How does signage compare to other forms of advertising?

Signs can be the most cost-effective form of advertising for a business.

The cost effectiveness of an advertising campaign is measured by dividing the total cost of the advertisement by the number of "exposures" (the number of times an advertisement is seen) by, to generate a number referred to as "CPM" (cost per thousand).


For example, if a newspaper has a readership of 50,000, and an ad is placed which costs $1000, then the CPM is $50. Because signs are usually installed for years at a time, they tend to have a very low CPM compared to other forms of advertising, particularly if they are installed in a busy area.


As an example, say we have a delivery van which is used on a daily basis around a city for 5 days a week. If a well designed, eye-catching vehicle "wrap" was applied to this van, it could easily be seen by over a thousand people a day. Let's assume that the van is on a three year lease, and that the wrap cost $5000.


1000 people x 5 days x 52 weeks x 3 years = 780,000 exposures, @ $5000


= $6.41 per thousand exposures.


That is a very low cost, and compares extremely favourably with other forms of advertising.


Professionally designed and manufactured signage is an investment that will pay a return many times over, and should be the first priority when it comes to the advertising spend of most modern businesses.

A sign works 24 hours a day, 365 days a year for up to 10 years. Even in a relatively low traffic area, the cost per impression of a sign far exceeds that of other forms of advertising.


Many businesses increase their revenue measurably just by adding a good sign. Conversely, many go out of business because they simply are not identified well. As the saying goes - "A business without a sign is a sign of no business."


A well designed sign helps to instil the “tone” of your business in the viewers mind before actually entering your premises. A good sign can resonate with the mind-set of your target audience so that they are enticed to visit your business simply from viewing your sign.

Concept Sign and Display Ltd, 111 Nelson St, Petone, Wellington

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