Billboard advertising is one of the most visible forms of outdoor advertising, but for many businesses, the process can feel unclear or intimidating. From choosing the right location to designing the creative and launching the campaign, billboard advertising follows a structured process.

This article provides a clear, step-by-step guide on how to advertise on a billboard, covering planning, costs, design, placement, and performance considerations.

Step 1: Define Your Billboard Advertising Goals

Every successful billboard campaign starts with a clear objective.

Common Billboard Advertising Goals

Businesses typically use billboards to:

• Build brand awareness

• Promote a product or service

• Announce events or openings

• Reinforce digital or TV campaigns

Billboards work best for awareness, not detailed messaging.

Set Realistic Expectations

Billboards:

• Do not drive immediate clicks

• Influence decisions over time

• Support other marketing channels

Understanding this helps shape strategy.

Step 2: Identify Your Target Audience

Billboards reach large audiences, but placement determines who sees them.

Audience-Based Location Selection

Consider:

• Where your audience lives

• Where they commute

• Where they spend time

Location acts as your targeting method.

Examples of Targeted Billboard Placement

• Near shopping centers for retail

• Along commuter highways for professionals

• Near campuses for student audiences

Right location = right audience.

Step 3: Choose the Right Billboard Type

Not all billboards are the same.

Static vs Digital Billboards

Static Billboards

Static billboards:

• Display one ad continuously

• Require printed materials

• Cost less than digital

They are ideal for consistent messaging.

Digital Billboards

Digital billboards:

• Rotate multiple ads

• Allow animation and motion

• Enable time-based scheduling

They offer flexibility but cost more.

Highway vs Urban Billboards

Highway Billboards

Best for:

• Brand awareness

• Simple messaging

• High-speed visibility

Urban Billboards

Best for:

• Pedestrian-heavy areas

• Local promotions

• Slower traffic

Choose based on viewing speed.

Step 4: Select Billboard Locations Strategically

Location quality is more important than quantity.

Key Location Factors to Evaluate

Consider:

• Traffic volume

• Direction of traffic

• Line of sight

• Nearby obstructions

Premium placements drive better results.

Directional Targeting

Billboards often face specific traffic directions.

For example:

• Morning commuters

• Evening commuters

Choose directions that match your audience’s routine.

Step 5: Find Billboard Advertising Providers

Billboard space is sold by outdoor media companies.

Major Billboard Companies

Common providers include:

• National outdoor media companies

• Regional operators

• Local media owners

Availability varies by market.

How to Contact Providers

You can:

• Visit outdoor media company websites

• Request media kits

• Work with media buying agencies

Agencies can simplify the process.

Step 6: Understand Billboard Pricing and Contracts

Billboards are typically rented, not purchased.

Pricing Structure

Most billboard contracts are based on:

• Weekly or monthly rental fees

• Location and traffic volume

• Campaign duration

Production costs are usually separate.

Contract Length

Typical contract durations include:

• 4 weeks

• 8 weeks

• 12 weeks or longer

Longer contracts often offer discounts.

Step 7: Design Effective Billboard Creative

Creative design is critical to success.

Billboard Design Best Practices

Effective billboard ads:

• Use minimal text

• Feature large, readable fonts

• Focus on one message

• Include strong visuals

Less is more.

The Six-Second Rule

Viewers should understand the message in:

• Six seconds or less

This rule ensures clarity at speed.

Branding and Call to Action

Billboards should:

• Clearly display the brand

• Use simple calls to action

• Avoid long URLs

Short, memorable messaging works best.

Step 8: Handle Production and Installation

Once creative is approved, production begins.

Printing and Installation for Static Billboards

Static billboards require:

• High-quality printing

• Professional installation

• Scheduled posting dates

Weather-resistant materials are essential.

Uploading Creative for Digital Billboards

Digital billboards require:

• Specific file formats

• Resolution guidelines

• Compliance with animation limits

Providers supply technical specs.

Step 9: Launch and Monitor the Campaign

After installation, the campaign goes live.

Verify Placement

Check that:

• The ad is installed correctly

• Visibility is unobstructed

• Lighting functions properly

Errors should be reported immediately.

Monitor Campaign Duration

Ensure the ad runs for:

• The full contracted period

• Correct rotation times (for digital)

Documentation helps avoid disputes.

Step 10: Measure Billboard Advertising Performance

Measuring billboard performance requires indirect methods.

Common Measurement Techniques

Billboard performance is measured using:

• Traffic and impression estimates

• Brand awareness surveys

• Website traffic trends

• Search volume increases

Digital billboards offer better tracking.

Use Supporting Channels for Measurement

Pair billboards with:

• Branded search campaigns

• Social media monitoring

• QR codes or short URLs

This improves attribution.

Tips for First-Time Billboard Advertisers

Start With One Strong Location

One premium billboard often outperforms several weak ones.

Keep the Message Simple

Avoid overloading the design.

Run the Campaign Long Enough

Short campaigns limit recall.

Aim for at least:

• 4–8 weeks

Integrate With Other Marketing

Billboards work best when:

• Reinforced digitally

• Supported by online ads

Consistency boosts effectiveness.

Common Billboard Advertising Mistakes to Avoid

Too Much Text

Long messages are unreadable at speed.

Poor Contrast

Low-contrast designs reduce visibility.

Weak Location Selection

Cheap placements often underperform.

Ignoring Directional Traffic

Facing the wrong traffic flow reduces exposure.

Who Should Use Billboard Advertising?

Billboard advertising works well for:

• Retail brands

• Real estate developers

• Automotive businesses

• Entertainment and events

• Regional and national brands

Local businesses can succeed with the right placement.

How Long Does It Take to Launch a Billboard?

Typical timelines:

• Planning and booking: 1–3 weeks

• Creative development: 1–2 weeks

• Production and installation: 1–2 weeks

Total: approximately 3–6 weeks.

Final Thoughts

Advertising on a billboard is a structured process that combines clear goals, strategic location selection, simple creative, and consistent exposure. While billboards don’t deliver instant clicks, they are powerful tools for building awareness, reinforcing brand presence, and supporting broader marketing efforts.

When planned correctly, billboard advertising can be one of the most visible and memorable ways to reach audiences in the real world.