Why You Should Buy Your Billboards From an Outdoor Agency and Bypass Buying Directly From Vendors
Your company has a great idea for a billboard, and a friend of a friend knows a vendor who can get you a board for a low price. Sounds like a no-lose proposition, right?
Wrong. You may win a price break when you buy directly from one of the Big Three (Lamar, Outfront and Clear Channel), but you lose so much more. By using an agency, you receive access to the entire market, a singular focus on your return on investment (ROI), and a strategic approach to your campaign.
“You will never regret using an agency to find your billboard,” a client in the music industry told us after a recent campaign. “I didn’t realize it until I worked with you, but billboards are more of an art than a science. The campaigns we have run with your agency all outperformed the ones we did on our own buying from the vendor.”
Vendors sell space, but agencies sell audience, which builds results. Agencies’ local knowledge and unbiased opinions ensure your billboard will be more effective and efficient.
“I have bought directly from a vendor, and I have used an outdoor agency,” a beauty industry advertiser said after we wrapped up their latest campaign. “The price difference was negligible. But the difference in results was night and day. You took the time to develop a strategy that focused on our desired outcomes. The vendor seemed more interested in offloading empty boards.”
On every metric, agencies hold the clear advantage.
| Category | Direct From Vendor | Through an Agency |
|---|---|---|
| Inventory Access | ✕Limited to their boards | ✓Full market access |
| Whose Side | ✕Loyal to occupancy rates | ✓Works for you |
| Local Knowledge | ✕Glossy spec sheets | ✓On-the-ground insights |
| Negotiating Power | ✕Single-buyer rate card | ✓Bulk market leverage |
| Added Value | ✕Rate card only | ✓Over-posting, bonus flips |
| Risk Management | ✕Nominal discount, no fix | ✓Forced makegoods |
| What’s Sold | ✕Space | ✓Audience and strategy |
