Billboard
A billboard is a large outdoor advertising structure, typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically brands use billboards to build their brands or to push for their new products.
The largest ordinary-sized billboards are located primarily on major highways, expressways, or principal arterials, and command high-density consumer exposure. These afford the greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments.
Posters are another common form of billboard advertising, located mostly along primary and secondary arterial roads. Posters are in a smaller format and are viewed primarily by residents and commuter traffic, with some pedestrian exposure.
Advertising style
Billboard advertisements are designed to catch a person's attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it. They have to be readable in a very short time because they are usually read while being passed at high speeds. Thus there are usually only a few words, in large print, and a humorous or arresting image in brilliant color.Some billboard designs spill outside the actual space given to them by the billboard, with parts of figures hanging off the billboard edges or jutting out of the billboard in three dimensions. An example in the United States around the turn of the 21st century was the Chick-fil-A billboards, which had three-dimensional cow figures in the act of painting the billboards with misspelled anti-beef slogans such as "friends don't let friends eat beef."
The first "scented billboard", an outdoor sign emitting the odors of black pepper and charcoal to suggest a grilled steak, was erected on NC 150 near Mooresville, North Carolina by the Bloom grocery chain. The sign depicted a giant cube of beef being pierced by a large fork that extended to the ground. The scents were emitted between 7–10 A.M. and 4–7 P.M. from 28 May 2010 through 18 June 2010.
Types
Painted
Almost all painted billboards were created in large studios. The image was projected on the series of paper panels that made up the billboard. Line drawings were done, then traced with a pounce wheel that created perforated lines. The patterns were then "pounced" onto the board with a chalk-filled pounce bag, marking the outlines of the figures or objects. Using oil paints, artists would use large brushes to paint the image. Once the panels were installed using hydraulic cranes, artists would go up on the installed billboard and touch up the edges between panels. These large, painted billboards were especially popular in Los Angeles where historic firms such as Foster & Kleiser and Pacific Outdoor Advertising dominated the industry. Eventually, these painted billboards gave way to graphic reproduction, but hand-painted billboards are still in use in some areas where only a single board or two is required. The "Sunset Strip" in Los Angeles is one area where hand-painted billboards can still be found, usually to advertise upcoming films or albums.A technical invention called "trivision" allowed three different images to be rotated for presentation.
Digital
A digital billboard shows varying imagery and text created with computer programs and software. Digital billboards can be designed to display running text, have several different displays from the same company, or provide several companies with a certain time slot during the day. Flexible and real-time scheduling can decrease traditional upkeep and maintenance costs, and some billboards may measure audiences or serve dynamic content.Using digital billboards dynamically has come to be known as programmatic out-of-home advertising. Billboard posters can play audio using conductive ink; when touched, the posters begin to play sounds. Digital billboards can also employ 3D effects.
Mobile
Outdoor advertising, such as a mobile billboard, is effective because it is difficult to ignore. According to a UK national survey, it is also memorable. Capitol Communications Group found that 81.7% of those polled recalled images they saw on a moving multi-image sign. This is compared to a 19% retention rate for static signs.Unlike a typical billboard, mobile billboards are able to go directly to their target audience. They can be placed wherever there is heavy foot traffic due to an event – including convention centers, train stations, airports, and sports arenas. They can repeat routes, ensuring that an advertiser's message is not only noticed but that information is retained through repetition.
Multi-purpose
Billboards may be multi-purpose. An advertising sign can integrate its main purpose with a telecommunications antenna or public lighting support. Usually, the structure has a steel pole with a coupling flange on the above-fitted advertising billboard structure that can contain telecommunications antennas. The lighting, wiring, and antennas are placed inside the structure.Other
Common along highways are free-standing two-sided as well as three-sided billboards. Other types of billboards include the billboard bicycle attached to the back of a bicycle or the mobile billboard, a special advertising trailer to hoist big banners. Mechanical billboards display three different messages, with three advertisements attached to a conveyor inside the billboard. There are also three-dimensional billboards, such as the ones at Piccadilly Circus, London. Traditional billboards consist of a large format advertisement printed on a resistant material such as vinyl; this is placed on a large metal structure, which makes it one of the media with the most visibility and high impact within the advertising field.Placement
Some of the most prominent billboards are alongside highways; since passing drivers typically have little to occupy their attention, the impact of the billboard is greater. Billboards are often drivers' primary method of finding lodging, food, and fuel on unfamiliar highways. There were approximately 450,000 billboards on US highways in 1991. Somewhere between 5,000 and 15,000 are erected each year. Current numbers are put at 368,263, according to the OAAA. In Europe billboards are a major component and source of income in urban street furniture concepts.An interesting use of billboards unique to highways was the Burma-Shave advertisements between 1925 and 1963, which had 4- or 5-part messages on multiple signs, keeping the reader hooked by the promise of a punchline at the end. This example is in the National Museum of American History at the Smithsonian Institution:
These sorts of multi-sign advertisements are no longer common, though they are not extinct. One example, advertising for the NCAA, depicts a basketball player aiming a shot on one billboard; on the next one, 90 yards away, is the basket. Another example is the numerous billboards advertising the roadside attraction South of the Border near Dillon, SC, along I-95 in many states.
Many cities have high densities of billboards, especially where there is dense pedestrian traffic—Times Square in New York City is a good example. Because of the lack of space in cities, these billboards are placed on the sides of buildings and sometimes are free-standing billboards hanging above buildings. Billboards on the sides of buildings create different stylistic opportunities, with artwork that incorporates features of the building into the design, such as using windows as eyes, or for gigantic frescoes that adorn the entire building.
Visual and environmental concerns
Many groups such as Scenic America have complained that billboards on highways cause excessive clearing of trees and intrude on the surrounding landscape, with billboards' bright colors, lights, and large fonts making it difficult to focus on anything else, making them a form of visual pollution - a state of affairs evoked pithily in Ogden Nash's parody of Joyce Kilmer's oft-quoted poem Trees:Other groups believe that billboards and advertising contribute negatively to the mental climate of a culture by promoting products as providing feelings of completeness, wellness, and popularity to motivate purchase. B.U.G.A. U.P. was a movement that commenced in Australia and took direct action against primarily tobacco and alcohol billboards. Another focal point for this sentiment would be the magazine AdBusters, which will often showcase politically motivated billboard and other advertising vandalism, called culture jamming. Billboards have been criticized as an example of attention theft.
In 2000, rooftops in Athens had grown so thick with billboards that it was difficult to see its famous architecture. In preparation for the 2004 Summer Olympics, the city embarked on a successful four-year project demolishing the majority of rooftop billboards to beautify the city, overcoming resistance from advertisers and building owners. Most of these billboards were illegal but had been ignored until then.
In 2007, São Paulo, Brazil instituted a billboard ban because there were no viable regulations of the billboard industry. Today, São Paulo is working with outdoor companies to rebuild the outdoor infrastructure in a way that will reflect the vibrant business climate of the city while adopting good regulations to control growth.
Road safety concerns
The most comprehensive review of the literature to date by the Centre for Accident Research and Road Safety-Queensland found that crash risk increases by approximately 25-29% in the presence of digital roadside advertising signs compared to control areas. There is an emerging trend in the literature suggesting that roadside advertising signs can increase crash risk, particularly for those signs that have the capacity to frequently change.In the US, many cities enacted laws banning billboards as early as 1909 but the First Amendment has made this difficult. A San Diego law championed by Pete Wilson in 1971 cited traffic safety and driver distraction as the reason for the billboard ban but was narrowly overturned by the Supreme Court in 1981, in part because it banned non-commercial as well as commercial billboards.