Not all companies share the same ethical practices regarding billboard advertising.

While billboards can effectively promote your business and increase brand visibility, navigating the world of outdoor advertising requires vigilance. Many advertisers, especially those new to billboards, fall victim to deceptive practices that disrupt budgets, fail to deliver results, or even tarnish brand reputations.

This guide highlights three common deceptive practices certain billboard companies use and provides actionable advice on protecting your investment. Let’s dive in.

1. Promising a “Deal” but Delivering Low Traffic

Everyone loves a bargain, but when it comes to billboard advertising, a deal on face rent can often mean you’re getting what you pay for low traffic or poor visibility. Some companies may lure you in with a low rental rate, but the billboard’s location or design could render it ineffective.

Red Flags to Watch For

• Low Traffic Locations: Billboards in remote or low-traffic areas (often jokingly referred to as “billboards in the desert”) might seem like a steal but fail to reach your audience.
• Poor Visibility: A cheap billboard hidden behind trees, obstructed by other structures, or positioned at odd angles won’t make the impact you’re paying for.

How to Protect Yourself

• Calculate CPM: Instead of focusing on the face rent, assess the Cost to Reach 1,000 People (CPM). This metric ensures you’re comparing the effectiveness of each billboard option.
• Review Traffic Data: Insist on seeing third-party traffic verification reports for any billboard you’re considering. Ensure the numbers align with your audience reach goals.
• Inspect in Person: If possible, visit the location. Ensure the billboard is easily visible and strategically placed for maximum impact.

By approaching billboard buying like a professional media buyer, you can make data-driven decisions and avoid costly mistakes.

2. Failing to Generate Leads or Drive Sales

A flashy billboard with prime placement is only as good as its ability to generate leads and drive sales. Unfortunately, many billboard companies prioritize selling space over-delivering results. Self-serving sales reps or lease agents may rent you a billboard without providing the creative expertise needed to make it effective.

Common Pitfalls

• Weak Creative Support: Companies that rent space but don’t assist with compelling design or copywriting leave the burden on you to create impactful messaging.
• Generic Campaigns: Without tailored strategies, your billboard might fail to connect with your target audience.

How to Protect Yourself

• Seek a Revenue Growth Partner: Look for billboard companies that view themselves as collaborators in your success. A true partner will help:
• Craft powerful, action-driven copy.
• Design eye-catching visuals tailored to your brand.
• Develop campaigns to generate web traffic, phone calls, or foot traffic.
• Ask About Their Process: Ensure the company has a proven framework for aligning your billboard strategy with measurable business goals.
• Track Performance: Insist on metrics to measure campaign effectiveness, such as website visits or call volumes during the billboard campaign period.

By aligning with a partner who prioritizes your revenue growth, you’ll maximize the impact of your billboard investment.

3. Embarrassing Your Brand with Poor Ad Placement

One of the most damaging practices in billboard advertising is the lack of control over neighboring advertisements. Nothing can derail your brand image faster than displaying your ad next to content that conflicts with your values or alienates your audience.

The Risks

• Conflicting Values: For example, imagine a local church promoting its Easter service on a digital billboard that rotates ads for adult entertainment or marijuana. Such placements can tarnish your reputation and erode trust with your audience.
• Off-Brand Messaging: Ads displayed alongside controversial or non-family-friendly content may send mixed signals about your brand identity.

How to Protect Yourself

• Vet the Company’s Standards: Work with billboard companies that align with your core values and maintain high standards for ad placements.
• Request Ad Approval Policies: Ensure the company has a clear policy for vetting neighboring advertisements on shared digital billboards.
• Ask for Exclusivity Options: Some companies offer exclusive billboard leases or higher control over ad rotations to protect your brand image.

Maintaining control over where and how your ad appears is crucial to protecting your brand’s reputation.

How to Choose the Right Billboard Advertising Partner

To avoid falling victim to these deceptive practices, here are a few tips for selecting the right partner for your billboard campaign:

1. Prioritize Transparency: Choose companies with clear and straightforward billing practices.
2. Demand Data: Insist on receiving verified traffic and demographic data to support their claims.
3. Look for Creative Support: Select companies that offer professional design and copywriting assistance to enhance your campaign.
4. Check References: Speak with other businesses who have worked with the company to learn about their experiences.
5. Align Values: Ensure the company respects your brand identity and values in its ad placement practices.

Conclusion: Protect Your Investment and Your Brand

Billboard advertising remains a powerful marketing tool, but only if executed ethically and effectively. You can ensure your billboard campaign delivers the desired results by avoiding deceptive practices like sneaky billing cycles, low-traffic placements, weak creative support, and conflicting ad placements.

When choosing a billboard company, prioritize transparency, expertise, and alignment with your values. You’ll reach your target audience with the right partner and build lasting brand recognition and trust. Buyer beware—but when you choose wisely, billboards can be a game-changer for your business.