Billboard advertising relies heavily on visibility. When a billboard’s message isn’t readable for long enough, its effectiveness plummets. Here’s how to determine if a read is too short and what steps you can take to manage this issue.
Identifying Obstructions
Evaluate when obstructions truly affect visibility. It’s common to see a distant tree or building and think it obstructs the billboard. However, these obstructions only matter if they block the view when drivers are close enough to read the ad. For taller billboards, long-distance obstructions are usually irrelevant. Focus on whether the obstruction impacts the ad's readability within a critical viewing distance.
The Importance of a 500-Foot Clear Read
A clear view from 500 feet is the benchmark. This distance is generally sufficient for drivers to notice, read, and process the billboard's message. If the readable distance is less than 500 feet, the billboard is considered obstructed. You then need to assess how this impacts the billboard’s appeal to advertisers.
Adjusting the Angle for Better Visibility
Angling the billboard can mitigate short reads. By positioning the billboard at an angle to the road, you can extend the readable distance. This technique helps drivers see the ad from a wider range of approaches, maximizing exposure time even when there are some obstructions.
Strategic Pricing
Adjust pricing to attract advertisers despite short reads. Even a billboard with a shorter read can be valuable if priced correctly. For example, if billboards on a particular highway usually rent for $900 a month, a short-read billboard might still be attractive at $500. Evaluate if the potential revenue meets your financial goals before making a decision.
Clearing Obstacles
Proactively removing obstructions can enhance visibility. Don’t assume obstacles are immovable. Sometimes, negotiating with property owners or local authorities can lead to the removal of trees or other barriers. Persistence in addressing these obstacles can transform a less-than-ideal location into a profitable one.
Planning for Future Developments
Stay vigilant about future obstructions. New construction, road developments, or signage can block a billboard’s visibility over time. Regularly check local planning and zoning updates to anticipate these changes. Avoid investing in locations prone to future visibility issues.
Conclusion
Short reads don’t have to undermine billboard success. By understanding how to manage obstructions and optimize visibility, you can still make strategic and profitable use of billboard locations. Whether through price adjustments, angle optimization, or proactive obstruction management, there are ways to ensure your billboard remains an effective advertising tool. Thoughtful planning and foresight are essential for overcoming visibility challenges in billboard advertising.