The Book on Marketing: Billboards.

Billboards.

If a billboard designated for advertising but is empty, you have a chance.

Everyone can purchase space on a billboard. It's not quite as simple as putting a billboard in your cart and going to the checkout line, of course. Purchasing a billboard requires some expertise. 

You need to know how they are sold, identify the owner of the billboard you wish to purchase, then complete the deal. This is why the majority of billboard purchasers employ media companies to make their purchases. Instead of doing it yourself, it's simpler. 

Yet, you can buy a billboard on your own if you have a really tight budget or just want to do it for fun.

Be sure your product does not fall into any prohibited categories before you begin preparing the creative portion of your board. If you sell cigarettes, you are not allowed to advertise on billboards. Since 1998, this prohibition has been in force. Many states that have legalized marijuana, nonetheless, forbid billboard advertising for dispensaries or other marijuana-related businesses or place restrictions on it in specific places. If your business fits within this category, check the local laws. Ads for adult-themed entertainment are likewise restricted in many states and cities. Moreover, vendors might impose their own limitations depending on regional laws or internal regulations. When you get in touch with them, they can inform you about those.

Federal regulations that forbid deceptive advertising apply to all billboards. You cannot, for instance, assert that your soft drink cures cancer but you may assert that it improves alertness. 

Those who have never purchased advertising frequently believe that their local or state governments own the billboards that line their highways. In reality, advertisers own billboards. These businesses either directly or via an agency rent out the area to ads. The majority of the billboard inventory across the US is owned by a small number of significant providers, including:

• Lamar Advertising.
• Outfront Media.
• Clear Channel Outdoor.
• Intersection.
• JCDecaux.

Additionally, there are a lot of smaller, more localized vendors.

Do you have a particular spot in mind for a billboard? After that, you'll need to ascertain its owner. You can get in touch with the owner directly if any have indicators identifying them at the bottom. But most people don't. As a result of their prior interactions with the companies, agencies frequently know which billboards belong to which ones. 

If you are unsure about where to purchase a billboard, you can speak with suppliers about the inventory that is readily available, but you must conduct your own research. Make sure you choose a billboard with adequate visibility by looking at the billboard's position. When you purchase many boards from a merchant, they frequently include these awkwardly placed ones.

If you have never done it before, making transactions with vendors can be challenging. Another reason people use agencies is because they have experience working with these people and have other client ties they can draw on. Even if you might end up paying more if you purchase a billboard on your own since you lack the necessary experience and resources, it is still doable.

The majority of billboards are sold in four-week blocks. Of course, you can increase your purchase beyond that, but whether you should will mostly rely on the product you're marketing. For instance, you wouldn't want to promote after a concert has ended because it has a set day and time. But, you could choose to purchase your board for 12 weeks or longer if you want to promote the opening of a new retail store. 

The cost of a billboard varies significantly depending on a variety of factors, including the city in which it is placed, its physical position, whether it is on an interstate or in a city, and the length of your commitment.

You will probably spend a higher fee for your billboard in a larger city. For instance, you will pay more in Los Angeles, California than you will in Scottsdale, Arizona, which is a less crowded city. When purchasing in a small town, you will typically pay less than you would for other local advertising methods.

Remember that you'll be paying for more than simply the billboard space. The creation of the billboard creative is also an additional cost. What you plan to do with the board will determine how much that will cost again. As a general rule, allocate 50 cents per square foot. The vinyl will cost roughly $336 if you purchase a typical 14-foot by 48-foot bulletin billboard. Your production expenses will be higher if you want to modify the billboard somewhat, such as by building it out slightly beyond its original dimensions.

The possibilities available to you if you want to advertise on a digital billboard will be more constrained. Traditional billboards are much more prevalent than digital ones. Digital may be a better choice, though, if you just have a very small window of time to advertise or you already have digital media on hand. On a digital billboard, you can book as little as one day. Also, you might invest in a network to spread your message throughout several cities.

A fairly accessible kind of advertising is billboards. You can make a purchase directly from a seller and quickly have your advertisement up. Still, it never hurts to get in touch with a professional if you think you might need a little extra help or guidance.