How to Advertise on a Billboard
Billboard advertising is a high-impact way of getting your advertising message across. It's also one of the most cost-effective ways to make sure everyone knows you mean business.
- Difficulty:
- Moderate
Instructions
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1
Consider carefully whether this will be money well spent. The initial cash outlay for outdoor advertising varies according to the market, but is more expensive than many other advertising methods. However, given the fact that thousands of people per day may be exposed to your message, billboards are very cost-effective.
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2
Decide who you want to reach with your advertising message and select the appropriate size billboard. Take into consideration the cost of various sizes of billboards. If your company has a physical location, use a smaller sign to direct traffic to your place of business.
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3
Check out billboard sizes: Typical billboards are 14 by 48 feet, 12 by 24 feet (30-sheet) and 5 by 11 feet (8-sheet). The largest sign is the one you most often notice along the freeway. With this sign you get the maximum exposure. Because of the different placement requirements for smaller signs, as the sign decreases in size, the market exposed to the message becomes smaller and more centralized.
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4
Find someone to design your billboard. Most advertising agencies have a department that handles outdoor advertising, and the billboard companies themselves have in-house designers to assist you with your ad.
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5
Stay involved during the entire process. Don't let yourself get pushed aside in the design phase, and speak up if you feel that the placement of your billboards is not adequate.
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6
Physically monitor the rotation and placement of your signs. Notify the company immediately if you discover your ads are not being placed as agreed.
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Tips & Warnings
You can have any ad agency design your billboard, but it's more cost-effective to let the billboard company design your advertising.
Remember your billboard is not supposed to go into great detail. The function of billboard advertising is primarily to reinforce advertising messages that you've been putting out using other media. Your audience is on the move, so make your message brief and eye-catching.
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Comments
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Gilbert Nichols
Nov 15, 2010
Good attempt at explaining the subject. Advertising is like running a hen house: if you put all your eggs in one basket, you might be disappointed when you don't get the results you were looking for in the end. -
mikemayfield
Aug 23, 2010
This is a great list of things to keep in mind when advertising on a billboard. The only thing I would disagree with is the tip that said it is more cost-effective to let the billboard company design your billboard.
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Aug 22, 2006
Before investing in a billboard, the traffic counts and demographics of the views should be considered. Location is very important, but of equal importance is the quality of the message and the strength of the call to action. Good billboard design should engage the viewers and get them thinking and moving toward a specific action.
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Aug 22, 2006
Before investing in a billboard, the traffic counts and demographics of the views should be considered. Location is very important, but of equal importance is the quality of the message and the strength of the call to action. Good billboard design should engage the viewers and get them thinking and moving toward a specific action.
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Nov 22, 2005
Using a variable message display such as Rotapanel three message display, will increase readability just by the subtle movement created by the waving twirl. Depending on the market you can have a bulletin, 30 sheet, or any number of dimensions allowed by the geographic region. Studies have shown that moving signs have more readability and greater retention than static signs. You can ask your ad agency or billboard company for placement on such a sign.
