venues or content creators with millions of followers who were not recognized by the public.
The truth is that your business can be a giant of the crypto sector online but be unknown outside of these circles. This can impact your ability to attract investors and other opportunities. By leveraging billboard ads, you can make sure that your offline visibility matches your online presence.
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Legitimacy
It is no secret that many investors and consumers distrust the blockchain space. As far as some are concerned, the industry is a bunch of shady figures and assets that live under the darkness of the Internet.
By taking out a billboard ad, especially in major commercial centres, you can work to grant your business more legitimacy. First, it says that you have nothing to hide and are willing to expose yourself to the wide world. It also says that your business is a real-life entity that is open for business and not a shadowy internet phenomenon.
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Branding Benefits
You want to develop the best branding possible to stand out when operating within any saturated industry. As we’ve said in previous blog posts, one way to push your company’s branding is to have your colours, taglines, and spokespeople cohesively align with your vision.
Billboards can be another way to reinforce your company’s aesthetic and branding to the public. Look no further than how major Hollywood projects and anticipated music releases have used billboards to make a statement and stamp their brand in the public’s mind. If your business can do this, achieving your set branding goals will be much easier.
Cons of Blockchain Billboards
While blockchain billboards can have all of these benefits, you must also be aware of the possible downsides.
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Demographic Mismatch
Sure, a billboard might get your brand seen by a lot of people, but this doesn’t necessarily mean that they will be the right people. You might put up a billboard in an area where it will be seen by much older people, those who aren’t tech-savvy, or people who don’t have an interest in blockchain.
In that case, they will simply see it and move on without taking any action. This is why, before opting to pay for blockchain billboards, make sure the area it will be set up is one that will attract an audience that will be interested in blockchain.
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Campaign Misalignment
Besides your business being seen by a lot of the right people, it is important for your campaign to be one that actually converts people. If the visuals are not top-notch, the language is too inaccessible, or your message is confusing, people are less likely to respond.
You also have to design your campaign to launch at the right time. If you’re trying to attract users to your upcoming airdrop, you’ll want to put up billboards while also giving people enough time to take action.
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Conversion Rate
One of the biggest benefits of online blockchain ads is that they can convert customers faster and more efficiently. Your average Instagram or Twitter/X ad comes with a link or the option to swipe up. These links typically lead to a website landing page or product page, meaning customers can sign up or buy the product straight from the ad.
The issue with blockchain billboards is that this process is made longer and more complicated. Rather than clicking your ad and immediately signing up for your exchange, the customer might have to take out their device at a later time and then begin the process. This increases the chances that they will lose interest or forget about it altogether.
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Difficulty in Impact Measurement
Digital ads typically come with analytics reports that show how many people saw the ad, how many clicked, how many were concerted, and whatnot. This gives you, in hard figures, the performance of your campaign.
A blockchain billboard is less effective as there is no way to know for sure how many people saw the billboard and how many went on to buy or sign up because of it. This, in turn, makes it harder to gauge its performance.
Conclusion
Blockchain billboards are a complicated matter for businesses in the space. On the one hand, they can be a way to garner more exposure and legitimacy. On the other hand, campaign and demographic mismatch might lead to it being a wasted effort. We recommend weighing the pros and cons before you make a decision.
