Best Locations for Billboards

48% of the Billboards seen by drivers on roads in the UK are actually read by them.  The rate is higher for young drivers under the age of 35. By using this as a benchmark for advertising with this approach to a mass media campaign, the ads should be targeting the younger generation. The first thing is to place the billboards where the younger generation frequent.

Where Young Driver Go

The younger generations are still establishing themselves financially so location to catch their eyes would be the medium to low cost range of entertainment options. This generation is also use to instant service so placing billboards around fast food restaurants and convenient stores is an ideal place to get their attention.

Another place of high traffic for the younger generation is locations of higher learning. This includes the campuses of college, universities and technical schools.  These ads will be seen by drivers along with those on bicycles and walking.

Helping Drivers see the Billboards

Visibility is the key to having the advertisements on billboards read. By locating them in or near the line of sight for drivers is key to being successful.  By having the bottom of the signs 3 to 10 feet off the ground, the drivers do not have to move their heads too much to see and quickly read the messages that are posted.

In the past some outdoor billboards business have suggested the higher the sign, the more people can see them from a farther distance. This does have some good logic behind it, but in reality it just does not work. Billboards on top of tall buildings are just too hard to read up close and not large enough to be read at a distance.

One item that has to be remembered is to have the area around the billboard clear of trees. This way the billboard can be seen and read. Remember small trees will grow in time and can obscure the sign from the drivers.

Where Professionals can be Found

The professionals frequent the roadways to and from their place of employment. The highest concentrations of them are on all the major roads and highways in metropolitan areas during rush hours.

Most commuters between their places of employment are either sleepy or tired. Because of this making the outdoor billboards easy to read is essential to getting the message out. On regular roads, the bottom of the sing should be 3 to 10 feet off the ground is best. On highways just above the sight line of a driver, but at an angle so as the drivers approaches it they can easily read it.

Miscellaneous Places Billboards are Effective

Other location where there is a constant flow of travelers includes the major public transportation sites. This includes the bus and train terminals and places pedestrians can go underground and get on the subway. Near these location groups of people will be waiting and many times bored.

Bored people are the best receptors of a message on an outdoor billboard. These people are looking to entertain themselves while they are waiting.  Reading the nearby billboards can help occupy their time while they are just sitting. By having billboards in these location, the message will be read frequently and the ad campaign will be effective.

The Right Message on 3 Outdoor Billboards

In the movies and real life 3 billboards seem to be the correct number to get a simple message out that people will remember. With the right message or questions to get people talking is what is necessary for this type of campaign to be successful.

The use of outdoor billboards to help increase the public knowledge of your business is one of the most cost effective means available. Depending on the size of the city or metropolitan area, hundreds to thousands will see your billboard each and every day.

The Message

This path of getting your message out to the public is considered mass marketing. To be most effective a broad message to entice more of the population to notice your message is the best path to take.

  • The best message will only be 6 words or less in length.
  • The message must be easy to read.
  • A phrase that will catch the attention of those passing by is best.
  • Large letters should be used.
    • These are the easiest to read.
    • Small letters or words are generally ignored or not noticed.
  • The message should not be distracting.
    • Distracting messages could cause accidents and should be avoided since most of the observers of the billboards are drivers on the road.

Branding a Product with an Outdoor Billboard

  • 6 seconds or less is the time drivers have to view the message.
  • The message should be easy to remember.
  • In many instances a short slogan and an image is best to get remembered.


Many of the popular restaurants and fast food chains do this very successful with just a picture of a hamburger and the company’s branded symbol.  This is simple, short and easy to remember.

The Number of Billboards in a Campaign

The more people that see your billboard, the better the advertising campaign will be. By placing an ad on a billboard of all or many of the major roads in a metropolitan area, more people will be viewing your message every day.

Static vs Moving Components

A static message relies on the words and image alone.

  • Very popular.
  • Lowest cost.
  • Least noticed unless the image and message hit with the public.


Moving components is action that automatically catches the eyes of those passing by.

  • Can be as simple as an arm moving back and forth on a static image.
  • Costs are higher, but are noticed by more.
    • When done correctly are very well remembered.

The Logo

Never forget the company logo and make sure it stands out. It is the logo that is branded with the public.

  • This has to be large enough on the outdoor billboard to be noticed but small enough not to be overpowering.

As in the movies and entertainment industry has recently shown, getting your message out to the public can be accomplished very successfully with outdoor billboards. The secret is to make the message short, sweet and to the point.