Good sign as outdoor advertising booms
More Ballarat businesses opt for billboards in wake of COVID lockdown
BALLARAT and surrounds have witnessed a surge in businesses opting for outdoor advertising amidst the coronavirus pandemic, according to local billboard company Gawk Outdoor.
Gawk Outdoor co-owner Luke Course said the company had just experienced its biggest month ever as more businesses realised the benefits of outdoor advertising.
Mr Course said he expected client interest in the Ballarat region to continue growing, especially following the easing of restrictions in metro Melbourne.
In Ballarat, businesses including Federation Uni, Integra Group and McCallum Disability have each opted to advertise on Gawk billboards. Local sites are located on Doveton Street South, Wiltshire Road in Delacombe and Learmonth Road in Mitchell Park.
“We just had our biggest month ever and it is because businesses, both big and small, are realising the benefits of outdoor advertising,” Mr Course said.
“In a world with a lot of clutter, billboards definitely stand out, and as more and more travellers hit the road following the COVID lockdown, reaching one’s target audience in this way is an obvious choice.”
Outdoor advertising is one of the fastest growing advertising mediums in Australia. From 2014 to 2019, revenue grew 89 per cent compared to only 32 per cent for broadcast radio. Comparatively, free-to-air television spend decreased.
Mr Course said the affordability of billboard advertising was also contributing to the increased interest.
“There’s no doubt billboards can be a more affordable avenue than many expect. Combine this with the element of stark exposure, and you have a practical and sustainable advertising option,” he said.
Mr Course said he expected continued growth, especially with the projected spike in regional travel.
“Data coming through from South Australia has indicated that intrastate spending was up 84 per cent year-on-year from April through to June. I think we can expect very similar numbers here as well.”
Gawk Outdoor is owned and operated by sibling duo Luke and James Course. While currently Melbourne-based, the company services the entire breadth of regional Victoria and is committed to sourcing local businesses, suppliers and employees.
During the COVID period, the company was rebranded from Regional Billboard Co to Gawk. Joining forces with Ballarat’s Pepper Brand Managers, Mr Course said working with a regional agency was imperative, since Gawk’s major focus was on servicing regional Victoria and sourcing local suppliers.
The largest independent advertising provider in regional Victoria, Gawk has over 40 billboard locations including three digitals. Business has doubled every year for the duo, even surging throughout the entire COVID period when the metro outdoor advertising industry slowed.