Yes, nearly anyone can buy space on a billboard. However, it’s not as straightforward as adding it to your shopping cart and proceeding to checkout. Purchasing billboard space requires some knowledge and careful planning.
First, you need to understand how billboards are sold, identify who owns the specific billboard you’re interested in, and navigate the purchasing process. For this reason, most buyers rely on media agencies like DASH TWO. Agencies streamline the process, ensuring you secure prime locations while avoiding potential pitfalls.
If you’re working with a limited budget or simply prefer a hands-on approach, it’s still possible to purchase billboard space on your own. While it may require more effort, the steps are manageable with the right guidance. Here’s an overview to help you get started.
What Are the Restrictions on Billboard Advertising?
Before designing your billboard campaign, it’s crucial to understand the restrictions that apply to outdoor advertising. Certain products and services are prohibited from using billboards, and violating these rules can lead to fines or removal of your advertisement.
Prohibited Products: Billboard advertising for tobacco products has been banned since 1998. Similarly, in states where marijuana is legalized, billboard advertising for dispensaries or related cannabis industries is often restricted or prohibited, depending on local regulations. Be sure to review your state’s laws if your business operates in these sectors.
Vendor-Specific Restrictions: Billboard vendors may impose additional guidelines based on location, content, or their own policies. It’s a good idea to consult with the vendor to ensure your advertisement complies with their standards before proceeding.
Federal Restrictions: All billboard advertisements must adhere to federal laws prohibiting deceptive claims. For instance, you cannot falsely state that an energy drink cures diseases. However, factual claims, such as increasing alertness, are acceptable.
Understanding and navigating these restrictions ensures your campaign runs smoothly and aligns with legal and vendor requirements. For more insights, explore our guide on billboard advertising best practices.
How to Buy a Billboard: Start by Finding the Right Vendor
A common misconception among first-time advertisers is that local or state governments own the billboards along highways. In reality, most billboards are privately owned by vendors who rent out space to advertisers, either directly or through agencies.
Some of the largest billboard vendors in the U.S. include:
- Lamar Advertising
- Intersection
- Regency
- JCDecaux
- Clear Channel Outdoor
- Outfront Media
In addition to these major companies, there are numerous smaller, regional vendors that cater to specific markets.
Finding the Right Billboard: If you have a specific location in mind, start by identifying the owner. Some billboards display ownership information at the bottom, allowing you to contact the vendor directly. However, many do not, which is where agencies can help. Experienced agencies often have access to vendor databases and can quickly determine ownership details.
If you’re uncertain about where to buy a billboard, vendors can provide information about their available inventory. However, it’s crucial to perform due diligence. Visit the location to ensure the billboard offers high visibility for your target audience. Be aware that vendors might attempt to include less desirable locations in package deals, as explained in our guide on buying billboards strategically.
Negotiating with Vendors: Dealing with vendors can be challenging for first-timers, as they may lack the leverage and industry knowledge that agencies bring to the table. Agencies often have established relationships with vendors and access to better pricing through bulk negotiations. While buying a billboard directly is possible, working with a trusted agency like DASH TWO can simplify the process and help you secure the best locations at competitive rates.
How Long Does a Billboard Campaign Typically Run?
Most billboard campaigns are sold in four-week increments. However, the optimal campaign duration depends on your goals and the nature of your promotion.
Short-Term Campaigns: Events like concerts, festivals, or product launches with specific dates benefit from shorter durations. In such cases, advertising beyond the event date offers little return and should be avoided.
Long-Term Campaigns: For ongoing promotions, such as the grand opening of a retail location or brand awareness efforts, extending your campaign to 12 weeks or more can significantly enhance visibility and reinforce your message with your target audience.
Ultimately, tailoring the length of your campaign to your objectives ensures maximum impact and cost efficiency. For expert guidance on planning the ideal campaign, consider consulting with an agency like DASH TWO.
How Much Does It Cost to Buy a Billboard?
The cost of purchasing billboard space varies significantly depending on several factors, including:
- City or Market: Larger cities like New York City typically have higher billboard costs compared to less-populated areas like Indianapolis.
- Billboard Location: Premium locations, such as those on interstates or in high-traffic urban areas, command higher prices than less visible spots.
- Campaign Duration: Longer commitments often come with negotiated discounts but require a larger upfront investment.
In smaller towns, billboard advertising can be surprisingly affordable, often costing less than other forms of local marketing. For a detailed breakdown, see our guide on billboard advertising costs.
Additional Costs: Keep in mind that renting billboard space is just one part of the expense. You’ll also need to cover the cost of creating the advertisement. A general estimate for production is 50 cents per square foot. For instance, a standard 14-foot by 48-foot bulletin billboard will require vinyl that costs approximately $336.
If you’re considering custom designs, like a buildout extending beyond the billboard’s dimensions, expect production costs to increase. While these unique designs can make your campaign more eye-catching, they require a larger budget.
Understanding these cost factors helps you plan a billboard campaign that fits your budget and delivers maximum value. For personalized pricing and location options, contact DASH TWO.
Can I Change My Billboard Message During the Campaign?
Yes, it’s possible to change your billboard message midway through a campaign. However, this typically involves additional costs, primarily for the new creative materials.
Cost of Changing Messages: The price for updating your billboard starts at approximately $336 for standard vinyl creative, depending on the size and type of billboard you’ve chosen. Digital billboards, on the other hand, may allow for easier and more cost-effective updates since they do not require physical materials.
Updating your message can be a strategic move, particularly if you’re promoting time-sensitive events or adapting to new marketing goals. However, it’s essential to budget for these potential changes when planning your campaign.
For guidance on managing billboard campaigns and creative updates, reach out to DASH TWO. Our team can help streamline the process and ensure your message remains impactful throughout your campaign.
What Are the Advantages of a Digital Billboard?
Digital billboards offer a modern, flexible option for advertisers looking to create dynamic and time-sensitive campaigns. However, they differ from traditional billboards in availability and functionality, so it’s essential to understand their unique benefits and limitations.
Availability: While digital billboards are less common than traditional ones, they are increasingly popular in urban areas and high-traffic locations. Their scarcity can make them highly sought after, especially for premium spots.
Flexibility: One of the biggest advantages of digital billboards is their short-term booking options. You can reserve ad space for as little as a single day, making them ideal for promotions with tight timelines or last-minute campaigns. Additionally, digital billboards allow for quick updates or multiple rotating messages, eliminating the need for physical materials.
Extended Reach: Digital networks enable advertisers to display their messages across multiple locations, amplifying their reach. This feature is especially useful for regional or national campaigns targeting broad audiences.
Digital billboards are an excellent choice if you already have digital media assets or need a campaign that adapts quickly to changing circumstances. For expert guidance on integrating digital billboards into your strategy, contact DASH TWO.
The Accessibility of Outdoor Advertising: How Anyone Can Buy Billboards
Billboards remain one of the most accessible and impactful forms of advertising. Whether you’re a small business owner or a large corporation, you can buy space directly from a vendor and have your ad displayed in a relatively short time frame. This ease of entry makes outdoor advertising a popular choice for businesses of all sizes.
Why Choose Outdoor Advertising? Outdoor advertising offers unparalleled visibility, reaching a broad audience in high-traffic areas. From traditional billboards to modern digital displays, it provides an opportunity to make a strong impression and enhance brand awareness.
If navigating the process feels overwhelming, seeking professional assistance is always a good idea. Agencies like DASH TWO specialize in simplifying the process, helping you select the best billboard locations and formats for your campaign objectives. With expert guidance, you can maximize your investment and achieve your advertising goals.
Frequently Asked Questions About Buying Billboard Space
Yes, anyone can purchase billboard space. Whether you’re a small business owner, a large corporation, or an individual, you can rent billboard space directly from vendors or through an agency. Agencies like DASH TWO simplify the process and help you secure premium locations.
The cost varies based on several factors, such as location, duration, and type of billboard. In major cities like New York City, prices can range from $10,000 to $50,000 per month, while in smaller towns, it could be as low as $500 to $1,500 per month. Production costs for vinyl creative start at around $336 for standard sizes.
Many billboards display ownership details at the base of the structure. If not, agencies can often help identify the vendor. Vendors such as Lamar Advertising, Clear Channel Outdoor, and Outfront Media own many billboards across the U.S.
Most billboard campaigns are sold in four-week increments. However, you can extend the duration depending on your advertising goals. Short-term campaigns are ideal for events, while long-term campaigns work better for ongoing brand awareness.
Yes, you can update your message, though additional creative costs may apply. For example, producing new vinyl for a traditional billboard starts at approximately $336. Digital billboards offer a more cost-effective and flexible option for message updates.
Great article. Very helpful and informative.
no
Need Billboards ASAP
ok charli
Hey Rodolfo Queiroz, your article is really informative. Even though digital billboard posses a bit high initial cost, in the longer run its really cost effective. As you mentioned digital billboards creates a better exposure for the content with a better acceptance from audience by the bright and lager display screens. So from your shared insights I found that teaming up with the right outdoor billboard providers will help in installing digital billboards at the prime locations.
I hate billboards
Me too. They should be banned. Trashing up our cities and public spaces so that some random owners can make more money.