Cheeps from Hunter-McMain

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Billboard Basics

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Want to advertise on a billboard? Outdoor billboards can be cost effective way of advertising in a city like Houston, Texas. We spend an enormous amount of time in our car and possibly pass hundreds of billboards every week.  Outdoor advertising has a lower cost per thousand than other types of advertising. Some say 80% less than television commercials, 60% less than newspaper ads and 50% less than radio ads. Before you make a decision, we would like to give you some basic information to help your billboard be more effective.

Keep it simple. Many advertisers want to cram a lot of stuff on their billboards because they have a large space to fill (many are 14 ft. x 48 ft.). But the truth is viewers only have a few seconds when driving by. Try to get noticed with a simple, small message. Using billboards should be a secondary medium, not a primary one. This means your advertising campaign should not just consist of a billboard.

7 Words or less. Because viewing time is so short, your message must be kept short. The industry tells us that viewers have less than six seconds to view. Short headlines work best.

Don’t Say it, Show it. Get creative with your ideas. Colors and photos can go a long way. Have you noticed the cows on the Chick-Fil-A billboards, they are not flat, they are actual sculptures of cows.

Quantity and placement. One billboard is not very effective especially if it’s placed in a bad location. Every billboard has a GRP (Gross Ratings Points) between 1 and 100. These ratings give you a score based on traffic, visibility, size and location. If the board is a 50, it means 50% of the population in that area would view it at least once a day. The best idea is to place several billboards in really great locations. Most sales contracts are to keep a billboard up for one month.

Here is an example of a billboard that we did for the Fall Home & Garden Show in The Woodlands:


Author: The Cheeps

"The Cheeps" are the chick designers that run Cheep Cheep Postcards and Cheep Cheep Websites, two divisions of Hunter-McMain, Inc. We're here to provide fun information on advertising design, business tips, and holidays--sometimes random--we would like to celebrate with you.

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