Wikipedia

Billboard

(Redirected fromBillboard (advertising))
For the magazine, seeBillboard(magazine).For charts, seeBillboardcharts.For other uses, seeBillboard (disambiguation).

Abillboard(also called ahoardingin the UK and many other parts of the world[vague])[1]is a largeoutdoor advertisingstructure (abilling board), typically found in high-traffic areas such as alongside busy roads. Billboards present largeadvertisementsto passing pedestrians and drivers. Typically brands use billboards to build their brands or to push for their new products.

Billboard with the Headline "Report- You Slept Through Your Alarm And This Is All A Dream"
Billboard with the Headline "Report: You Slept Through Your Alarm And This Is All A Dream" in the city of Chicago, from the satirical newspaperThe Onion

A billboard mural (saying "Before the law, all people are equal" ) being fixed into place by a cooperative of artists along the approach road toAden Adde International Airport

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.

Postersare 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

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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 theChick-fil-Abillboards (a chicken sandwichfast 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 ofblack pepperandcharcoalto suggest a grilled steak, was erected onNC 150nearMooresville, North Carolinaby theBloom 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

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Painted

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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

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Digital billboardsabound inTimes Square,Manhattan.

Adigital billboardshows 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 programmaticout-of-homeadvertising.[5]Billboard posters can play audio usingconductive ink;when touched, the posters begin to play sounds.[6][7]Digital billboards can also employ3Deffects. A great example is how Spirit Halloween used a 3D or anamorphic effect for theirTimes Square billboard campaign.[8][9][10][11][12][13][14]

Mobile

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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

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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 couplingflangeon the above-fitted advertising billboard structure that can contain telecommunications antennas. The lighting, wiring, and antennas are placed inside the structure.

Other

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Three-sided

Common along highways are free-standing two-sided as well as three-sided billboards. Other types of billboards include thebillboard bicycleattached to the back of a bicycle or the mobile billboard, a special advertising trailer to hoist big banners.Mechanical billboardsdisplay three different messages, with three advertisements attached to a conveyor inside the billboard. There are also three-dimensional billboards, such as the ones atPiccadilly 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.[15]

Placement

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A billboard for attachable paper ads near the market square inSeinäjoki,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 urbanstreet furnitureconcepts.[citation needed]

An interesting use of billboards unique to highways was theBurma-Shaveadvertisements between 1925 and 1963, which had 4- or 5-part messages on multiple signs, keeping the reader hooked by the promise of apunchlineat the end. This example is in theNational Museum of American Historyat theSmithsonian 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 theNCAA,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 attractionSouth of the BordernearDillon, SC,alongI-95in many states.

Many cities have high densities of billboards, especially where there is dense pedestrian traffic—Times Squarein 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

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Many groups such asScenic Americahave 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 ofvisual pollution- a state of affairs evokedpithilyinOgden Nash's parody ofJoyce Kilmer's oft-quoted poemTrees:

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.[16]

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 magazineAdBusters,which will often showcase politically motivated billboard and other advertising vandalism, calledculture jamming.Billboards have been criticized as an example ofattention theft.[17]

This is one of three contested billboards in the coastal zone ofHumboldt Baythat were cut down by an unknown vandal in 2013.

In 2000, rooftops inAthenshad grown so thick with billboards that it was difficult to see its famous architecture. In preparation for the2004 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.[18]

In 2007,São Paulo,Brazil instituted a billboard ban because there were no viable regulations of the billboard industry. Today, São 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

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Panoramic view of Los Angeles looking north from thePacific 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).[19]

In the US, many cities enacted laws banning billboards as early as 1909 (California Supreme Court,Varney & Green vs. Williams) but theFirst Amendmenthas made this difficult. ASan Diegolaw championed byPete Wilsonin 1971 cited traffic safety and driver distraction as the reason for the billboard ban but was narrowly overturned by theSupreme Courtin 1981, in part because it banned non-commercial as well as commercial billboards.

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Billboards are largely absent inAustralia's capital city,Canberra,due to a 1937 ordinance that prohibited unauthorized signs on Commonwealth land.[20]In 2017, theAustralian Capital Territoryconsidered rela xing this law to allow more outdoor advertising.[21]An Inquiry into billboards received a record 166 submissions, with only 6 respondents supporting allowing more advertising in the Territory.[22][23]The other submissions supported the current laws, or pointed to shortcomings and loopholes of the current laws, such as the allowance ofmobile billboards,bus wrap advertisingandpolitical campaign signs,[24][22][25]as well a failure to enforce existing laws.[23][24]

In 1964, the negative impact of the over-proliferation of signage was abundantly evident in Houston, Texas, US, and it motivatedLady Bird Johnsonto 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, theHighway Beautification Actwas 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,[26]Hawaii's law went into effect in 1927,[27]Maine's law went into effect in 1977,[28]andAlaska's law went into effect upon its achievement of statehood in 1959.

In the UK, billboards are controlled asadvertsas part of theplanning system.To display an illegal advert (that is, without planning permission) is a criminal offense with afineof up to£2500 peroffense(per poster). All of the large UK outdooradvertiserssuch asCBS Outdoor,JCDecaux,Clear Channel,Titan, andPrimesighthave numerous convictions for such crimes.[29][30]

InSão Paulo,a city of twelve million inBrazil,Billboards and advertising on vehicles have been banned since January 2007. It also restricted the dimensions of advertising on shop fronts.[31]

InBritish 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.[32]

InToronto,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.[33]

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

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Highway

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A billboard frame inSwindon,England

Many signs advertise local restaurants and shops in the coming miles and are crucial to drawing business in small towns. One example isWall Drug,which in 1936 erected billboards advertising "free ice water". The town ofWall, 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 theHighway Beautification Actwas 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[34]) embarked onhighway beautificationefforts.

ATB Financialad, Edmonton

Railway

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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

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Billboards are also used to advertise national or global brands, particularly in more densely populated urban areas. According to theOutdoor Advertising Association of America,the top billboard advertisers in the United States in 2017 wereMcDonald's,AppleandGEICO.[35]A large number ofwireless phonecompanies, movie companies, car manufacturers and banks are high on the list as well.

Tobacco advertising

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Mail Pouch Barnadvertisement: a bit of Americana in southernOhio.Mail Pouch painted the barns for free.

Prior to 1999, billboards were a major venue ofcigarette advertising;10% of Michigan billboardsadvertise alcoholand tobacco, according to the Detroit Free Press.[36]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 aparodyof theMarlboro 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

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Non-commercial advertisement is used around the world by governments and non-profit organisations to obtain donations, volunteer support or change consumer behavior.[37]North Dakota,May 2004.

Not all billboards are used for advertising products and services—non-profit groupsandgovernment agenciesuse 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 ofOlympia, Washingtonis the privately ownedUncle Sam billboard.It features conservative, sometimes inflammatory messages, changed on a regular basis.ChehalisFarmer 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.[38]One message, attacking anearby liberal arts college,was photographed, made into a postcard, and sold in the College Bookstore.[citation needed]

Governance

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TheTraffic Audit Bureau for Media MeasurementInc. (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, theCanadian 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

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1908 billboard,Salt Lake City, Utah

Early billboards basically displayed groups of largeposterson the sides of buildings, with limited but still appreciable commercial value. As eyeballs, roads and highways multiplied, the billboardbusinessthrived.

  • Late 15th century –Flypostingwas practiced in Europe.[39]
  • 1796 –Alois Senefelder,working inBavaria,introducedlithography,[40]which allowed themass productionof 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.[41]
  • 1867 – Earliest known billboard rentals[42]
  • 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-lobbyinggroup.
  • 1889 – The world's first 24-sheet billboard was displayed at the ParisExpositionand later at the 1893World's Columbian Expositionin Chicago. The format was quickly adopted for various types of advertising, especially forcircuses,traveling shows, and movies.
  • Early 1900s – Poster-art schools were established in England, Austria, and Germany.[43]
  • 1908 – TheModel Tautomobile was introduced in the U.S., increasing the number of people using highways and therefore the reach of roadside billboards.
  • 1919 – Japanese candy companyGlicointroduced its building-spanning billboard, theGlico Man.
  • 1925 –Burma-Shavemade billboards lining the highways.
  • 1936 – TheWall Drugbillboards started to go up nationwide.
  • 1960 – The mechanizedKani Dorakubillboard was built inDotonbori,Osaka.
Hertz Rent A Carsign with digital time and temperature display on top of theTexas School Book Depositoryin 1969,Dealey Plaza,Dallas, Texas, facingStemmons Freeway
  • 1965 – TheHighway Beautification Actwas passed after much campaigning byLady Bird Johnson.
  • 1969 – ThePublic Health Cigarette Smoking Actbanned cigarette ads in television and radio, moving that business into billboards.[44]
  • 1981 – TheUnited States Supreme Courtoverturned a San Diego billboard ban, but left room open for other cities to ban commercial billboards.[45]
  • 1986 – Non-television advertising became restricted – non-television adverts could not show people smoking. This meant thatBenson & HedgesandSilk 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 theTobacco Master Settlement Agreement,which eliminated billboard advertising of cigarettes in 52 states.[46]
  • 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 inMooresville, North Carolinaby theBloom grocery chainto promote the sale of beef.[47]
  • 2010 – Augmented billboards were introduced in theTransmediale Festival2010 in Berlin using Artvertiser.

Notable examples

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See also

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  • 3D billboard– Advertising signage
  • Advertising board– Advertising signage
  • Advertising column– cylindrical outdoor sidewalk structures
  • Billboard bicycle
  • Billboard hacking– Illegal alteration of a billboard
  • Digital billboard– Electronic advertising display
  • Ghost sign– old hand-painted advertisement (e.g. on a building)
  • Handbill– Form of paper advertisement intended for wide distribution
  • Human billboard– Person who applies an advertisement on themselves
  • Marquee (structure)– Structure on the front of a hotel or theatre
  • Neon sign– Electrified, luminous tube lights
  • Out-of-home advertising– Name given to the advertising in public spaces
  • Poster– Type of graphic advertisement
  • Publicity– Public visibility or awareness for any product, service, person or organization
  • Rotulo
  • Sales promotion– Short-term incentive to initiate trial or purchase
  • Street furniture– Equipment installed along streets and roads
  • Truckside advertisement
  • Visual pollution– Aesthetic issue of the impairment one's ability to enjoy a vista or view

References

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  2. ^Aronoff, Jen (3 June 2010)."Eau de marketing, with hint of pepper".The Charlotte Observer.Archived fromthe originalon 5 June 2010.Retrieved8 June2010.
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  5. ^"Getting The Most Out Of Programmatic Digital Out-Of-Home".B&T.22 March 2021.Retrieved23 July2021.
  6. ^West, Gillian."Beck's creates 'playable-poster' for the musical campaign supporting New Zealand Music Month".The Drum.
  7. ^"Beer brand launches hi-tech playable posters for NZ Music Month".The National Business Review.May 2014. Archived fromthe originalon 29 July 2020.Retrieved30 May2014.
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  22. ^abStanding Committee on Planning and Urban Renewal(October 2017)."Inquiry Into Billboards, report 2"(PDF).Australian Capital Territory Legislative Assembly.
  23. ^abBurgess, Katie (22 February 2018)."Government flags further review of billboard laws as Greens call for crackdown on illegal advertising".The Canberra Times.Retrieved18 July2018.
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  39. ^ Mitterfellner, Olga (14 November 2019).Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry.Mastering Fashion Management. Taylor & Francis.ISBN9780429837166.Retrieved21 May2023.[...] Flyposting from 15th century in Europe [...]
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  42. ^source: OAAA
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