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There are some notable advantages of billboard advertising depending on the location of the billboard, the amount of public that views the billboard, etc. You can be at a severe disadvantage and even waste your money if the placement of your billboard is poor, and the artwork is bad.

The disadvantages that are always present are:

1. Most states limit the amount of billboard that can be by roads, highways, etc. Some cities and counties ad to these regulations. That fact coupled with the lack of competition (a few companies like Lamar and CBS own about 99% of all billboards), makes billboard advertising very expensive.

2. Most billboards work best is they are just a part of a marketing campaign. Billboards can work well when you also use other forms of advertising to obtain your goals for the month or year.

3. Lack of frequency can kill you. There is an old advertising stat that says a consumer must see your brand 3 times before being comfortable to purchase your product. Purchase you billboards in chunks of 3 months or more for the best result.

4. Billboards are not for every business. Make sure you look into Demographics before you buy your ads to ensure your target market will see the ads.

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12y ago

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