The Ultimate Guide To Billboard Advertising
Can you guess what form of advertising was ranked most favorable by the American public? It wasn’t digital advertising, and it wasn’t found on TV. Believe it or not, billboards and print ads were named the most favorable types of ads in a recent Morning Consult poll. In fact, 55% of Americans look favorably on billboards and print. Paired with the fact that people are spending more time in their cars now more than ever, it’s clear why static OOH ads remain a popular and effective ad choice.
Static OOH ads are found just about anywhere – from highway billboards to smaller wall-mounted signage on buildings. Print ads like billboards are among the fastest and easiest ways to increase brand awareness, promote an event, or spread the word about a product or service.
Common types of static OOH options include:
- Billboards (also called bulletins)
- Posters and Junior Posters
- Wall murals
- Spectaculars (large-scale building wraps)
Static OOH Ad Specs & Design
Bulletin and poster dimensions vary by location and by vendor. Most often, large-format bulletins seen along highways are 14’x48’. Smaller panels may range from 12’x25’ to 10' x 20'.
When it comes to OOH design, less is always more. Viewers are most likely to be driving by so view time is generally short. One should be able to gather all the billboard’s information in under 3 seconds. That’s why it’s important to get right to the point and have a clear message. An eye-catching graphic, snappy call to action, and your company’s logo are enough to effectively relay your message. (image: cars driving by billboard that says/shows the previous 3 elements - graphic, CTA, logo)
We provide full design specs and best creative practices for a successful ad campaign. Don’t have a design team to create your artwork? Our in-house designer can help design your creative at no additional cost.
Below you can find the spec sheets for some of the most popular billboard sizes. There are small differences for less common sizes, so once your campaign has been created we can send you the exact spec sheets for the boards your ads will be on.
How Much Do Billboards Cost?
Pricing is highly variable from board to board and market to market, similar to traditional real estate. The monthly space rates are often much friendlier for long-term contracts. For example, a board that costs $1,500 for a 4-week booking can cost $1,100 per month for a year. It all depends on the exact board, size, location, average number of impressions, etc. We recommend a six-month contract to get the best pricing and terms.
There are two costs to consider when booking your static OOH space:
- Production cost: the cost of producing the billboard (vinyl printing and installation)
- Space rental cost: the 4-week rate of the booking
For large format boards outside of city centers, prices tend to range from $1,850 to $2,850 per 4-week period. Posters in the same areas may cost between $1,000 to $1,600. Boards located in urban areas cost more due to their higher impression count, typically ranging from $3,000 to $5,000 per 4-week period.
When it comes to the one-time production cost, we offer flat-rate pricing based on the square footage of the board. This cost will never exceed $2.50 per square foot and applies to all static billboards regardless of size or market.
Can I extend my billboard campaign after my contract expires?
If you sign for at least six months, you have the right of first refusal, which means you can choose to easily renew until 30 days before the contract’s expiration date. No other advertiser will be able to book the board until you forego renewal. For campaigns shorter than six months, you have the option to sign for more time, only if another advertiser hasn’t booked the board immediately after your end date.
How do booking and payment work?
When you submit an online request, we start by putting together a proposal including pricing and an interactive map for available locations in your target area. Once you decide which board(s) is the right fit for you, we place a hold and send over a contract where you can read up on the rental terms and upload your payment information.
We require a signed contract along with the first 90 days space cost plus production cost paid upon booking all ad buys. For campaigns shorter than 90 days, the entire cost of service is due upon booking.
What if my board gets graffitied or damaged by inclement weather?
Vinyls will be replaced free of charge if there’s any damage during the contract.
How do you calculate the number of impressions?
Weekly impression numbers are calculated based on the Daily Effective Circulation (DEC) provided to us by inventory operators. Daily Effective Circulation is the average number of passersby or persons (18+ years) in cars or other vehicles, that could potentially be exposed to a billboard for either 12 hours (unilluminated – 6:00am to 6:00pm) or 18 hours (illuminated – 6:00am to 12:00 midnight) on an average day.
Many billboard operators use actual traffic counts provided by State departments of transportation. The equation to calculate Daily Effective Circulation for a particular billboard equals the number of adults (18+ yrs.) multiplied by the effective illumination rate of the billboard multiplied by the average passengers in a car or other vehicle.