Unusual Sign Structures and What They Might Mean
Driving along the highway, it’s not uncommon to spot a billboard that looks out of place—perhaps it has mismatched poles, an odd shape, or pieces that don’t seem to fit together. These signs often carry a backstory that goes beyond simple advertising. Before investing in a billboard with unusual features, it’s wise to understand why these structures deviate from the norm.
- One-of-a-Kind Assemblies
Standard billboards follow certain guidelines: a single, solid pole for monopoles, or evenly spaced supports for wooden or I-beam models. When that pattern isn’t followed, the sign might be a custom creation. In some cases, the builder used salvaged metal from a scrapyard, piecing it together in a way that doesn’t conform to standard engineering. While these signs might fulfill a need in a pinch, they often lack official verification of safety. - Modified After Installation
Other times, a billboard that started life as a conventional structure was changed to meet new requirements. For instance, someone might have needed extra height to clear surrounding obstructions, so they added another segment to the pole. Or perhaps heavier display components—like LED panels—were installed, requiring extra bracing. Such alterations can be easy to spot, especially if the braces and extensions don’t blend in seamlessly with the original design. - Adapted from a Different Use
In some instances, the pole that supports a billboard was not originally built for that purpose. It might have served as a support for a gas station sign or a different type of display. These poles might be either overbuilt or underbuilt for the sign they now hold, raising questions about structural integrity and whether the existing permit applies to the billboard. - In-Depth Due Diligence Is Essential
If you’re thinking of purchasing a billboard that appears to be nonstandard, a thorough investigation is necessary. Double-check engineering records, permits, and safety features like catwalks and railings. If the sign is cobbled together or altered in ways that go beyond its initial design, it may not endure high winds or other stresses. Always confirm that it meets local regulations and safety requirements before finalizing a deal.
The Influence of “Exit Now” in Billboard Advertising
In materials from Harvard University’s business school, there’s a statement that the strongest words you can put on a billboard are “Exit Now.” This is because billboards excel at prompting immediate action—something other media cannot do at the same moment a consumer is ready to buy.
- Why Timing Matters
Billboards hold a unique advantage by reaching potential customers at the very point where they can act on what they see. Newspaper or online ads might catch attention, but there’s no guarantee readers are near the business when they view the message. With a well-placed billboard, a driver can pull off the road and act on the promotion right away. - Best Prospects for “Exit Now”
Advertisers positioned right off the interstate typically benefit most from “Exit Now” messaging. When evaluating different advertisers for your space, the one who can connect to nearby services (restaurants, hotels, or attractions) tends to see a better return on investment. “Next exit” can also be effective, but nothing beats letting a potential customer know they can address their needs immediately. - Strong Renewal Rates
In practice, advertisers who can say “Exit Now” often become long-term clients. They view the billboard as an integral part of their business, leading them to maintain the advertisement for years. That stability can be a significant benefit when you’re looking to invest in, or operate, billboards.
Final Thoughts
Billboards that stray from standard construction warrant extra scrutiny for safety and permit considerations. Meanwhile, using “Exit Now” often maximizes the power of roadside advertising by catering to on-the-spot decision-making. By staying alert to unique structural issues and focusing on ads that prompt drivers to take immediate action, you can minimize risk and enhance the returns on your outdoor advertising investments.