Monthly billboard rents are $500-1,500 in rural areas and $1,000-20,000 in big cities. That’s a substantial investment for a business. Here are 6 tips to help you generates the maximum exposure from your billboard investment.
1. Request Weekly Impressions or Circulation Data
Understanding the reach of your billboard is essential. Request weekly impressions or circulation data to calculate CPM (cost per thousand impressions). This allows you to evaluate how your billboard’s cost-effectiveness compares to other advertising channels.
- Weekly Impressions with Geopath: Many large advertising firms use Geopath, an independent rating service that calculates weekly impressions. Geopath combines traffic data with eye-tracking technology to estimate how many people actually see your billboard.
- Alternative Data Sources: If Geopath data isn’t available, ask for daily or weekly traffic counts, often provided by state or local governments. These figures can offer a reliable estimate of your billboard’s visibility.
2. Choose Right-Hand Reads
When selecting a billboard, opt for one on the right side of the road. These “right-hand reads” are closer to the driver’s line of sight and easier to read compared to billboards on the left. The increased visibility often justifies the higher rental cost.
Now look at the same board as a left hand read off the same freeway. This is still a good board but there’s a reason that the right hand read is more expensive to rent. It’s closer and more visible to traffic.
3. Prioritize Lower Placements
Billboards closer to the ground, typically 20-50 feet above grade, offer better readability compared to those towering at 100 feet or more. Higher billboards often lose visibility and make it harder for drivers to grasp the message quickly. For example, in certain areas like the I-85 from Atlanta to Montgomery, taller billboards are often left empty due to low demand.
4. Look for Unobstructed, Long Viewing Times
A great billboard location provides 6-8 seconds of uninterrupted visibility. Factors such as curves, hills, and intersections can enhance this duration. For instance, billboards situated on curves tend to align naturally with an approaching driver’s view, while those near intersections benefit from stopped traffic.
Traffic light and intersection billboards are great because drivers must stop.
5. Use Lighting Effectively
Illuminated billboards are essential for businesses like casinos, restaurants, and gas stations targeting evening travelers. Ensure the lighting highlights your message clearly and remains visible from a distance after dark.
6. Avoid Blocked Views
Obstructions like trees or overgrown vegetation can severely limit a billboard’s effectiveness. Request recent approach photos or videos to confirm visibility. A billboard hidden behind foliage or other obstacles is a poor investment, as it fails to deliver its intended reach.
And this billboard is a complete waste of money.
