types of billboards

Types of Billboard Structures

Advertising, fundamentally, has remained mostly the same over the years. However, as we move through a more encompassing digital world, one type of advertisement is quickly changing face and shape: billboard displays. In fact, there are now a variety of different types of billboard structures to select, making it a more versatile form of advertisement for companies worldwide.

Businesses often look to advertising to help reach a wider audience and bring more people in. Small businesses, usually have smaller budgets and therefore require a more systematic and strategic approach. Still, all businesses should look for an effective advertising strategy in order to receive the most value and return on investment. Luckily, outdoor media advertisements are still largely effective for a variety of industries. In fact, many businesses would be surprised to see the various types of billboard structures.

Having options for any type of advertisement is always a positive. We’re breaking down the basic structure of billboards here and how some may or may not be more effective than others. If you’re looking for an outdoor media company in Puerto Rico, contact us directly to chat about next steps.

billboard construction design

Standard Bulletin Billboard

There are definitely a variety of different types of billboard structures. Be sure to check out our article on how billboards are made – it’s an interesting read. A standard bulletin billboard is one of the most common billboard structures. Most standard bulletin billboards are located along major roads and highways, which makes it easy for people driving on those roads/highways to see what is being advertised.  Just about every standard bulletin billboard is quite large, which allows each structure to hold large billboard advertisements.

While driving along a major road, it’s guaranteed that you will see at least one standard bulletin billboard. It isn’t hard to figure out why this is the case, since standard billboards have been around for a very long time, and are consistently effective at grabbing people’s attention.

Every standard bulletin billboard holds a printed billboard advertisement. Two of the most common materials for these printed billboards are PE plastic and PVC vinyl. Both of these materials are quite durable and long-lasting, which ensures that they won’t be damaged by intense weather.

Even though a standard bulletin billboard is one of the most basic billboard structures, it still offers plenty of unique creative possibilities. Many of these possibilities come from a variety of different colors and designs that can be displayed on a billboard advertisement. Plus, there’s the large size of most standard bulletin billboards, which allows for larger, and more creative, billboard advertisements.

Painted Billboard

painted billboards

Most billboards are made with the aid of graphic design software and then printed out. Painted billboards, on the other hand, are painted entirely by hand. Painted billboards often take a very long time to make, since they’re painted by hand, but each one has a unique and compelling visual style that differentiates it from other billboards.

Today, most billboard advertisements are made using graphic design software. Once the billboard advertisement has been designed, using graphic design software, it is then printed and posted onto a billboard.

Painted billboards are hand-painted and made without using any kind of computer software. It is, more often than not, a long and difficult process that can take up to more than one-hundred hours, depending on the size of the billboard and the colors and designs that it consists of.

What sets painted billboards apart from other billboards though, apart from the fact that they are hand-painted, is there strong aesthetic qualities. Painted billboards have their own, very distinct, artistic qualities that can be more grabbing and interactive for passersby.

Mobile Billboard

Mobile billboards are, as the name implies, completely mobile. Most mobile billboard advertisements can be found on bikes, trucks, and buses; modes of transportation that can hold a billboard advertisement. Since mobile billboards are constantly moving, oftentimes in areas where there are few traditional billboards, this gives many people the opportunity to engage with the billboard advertisement that the mobile billboard is displaying.

Mobile billboards are, unlike traditional billboards, unbound by a particular billboard structure or platform. Rather than taking the form of a traditional billboard structure, mobile billboards are often various modes of transportation, such as bikes, buses, and trucks. Since mobile billboards are in constant motion, many people have the opportunity to see and engage with what the billboard is advertising.

Billboard Trucks

The majority of mobile billboards are big trucks that consist of a large body that is designed for displaying advertisements. On the body of a mobile billboard, there is the billboard advertisement, which often varies in size depending on the size of the truck – or any other vehicle – that comprises the mobile billboard.

While the mobile billboard medium isn’t that different from a traditional billboard medium, it does offer some fascinating creative possibilities. Possibilities such as integrating elaborate light systems, a sound system, turning the interior of a mobile billboard into a three-dimensional display case; among various others. Each one of these creative possibilities serves as a way of making a billboard advertisement more unique and memorable.

Digital Billboard

billboard construction design

In today’s advertising market, digital billboards have become increasingly popular. By using a digital billboard, a billboard advertisement can be set up in a nearly instantaneous manner, can be set to run for specific blocks of time, and can make use of things like animated text, sound, and videos.

While standard billboards are still very popular, digital billboards have risen greatly in popularity. It isn’t difficult to see why this is the case, either, since digital billboards offer a variety of benefits and advantages that standard billboards simply don’t.

Perhaps, the most notable benefit that a digital billboard offers is that of creativity. By using a digital billboard, you are able to display things like animated text and brief videos – among various other things – all of which make a billboard advertisement more compelling and memorable.

Beyond that, though, digital billboards aren’t bound to the same physical requirements that other billboards are. There is no need to spend any money on printing the billboard, for example, and renting a digital billboard for a few hours every day – or some other period of time – is a valid option that digital billboards allow for.

The Anatomy Of A Billboard

types of billboard structures

While there are many different types of billboard structures. Most standard billboards consist of three basic components. The first of these three basic components is the steel structure that supports the billboard; then there’s the lighting system that the billboard uses; and, finally, the billboard advertisement.

Every standard billboard consists of three basic components. Each of these three components serves an integral part in the strength, durability, and general effectiveness of the billboard structure.

A standard billboard consists of a large steel structure that consists of a tall pole and a frame. The pole is rooted into the ground, and it is used to hold up the frame. On top of the pole, there is the frame, which is often made of steel I-beams.

Within the steel frame, there is often lighting equipment that has been routed through. Each piece of lighting equipment is used to illuminate the billboard advertisement that is being held on the frame. That way, if people drive by the billboard at night, they will be able to see the billboard advertisement.

On the frame itself, there is a billboard advertisement. Usually, the frame is covered with a backing material before the billboard advertisement is placed onto the frame. Right after the backing material is placed, large sheets of PE plastic or PVC vinyl are laid onto the frame.

led digital billboard advertising

Advantages of Digital Billboard Advertising

Billboard advertising is rapidly changing. The use of computer screens as advertisements has been around for a while but in recent years billboard-size digital displays and LED billboard advertising is bringing a new level of affordability. Digital billboards aren’t just for high-end brands with big pockets; it’s time for everyone to consider whether or not digital billboards are right for their marketing campaign. After all, the advantage of digital billboard advertising are evident.

Billboards offer a range of benefits over their traditional counterparts and in this article, we’ll look at all of the advantages of digital billboard advertising with some examples that show the power of this cutting-edge advertising tool. In specific, let’s dive into LED billboard advertising and a new age of technical outdoor media.

Target Pollen Billboard

LED Digital Billboard Advertising

Thanks to the internet people have different expectations about how advertising works. They spend hours staring at screens that display advertisements tailored to them. Ads today know our names, our locations, and what we’ve been looking for. In fact, most digital ads found online are constantly evolving and highly dependent on the actions we choose to take, meaning they’re customized for us. Digital billboards might not be able to reach this level of customization, but they can still utilize the latest technology to deliver a timely message. This is one of the major advantages of digital billboard advertising.

Look at this digital billboard advertisement from Target. It’s a powerful reminder of allergy season that utilizes the latest pollen count. It’s a brilliant combination of useful information and powerful marketing that is sure to stand out in a world flooded with advertisements. LED digital billboard advertising makes this possible. With bright color and amplified graphics, outdoor media like this can really grab the attention of many. And if it doesn’t? No problem, just change it up.

Fox Time Sensitive Billboard

Digital billboards can display time-sensitive messages

Have you ever gotten excited by an ad for an event only to realize that its time had already come and passed? Many companies waste money paying for advertisements that will outlive the events they are advertising. Digital ads can cut down on waste by automatically switching over at certain times.

Take this advertisement for the TV show “Hell’s Kitchen” as an example. Traditionally advertisements for a weekly TV show would have to run all week long, even though the show wouldn’t be on six out of the seven days. But with digital billboards, a TV channel advertising on a billboard can make sure that it always advertises the shows that viewers can watch immediately after they see the ad. It’s a great way to increase the ad’s return on investment.

Digital Billboard Strategy

The same digital billboard can display two entirely different advertisements just minutes apart from one another

A traditional billboard can only display one advertisement at a time, and it can take hours of work to transition from an old ad to a new message. This isn’t the case with digital billboards. A digital billboard can be loaded up with multiple messages that it cycles between on a set schedule. Companies that advertise on digital billboards can buy the perfect amount of advertising for their needs and budgets. This means that there’s no reason to pay extra to monopolize an entire billboard if you think you can do just as well sharing the space. Say goodbye to one-size-fits-all ad buys!

Dogers Digital Billboard

Digital billboards can convey a sense of urgency

Most people are procrastinators by nature. If they can put something off, they will. Companies lose sales all the time because of this. Customers might plan on making a purchase, but they decide to wait until later and end up never spending a dime. To overcome this tendency it’s important to create a sense of urgency, and digital billboards are uniquely equipped for this task.

Just look at this advertisement for Dodgers Baseball. It has a timer ticking down, which can have a big psychological impact on those who pass. It reminds them that time isn’t unlimited, that they need to act quickly if they don’t want to miss their chance to see a game. A traditional billboard might be updated every day, but a digital billboard has the advantage of ratcheting up the urgency with updates by the hour, minute, or even second.

Digital Billboard Advantages

Digital billboards can engage with customers on a grand scale

One of the best ways to ensure repeat business is by building a deeper connection with your customers. In the past billboards used to be a highly impersonal type of advertising but digital billboards can facilitate interaction between you and your customers. Just check out this campaign by Pattison Onestop and Spacing Magazine. They asked for people to tweet out love letters to Canadian cities and then broadcast those letters across the cities. Traditional billboards might have been able to display a single message, but the digital billboards could display hundreds of messages a day.

People got to see their own words on billboards across the country, news outlets got a patriotic story to tell, and Pattison’s shopping centers gained plenty of fantastic PR. It’s the sort of marketing-win that digital billboards enable.

bMedia Digital Billboard

The world is moving quickly and billboards need to keep up with the change of pace

Information travels faster than ever in the age of smartphones. Traditional static billboards were invented in a world where news traveled at the speed of the newspaper. Today even 24/7 cable news channels are too slow for media consumers who are hooked into a constant stream of social media messaging. If you want to keep up in this environment, then you need the sort of flexibility that digital billboards can offer, especially in conjunction with a sound billboard marketing strategy.

how billboards are made

How Are Billboards Made

How are billboards made and what does the process look like? The process of making a billboard requires different components and decisions. Some components cover what materials the billboard is made from, which is usually fixed. Those hiring for a new billboard build can select from design options and creativity that coincides with their billboard marketing strategy and campaign. Decisions such as choosing what the billboard will be made out of, what it will convey, what it will look like, how big it will be, how long the billboard contract will last can be decided at the initial start of the campaign.

Edits and updates to a billboard campaign will likely vary for each business, but overall the components to building a new billboard are uniform. We’re reviewing how billboards are made and how they can be enhanced to produce the most effective billboard marketing campaign.

process of billboard creation

What Are Billboards Made Of?

Every billboard consists of three major facets. The frame that holds the billboard, the billboard itself, and the electrical mechanisms that illuminate the billboard. If one of these facets was missing from a billboard, then the billboard medium would be very different.

How are billboards made and what is the process during the physical build? Most billboards are supported by tall steel poles that hold up a large frame. To support the large frame, the steel poles are designed for durability and longevity, relying on stainless steel to support both the frame and the billboard that it holds.

Right at the top of the steel poles, there’s the frame itself. Within this frame, a billboard can be held, as well as various pieces of lighting and electrical equipment. These components are particularly vital as they allow the billboard to display an ad for longer periods rather than just in daylight.

All across the surface of the frame, there’s a material known as “facing”. Facing allows the art that comprises the billboard to be attached to the frame. Large sheets of paper or vinyl artwork are spread across the frame’s surface.

Most billboards rely on using printed sheets of paper and vinyl, rather than hand-painting the frame of a billboard because it’s much cheaper. But, there are still a variety of hand-painted billboards around, and many of them are quite popular due to the fact that they are hand-painted.

To illuminate the billboard, there are lighting and electrical systems embedded within the frame and right outside of it. Most of these lighting and electrical systems rely on automatic timers because it’s far more convenient than manual activation.


How Are Billboards Made?

Making a billboard is a process that consists of several key steps and a variety of different choices. Each one of the steps and choices that comprise the process of making a billboard is incredibly important and allows for a successful billboard marketing campaign.

Every billboard is designed to convey a very particular message that leads to a very particular result. Results such as “more website viewers” and “more people calling in”. But, as mentioned, in order for this result to be obtained a billboard must convey a message that entices people to engage with the offer in a way that leads to the desired results.

Once the intended results are known, a message must be formulated, for the billboard, so that those results can be created. Ideally, this message is clear, concise, and easily conveyable using visuals and as few words as possible.

making billboards

Designing a billboard

Marketing messaging usually determines the mood and setting that the billboard can prove to be most effective. If humor is an underlying theme within the billboard messaging, bright colors might enhance the imagery and, thus, make it stand out a little more. Similarly, if the attempted theme is serious or professional, colors may correlate with these emotions. Hiring an expert graphics team that is experienced in billboard creativity is especially crucial because visual aids are one of the highest priorities. A good billboard makes use of the medium’s visual nature to entice and engage the viewer — who is most likely driving their car — so that they will then engage with what is being offered.

After the billboard has been designed, it must be set-up. Setting up the billboard involves several key choices. Choices such as choosing the material that the billboard will be made of, choosing where your billboard will be displayed, and choosing how long your billboard will be displayed.

Most billboards rely either on paper or vinyl, due to the strength and affordability of those materials. Of course, there are digital billboards and, as mentioned earlier, hand-painted billboards. Both options are also valid, but billboards made of paper or vinyl are far more conventional.

More often than not, a billboard made of those materials will need to measure 48-feet in width, and 14-feet in height. The reason for this is because most billboard frames possess those measurements, due to it being an industry standard. But, there are plenty of billboard frames that have different measurements, which is why it’s important to know where the billboard will be located before printing.

A standard billboard contract lasts for at least one month. If the billboard is doing well, then the contract should be extended, but if it isn’t, then the billboard should be revised or moved somewhere else.


how are billboards made

What Does Billboard Maintenance Consist Of?

In answering the question, how are billboards made, you must also account for their continued maintenance.

Print Billboard

Maintaining a print billboard is quite easy, due to the fact that print billboards rely on very few individual components and facets. Most print billboards are made of strong and durable materials that last for a considerable amount of time. Unless a billboard has been displayed for a very long time, it’s unlikely that fresh sheets of paper or vinyl will be needed.

Digital Billboard

Maintaining a digital billboard is far more complex, due to the variety of systems and components that comprise a digital billboard.

How Are Billboards Made: Common Issues

What can be problematic, though, is the lighting systems that billboards rely on. If a bulb goes out, then that bulb must be replaced. If the lighting system is damaged, then it must be repaired. Without the proper lighting, drivers will be unable to see the billboard at night.

Maintaining a digital billboard is quite different from maintaining a print billboard. Digital billboards rely on complex hardware and software, all of which must be maintained on a regular basis. Most of the time, digital billboard maintenance consists of things like making sure the software is up-to-date, that the display is set-up properly, that each cord and cable is connected, and that the billboards are being displayed in the manner intended.



billboard ad strategy

Billboard Marketing Strategy

Without the proper billboard marketing strategy, creating an effective billboard marketing campaign is challenging. To create a proper billboard marketing strategy, you must be aware of several pieces of very basic, but extremely useful, information. With this information, the entire process of setting up a proper outdoor advertising campaign should be easy and effective.

billboard marketing strategy

Know Your Goals

Every billboard marketing campaign must have a definite purpose.

Without this definitive purpose, it is much more difficult to develop a sound billboard marketing strategy. For example, understanding your audience’s behaviors and interests requires first defining who your audience is and what they do.

Every billboard marketing campaign must have a definite purpose or goal that defines the billboard marketing strategy. Without this definite purpose, creating an effective billboard marketing strategy is far more difficult, because you are unaware of the exact intent of the billboard marketing campaign.

When thinking about your billboard marketing campaign, consider the benefits that you would like the campaign to produce. Do you want more sales? More leads? Are you just trying to get more people visiting your website? Ideally, your intended result is something that is easily measurable.

No matter what, make sure you know the exact purpose of your billboard marketing campaign and the results that you desire. When you are aware of that definite purpose, you can then define the rest of your billboard marketing strategy around that purpose and your intended results.


Is Your Billboard Marketing Effective?

Knowing whether or not your billboard marketing strategy is effective will be an important data point to collect. First, though, you’ll need to know how to define an effective outdoor media campaign. Learn how to measure billboard effectiveness

Collect data! In order to receive a higher ROI (return on investment), you should work with tools that will allow you to measure success. Determine if there are any spikes in business after running an outdoor media ad, or utilize a hashtag to determine if viewers are interacting with your billboard and taking action.

If you’re creating a billboard marketing strategy, first determine your conversion metrics. For example, every billboard marketing campaign is designed toward a goal, for example:

  • better sales
  • more leads
  • more website visits

All of these metrics should be measurable. If the results you are attempting to produce aren’t measurable, it’s very difficult to determine whether or not your billboard marketing campaign has been effective.

To measure the effectiveness of your billboard campaign, you should have some kind of metric in-place. If the intention of your billboard campaign is to have more people visiting your website, you could use web analytics. With an effective ad, you should be capturing new leads every day that your billboard is displayed. Learn about the best billboard designs here.

Regardless of the specific results you would like your billboard marketing campaign to create, make sure you have a way of measuring them. Without that measurability, there’s a good chance you could waste money on an ineffective billboard campaign.

outdoor media strategy


Review And Edit Frequently

When in doubt, evaluate and change it up!

A reliable billboard marketing strategy is adaptation. Get outside ideas, think beyond the usual scope, and don’t be afraid to take chances. Let’s face it: some billboard marketing campaigns are ineffective. Review and adjust frequently. Discover new ways of promoting your service, brand, products, etc. Make things interesting and be sure to speak directly to your ideal consumer.

If your billboard is unclear or boring, most people won’t take action on the information that’s on the billboard. If your billboard is located in an area where there is little traffic, then that means very few people are seeing your billboard. If your billboard is surrounded by plenty of other billboards – perhaps, these billboards are far more eye-catching than yours – then it will be harder for your billboard to be noticed.

When you review those aspects of your billboard, you may find that there are flaws in your billboard marketing campaign. If there are, then you must take the necessary actions to rectify those flaws, such as redesigning the visuals on your billboard and finding new places for your billboards to go.


Budgeting for your Outdoor Meia

Consider costs for producing and display an outdoor ad. While they’re not cheap, they should be returning a portion of your ad spend and scaling your business. With a set billboard marketing strategy, you will know the costs of an ongoing campaign and the margins that will determine your final ROI.

Pro Tip: Always do your marketing analysis and branding before you launch any type of outdoor media! Viewers remember strong brands, unique messaging, and excellent design.

When you are outlining the budget for your billboard’s marketing campaign, there are a variety of different factors that you must consider. Two of the most important factors that you must, consider, though, are the design of the billboard and where the billboard is going to be located.

effective billboard strategy

More often than not, the biggest cost in any billboard marketing campaign is the location that is being rented. For example, a billboard in Times Square can cost as much as $3M per month. But, while renting that billboard space can be quite expensive, a good location is always worth the cost because it allows many people to see your billboard and to engage with what you are offering. But, if your billboard is in a bad location, then very few people will see it.

As a result of this, it is wise to set aside much of your budget towards renting out the proper billboard location. With the right billboard location, many people will see your billboard and engage with what you are offering.

In order for people to see, and understand, what you are offering, your billboard must have a good design. Ideally, this design will be clear, concise, engaging, and memorable; all while highlighting what it is that you are offering.

Since your billboard must be all of those things, it’s wise to set aside a fair amount of money for a good billboard design company. With a good billboard design company, the entire process of making your billboard look nice and convey what needs to be conveyed is much easier, ensuring that people will see and remember what you are offering.