Advertisers Guide To Billboard Advertising: Slow Traffic Equals More Opportunity
It sounds outdated, but billboard advertising can still be a power play for brands seeking recognition.
According to International Outdoor, on average consumers spend more than 25 hours on the road every week. All of these people have the potential to view a static or digital billboard.
Just the same as online advertising, billboard advertising success is based largely on eyeballs. In short, the more people who see a billboard the greater chance there is of converting them to paying customers.
As brands across the world look to increase their awareness and see a positive ROI on ad spend, brands are getting more creative with their ad spend. For example, Thumzup is a startup that allows individuals to get paid for posting about participating advertisers.
The Best U.S. Roads For billboard Advertising
Oppizi analyzed the most recent motorist data to address two questions:
What are the most congested roads in the U.S.?
How fast does traffic move on these roads?
Upon doing so, it compiled a list of the best U.S. roads to purchase billboard space.
In Chicago, the Eisenhower Expressway (Interstate 290) between I-90 and I-94 is arguably the most congested highway in the U.S. Vehicles travel at an average speed of 23.5 mph, dipping down to a peak average speed of 18.2 mph.
With the maximum speed limit set at 55 mph, traffic moves at less than half the speed, ensuring your advertising message reaches hundreds of thousands of people annually — if not more).
If you’re seeking high visibility for your outdoor advertisement, the Long Island Expressway (I-495) in Queens, New York, is the second-best location in the U.S. With an average speed of 25.3 mph and a dip to 15.4 mph during peak hours, your billboard is sure to catch the eyes of many passersby.
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In the third spot, the I-95 at SR 4 in Fort Lee, New Jersey, guarantees a significant amount of visibility given the heavy congestion. The average speed here is 26.8 mph, a decrease of nearly 10% since 2021.
Bronx, New York: The Whitestone Expressway (I-678) ranks as the fourth-best location in the U.S. for billboard placement. With an average speed of 25.4 mph, it assures considerable exposure to your advertisement.
Philadelphia: The Schuylkill Expressway (I-76) at I-676 comes in fifth. Despite the speed limit of 55 mph in Montgomery County and 50 mph in Philadelphia County, the average traffic speed is 30.5 mph.
Houston: The intersection of I-45 at I-69/U.S. 59 is the sixth ideal location for maximizing your business’s visibility. With an average speed of 31.1 mph, slowing to 20.7 mph during peak hours, your billboard is certain to catch attention.
Chicago: The Dan Ryan Expressway (I-90) at I-94 (North) sees an average speed of 33.1 mph, with a drop to 20.7 mph during peak hours and an increase to 39.4 mph during off-peak times.
Philadelphia: The Schuylkill Expressway (I-76) at U.S. 1 ranks seventh, boasting an average speed of 33.6 mph and 25.3 mph during peak times.
Seattle: The I-5 at I-90 comes in eighth. Drivers maintain an average speed of 35 mph, dropping to 27.4 mph during peak hours and rising to 38.6 mph off-peak.
Oakland, California: The MacArthur Maze (I-80 at I-580/I880) is the ninth-best location for billboard placement, with drivers averaging a speed of 35.7 mph.
Portland, Oregon: And in the tenth spot, the I-5 at I-84 sees drivers moving at an average speed of 35.9 mph.
"Online marketing has become a powerful tool with the ease of access to several social media apps and new sites for many people," said a spokesperson for Oppizi. "However, this endless scrolling can mean that a person never quite takes in a message or remembers your advert; there is a risk of over-consumption of many different products and confusion as to which path to take. Offline marketing can increase visibility and trust of a company/brand and help you to stand out."
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