Advertising on digital billboards is one of the most powerful ways to capture attention and drive brand awareness. For businesses in Lethbridge and Southern Alberta, this medium offers a unique opportunity to engage with local audiences as they go about their daily commutes. However, despite the potential of digital billboards, many advertisers fall into common traps that can significantly reduce the effectiveness of their campaigns. Below, we’ll explore the five most common mistakes to avoid when advertising on digital billboards, ensuring your message resonates with your target audience.

1. Overloading the Billboard with Too Much Information

One of the most frequent mistakes businesses make is cramming too much information into a single digital billboard ad. Given the fleeting nature of billboard viewing, particularly on busy roads like Whoop-Up Drive or Mayor Magrath Drive in Lethbridge, it’s crucial to keep your message concise and clear. A digital billboard has only a few seconds to capture attention, so focus on a single, powerful message.

The key to effective billboard design is simplicity. Avoid cluttering the screen with excessive text, too many images, or overwhelming visuals. Instead, use large fonts and high-contrast colors to ensure that your message is easy to read from a distance. Remember, the goal is to make a lasting impression in just a few seconds, not to overwhelm your audience with information.

2. Choosing the Wrong Location for Your Billboard

Location is a critical factor in the success of your digital billboard campaign. The visibility and reach of your ad depend on the placement of the billboard. It’s important to choose a spot that aligns with your target audience. In Lethbridge, a digital billboard along a busy highway like Highway 3 might be perfect for targeting commuters, and GoWest has the biggest one there. A  location closer to shopping areas like Costco or Superstore might be better for targeting shoppers and GoWest has a location there too. 

It’s also vital to consider factors like traffic patterns, speed limits, and visibility. Make sure to select a location where your ad has the longest possible viewing time and is clearly visible. Luckily with GoWest Billboards our locations are on some of the busiest streets in the city of Lethbridge and you’ll catch everyone from the commuter, the shopper, the sports parents…you’ll catch them all.

3. Using Inappropriate Fonts and Colors

Typography and color choices play a crucial role in the legibility and effectiveness of your digital billboard. Using fonts that are too small or overly decorative can make your message hard to read, especially at a distance. Stick with bold, sans-serif fonts that are easy to read and avoid using more than two different font styles in your ad.

Similarly, your color scheme should enhance the readability of your message, not detract from it. Avoid using light colors like white as a background because they can wash out under the bright lights of a digital billboard. Instead, opt for high-contrast color combinations like black text on a yellow background or white text on a dark background to ensure maximum visibility.

4. Failing to Tailor Your Message to the Audience

A one-size-fits-all approach doesn’t work well with digital billboard advertising. It’s important to tailor your message to the local community. In Lethbridge and Southern Alberta, ads that resonate with local culture or reference local events can be particularly effective. For instance, incorporating elements like the Lethbridge Corn Maze or local hockey teams can help your ad feel more connected to the community.

Moreover, avoid generic messages that don’t speak to the specific needs or interests of your audience. Use insights from market research to craft a message that directly addresses the preferences and behaviors of your target demographic. A message that works in a metropolitan area might not resonate with audiences in a smaller city like Lethbridge.

5. Not Taking Advantage of Digital Technology

One of the biggest advantages of digital billboards over traditional ones is their ability to display dynamic content. Yet, many businesses still use static, unchanging ads on digital platforms. Take full advantage of the technology by incorporating features like real-time updates, countdowns, or rotating messages that can capture more attention.

For example, if your business is running a limited-time promotion, use a countdown timer to create urgency. Or, if you’re a local restaurant, you can display different ads for breakfast, lunch, and dinner, depending on the time of day. The ability to adapt and change your message quickly and easily is one of the most powerful tools at your disposal with digital billboards, so make sure to leverage it effectively.

Conclusion

Advertising on digital billboards is a powerful way to reach your audience, especially in our community like Lethbridge and Southern Alberta. By avoiding these common mistakes—overloading your message, choosing the wrong location, using poor fonts and colors, failing to tailor your message, and not utilizing digital technology—you can maximize the impact of your advertising campaigns.

Remember, digital billboards offer flexibility and high visibility, but they require thoughtful strategy and design to be truly effective. As the local advertising landscape continues to evolve, keeping these best practices in mind will help your business stand out and achieve the best possible return on investment. With GoWest Billboards there are no contracts and you can change the ad as much as you’d like to have success on your campaigns.