The decision to use a "V" structure for billboards has been around for over a century, and opinions still vary. While a "V" can dramatically improve the visibility and appeal of a sign, it also comes with a hefty price tag. If you’re thinking about incorporating this design, here’s what you need to consider to make the best decision for your investment.
Why a Bigger "V" Can Mean Bigger Demand
A well-placed "V" structure maximizes visibility, increasing the billboard’s effectiveness and appeal to advertisers. In thousands of client conversations, I’ve never heard anyone say a "V" was too large. If your budget allows for it, opting for a "V" often results in better demand for the ad space and a stronger return on investment.
But Bigger "V"s Mean Bigger Costs
The primary downside? The cost. A "V" structure can be up to twice as expensive as a standard back-to-back billboard. With wooden designs, you’re essentially building two separate structures and connecting them, further inflating costs. Before committing, you need to assess whether the added expense aligns with the potential value the "V" will deliver.
When a "V" Is (and Isn’t) Necessary
Not every location requires a "V." If your sign enjoys a clear, unobstructed view in both directions, sticking to a standard back-to-back setup might be the smarter choice. However, if obstructions shorten the viewing window or if the billboard angles away from the highway, a "V" can make all the difference in capturing drivers’ attention.
The Size of the "V" Matters
Not all "V" designs are created equal. A basic "V" might only span 8 feet, with most of the angle placed on one side for maximum effect. But some billboards take it further. A “tri-face V” spans the entire length of the sign face—a massive undertaking, but highly effective. For those with a big enough budget, there’s even the “super V,” stretching close to 100 feet wide. That said, bigger isn’t always better. Overspending on an unnecessarily large structure can undercut your profits, so aim for a size that matches the location’s needs.
Key Considerations for Building a "V"
If you decide a "V" is the right fit, careful planning is critical. Here are two key steps to ensure you don’t waste time or money:
- Be Present for Installation: Once the billboard is set in place, its orientation can’t be adjusted. To avoid costly mistakes, ensure you’re there to confirm that the angle aligns perfectly with the flow of traffic.
- Analyze the Demand in Both Directions: A "V" only makes sense if there’s sufficient demand for ad space on both sides. If one direction has little visibility or minimal advertiser interest, the added cost of a "V" might not pay off.
Final Thoughts
A "V" structure can take your billboard to the next level, enhancing its visibility and increasing ad demand. However, it’s not the right solution for every location. By carefully weighing the costs, demand, and site-specific factors, you can make a well-informed decision that maximizes your investment.