One of the busiest roads in the state- Mysuru-Bengaluru highway which acquired the status of a National Highway (NH 275) back in 2014 is a prime spot for advertisers to engage in billboard advertising to reach their target audience effectively
With the Karnataka government planning to make the already busy traffic congested Mysuru- Bengaluru fourlane road into an eight-lane highway, the focus of advertisers has shifted again to the possibilities of billboard advertising in this road. The proposed project even comes up with flyovers to ease traffic at key bottlenecks. This will ensure more people opting for travel through road to reach their destination and more possible ‘eyeballs’ to billboards and hoardings.
Despite the traffic congestion in this busy route, the traffic density through this highway has been recorded around 40,000 passenger car unit (PCU), according to a survey. The 130-km stretch which took around two-and-a-half-hour smooth drive between these cities had turned into a nightmare with passengers taking up to three-and-a-half-hour to reach. The illegally erected speedbreakers counting to almost 100 had also a role in slowing up the traffic and riding condition hard. It should be noted that in 2004, the recorded traffic density was around 20,000 PCU.
For advertisers, the widening of road comes as a good news. Already the places closer to NH are getting huge real- estate demand. This will ensure more housing colonies, flats and business establishments springing up in the region. The advertisers see this as an opportunity to take their brand into much more people. Unlike all other media, the advantage of billboard advertising is that it is open 24X7 to the audience. Since most billboards are booked for a minimum period of time, the billboards will make an impact over viewers with repeated views. Even traffic congestion works in favour of billboards as often the passengers will take a look around giving more views to billboards.
There are also proposal to build flyovers in five places on the way to Mysore - Bidadi, Ramanagaram, Maddur, Mandya and Srirangapatna. It can help people to reach their destinations hassle free to these places. Bidadi which finds a mention in all food enthusiasts list with its unique Thatte Idli can get more customers. If the traffic is fast moving, more and more people will come and it increases the reach of brands advertising on the roads. The religious, cultural and historic important places like Ramanagara and Srirangapatna has also got its share of travellers who can be targeted effectively while planning billboards at this places. Maddur on the other hand is known for its unique Maddur vada. Who can forget Mandya where there are numerous sugar factories. Everything directly or indirectly contributes to the possible views one advertiser will get if they plan their billboards here.
Tested and proven format
Billboard advertising which is a part of the large format outdoor arena is undoubtedly a tested and proven format. In a way, it visibly changes the look of our towns and cities with their eye-catching pictures and graphics. There is no better way to reach the masses. They are present at almost every places related to your target audience – residential area, near to their workplace or areas where they socialise. Even when they can’t scream for attention like TV or radio ad’s do but it can’t be either switched off too. It is there waiting for its target audience- day and night for months. Knowingly or unknowingly it stays in your mind which fastens brand identification in the plethora of brands.
The billboards positioned on highly visible, heavy traffic locations on major routes, primary entry/exit points and intersections will attract attention for sure. In the night also if illuminated attractively, the capture power of billboards is really high. People will notice the billboard whether they like it or not. Most often people use the same route repeatedly as they commute to work each day which leads to repeated views. It is more likely to stick in their minds.
One thing we must notice while putting up billboards is the text and images we put on them. According to researchers a person will glance at the billboard for only about two to three seconds. Messages which are short and to the point along with captivating images is the winner here. Since most billboards are near the highway, the major share of viewers include people who drive through the road. Therefore, any text written on the billboard must be large enough for them to read easily.
Brands which plan to take up billboards need not worry about the expense occur while putting up billboards for a longer period. The longterm benefits include repeated views which enforces the brand into the mind of the people. There is no doubt that billboard advertising works better for overall business and brand advertising than it does for temporary specials and sales.
“When it comes to advertising, I prefer billboard advertising over other medias. In my opinion, nothing else has the reach of billboard advertising. But since we need the support of media group’s also we tend to give advertisements in TV or newspapers. Yet the major chunk of the amount for advertising is left for billboard advertising,” says the MD of a leading ladies garments producer based in South India who does not want to be named.
The case is same with other advertisers who chose billboard advertising over print or TV ads. “I had been using the possibilities of billboard advertising to take our brand into the minds of people from the beginning itself. It helps to give us a better edge than our competitors by putting up more billboards and increasing the feel that we are present everywhere. Even when outdoor advertising is considered as a traditional tool of advertising, innovations are happening in this medium also. We are ready to experiment with the new trends that will gain us more attention,” says the CEO of a leading player in the spices and food segment based in Kerala.