Learn About Billboard Advertising for
Your Small Business
Are you wondering if billboard advertising should be part of your small business marketing mix? To answer that question, you should first have a basic understanding about billboard advertising.
I want to clarify now that I’m not referring to the “billboard ads” you see at the top of a website. I’m talking about those big boards that seem to multiply along our roadways, an ad medium also referred to as outdoor advertising.
Understand the Types of Billboards
Jr. Posters are smaller boards located lower to the ground and closer to the street. They are intended more for pedestrian traffic. Although size may vary a bit, they are about 6 feet by 12 feet. Advertisers purchase Jr. Poster space in 30-day increments – called a showing. In addition to paying for the board space, you'll also pay for printing your message on the paper or vinyl affixed to the board.
Posters are a bit larger, about 10 feet X 24 feet. Businesses typically buy a “poster showing” in 30-day increments. That means these signs are mass produced on paper or vinyl and spread out at multiple locations to saturate the market. Again, you will pay for the production of the paper or vinyl.
Bulletins are the large boards you see along highly visible areas like expressways. They can be a permanent bulletin, staying in one location for the term of the contract, or a rotary bulletin which moves every 60 to 90 days. Bulletins can be anywhere from 12 feet X 25 feet to 20 feet X 60 feet. A common size is 14 feet X 48 feet. The size does provide added space for creativity and text. The message itself is usually printed on heavy gauge vinyl. A bulletin, both in space and printing, is more expensive than a poster.
Digital Displays are the newest type of billboard advertising. These are computer controlled electronic boards that rotate your message with many others (on the same board). Your message remains for about 10 seconds before another one appears. While space on these boards is more expensive than on a bulletin, figure in the printing production costs you won't have. Also you will have greater flexibility to change your message.
If you’re wondering about cost for outdoor advertising, it varies widely depending on the city you are in. To get a general idea though, visit this
outdoor company website.
Click on "Local Advertising" and then "Rates and Markets." While you may not be buying from this company, it will still give you an idea of the rates in your market.
What is the Best Use for Each Board Type?
Outdoor boards can provide a significant amount of exposure; however, they are very different from other types of advertising. The outdoor medium is intended to build an image for your company or general awareness of what you offer. Keep in mind the person driving down the road will not have time to read a significant amount of information, as they would in a newspaper ad.
You should determine if billboard advertising can help you achieve your marketing goals, either alone or to support a larger campaign. Ask yourself these questions. “What do I want to accomplish with my advertising?” “How would a billboard help me meet my advertising goals, if at all?” "Will a certain type of board better support my objectives?"
- As I mentioned earlier, poster-sized boards usually saturate the market. If you want to announce a new product or grand opening, they’re like a quick blast of information hitting many areas of your community. You can also use one near your business, as a way of notifying those in your neighborhood where you are.
- Bulletin contracts are usually longer than 30-days. That means your board, even a rotary, will remain in one place for a longer period of time. Plus, your cost to produce the vinyl will be greater, meaning you won’t want to change it often. For that reason, bulletins are good at building image for your company. They are in high traffic areas and are a chance to get repeated exposure for your business. If you have a slogan, this is a good place to create some recognition for it.
- The digital displays give you flexibility to change your message more often. They are good for special promos, one-day sales or short-term announcements.
If you decide that billboards “fit” into your overall advertising plan, you should spend time talking to an outdoor account executive about what you want to accomplish. He or she will show you various locations and the level of exposure provided to accomplish your specific goals.
Avoid Common Billboard Advertising Mistakes
I learned the hard way that many graphic designers and ad agencies are clueless about the unique design requirements for billboard advertising. Before you invest the money and your board is in place, learn a few basic tips.
- Use only one message or idea on a board. Include only essential information. Remember, this is not a newspaper ad. As your audience drives by, they have only about five seconds to read your message.
- Limit the number of words to seven or less and make sure you’re using a readable font.
- Use contrasting complementary colors. For example, don’t use dark green words on a light green background.
- Test your design. The old-fashioned way is to print it out and tape it on a wall. Stand back several feet and turn away. Turn back around and ask these questions. Are the words large enough? Is the font easy to read? Is there enough color contrast for easy readability?
- Don't shy away from using an outdoor company’s graphic designer. I’ve learned from experience that the designers employed by outdoor companies are a valuable resource. They are trained to know what makes outdoor more visible and effective.
If a billboard is poorly designed, or difficult to read, it isn't a simple thing to correct after it's already towering above thousands of motorists. Take the time to learn the basics, and use the resources available, to ensure your billboard advertising is readable and eye-catching to everyone passing by.
