The most recognized outdoor type of advertising is the Billboards. One of the Business aspect about Billboards is the increase of name (brand) recognition and sell products.
The dimensions of the Billboards are usually different from one continent to another, but the most recognizable sizes are the 4 x 3 m and the 6 x 3 m (~ 5 x 2.5 m) and the US famous “Bulletins” 48′ x 14′, 24′ x 12′, 40′ x 10′, etc.
Very important fact about billboards is the quality of the print. For cost effective saving the billboards are usually printed in low resolution (30-60dpi), but there is no need for bigger quality. This outdoor media is created to be perceived from long distance and from passing by, so in order to see this low res print we need to be at least 2 or 3 meters (6 feets) distance from the billboard and standing there for 1-2 minutes.
How it Works?
Billboards are usually made up of printed posters stuck together to a plane surface (using glue). According to the size of the billboard, sheets number increases. Example: If we have 4 x 3 m billboard, eight printed parts (posters) should be glued together and compiled according to the full design as it meant to be. So this means that one billboard is composed from small printed posters glued together in defined order. The light above the billboard is used for nighttime.
The billboards became very popular thanks to the so called “bulletins billboards” that appear on highways outside the city. Billboard ads serve to continually impact the mobility on the roads. Billboards in general belong to POP (point-of-purchase) media in month-long presence and very big advertising impact. Effective billboards (short time notice 2-8 sec.) should have clear and very concise message arraigned with good color combination and attractive illustrations or photos. The visual appearance must be clutter-free as possible and very easy to read. As I said before, billboards only receive about 2-4 seconds of a driver’s attention so the message should be easily absorbed. If the visual communication is pleasing they leave very big and lasting impression to the consumer. Also, using this type of advertising as a single component brings small effect (or no effect). The billboards should be used as an add-on to marketing and promotional campaign or part of the entire campaign. When billboard advertising is combined with good strategies for revenue growth, they can enhance a company’s market position and overall image thus contributing to the success of the marketing campaign.
Today, this is what the evolution of the Billboards brings: