How to Buy a Billboard Near You
Billboards are a lot like houses for rent. They have owners — the vendors — and they rent out space for four-week periods. In most areas, the Big Three vendors—Clear Channel Outdoor, Lamar Advertising, and Outfront Media—dominate the billboard landscape. These companies own a significant portion of billboard inventory in urban and suburban areas alike. Beyond the Big Three, other prominent players like JCDecaux, Big Outdoor, and Intersection also manage a wide range of high-profile boards in select markets.
In addition to the large national vendors, there are smaller regional vendors who may own just a handful of boards along specific highways or rural areas. Occasionally, you might even come across an independent owner—a farmer, for instance—who has erected a sign near their property and rents it out for extra income. These smaller operators often offer unique opportunities to secure highly localized placements.
Starting With a Specific Billboard in Mind
If you’re approaching billboard buying with a specific sign in mind, your first step is identifying the board’s owner. For example, let’s say you’re promoting an artist releasing an album to coincide with Coachella and want a billboard along the main route to the festival. To secure that premium location, you’ll need to track down who owns the sign and negotiate terms for its use.
Many billboards have the owner’s name and contact information displayed at the bottom of the sign. If you can’t find this information easily, a bit of detective work might be required. Here are some effective ways to determine billboard ownership:
- Contact the current advertiser: Call or email the company currently advertising on the board and ask which vendor sold them the space.
- Reach out to local vendors: Contact billboard companies operating in the area to ask if the board belongs to them.
- Contact national vendors: Call larger vendors, such as Clear Channel Outdoor, Lamar, or Outfront Media, to see if they own the board or can identify the owner for you.
This process can sometimes be time-consuming, especially if you’re new to billboard advertising or if the board is owned by a smaller, independent vendor. This is one of the reasons many advertisers choose to work with agencies. Agencies like DASH TWO specialize in outdoor advertising and can streamline the entire process for you. With a deep knowledge of the industry, they can identify billboard owners quickly, saving you valuable time and effort.
The Benefits of Working With an Agency
Working with an experienced agency provides several advantages. Agencies typically have access to comprehensive databases of billboard inventory, enabling them to determine availability and ownership with just a few calls. Additionally, they can provide guidance on selecting the most strategic locations based on your target audience, budget, and campaign goals.
For example, if you’re planning a regional campaign targeting commuters in Los Angeles, DASH TWO can help you pinpoint high-traffic areas with optimal visibility. Conversely, if you’re looking for a more localized campaign—perhaps a single board along a key highway—agencies can also negotiate competitive rates and ensure the location aligns with your objectives.
Maximizing the Impact of Your Billboard Campaign
Beyond finding the right location, it’s essential to consider how your creative will resonate with viewers. Effective billboards feature bold visuals, concise messaging, and a strong call to action. Whether you’re advertising a music release, a new product, or an upcoming event, your campaign’s success will depend on how well your billboard captures attention and communicates your message quickly.
Another critical factor to keep in mind is timing. For campaigns tied to specific events—like Coachella or a product launch—it’s crucial to secure your billboard space well in advance. Premium locations can be in high demand, particularly during peak seasons, so planning early is key to locking in your desired placement.
Learning More About Outdoor Advertising
Outdoor advertising is a versatile medium that works well for a variety of industries, from entertainment to retail. If you’re new to this advertising format, gaining an understanding of the basics can help you make informed decisions. For a deeper dive into the world of outdoor advertising, check out this comprehensive guide on out-of-home advertising.
When you’re ready to take the next step, partnering with a trusted agency like DASH TWO ensures that your campaign will be executed seamlessly. From securing the perfect location to developing impactful creative, we’re here to help you achieve your advertising goals.
