What Makes a Digital Billboard ‘Clickable’ in the Real World

Let’s get one thing straight. No one’s tapping a billboard. You can’t scroll it, swipe it, or like it. So what do we mean when we say 'clickable'?

It’s simple. A clickable digital billboard is one that people actually notice. It sticks. It gets remembered. And most importantly, it makes someone do something. For instance, look you up, head to your store, or simply tell a mate about what they saw on the motorway.

In a world stuffed full of digital advertising noise, a well-placed digital billboard can still punch through, especially when it's done right!

At Shout Media, we know how to get attention in the real world. From hard-to-reach spots in the regions to big landmark screens in city centres, we’ve seen what works and what flops. Here’s what we’ve learnt about what makes a digital billboard 'clickable'.

1. Big, Bold, and Instantly Clear

This might sound obvious, but you’d be surprised how often people overcomplicate it. When it comes to outdoor advertising, you’ve got two, maybe three seconds to get your message across. That’s it. If someone has to squint, decode, or guess what you’re on about, you’ve probably lost them.

The best digital billboard ads are dead simple. Bold colours. High contrast. One key image. And no more than a handful of words. Seven max. Often fewer. A good example? Something like: 'Sick of Slow WiFi?' Big font. Sharp contrast. Bang-done. The brand’s logo sits underneath. The message is crystal clear!

2. Context: Speak to the Right People at the Right Time

Context matters. Where the billboard sits makes a big difference. For example, a message that works for peak-hour commuters won’t land the same way outside a mall on Saturday morning. So, you’ve got to tailor it.

Time of day matters too. For instance, it's a good idea to run takeaway ads in the late afternoon when people are thinking about dinner or push breakfast products first thing in the morning.

3. Emotional or Humorous Hooks Work Best

People don’t often remember facts. But they usually remember feelings. If you can make someone laugh, surprise them, or hit them with something relatable, you’re winning.

A good line with a bit of cheek or a clever twist can turn a glance into a grin. And that’s often all it takes for someone to remember your ad later. And maybe even talk about it. You want that 'Did you see that billboard on the way home?' kind of moment. That’s what we mean by real-world clickability.

Real-World Action > Digital Clicks

You don’t need a hyperlink to drive behaviour. A smart, memorable line can send someone straight to Google. A product image they’ve never seen before can nudge them to look it up later.

It’s not all about flashy gimmicks. It’s also about sticking in someone’s brain just long enough to move them to act.

How to Know It’s Working: Measuring Impact

Just because no one’s clicking a digital sign doesn’t mean you need to fly blind. Here’s how businesses can measure digital billboard advertising results:

• Foot traffic lift: You can track whether more people visited your location during the campaign window using mobile movement data. Creepy? No! It’s anonymised and aggregated. Great for bricks-and-mortar businesses.

• Brand search volume: If your ad sticks, people will look you up. A spike in Google searches for your business name (or product name) right after the campaign is a solid signal that it worked.

• Sales lift: Got a promo running during the campaign? Compare your numbers before, during, and after the billboard goes live. Even better if you’re running the same offer in different locations with and without billboard support.

• QR code or unique URL (on pedestrian-facing ads): This won’t work on big roadside screens, but if you’ve got a close-range screen (like in a mall or transport hub), you can include a short, trackable link or a QR code and measure direct hits.

• Brand recall studies: You can run a quick post-campaign survey asking people in that region what brands or ads they remember seeing. If your ad comes up? You’re doing something right.

  
  

Bottom line: a good digital billboard campaign goes beyond looking the part. It shifts behaviour. And yep, you can prove it.

Digital billboard advertising New Zealand

There’s no magic trick. But when your billboard is bold, clear, on-point for the time and place, and hits people in the feels, that’s when it works. That’s when it drives real-world action!

At Shout Media, we’re not just another advertising company throwing ads up on screens. We work with some of the best regional billboard operators in the country to give our clients access to over 80 large-format digital billboards across 14 regions in New Zealand.

That includes key landmark sites in big city centres. But it also means we’ve got digital screens in harder-to-reach places, like roadside sites in regional towns where big national brands don’t often show up. That’s where our network really shines.

Whether you're after maximum exposure in high-traffic urban spots, or you want to get seen in a tight-knit regional community where your competitors aren’t even showing up yet, we’ve got options.

Ready to get your message seen (and remembered)? Contact us today!