Maximize Your Traditional Advertising Results: What You Need to Know About Billboard Design and Advertising
There’s something powerful about seeing your brand stretched across the skyline—big, bold, and unmissable. For many businesses, securing a billboard is a bucket list moment in their marketing journey. But before you dive in, there are a few key things you need to know to make sure your investment pays off.
Location Is Everything
The golden rule of billboard advertising? Be where your audience is. A billboard on a quiet road with little foot or car traffic won’t do you much good. Choose high-traffic areas that align with your customer base. Whether you’re targeting daily commuters, airport travelers, or shoppers at the mall, your billboard should meet them where they are.
You Can’t Just Put Up a Billboard
One of the lesser-known facts about billboard advertising is that you can’t purchase space directly. Public access isn’t allowed—you have to go through an approved vendor or billboard reseller who works directly with media companies.
Understand the Real Costs
Billboards aren’t a small investment. On average, expect to spend around $4,000 every 4 weeks for a single billboard. This includes:
- Rental fees paid to the media company
- Creative design of the billboard itself
- Production of the vinyl (for traditional boards)
If you opt for digital boards, you’ll save on vinyl, but there’s another trade-off to consider.
Quantity (and Strategy) Matters
One billboard is rarely enough. To make a true impact and build brand recognition, most campaigns require multiple placements in strategic locations. Think of it like surround sound—you want your message coming from all directions.
Know Your Options
Highway billboards aren’t your only choice. Today’s outdoor advertising includes a wide range of formats:
- Bus wraps
- Benches
- Gas station toppers
- Airport displays
- Mall verticals
- Digital boards
Each one offers unique benefits depending on your target audience and campaign goals.
Digital Boards: More Flexible, But Less Exclusive
Digital billboards may seem more cost-effective, but keep in mind that you’re sharing the screen with 20–40 other advertisers. Your ad might only appear for 10–30 seconds every few minutes, reducing visibility and conversion potential. If a standard billboard has a 1% conversion rate, a shared digital slot may bring that down to 0.1% or less.
Support Your Billboard with Digital Retargeting
Outdoor advertising works best when combined with smart digital tactics. Geolocation retargeting allows you to capture mobile data from people who passed your billboard, then serve them relevant ads later online. It’s a powerful way to extend the life of your message and boost ROI.
Design Makes or Breaks Your Billboard
We’ve seen it all—fonts too small to read at 60 mph, cluttered messages, or logos that just don’t stand out. Billboard design is a unique art form. At Fisher Design and Advertising, our experienced designers know how to create bold, clear, and compelling visuals that grab attention and deliver your message in just a few seconds. After all, if you’re going to spend thousands on the space, don’t let bad design waste your investment.
Ready to Take Your Brand to the Streets?
Let our award-winning team help you make your billboard campaign not just seen—but remembered.
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