Moveable message signs allow three different images or messages to show in succession on a single sign, greatly increasing potential revenue per sign. Of course, outdoor advertising has its drawbacks. The need to communicate a message in a split second to a viewer zooming by on the highway not only sharply limits the level of detail an outdoor ad can convey, but also results in relatively poor recall among viewers. Moreover, many consumers feel that billboards are ugly and only a few feel the signs are entertaining, according to research. Another worrisome development for outdoor advertisers is the steady retreat of the tobacco industry, a former outdoor stalwart.
Outdoor advertising is effective for communicating short messages and simple ideas or concepts.
Billboards can be placed at high-traffic areas or other strategic locations, while transit signs can be affixed to the backs and sides of buses, in bus stops, and in rail stations. The combination of size, color, and illumination attracts attention. Billboards can be used as directionals, pointing out the locations of a given business. Therefore, it is difficult to communicate product details, competitive advantagtes, and specific consumer benefits. Construction of new billboards is restricted by costs, space availability, and rigid municipal codes and environmental regulations.