Billboards Advertising | Outdoor Advertising

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Billboard Advertising | Billboards - Your Message Always On

Some 3,000 years ago, Egyptians carved on stone tablets messages that described their goods and services, then displayed them to the populace. This "outdoor" messaging is considered the earliest form of advertising.
Outdoor advertising has evolved greatly since then, with billboard advertising at the forefront.

Size:
Billboards come in various shapes and sizes. Traditional sizes are the 8-sheet (5'x11'), 30-sheet (12'x 24'), and Bulletin (14' x 48'). However, city zoning ordinances and space limitations allow for a wide variety of sizes. Also, traditional and non-traditional sized structures can be fitted with extensions that allow the message to stretch beyond the fixed size of the structure.

Location:
Most billboards are located along major highways, arteries, and city streets. However, it is not uncommon to find outdoor signs attached to the walls of buildings that offer high visibility, like those in New York's Times Square.

Cost:
The cost for billboard advertising varies wildly. Factors that affect cost include the size of the structure, the market where the advertising is displayed and the length of the advertising contract. In the top 50 US Markets, for instance, a single bulletin can be as high as $10,000 or more per month, while a niche location in the rural southwest, a sign planted in a farmer's field just off a moderately traveled highway for instance, may cost $75 per month.

Most billboard campaigns are done in showings, that is, the effective number of billboards needed to reach an audience in any given market. Billboard companies list showings as #25, #50, #75 and #100 with a corresponding number of billboard locations needed to reach 25, 50, 75 or 100% of the market audience. Each showing package then has a corresponding monthly price. Some companies mix their inventory of 8-sheets,
30-sheets and bulletins to create a showing, while others have separate showings for each poster size.
The cost of a typical #25 showing using a mix of billboard structures in a top 50 US market will average around $10,000 per month.

Design & Layout:
"Letters 10-feet high will sell almost anything." This quote appeared in BillPoster Magazine back in 1899, and that theory still holds true today. Billboard advertising allows for big, bold, and eye-catching design. Billboard designs can be created by advertising agencies, or a billboard company's in-house designers.
A design created on paper uses a scale of 1/2"= 1 foot. Billboard designs should be simple, bold and use color or graphics to draw the eye. An old adage in billboard advertising says a design should have no more than seven words.
In billboard advertising, bigger is better, less is more.

Sign Materials:
Unlike in years past when designs were painted onto panels that were then pieced together and placed on a billboard structure, today, billboard messages are printed on paper or vinyl. Paper signs can be created for 8 and 30 - sheet posters. Paper signs vary in cost depending on the number of posters printed at one time. An average for 10 or more 30-sheet posters is about $50 per poster. Bulletins require vinyl signs, a one-piece material that wraps around the face of the billboard structure. 8 and 30-sheet structures can also be fitted with vinyl signs, and all other non-standard size signs require vinyl as well. Price for vinyl signs is based on a square-foot cost. An average is 90 cents per square foot.

Companies:
The largest billboard advertising company in North America is Phoenix, AZ based, Outdoor Systems, Inc with some 250,000 structures. The world's largest outdoor company is Arizona based Clear Channel, boasting 1-million displays throughout the world with nearly 200,000 displays in North America.

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