Billboard Advertising on Highways: What You Need to Know

Why Highway Billboards Matter

Strategically positioned along busy roads and highways, they offer unmatched visibility to a diverse audience, including commuters, long-haul truckers, and vacationers. In this blog, we’ll explore why highway billboards are an advertising powerhouse, what factors make them effective, and how you can maximize their impact to get the best return on your investment.

Benefits of Highway Billboard Advertising

1. Massive Reach

Highways see consistent, high-volume traffic, making billboards valuable for reaching thousands—or even millions—of potential customers. According to the Outdoor Advertising Association of America (OAAA), drivers spend an average of 20 hours on the road weekly, making them highly likely to notice billboards along their routes.

2. Continuous Exposure

Unlike digital ads or TV commercials, highway billboards are always visible. They work 24/7, reinforcing brand awareness and keeping your message in front of the audience at all hours.

3. Cost-Effectiveness

While initial costs for highway billboard campaigns can be significant, the cost per impression (CPI) tends to be low compared to other advertising mediums. This makes them an excellent option for businesses looking to maximize exposure within a specific area.

4. Strong Local Presence

Highway billboards can effectively target local audiences by positioning your brand or product as a go-to solution within a region. This especially benefits local businesses looking to drive foot traffic or website visits.

Key Considerations for Effective Highway Billboard Advertising

1. Location, Location, Location

The success of a highway billboard depends heavily on its location. Consider the following factors when choosing a site:

• Traffic Volume: Opt for highways with high daily traffic counts. The more vehicles passing your billboard, the higher your ad’s visibility.
• Viewing Angle: Ensure the billboard is easily viewable from a distance and positioned at the driver’s line of sight.
• Proximity to Exits: Billboards near highway exits are particularly effective for businesses like restaurants, gas stations, and hotels, as they provide actionable information for drivers.

2. Timing and Duration

Highway billboards are most effective when displayed for an extended period, as repeated exposure strengthens brand recall. Consider campaigns lasting 3-12 months to allow your message to sink in with commuters who travel the same route daily.

3. Understanding Your Audience

The audience for highway billboards often includes a mix of:

• Daily Commuters: Regular drivers who may pass your billboard multiple times a week.
• Travelers: Tourists or business travelers driving through unfamiliar areas.
• Commercial Drivers: Long-haul truckers and delivery drivers who spend extended periods on highways.

Tailor your message to address the needs and interests of these groups.

4. Ad Design for High-Speed Visibility

Highway drivers have only a few seconds to read and absorb your message. Follow these design tips for maximum impact:

• Use Bold Fonts: Choose simple, legible fonts that are easily read from a distance.
• Limit Text: Stick to 7-10 words to convey your core message quickly.
• Include a Clear Call to Action (CTA): Phrases like “Exit Now” or “Call Today” encourage immediate action.
• High-Contrast Colors: Use bright, contrasting colors to ensure your ad stands out against the environment.
• Avoid Clutter: Keep the design clean and focused on one central message or image.

5. Compliance with Local Regulations

Highway billboard placement is subject to federal, state, and local regulations. Familiarize yourself with guidelines, such as:

• Restrictions on billboard sizes and heights.
• Rules governing lighting and digital displays.
• Proximity limits to other billboards or residential areas.

Compliance ensures your campaign avoids fines or legal issues.

How to Maximize ROI on Highway Billboard Campaigns

1. Leverage Data for Site Selection

Many billboard companies offer data on traffic volume, demographics, and audience behavior for specific locations. Use this data to choose sites that align with your target audience.

2. Pair Billboards with Digital Campaigns

Highway billboards are even more effective when paired with digital marketing efforts. Use billboards to drive traffic to your website by featuring a memorable URL or QR code. Combining offline and online channels increases your campaign’s overall reach and engagement.

3. Use Tracking Tools

While measuring billboard ROI can be challenging, tools like:

• Unique Phone Numbers: Assign a dedicated phone number to the billboard ad to track calls.
• Promo Codes: Include exclusive codes to gauge conversions from the campaign.
• Website Analytics: Monitor spikes in website traffic or search engine queries related to your billboard message.

4. Test and Refine Messaging

Test different billboard designs or messages to see which performs best. Digital billboards make this easier by allowing you to rotate ads without additional printing costs.

Common Mistakes to Avoid

1. Overloading the Design

Including too much text or imagery makes your billboard hard to read and ineffective. Stick to a single, focused message.

2. Poor Location Choice

Even a beautifully designed billboard will fail if placed in a low-traffic area or obstructed by trees or buildings.

3. Ignoring Call to Action

A compelling CTA is essential. Without it, your audience may notice the ad but fail to act further.

4. Overlooking Night Visibility

Ensure your billboard is well-lit or uses reflective materials to maintain visibility at night.

Examples of Successful Highway Billboard Campaigns

1. McDonald’s “Next Exit” Billboards

McDonald’s highway billboards often feature simple directions like “Next Exit” paired with enticing visuals of food, driving traffic to nearby locations.

2. Tourism Campaigns

State tourism boards like “Imagine That..” and “Oklahoma is OK” use highway billboards to try and get road-trippers to explore local attractions.

3. Emergency Messaging

Public safety campaigns, such as Amber Alerts or weather warnings, effectively leverage highway billboards for urgent messaging.

The Future of Highway Billboards

As technology advances, highway billboards are evolving to include:

1. Digital Displays

Digital billboards allow advertisers to rotate multiple messages, update content in real-time, and incorporate dynamic elements like videos or animations.

2. Programmatic Advertising

Programmatic platforms enable advertisers to buy billboard space based on audience data, similar to online ad placements.

3. Augmented Reality (AR) Integration

Innovative AR campaigns allow drivers to engage with billboards via their smartphones, creating interactive experiences.

4. Eco-Friendly Materials

Sustainability is becoming a focus, with some companies using solar-powered lighting or recyclable materials for their billboards.

Is Highway Billboard Advertising Right for You?

Highway billboards still remain one of the most effective tools for increasing brand visibility and reaching a broad audience. Whether promoting a local business, launching a new product, or raising awareness for a cause, a well-placed and thoughtfully designed highway billboard can make a lasting impression.

By focusing on strategic placement, clear messaging, and audience targeting, you can maximize your ROI and create campaigns that truly stand out. Combine your billboard efforts with digital marketing strategies for even greater impact, ensuring your message reaches your audience wherever they are.