Many years ago, I wrote an article outlining what I called the "S-S-S" method—Spacing, Setbacks, and Survival—a simple yet effective approach to choosing the ideal spot for placing a billboard. While this method has been valuable to many in the billboard industry, the landscape has changed, and it's worth revisiting this approach to ensure its relevance in 2024.
Spacing
The principle of spacing, once guided by the Highway Beautification Act, remains a key factor in billboard placement. The distance between billboards is still regulated by law and varies across states, but today, data-driven insights can offer a significant advantage. Modern tools help pinpoint prime locations by analyzing traffic patterns, demographic trends, and even the types of vehicles passing by. These advancements allow billboard owners to make more informed decisions, ensuring maximum visibility and impact.
Setbacks
Setback regulations continue to shape where billboards can legally be placed, requiring specific distances from highways and property lines. However, new billboard technologies, such as digital displays and high-efficiency lighting, have made it easier to optimize billboard designs within restricted spaces. These innovations allow you to work within setback limitations while maintaining a strong visual presence. In 2024, knowing how to work with these restrictions is just as critical as ever.
Survival
The final component—survival—focused on placing billboards in spots that would likely remain undeveloped for years to come. That remains important today, but with added considerations. Using tools like GIS mapping and zoning data, billboard owners can now predict future land use and development trends more accurately. Additionally, integrating sustainability features, such as solar-powered lighting and energy-efficient designs, can extend the lifespan of your billboard by reducing operational costs and ensuring compliance with evolving regulations.
2024 Updates
A major trend shaping the billboard industry in 2024 is the shift toward sustainability and smarter technology. Eco-friendly billboards, powered by renewable energy sources, are not only reducing costs but also appealing to environmentally-conscious advertisers. Moreover, the growing use of digital billboards allows for dynamic content, which can adapt to changing traffic conditions or display different ads based on the time of day.
Another consideration for today's billboard investor is the evolving regulatory environment for digital billboards. Staying informed on local and state laws regarding digital signage will be key to future-proofing your investment.
Conclusion
While the "S-S-S" method—Spacing, Setbacks, and Survival—remains a reliable framework for billboard placement, 2024 introduces new elements that can enhance its effectiveness. By incorporating modern tools, sustainability, and an understanding of today's regulations, you can ensure your billboard not only remains relevant but thrives in the years to come.