Billboard ads and digital billboard ads are on most of the hours of a day and are available at a low cost. When it comes to advertising, billboards are one of the simplest options available. Once they are set up, they require minimal management and upkeep. A television commercial can take weeks or months to plan out, but a billboard can be created in just a few hours or days. For the best results, the billboard must be large, colorful and simple to read. Drivers may speed by the billboard at 70 miles per hour, so the words and pictures must be big enough to notice.
Billboard ads and digital billboard ads are on most of the hours of a day and are available at a low cost. Photo by Tobias Moore on Unsplash
Currently, advertising on Digital billboards is the most popular outdoor advertising type among advertisers ready to reach the general public. Competitive billboard rental ad costs result in low cost-per-thousand (CPM) figures because the costs for renting billboards is significantly reduced when compared to other media. According to many advertisers, the cost of a billboard rental yields great investment returns. Thus, many businesses and other organizations billboard-advertise in order to increase revenue or their exposure.
The construction of new locations, including new LED billboard advertisements, is prohibited in most cities in the United States, thereby making the existing billboard ad locations all the more valuable. Despite this fact, billboard rental rates remain competitively priced. All types of advertisers recognize this value and therefore include this medium in their outdoor ad plan. Advertisers that use billboard media and engage in renting billboards typically calculate the rent-a-billboard cost by dividing the monthly billboard advertising costs by the monthly gross impressions (which are first divided by 1,000).
General Rates
• Bulletin (Large Billboard): Range of $1,500 – $30,000 per location per 4 week period
• 30 Sheet Poster (Medium Billboard): Range of $750 – $2,000 per location per 4 week period
• 8 Sheet Poster / Junior Poster (Small Billboard): Range of $300 – $750 per location per 4 week period
• Digital/LED Bulletin (Large Digital Billboard): Range of $3,500 – $25,000 per location per 4 week period for an ~8 second spot in a loop of ~64 seconds
• Wallscape: Range of $10,000 – $50,000 per location per 4 week period
Timing and market.
Minimum of 5 to 20 billboards, depending on the billboard ads medium, timing and market. All rates and minimum purchase figures for billboard rental, including 30 sheet and 8 sheet posters, depend on the billboards ads medium, timing and market, and availability may change without notice.
Discounts: Government and nonprofit organizations are eligible for a discount on billboard advertising rates.
All rates and minimum purchase figures for billboard rental, depend on the billboards ads medium, timing and market. Photo by Zach Marshall on Unsplash
Impressions/views depends on location.
(Lead time is approx. 3 weeks. Can be reduced in certain cases.)
• Bulletin (Large Billboard):
Impressions/Views: Range of 20,000 to 50,000 per location per day.
Size: 48′ W x 14′ H
• 30 Sheet Poster (Medium Billboard):
Impressions/Views: Range of 10,000 to 20,000 per location per day.
Size: 22′ 8″ W x 10′ 5″ H
• 8 Sheet Poster / Junior Poster (Small Billboard):
Impressions/Views: Range of 8,000 to 12,000 per location per day
Size: 11′ W x 5′ H
• Digital/LED Bulletin (Large Digital Billboard):
Impressions/Views: Range of 35,000 to 65,000 per location per day.
Size: 48′ W x 14′ H
• Wallscape:
Impressions/Views: Range of 50,000 to 100,000 per location per day.
Size: Varies
Renting a billboard is not enough. If the location is on a backcountry road in the middle of nowhere, it will not be an effective use of advertising funds. To make sure that the billboard is effective, business owners should visit the area where the billboard will be placed. They should consider the number of people that will drive by each day, and the ability of the drivers to actually see the billboard.
Beyond making sure that the location is easy to see for drivers, companies should make sure that the billboard is placed in the right target area. A company that operates out of Maine will not find the customers that they need if they place a billboard in Massachusetts. Businesses need to find billboards for rent in their target area to ensure that they maximize each dollar spent on advertising.
Companies should make sure that the billboard is placed in the right target area. Photo by Denys Nevozhai on Unsplash
