The ads needed to be big, bold, and colorful to catch attention from drivers and passengers, especially since they would only be seen for several seconds. As more American roads filled with automobiles, so did the demand for billboard ads.
The modern billboard today follows the set industry standard due to the mass production effort put in place in the latter part of the century. Now, all billboards are a single uniform size, making it easier for large brands to place one advertisement across multiple billboards anywhere in the country.
The only thing that has not changed since the early days of billboard ads is the competition. In order to do that, the ad has to be well executed. And just like anything else, some are far better than others. Advertising began outdoors.
The earliest outdoor messages were probably inscriptions on Egyptian monuments. When Johannes Gutenberg invented the movable type printing in , modern advertising was introduced through the handbill.
In the first illustrated poster was made when the lithographic process was perfected. Prior to the advent of motor vehicles, primitive examples of billboards were sometimes used to alert people traveling on foot, on horseback, or by carriage that an inn could be found within a certain distance up the road. Along with naming the inn and providing an approximate distance to the establishment the billboard would sometimes list some of the amenities such as clean beds, food, and the presence of facilities to house the carriage or stable the horse.
During the early 20th century the growing use of automobiles quickly led to companies making use of billboard advertising to publicize a wide range of products and services. Motor villages and motels would buy or lease billboards as a means of directing potential customers to their facilities. Ironically within the same Act it provided for the screening of junkyards from specified highways with of all things billboards. It did not apply to every highway but its aim was to limit billboards to commercial and industrial locations.
There were compensation provisions for owners of existing boards but the penalty for States not taking control within their boundaries was the loss of revenue from the highway budget from Federal Government. They were in essence just large posters attached to a permanent fixture such as a building.
Billboards were placed at the sides of roads to capture the attention of passing motorists. As the speed of the motor car increased with its development, billboards needed to be larger. The billboards needed to be larger so as to give the passing motorist enough time to take in the advertisement. The largest standard-size billboard that is now used on highways and major arterials is the Bulletin which is 14 feet x 48 feet in size.
On the assumption that you have already found out how to rent billboard space or how to rent a billboard sign, there are two other key factors that need to be considered. Firstly you want your billboard advertising to be seen by as many people as possible; the number of in-market impressions is vital to a successful advertising campaign. Secondly you need to consider the advertisement itself. It needs to attract attention and be clearly visible from a distance.
It needs to have as little writing on it as possible, and a memorable slogan works best. The whole idea of a billboard is to get those passing by to notice and remember it. There are professional designers for the OOH industry, and it would be foolish not to use their experience just to save on costs.
The association has had to adapt to all of the changes experienced within the industry and it now covers many other kinds of outdoor advertising signs and mediums beyond traditional outdoor billboards. It was the popularity of automobiles that really contributed to the growth of the outdoor advertising industry.
In fact, it was the mass affordability of Henry Fords Model-T which brought private transportation to the masses, and as a result created a new mobile audience to which the billboard industry could market. Ongoing innovation in the outdoor advertising industry has seen growth in the size of billboards, changes in the materials being used, as well as upgrades in technology such as improved mechanical components and digital billboards.
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