Like newspaper, outdoor advertising tends to be a one-supplier medium in most markets. And you can place your billboards where you need them, within the trading area from which you draw your customers. Use billboards to reinforce a message or an image that you've established with other media. With the right creative, a billboard can extend the impact of your newspaper, TV, or radio campaigns. If you decide to go with outdoor, be prepared to go for the long haul.
Most outdoor contracts require a commitment of six months to a year.
If your advertising message is simple and to the point, it's possible to get by on billboards alone. Be sure your graphics are just as simple, bright, and bold as your message. The key to judging the value of your ad schedule is in understanding the jargon those media salespeople speak when they knock on your door. When you buy advertising, what you are really paying for are impressions. That's why TV stations and radio stations are in the business of getting bigger ratings and newspapers strive for bigger circulation.