Four key factors in billboard site selection. Putting your message in a big, outdoor context can grab attention if you find the right spot

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1 Four key factors in billboard site selection Putting your message in a big, outdoor context can grab attention if you find the right spot

2 PUTTING YOUR MESSAGE IN A BIG, OUTDOOR CONTEXT CAN GRAB ATTENTION IF YOU FIND THE RIGHT SPOT. They ve been part of the media landscape and the literal landscape for decades. Billboards offer advertisers unique advantages that continue to be tried and true. For instance, they offer a relatively low-cost way to keep your brand in people s heads in a way that s geographically specific. As with the real estate biz, it s all about location, location, location. And everybody has an opinion about which locations you should choose. From your media buyer to your internal stakeholders, there are a lot of people who want to weigh in on which billboards are in the right spots for your message. Your marketing team. Your retail managers. Regional managers. Sales reps. Dealers. With so many viewpoints, where do you start? Sure, the very best and worst billboards might be easy to spot. But the ones in between the obvious choices can be a tough call. This guide will help you sort out the factors to consider when choosing the right billboard whether you re a marketing pro or a local store manager who s been asked to weigh in based on your location. FOUR KEY FACTORS IN BILLBOARD PLACEMENT. 1 Position Some billboards face oncoming traffic directly. Others sit across the road from it. From which direction is the billboard being read? In most instances, a board that is on the driver s right side (a.k.a. a right-hand read ) is closer to the cars viewing it and therefore easier to read. This doesn t necessarily mean that you should rule out a board on the left-hand side of the road (or cross read ). But you ll want to make sure your billboard creative can be read across eight lanes of highway. Similarly, consider the angle and distance of the board to the road, and its height from the ground. Boards that are farther from the road can be harder to read as they aren t in the immediate line of vision. Viewers may have trouble reading boards that aren t angled well in relationship to the road, are too high off the ground, or too close to the ground. NOT TOO HIGH, NOT TOO LOW... JUST RIGHT. 2

3 2 Exposure If your audience is driving down the road and doesn t see a billboard until they re almost past it, the read length may be too short for them to absorb your message. Likewise, billboards at intersections allow for a longer read length because cars are stopped for traffic lights or stop signs. Also, consider the speed limit of the road where the board lives. How much attention will drivers be able to give to your message if they re going 30 mph instead of 65 mph? Of course, slower speeds increase read length for drivers and can make your message easier to digest. Last but not least in terms of exposure, there s traffic volume to consider. The more heavily traveled a roadway, the more impressions a billboard message is able to make. Billboard companies understand this and they know they ll be asked about it. They can provide audited traffic figures for each of their locations. SLOWER SPEEDS = INCREASED READ LENGTHS Who moved my billboard?? Will my m essage be left in the dark? 3 Viewability Ever driven past a half-obscured billboard whose headline you couldn t finish? Frustrating, isn t it? Look out for obstructions like trees, light poles, wires, buildings, or other signs around a board that get in the way of people s sight lines. Sometimes, obstructions are seasonal. When the leaves are off the trees, a board might be almost entirely visible. But come spring, it could be almost totally hidden by foliage. Another consideration in viewability: some billboards are illuminated. Boards that aren t lit have no value at night. But beware not all boards are illuminated for the same number of hours. Ask the billboard owner for his or her schedule so you know how late into the night your message is visible. 3

4 4 Environment Sometimes when you enter a heavily traveled highway, you ll notice the parade of billboards seems to begin. They start to clutter the landscape and compete for attention. The fewer billboards around, the more yours will stand out. Some other environmental factors to consider: Who uses this stretch of road? It matters whether it s mostly tourists or locals. If your message is directed at area residents, you want to be on a route they use every day. Who lives and works here? If the location is near a major employer or heavily frequented destination like a college, this will skew the demographics of who s most likely to see your message. Any risk of guilt by association? If the board is in close proximity to controversial businesses, there s a risk to your brand s integrity. You also want to avoid placement that s near another billboard being used by a competitor which can be embarrassing and dilute your message. Next checklist: how to do your homework. Okay, you have our list of four crucial factors to consider. Now, how do you investigate them? Here are five tips to help you choose your placement well. 1. Map it 2. Ride the boards 3. Phone a friend To get a sense of the coverage and penetration you ll have in a market, plot a map with the different billboard locations. It ll help you see if all the boards you like are within the same area and can help you to thoroughly cover an area. If possible, take a little road trip and see for yourself. This is the single most reliable way to assess every aspect of a board location. Ask someone who lives within the market to drive past your billboards and describe their firsthand view. 4. Google it Google Street View is a great way to get a feel for the surrounding area. 5. Check with your vendors Billboard companies often have photo sheets and marketing materials that show you what the boards look like in their environmental context. Just remember, these examples will most likely show the boards at their absolute best, even if they have some unseen downside. 4

5 Closing thoughts billboards still spell big opportunity. Huge outdoor messages have been shaping our world and popular culture since Coca-Cola logos started appearing on the sides of brick buildings. Today, modern billboards live in equally eye-catching locations along our highways and thoroughfares. Which makes them a valuable part of many media plans. But choosing the right placement requires a little homework. How well traveled is the road? Who travels it? What does it look like after dark? And what other messages are competing nearby? Lots of factors worth considering and having the answers can help you persuade all stakeholders that you ve made the right choice. The good news is: there are hundreds of ideal locations out there. And millions of eyes ready to meet your message. EXPLORATION, CREATION, LOCATION OH MY! RESEARCH What are you saying? Make the message crisp and clear. Location, location, location. And then creation. Your message isn t really part of the placement decision, but it s just as important to consider. You may have a fantastic overall creative campaign and a killer concept. How you apply it to your board can make all the difference. Some best practices to keep in mind: The same message isn t necessarily right for all board locations. Your message needs to be read and understood in six seconds or less. Fewer words and bigger fonts maximize recall. Evaluate billboard creative at a distance even if it s just a sketch from across the room. PLACEMENT CONCEPT Graphics should be eyecatching, but not cluttered. Read time is precious. Keep it simple, crisp, and to the point. 5

6 About Butler/Till We are a media and communication agency that delivers progressive ideas for engaging audiences across multiple platforms, channels, and media. We dream it up, build it, execute it, measure it, and continually improve it. We d love to start a conversation with you. Actually, Amanda would to be more exact adevito@butlertill.com Amanda DeVito Vice President of Engagement