In the world of advertising, billboards are the silent giants of the streets—large, eye-catching, and impossible to ignore. From towering highway displays to creative city placements, billboards have been a staple of marketing for over a century. If you’re new to advertising or just curious about outdoor marketing, here’s an introduction on you need to know about billboards.
What Is a Billboard?
A billboard is a large outdoor advertising structure typically found in high-traffic areas. Unlike digital ads or TV commercials, billboards are physical and visible to anyone passing by, often making them ideal for brand awareness campaigns. They come in various sizes and formats, including traditional static posters, digital LED screens, and 3D installations.
Why Billboards Still Work
Even in the digital age, billboards remain powerful for several reasons:
- High Visibility – Placed along highways, city streets, or near popular venues, billboards reach thousands of potential viewers every day.
- Brand Awareness – They’re perfect for creating a lasting impression, even if the viewer only glances at the ad for a few seconds.
- Local Targeting – Businesses can place billboards in areas where their target audience lives, works, or commutes.
- Creativity Matters– Bold visuals, humor, and clever messaging make billboards memorable and shareable, sometimes even going viral online.
Types of Billboards
Understanding the different types of billboards helps beginners plan an effective campaign:
OAAA (The Outdoor Advertising Association of America) ranks OOH into four main categories, billboards, street furniture, transit and place-based.
- Billboards – The classic large-format displays often seen along highways and busy streets. These can be static or digital and are designed for maximum visibility.
- Street Furniture – Ads placed on bus shelters, benches, newsstands, or other street-level structures, targeting pedestrians and urban commuters.
- Transit – Advertising on buses, trains, taxis, or subways. Transit ads move with their audience, offering exposure to commuters and travelers.
- Place-Based– Ads located in specific venues such as airports, malls, stadiums, or gyms, reaching audiences in targeted environments where they spend time.
By understanding these categories, beginners can better decide where their campaigns will have the most impact, whether reaching drivers on highways, pedestrians in cities, or consumers in specific locations. Curious what OAAA’s Year End 2025 OOH display numbers are? Learn more here.
How Does Billboard Advertising Work?
Planning a billboard campaign involves several steps:
- Location Selection – High-traffic areas with visibility to your target audience are key.
- Creative Design – Simple, bold messaging with readable fonts and striking visuals works best since viewers usually have only a few seconds to notice it.
- Timing & Duration – Some billboards are rented for a few weeks, while prime locations may require months-long campaigns.
- Measurement– While tracking is not as simple as digital advertising, there are advanced ways to measure the effectiveness of media campaigns through attribution solutions such as footfall and visitation lift studies. You can also deploy complementary media like re-targeting for quantifiable results.
Tips for Beginners
- Keep It Simple: Less text, more visuals. A single, clear message works better than paragraphs.
- Focus on the Audience: Consider who will see it and at what speed they’ll be passing.
- Use Bold Colors: Contrast helps your billboard stand out, especially on busy roads.
- Integrate with Digital: Add QR codes or hashtags to bridge offline and online engagement.
Final Thoughts
Billboards remain one of the most impactful forms of outdoor advertising. Their combination of visibility, creativity, and strategic placement makes them invaluable for businesses looking to leave a lasting impression. For beginners, understanding the basics of billboard types, placement, and design is the first step toward running a successful outdoor campaign.