Is the advertising of the billboard still relevant today? Yes, all because of expensive signaling. The principle of science states that expensive indicators indicate high quality or status.
Although a broader concept on human behavior, expensive signaling applies to the ad exactly. After all, what is the cost of social media advertisement? Although highly effective, social advertisements are cheap, everyone can buy them and crowds in place. But a billboard? It takes some real money.
So, let’s dive into how expensive signaling applies especially to billboard ads. After that, I will share some high viral billboard examples.
What is expensive signaling?
The expensive signaling theory is the idea that the higher the price you put in something, the more other people will appreciate it.
Okay okay? Well, I have two warnings. First is that expensive signaling is reflected Understood People still need to translate and assign the signal information. Secondly, the cost signal in these cases is reliable because only those who can afford to send signals are the owners of the signal quality.
To put it in terms of marketing, expensive signaling means that the more resources you will share in sharing your message, more and more people will classify it. Money goes beyond the money and includes time, effort, pain, or any costs to convince the message further.
I think Advertising executive Rory Sutherland has completely presented it: “The meaning and importance associated with something is in the direct proportion of the costs with which it is discussed.”
Expensive signaling example
Expensive signaling is ahead of textbooks and can be seen in the real world. A 2013 study titled “extreme rituals professionally promotes” on how to increase religious donations.
The study took place in Mauritius during the Hindu festival of Tiposam. Researchers wanted to see if the worshipers influenced the money they had given to the local temple with the efforts and discomfort they had in their rituals.
Researchers studied two types of rituals:
- A low -ordinary ritual. It consisted of a group that sang and prayed.
- High and rituals (cuddy). This ritual was very severe. Participants pierced their skin from needles and hooks, raised heavy structures, and walked barefoot for more than 4 hours.
The people who saw the low -order singing group gave only Rs 80 as donation, while those who saw the rituals of the high order gave an average of 65 % more, Rs 132. In this case, people have given more importance to the ritual by observing pain.
I would like to imagine expensive signaling as a positive vector in which both elements are directly proportional: high cost = more meaning.
This is why you are unlikely to succeed in marrying you at McDonald’s drive throw. After the menu that tasting 10 courses in the 3 star restaurant, they will be more likely to be successful.
Although you are the same person who is asking the same question, the latter situation will be better for you due to the more understood and the effort. In other words, this is more meaningful.
Billboards and expensive signaling
I am sure that advertisers can find out of behavior science and apply it to their billboards. This is especially true for expensive signaling. So, I experienced a stupid but easy experience to find out.
I showed a fake ad to 200 British people for my podcast, nudge. Half of the participants in my experience saw the ad. The remaining 50 % saw the same ad in which the billboards were on.
Now, a billboard spends signal. Some people less than the audience they see, they may be convinced that I myself paid to show this billboard. Or maybe they thought that the survey was a condition of making billboards. In any way, the Billboard indicated more Expenditure More than the advertisement alone.
Has the variations of the billboard created more likely to listen to my podcast? Yes It made the British 61 % more likely.
Now, instead of just making a billboard, marketers can sink more costs in the billboard with novel design. This novel will exhibit a high cost, which will increase the value of the understanding. I will share some standout examples below.
Examples of viral billboards
1. Netflix
How should Netflix advertise 1,000 new shows? Netflix can convey a simple building side billboard, but this will lose the opportunity to highlight the effort.
Therefore, instead, they built a large -shaped billboard on a wide, large wall. He entered dozens of shows, which Should Give viewers more importance to advertisement and net flakes.
Why does it work?
It is not enough to buy just the billboard. You need to take advantage of this place (and your expenses) to revolutionize it. I have a powerful way to list shows Is showing – Don’t tell – what Netflix offers. In my opinion, he did an extraordinary job of showing value through his expenses.
2. Dracula
In 2021, I attended a New Year’s Syrian party in south London. Across the road, I saw an advertisement for a new BBC show. The billboard had dozens of knives knife in the poster. At night, a light illuminated the knife, which in which the shadow of the Dracula shadow was poured across the ad.
Billboard was an incredible piece of art, which only appeared at night, and it would have tried to create a lot of effort. This cost got stuck with me, and I never forgot this ad, even after a wine -filled evening.
Why does it work?
This billboard is unique, smart and artistic. It is absolutely arresting and communicates the efforts of the creative designer behind it. How can a viewer’s curiosity be Not Do you have a peel?
Going viral must be unforgettable, so taking the billboard design to the next level is a sure way.
3. Space saver
“Should have been in space saver” Is there a comedy slogan for this well -known operation?
All space saver advertisements follow the idea that people who look at the watch need check -up. But, instead of just describing their slogans, they use expensive, mistakenly affected billboards to emphasize their slogans.
Why does it work?
This billboard is spectacular because it looks wrong. Then, you read it and laugh well. His humor cleverly causes the reason why someone needs a new glass pair. I think it makes it unforgettable.
If you can “sculpt” what you are selling through your billboard, your message will be better, and people will give more importance to your efforts.
Science tells us that the price is worth it
When we look at the costs you make to make them, we value billboards more. Don’t misunderstand me, making a lot of creativity to make viral billboards, but behavior science shows a common thread behind many of them. The higher the costs, the higher the wireless chances.
My biggest way is he The cost is worth it. When people feel the price of an advertisement, they will not only appreciate it, but will also be more likely to spend more in response. If they feel something cheap and less effort, they will respond like this.
Therefore, invest in creative design and grow up with your billboard costs, and you will see more return to your investment.
