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How To Effectively Use Outdoor and Billboard Advertising

What is outdoor billboard advertising?

Outdoor billboard advertising is a type of marketing strategy that uses large billboards to display information about a company and the products and services they offer. Outdoor billboard advertising is one of the most popular forms of advertisement in the United States.

What are the benefits of billboard advertising?

  • It encourages an advertising company to become more creative. Because of the competition in the industry, many advertising companies are thinking of unique ideas on how to present a billboard, making it more eye-catching.
  • People would never avoid seeing a billboard, and it is a great marketing opportunity.
  • The technology involved in billboard advertising is evolving, and advertisers can easily access these opportunities in improving their advertising strategy.
  • Creating a billboard exposes a company to thousands and even millions of people.

What are the disadvantages of billboard advertising?

  • It requires high manufacturing and installation costs.
  • External conditions directly affect the visibility of the billboard.
  • Billboards become a hazard, especially when there is a hurricane.
  • The prime locations where the billboards can be built are controlled by larger companies, and they are paying a high amount to occupy the space for years.
  • Drivers who are seeing the same billboard will eventually ignore it when passing by.
  • The message is limited in scope, and people need to visit a website to learn more about the company.

What are the types of billboards and their sizes?

  • 6-Sheet Billboards – these are the smallest outdoor billboards, with a dimension of 1.8 meters by 1.2 meters.
  • 16-Sheet Billboards – these billboards dwarf an average person, with a dimension of 3.048 meters by 2.032 meters. This billboard is used where most people are passing-by to attract their attention and convert them into instant customers.
  • 32-Sheet Billboards – these billboards are commonly displayed outside the store to catch the attention of the shoppers. It has a dimension of 3.048 meters by 4.064 meters.
  • 48-Sheet Billboards – these billboards are commonly found on the side of the road, and it has a dimension of 3.048 meters by 6.096 meters.
  • 96-Sheet Billboards – these billboards are the largest, with a dimension of three meters by 12 meters.

How much does billboard advertising cost?

The cost of the billboard depends on how the information is presented and the state where it will be displayed. Digital billboards are more expensive than traditional ones. Traditional billboards require a monthly payment of $250 to $14,000 or more. For digital billboards, the monthly payment starts from $1,200 to $15,000 or more.

What are the Best Tips for Billboard Advertising?

Target your audience

Before creating the billboard, think about the audience who will be seeing the advertisement. You need to imagine how they will respond to an advertisement, and the reaction generated by the billboard must be positive.

Avoid boring advertisements

People hate boring advertisements, and if your billboard looks boring, the audience will ignore it. A good billboard should kick off their imagination, and there should be a call to action visible in the space provided. It will encourage people to learn more about the business.

Too many billboards take a vanilla approach to present a product. Viewers quickly forget about such ads. A billboard should be creative and a bit surprising in order to create a lasting memory. Yet, it shouldn’t go for shock value that will distract drivers from the roads. Create a humorous, captivating, or surprising image and message that illustrates the product’s best characteristics.

Make the information on the billboard visible.

The letters printed on the billboard should be large enough to be seen from a distance. Make sure that the font size is readable and the letters are spread out neatly.

Write short messages

If you are creating a billboard, avoid putting long messages on the space. The message should be clear and concise. The vast majority of people who see billboards are operating a vehicle. This means that they’ll have only a few seconds to take in the advertisement’s message. Few drivers will take their eyes off of the road long enough to read more than a couple of words on a billboard. This is why effective billboards use 5 words or less. Some only use one or two words and still convey the product in a positive and meaningful fashion. Sometimes no words are necessary beyond the brand name. Orchestrate the message through a simple visual instead.

Choose readable fonts

There are many fonts available online, but if you are creating a billboard, make sure that the font style you will be using is readable to most people. The billboard text must be large, thick, and precise in order to be seen by moving onlookers and, more importantly, to actually resonate with them. The text should be large enough to be seen at a vast distance. Aside from a large size, it also needs to be the right color. Its hue should stick out from the rest of the billboard’s colors.

Design responsibly

Make sure that the billboard you are creating will not distract the drivers. Ensure that the design still conforms to the standards of the law.

Believe it or not, many drivers will avoid a product if they see it advertised on a billboard that is too distracting. Drivers value their safety. They don’t want to be surrounded by drivers who have diverted their attention from the road to see a scantily clad woman on a billboard or another form of advertising that is so wild that it distracts them from their driving responsibilities .

Keep the images on the billboard relevant.

Make sure that the images you use on the billboard are relevant to the product or services offered. If you are advertising a cheeseburger, do not put a box of pizza on the billboard.

Present the product in a simple manner. Don’t go to great lengths to create a fancy billboard advertisement that is complex and clever. Remember, people who see the billboard will only observe it for a few seconds. They don’t have the time to look at it long enough to figure out a complex message. Billboards can still be funny and smart without presenting a puzzle for the observer to solve.

Billboards shouldn’t have much going on. There should be one dominant element that grabs the viewer’s attention. Multiple elements tend to compete with one another and leave the viewer confused. Keep it simple and whittle down the advertising campaign’s themes to one theme with a clear and cogent message.

Use high-resolution images

High-resolution images have a minimum resolution of 300 pixels per inch. Using images with lower resolution would result in blurry or pixelated billboards. The best advertisers understand that audiences identify with messages that show the product or service being used. Customers don’t want to be told about a product, especially those who are looking at a billboard from afar while traveling in a vehicle at a high rate of speed. So, show them instead of telling them about the product or service being offered.

While words on a billboard can grab the attention of onlookers, visuals make a greater impact. Carefully choose bold images that clearly illustrate the benefits of the product or service. People would rather see the product in action than read about it.

Add contact information on the billboard.

The telephone number of the company should always be added to the billboard. If the company has a website or a social media account, add it as well. It would increase the chances of getting new customers on board.

Billboards Don’t Always Need A Call To Action.

While most advertisements have a clear call to action, this is not always necessary on billboards. All a billboard needs to do is create a memorable advertisement that makes the viewer aware of what the brand’s name is and what its product does. If effective enough, it will spur viewers towards the company’s website and products. People don’t simply do things because an advertiser tells them to. They do things because they have a genuine curiosity or desire to explore something further. If created properly, the billboard itself is a call to action.

Build Your Brand

Too many billboards try to solicit a direct response from onlookers by displaying their phone numbers or website address. Very few drivers will have a pen and paper handy to write down such information. Instead, companies should utilize billboard advertisements to build a brand. Onlookers will remember a brand or a product name, but they won’t remember detailed information.

Colors and Contrast

Make sure that the colors you use are complementary to each other. Take note of the colors and the contrast because some color combinations can be unreadable.

What are the Elements of an Effective Billboard Advertisement?

Jaw-dropping or Shocking advertisements grabs the attention of the public.

If you wanted to post an advertisement on the billboard, make sure that it is jaw-dropping or considered to be shocking. Most advertisers would love to incorporate sex in their billboards because around the world, sex sells. You would notice that there are many billboards showing men or women in sexy outfits and then be surprised that the advertisement on the billboard has nothing to do with how they present their bodies.

White space

A billboard that has a lot of white space is more effective when it comes to conveying a message. People are becoming more distracted if they see a lot of colors on a billboard – but if you create an advertisement with a white background, the text is highlighted, and people remember it more.

Short and effective messages

The billboard advertisement should have a short and effective message. Think of a memorable line or slogan that can get be easily memorized. It should also be catchy so that people will remember it more.

Call to action

For billboards to become more effective, a call to action should be included. You can add telephone numbers, websites, or social media accounts on the billboard and ask the people who are seeing the advertisement to visit the links or call the hotline to learn more about the products and services offered by the company.

Current Statistics about Billboard Advertising in the United States

There are so many billboards scattered across the United States, and one of the reasons would be its effectiveness in getting the attention of the public and a reliable way of advertising a particular product or service.

Based on a recent study formulated by Arbitron, 71% of Americans are looking at the messages posted on billboards, especially those that are strategically located on the side of the road. Most businesses that benefit from billboard advertising are restaurants. The study also revealed how billboards with funny messages are standing out compared to other billboards. Around 56% of Americans who saw a funny billboard while driving remembers the message, and they later share it with someone they know. There is a small percentage of people who have visited the website or called the phone number shown on the billboard.

Top Billboard Advertising Companies in the United States


Vigor, an advertising company, based in Philadelphia, was established in 2003. The company is composed of six teams that are specializing in branding, advertising, packaging design, and marketing strategy. They provide effective advertising for restaurants and beverage companies, and it made them popular in the field of advertising.

2Novas Inc.

2Novas Inc. was established in 1993, and it is currently headquartered in St. Louis, Missouri. The company is composed of less than ten individuals, but they are providing on-point advertisements. The team is composed of a graphics design artist and several marketing strategists.

Agency 1903

Agency 1903 is headquartered in Pittsburgh, and they are focusing on digital advertising and design. Currently, the company has less than twenty employees, but it does not stop them from dominating the industry. The company was established in 2001, and their approach in advertising allowed them to become more popular – they are the first ones in the country that entered the mobile advertising and web advertising platform, making them a lot of money in the process.

Agency Squid

Agency Squid was established in 2015, and the company’s current headquarters can be found in Minneapolis. The company is only composed of three individuals who are working together to improve their digital strategies in advertising and branding. The company is working closely with smaller businesses.

AJ Ross Creative Media

AJ Ross Creative Media was established in 1991, and the headquarters of the company can be found in Chester, New York. The company has nine employees working together to improve their advertising services, and aside from outdoor advertising, they recently moved to include social media as one of their specialties.


Alaniz was established in 2008, and its headquarters is located in Novato, California. The company is composed of eleven people, and they are working closely in outdoor advertising and social media advertising to gain more clients.

Alipes Inc.

Alipes Inc. was established in 2003, and the company’s headquarters is located in Boston, Massachusetts. The company specializes in digital and outdoor advertising, and through the years, the company grew extensively, and now they have around 50 employees. The company likes to work with small and middle-sized companies across the country.

Barker and Christol

Barker and Christol were established in 2011, and the company’s headquarters can be found in Murfreesboro, Tennessee. The company is composed of nine individuals who are working together to improve their digital and outdoor advertising services. They serve all clients no matter how big or small their business is.


BayCreative was established in 1997, and the company’s headquarters is found in San Francisco, California. The company employs 16 people who are working together to create effective outdoor advertisements for companies in the healthcare, IT, and financial services sectors.

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