Despite its age, billboard advertising can still be a powerful tool for brands seeking recognition, particularly during slow traffic. According to International Outdoor, consumers spend an average of more than 25 hours on the road every week, and all of these people have the potential to see a static or digital billboard.
Similar to online advertising, the success of billboard advertising is dependent on the number of people who see it. In other words, the more individuals that view a billboard, the greater the chance of converting them into paying customers.
With brands worldwide looking to increase their brand awareness and see a positive return on investment (ROI) on their advertising budget, companies are getting imaginative with their ad spend. For example, Thumzup is a startup that allows individuals to get paid for posting about participating advertisers.
The Best US Roads for Billboard Advertising
Oppizi sorted through the latest motorist data to answer two questions:
- Which are the most congested roads in the US?
- How fast does traffic move on these roads?
By doing this, the company has put together a list of the best US 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 country. 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 US. 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, 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) is ranked as the fourth-best location in the US 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, with an average traffic speed of 30.5 mph despite the speed limit of 55 mph in Montgomery County and 50 mph in Philadelphia County.
Houston: The intersection of I-45 at I-69/U.S. 59 is the sixth best location for maximizing your business’s visibility, with an average speed of 31.1 mph slowing to 20.7 mph during peak hours.
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 hours.
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. The average speed of drivers is 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: In the tenth spot, the I-5 at I-84 sees drivers moving at an average speed of 35.9 mph.
“Online advertising has become a powerful tool with easy access to several social media apps and new sites for many people,” says a spokesperson for Oppizi. “However, endless scrolling can mean that a person never quite takes in a message or remembers your ad, leading to overconsumption of many different products and confusion. Offline marketing can increase visibility and the trust of a company or brand, and help it stand out.”
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