Advertising signage
A billboard mural (saying "Before the law, all people are equal") being fixed into place by a cooperative of artists along the approach road to
Aden Adde International Airport
A
billboard
(also called a
hoarding
in the UK and many other parts of the world
[
vague
]
)
[1]
is a large
outdoor advertising
structure (a
billing board
), typically found in high-traffic areas such as alongside busy roads. Billboards present large
advertisements
to passing pedestrians and drivers. Typically brands use billboards to build their brands or to push for their new products.
The largest ordinary-sized billboards are located primarily on major highways, expressways, or principal arterials, and command high-density consumer exposure (mostly to vehicular traffic). These afford the greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments.
Posters are the other common form of billboard advertising, located mostly along primary and secondary arterial roads. Posters are in a smaller format and are viewed principally by residents and commuter traffic, with some pedestrian exposure.
Advertising style
[
edit
]
Billboard advertisements are designed to catch a person's attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it. They have to be readable in a very short time because they are usually read while being passed at high speeds. Thus there are usually only a few words, in large print, and a humorous or arresting image in brilliant color.
Some billboard designs spill outside the actual space given to them by the billboard, with parts of figures hanging off the billboard edges or jutting out of the billboard in three dimensions. An example in the United States around the turn of the 21st century was the
Chick-fil-A
billboards (a chicken sandwich
fast food chain
), which had three-dimensional cow figures in the act of painting the billboards with misspelled anti-beef slogans such as "friends don't let friends eat beef."
The first "scented billboard", an outdoor sign emitting the odors of
black pepper
and
charcoal
to suggest a grilled steak, was erected on
NC 150
near
Mooresville, North Carolina
by the
Bloom grocery chain
. The sign depicted a giant cube of beef being pierced by a large fork that extended to the ground. The scents were emitted between 7?10 A.M. and 4?7 P.M. from 28 May 2010 through 18 June 2010.
[2]
Types
[
edit
]
Painted
[
edit
]
Almost all these billboards were painted in large studios. The image was projected on the series of paper panels that made up the billboard. Line drawings were done, then traced with a pounce wheel that created perforated lines. The patterns were then "pounced" onto the board with a chalk-filled pounce bag, marking the outlines of the figures or objects. Using oil paints, artists would use large brushes to paint the image. Once the panels were installed using hydraulic cranes, artists would go up on the installed billboard and touch up the edges between panels. These large, painted billboards were especially popular in Los Angeles where historic firms such as Foster & Kleiser and Pacific Outdoor Advertising dominated the industry. Eventually, these painted billboards gave way to graphic reproduction, but hand-painted billboards are still in use in some areas where only a single board or two is required. The "
Sunset Strip
" in Los Angeles is one area where hand-painted billboards can still be found, usually to advertise upcoming films or albums.
[3]
A technical invention called "trivision" allowed three different images to be rotated for presentation.
[4]
Digital
[
edit
]
Digital billboards
abound in
Times Square
, Manhattan.
A
digital billboard
shows varying imagery and text created with computer programs and software. Digital billboards can be designed to display running text, have several different displays from the same company, or provide several companies with a certain time slot during the day. Flexible and real-time scheduling can decrease traditional upkeep and maintenance costs, and some billboards may measure audiences or serve dynamic content. Using digital billboards dynamically has come to be known as programmatic
out-of-home
advertising.
[5]
Billboard posters can play audio using
conductive ink
; when touched, the posters begin to play sounds.
[6]
[7]
Mobile
[
edit
]
Mobile billboard in East Coast Park, Singapore
Outdoor advertising, such as a mobile billboard, is effective because it is difficult to ignore. According to a UK national survey, it is also memorable. Capitol Communications Group found that 81.7% of those polled recalled images they saw on a moving multi-image sign.
[
citation needed
]
This is compared to a 19% retention rate for static signs.
Unlike a typical billboard, mobile billboards are able to go directly to their target audience. They can be placed wherever there is heavy foot traffic due to an event ? including convention centers, train stations, airports, and sports arenas. They can repeat routes, ensuring that an advertiser's message is not only noticed but that information is retained through repetition.
Multi-purpose
[
edit
]
Billboards may be multi-purpose. An advertising sign can integrate its main purpose with a telecommunications antenna or public lighting support. Usually, the structure has a steel pole with a coupling
flange
on the above-fitted advertising billboard structure that can contain telecommunications antennas. The lighting, wiring, and antennas are placed inside the structure.
Other
[
edit
]
Three-sided
Common along highways are free-standing two-sided as well as three-sided billboards. Other types of billboards include the
billboard bicycle
attached to the back of a bicycle or the mobile billboard, a special advertising trailer to hoist big banners.
Mechanical billboards
display three different messages, with three advertisements attached to a conveyor inside the billboard. There are also three-dimensional billboards, such as the ones at
Piccadilly Circus
, London. Traditional billboards consist of a large format advertisement printed on a resistant material such as vinyl; this is placed on a large metal structure, which makes it one of the media with the most visibility and high impact within the advertising field.
[8]
Placement
[
edit
]
A billboard for attachable paper ads near the market square in
Seinajoki
, Finland
Some of the most prominent billboards are alongside highways; since passing drivers typically have little to occupy their attention, the impact of the billboard is greater. Billboards are often drivers' primary method of finding lodging, food, and fuel on unfamiliar highways. There were approximately 450,000 billboards on US highways in 1991.
[
citation needed
]
Somewhere between 5,000 and 15,000 are erected each year. Current numbers are put at 368,263, according to the OAAA (Outdoor Advertising Association of America).
[
citation needed
]
In Europe billboards are a major component and source of income in urban
street furniture
concepts.
[
citation needed
]
An interesting use of billboards unique to highways was the
Burma-Shave
advertisements between 1925 and 1963, which had 4- or 5-part messages on multiple signs, keeping the reader hooked by the promise of a
punchline
at the end. This example is in the
National Museum of American History
at the
Smithsonian Institution
:
Shaving brushes
You'll soon see 'em
On a shelf
In some museum
Burma-Shave
These sorts of multi-sign advertisements are no longer common, though they are not extinct. One example, advertising for the
NCAA
, depicts a basketball player aiming a shot on one billboard; on the next one, 90 yards (82 meters) away, is the basket. Another example is the numerous billboards advertising the roadside attraction
South of the Border
near
Dillon, SC
, along
I-95
in many states.
Many cities have high densities of billboards, especially where there is dense pedestrian traffic?
Times Square
in New York City is a good example. Because of the lack of space in cities, these billboards are placed on the sides of buildings and sometimes are free-standing billboards hanging above buildings. Billboards on the sides of buildings create different stylistic opportunities, with artwork that incorporates features of the building into the design, such as using windows as eyes, or for gigantic frescoes that adorn the entire building.
Visual and environmental concerns
[
edit
]
Many groups such as
Scenic America
have complained that billboards on highways cause excessive clearing of trees and intrude on the surrounding landscape, with billboards' bright colors, lights, and large fonts making it difficult to focus on anything else, making them a form of
visual pollution
- a state of affairs evoked
pithily
in
Ogden Nash
's parody of
Joyce Kilmer
's oft-quoted poem
Trees
:
I think that I shall never see
A billboard lovely as a tree
Indeed, unless the billboards fall
I'll never see a tree at all.
[9]
Other groups believe that billboards and advertising contribute negatively to the mental climate of a culture by promoting products as providing feelings of completeness, wellness, and popularity to motivate purchase.
B.U.G.A. U.P.
was a movement that commenced in Australia and took direct action against primarily tobacco and alcohol billboards. Another focal point for this sentiment would be the magazine
AdBusters
, which will often showcase politically motivated billboard and other advertising vandalism, called
culture jamming
. Billboards have been criticized as an example of
attention theft
.
[10]
This is one of three contested billboards in the coastal zone of
Humboldt Bay
that were cut down by an unknown vandal in 2013.
In 2000, rooftops in
Athens
had grown so thick with billboards that it was difficult to see its famous architecture. In preparation for the
2004 Summer Olympics
, the city embarked on a successful four-year project demolishing the majority of rooftop billboards to beautify the city, overcoming resistance from advertisers and building owners. Most of these billboards were illegal but had been ignored until then.
[11]
In 2007,
Sao Paulo
, Brazil instituted a billboard ban because there were no viable regulations of the billboard industry. Today, Sao Paulo is working with outdoor companies to rebuild the outdoor infrastructure in a way that will reflect the vibrant business climate of the city while adopting good regulations to control growth.
Road safety concerns
[
edit
]
Panoramic view of Los Angeles looking north from the
Pacific Electric Building
,
c.
1 January 1907
The most comprehensive review of the literature to date by the Centre for Accident Research and Road Safety-Queensland (CARRS-Q) (Australia) found that crash risk increases by approximately 25-29% in the presence of digital roadside advertising signs (digital billboard) compared to control areas. There is an emerging trend in the literature suggesting that roadside advertising signs can increase crash risk, particularly for those signs that have the capacity to frequently change (often referred to as digital billboards).
[12]
In the US, many cities enacted laws banning billboards as early as 1909 (
California Supreme Court
,
Varney & Green vs. Williams
) but the
First Amendment
has made this difficult. A
San Diego
law championed by
Pete Wilson
in 1971 cited traffic safety and driver distraction as the reason for the billboard ban but was narrowly overturned by the
Supreme Court
in 1981, in part because it banned non-commercial as well as commercial billboards.
Legal restrictions
[
edit
]
Billboards are largely absent in
Australia
's capital city,
Canberra
, due to a 1937 ordinance that prohibited unauthorized signs on Commonwealth land.
[13]
In 2017, the
Australian Capital Territory
considered relaxing this law to allow more outdoor advertising.
[14]
An Inquiry into billboards received a record 166 submissions, with only 6 respondents supporting allowing more advertising in the Territory.
[15]
[16]
The other submissions supported the current laws, or pointed to shortcomings and loopholes of the current laws, such as the allowance of
mobile billboards
,
bus wrap advertising
and
political campaign signs
,
[17]
[15]
[18]
as well a failure to enforce existing laws.
[16]
[17]
In 1964, the negative impact of the over-proliferation of signage was abundantly evident in Houston, Texas, US, and it motivated
Lady Bird Johnson
to ask her husband to create a law. At the same time, the outdoor advertising industry was becoming aware that excessive signs, some literally blocking another, were bad for business.
In 1965, the
Highway Beautification Act
was signed into law. The act applied only to "Federal Aid Primary" and "Defense" highways and limited billboards to commercial and industrial zones created by states and municipalities. It required each state to set standards based on "customary use" for the size, lighting, and spacing of billboards and prohibited city and state governments from removing billboards without paying compensation to the owner. The act requires states to maintain "effective control" of billboards or lose 10% of their federal highway dollars.
The act also required the screening of junk yards adjacent to regulated highways.
Around major holidays, volunteer groups erected highway signs offering free coffee at rest stops. These were specifically exempted in the act.
Currently, four states?Vermont, Alaska, Hawaii, and Maine?have prohibited billboards.
Vermont
's law went into effect in 1968,
[19]
Hawaii
's law went into effect in 1927,
[20]
Maine
's law went into effect in 1977,
[21]
and
Alaska
's law went into effect upon its achievement of statehood in 1959.
In the UK, billboards are controlled as
adverts
as part of the
planning system
. To display an illegal advert (that is, without planning permission) is a criminal offense with a
fine
of up to
£
2500 per
offense
(per poster). All of the large UK outdoor
advertisers
such as
CBS Outdoor
,
JCDecaux
,
Clear Channel
, Titan, and
Primesight
have numerous convictions for such crimes.
[22]
[23]
In
Sao Paulo
, a city of twelve million in
Brazil
, Billboards and advertising on vehicles have been banned since January 2007. It also restricted the dimensions of advertising on shop fronts.
[24]
In
British Columbia
, a province of Canada, billboards are restricted to 300m away from roadways, the government also retains the right to remove any billboard it deems an unsafe distraction.
[25]
In
Toronto
, a city of over 2 and a half million in Canada, a municipal tax on billboards was implemented in April 2010. A portion of the tax will help fund arts programs in the city.
[26]
In Sweden, there is a general ban against billboards within the road area (typically the road plus ditch), except for standardized signs such as gas stations, restaurants, or hotels. But there is no ban against them outside the road if the landowner approves. Many farmers along major routes earn some money from such signs.
Usages
[
edit
]
Highway
[
edit
]
A billboard frame in
Swindon
, England
Many signs advertise local restaurants and shops in the coming miles and are crucial to drawing business in small towns. One example is
Wall Drug
, which in 1936 erected billboards advertising "free ice water". The town of
Wall, South Dakota
, was essentially built around the many thousands of customers per day those billboards brought in (20,000 in 1981). Some signs were placed at great distances, with slogans such as "Only 827 miles to Wall Drug, with FREE ice water." In some areas the signs were so dense that one almost immediately followed the last. This situation changed after the
Highway Beautification Act
was passed; the proliferation of Wall Drug billboards is sometimes cited as one of the reasons the bill was passed. After the passage of the act, other states (such as Oregon
[27]
) embarked on
highway beautification
efforts.
ATB Financial
ad, Edmonton
Railway
[
edit
]
Billboard advertising in underground stations, especially, is perhaps a place where they find a greater degree of acceptability and may assist in maintaining a neat, vibrant, and safe atmosphere if not too distracting.
Museum Station
, Sydney has mounted restored 1940s billboard panels along the platforms that are in keeping with its heritage listing.
Big name advertisers
[
edit
]
Billboards are also used to advertise national or global brands, particularly in more densely populated urban areas. According to the
Outdoor Advertising Association of America
, the top billboard advertisers in the United States in 2017 were
McDonald's
,
Apple
and
GEICO
.
[28]
A large number of
wireless phone
companies, movie companies, car manufacturers and banks are high on the list as well.
Tobacco advertising
[
edit
]
Mail Pouch Barn
advertisement: a bit of Americana in southern
Ohio
. Mail Pouch painted the barns for free.
Prior to 1999, billboards were a major venue of
cigarette advertising
; 10% of Michigan billboards
advertise alcohol
and tobacco, according to the Detroit Free Press.
[29]
This is particularly true in countries where tobacco advertisements are not allowed in other media. For example, in the US, tobacco advertising was banned on radio and television in 1971, leaving billboards and magazines as some of the last places tobacco could be advertised. Billboards made the news in America when, in the tobacco settlement of 1999, all cigarette billboards were replaced with anti-smoking messages.
[
citation needed
]
In a
parody
of the
Marlboro Man
, some billboards depicted cowboys riding on ranches with slogans like "Bob, I miss my lung."
Likely the best-known of the tobacco advertising boards were those for "Mail Pouch" chewing tobacco in the United States during the first half of the 20th century (pictured at left). The company agreed to paint two or three sides of a farmer's barn any color he chose in exchange for painting their advertisement on one or two sides of the structure facing the road. The company has long since abandoned this form of advertising, and none of these advertisements have been painted in many years, but some remain visible on rural highways.
Non-commercial use
[
edit
]
Non-commercial advertisement is used around the world by governments and non-profit organisations to obtain donations, volunteer support or change consumer behavior.
[30]
North Dakota
, May 2004.
Not all billboards are used for advertising products and services?
non-profit groups
and
government agencies
use them to communicate with the public. In 1999 an anonymous person created the God Speaks billboard campaign in Florida "to get people thinking about God", with witty statements signed by God. "Don't make me come down there", "We need to talk" and "Tell the children that I love them" were parts of the campaign, which was picked up by the Outdoor Advertising Association of America and continues today on billboards across the country.
South of
Olympia, Washington
is the privately owned
Uncle Sam billboard
. It features conservative, sometimes inflammatory messages, changed on a regular basis.
Chehalis
Farmer Al Hamilton first started the board during the Johnson era, when the government was trying to make him remove his billboards along Interstate 5. He had erected the signs after he lost a legal battle to prevent the building of the freeway across his land. Numerous legal and illegal attempts to remove the Uncle Sam billboard have failed, and it is now in its third location.
[31]
One message, attacking a
nearby liberal arts college
, was photographed, made into a postcard, and sold in the College Bookstore.
[
citation needed
]
Governance
[
edit
]
The
Traffic Audit Bureau for Media Measurement
Inc. (TAB) was established in 1933 as a non-profit organization whose historical mission has been to audit the circulation of out-of-home media in the United States. TAB's role has expanded to lead and support other major out-of-home industry research initiatives. Governed by a tripartite board composed of advertisers, agencies, and media companies, the TAB acts as an independent auditor for traffic circulation in accordance with guidelines established by its board of directors.
Similarly, in Canada, the
Canadian Outdoor Measurement Bureau
(COMB) was formed in 1965 as a non-profit organization independently operated by representatives composed of advertisers, advertising agencies, and members of the Canadian out-of-home advertising industry. COMB is charged with the verification of traffic circulation for the benefit of the industry and its users.
History
[
edit
]
1908 billboard,
Salt Lake City, Utah
Early billboards basically displayed groups of large
posters
on the sides of buildings, with limited but still appreciable commercial value. As eyeballs, roads and highways multiplied, the billboard
business
thrived.
- Late 15th century ?
Flyposting
was practiced in Europe.
[32]
- 1796 ?
Alois Senefelder
, working in
Bavaria
, introduced
lithography
,
[33]
which allowed the
mass production
of posters.
- 1835 ? Jared Bell was making 9 × 6
[
clarification needed
]
posters for the circus in the U.S.
- 1862 ? Formation of the United Kingdom Billposting Association.
[34]
- 1867 ? Earliest known billboard rentals
[35]
- 1871 ? Fredrick Walker designed one of the first art posters.
- 1872 ? International Bill Posters Association of North America (now known as the Outdoor Advertising Association of America) established as a billboard-
lobbying
group.
- 1889 ? The world's first 24-sheet billboard was displayed at the Paris
Exposition
and later at the 1893
World's Columbian Exposition
in Chicago. The format was quickly adopted for various types of advertising, especially for
circuses
, traveling shows, and movies.
- Early 1900s ? Poster-art schools were established in England, Austria, and Germany.
[36]
- 1908 ? The
Model T
automobile was introduced in the U.S., increasing the number of people using highways and therefore the reach of roadside billboards.
- 1919 ? Japanese candy company
Glico
introduced its building-spanning billboard, the
Glico Man
.
- 1925 ?
Burma-Shave
made billboards lining the highways.
- 1936 ? The
Wall Drug
billboards started to go up nationwide.
- 1960 ? The mechanized
Kani Doraku
billboard was built in
Dotonbori
, Osaka.
- 1965 ? The
Highway Beautification Act
was passed after much campaigning by
Lady Bird Johnson
.
- 1969 ? The
Public Health Cigarette Smoking Act
banned cigarette ads in television and radio, moving that business into billboards.
[37]
- 1981 ? The
United States Supreme Court
overturned a San Diego billboard ban, but left room open for other cities to ban commercial billboards.
[38]
- 1986 ? Non-television advertising became restricted ? non-television adverts could not show people smoking. This meant that
Benson & Hedges
and
Silk Cut
, amongst other brands, advertised their cigarettes through increasingly indirect and obscure campaigns to a point where they became recognizable.
- 1998 ? The four major U.S. tobacco companies signed the
Tobacco Master Settlement Agreement
, which eliminated billboard advertising of cigarettes in 52 states.
[39]
- 2007 ? The industry adopted one-sheet plastic poster replacement for paper poster billboards and began the phase-out of PVC flexible vinyl, replacing it with eco-plastics such as polyethylene.
- 2010 ? The first "scented billboard", emitting odors similar to charcoal and black pepper to suggest a steak grilling, was erected in
Mooresville, North Carolina
by the
Bloom grocery chain
to promote the sale of beef.
[40]
- 2010 ? Augmented billboards were introduced in the
Transmediale Festival
2010 in Berlin using Artvertiser.
Notable examples
[
edit
]
See also
[
edit
]
Wikibooks has a book on the topic of:
Marketing
This audio file
was created from a revision of this article dated 26 May 2006
(
2006-05-26
)
, and does not reflect subsequent edits.
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