Guide to Advertising on Billboards

Calculate the return on investment

A single billboard can cost anywhere from $500 to $5,000 per month based primarily on location. Before you write a check, make sure billboard advertising will meet your objectives.

I recommend: Compare other forms of advertising with the cost of billboards and determine which media will target your audience most effectively. Check out how other companies in your industry have benefited from billboard advertising by looking at case studies performed by The Outdoor Advertising Association of America (OAAA). If you aren't sure if billboards will work for you, Clear Channel Outdoor has a list of ten reasons you should use billboard advertising.

Location, location, location

The key to success is to choose the best location to target your desired market.

I recommend: To find an outdoor advertising company in your area check out the OAAA's list of national billboard companies. If you want to launch a regional or national campaign, an outdoor advertising agency can negotiate locations and rates with a variety of billboard companies on your behalf. One of the most comprehensive agencies in terms of location and type of outdoor media offered is EMC Outdoor. To find the right billboards in your neighborhood, heed the advice of Entrepreneur.com.

Size matters

Choosing the right size and type of billboard can be the key to a successful campaign.

I recommend: Get a handle on the various types and sizes of billboards at sizes.com. Learn other need-to-know terms like ‘cross-read' and "eight-sheet" with a billboard glossary.

Honk for simplicity

A driver only has a few seconds to view your billboard, so keep your message simple.

I recommend: The OAAA has a comprehensive guide to designing effective billboards including coming up with a clear and concise message, choosing the right fonts and colors, and creating multiple designs for a long-term advertising campaign with continuity. Learn the top ten rules for designing a simple billboard at bpsoutdoor.com.