How to Buy a Billboard: Start by Finding the Right Vendor
A common misconception among first-time advertisers is that local or state governments own the billboards along highways. In reality, most billboards are privately owned by vendors who rent out space to advertisers, either directly or through agencies.
Some of the largest billboard vendors in the U.S. include:
- Lamar Advertising
- Intersection
- Regency
- JCDecaux
- Clear Channel Outdoor
- Outfront Media
In addition to these major companies, there are numerous smaller, regional vendors that cater to specific markets.
Finding the Right Billboard: If you have a specific location in mind, start by identifying the owner. Some billboards display ownership information at the bottom, allowing you to contact the vendor directly. However, many do not, which is where agencies can help. Experienced agencies often have access to vendor databases and can quickly determine ownership details.
If you’re uncertain about where to buy a billboard, vendors can provide information about their available inventory. However, it’s crucial to perform due diligence. Visit the location to ensure the billboard offers high visibility for your target audience. Be aware that vendors might attempt to include less desirable locations in package deals, as explained in our guide on buying billboards strategically.
Negotiating with Vendors: Dealing with vendors can be challenging for first-timers, as they may lack the leverage and industry knowledge that agencies bring to the table. Agencies often have established relationships with vendors and access to better pricing through bulk negotiations. While buying a billboard directly is possible, working with a trusted agency like DASH TWO can simplify the process and help you secure the best locations at competitive rates.
