Billboard

What is a billboard?

A billboard is a large advertising sign mounted on a sturdy metal structure, representing one of the most common formats of outdoor advertising. These advertising signs, also known as hoardings, are often located along highways, at busy intersections, and in other areas with high foot and vehicle traffic. Given the high cost of installing a billboard, it is crucial to carefully select its location to maximize reach and effectiveness of the advertising campaign.

Marketers typically place billboards for a minimum of one month. This is because advertising on such signs only yields results under a long-term strategy. Most often, such advertising campaigns require time for noticeable changes to become apparent.

History of billboards

Large billboards first appeared in the United States in the 1920s. At that time, mass production of automobiles led to people traveling outside the city more frequently. To attract the attention of drivers, companies began displaying their advertising on huge signs, designed so that the text was visible even at high speeds. With the increasing number of billboards along highways in the U.S., regulations began to limit their quantity starting in 1965.

In Russia, the first billboards appeared in the early 1990s after the collapse of the Soviet Union. At that time, they were often referred to as "big boards," which was related to the dominance of the outdoor advertising operator Big Board, which printed its logos on advertising signs. Over time, the term "big board" became associated with advertising signs in general.

Modern billboards have significantly changed compared to their predecessors. Nowadays, there is an improvement in design, print quality, and graphic execution. The emergence of digital billboards, which can display videos and change images, as well as 3D billboards that create a sense of presence, has greatly expanded the possibilities of outdoor advertising.

Types of billboards

Billboards can be classified according to several criteria: design, size, and method of image application. Let's look at them in more detail:

Design

• Single-sided: have one working side facing pedestrians and vehicles.
• Double-sided: advertising is displayed on both sides, such signs are installed at intersections.
• "Bird": a volumetric sign open on two sides for improved visibility.
• "Cheburashka": a sign with four sides, installed on highways.
• Prismavision: consists of triangular fragments that rotate, creating a volumetric effect.
• Figural static: can have any shape and may be decorated with volumetric elements.
• Digital: with an LED screen that displays images and videos.
• 3D billboards: complex structures with screens to create a three-dimensional effect.

Size

• Standard: 3x6 m, the most common.
• Superboards: 3x12 or 4x12 m, often installed on elevations.
• Supersites: 5x15 m, the largest and most visible.
• Cityboards: 3.7x2.7 m, with a rotating canvas.
• Pillars: 2.7x3.7 m, installed in "stumps."
• City formats: 1.2x1.8 m, small but effective structures.

Method of image application

• Printing: quick and cost-effective application of paint on vinyl canvas.
• Application: gluing a pre-printed image onto a canvas with a protective layer.
• Painting: an expensive method that allows for creating unusual effects.

Advantages of billboards

Billboards have many advantages, among which the following stand out:

• High reach: especially effective when placed in locations with high pedestrian and vehicle traffic.
• Non-intrusiveness: advertising does not distract but is perceived against the backdrop of everyday life.
• Low cost per contact: the larger the population of the city, the lower the cost of one viewing.
• Geographical targeting: billboards can serve as navigators to attract a local audience.

Disadvantages of billboards

Despite many advantages, billboards also have their drawbacks:

• High placement costs: especially in competitive locations, where prices can significantly increase.
• Campaign duration: placement for a short period does not yield the desired effect.
• Exposure to weather conditions: adverse weather can damage the advertisement.