Frequently Asked Questions

A billboard is a large outdoor board specifically designed for displaying advertisements. These eye-catching structures are strategically placed in high-traffic areas, such as along highways, near public transit hubs, and even on the sides of buildings. Billboard advertising serves as a powerful visual communication tool, capturing the attention of passers-by and conveying messages effectively. They come in various sizes and formats, each catering to different advertising needs.

Billboards are available in various sizes, with four standard classifications commonly used:

1. Large Format: These billboards are the largest, typically measuring anything over 9 meters high by 6 meters wide, offering approximately 54 square meters of advertising space. As these structures are more expensive to put up, they are usually positioned along high-traffic areas such as busy highways. Large format billboards command attention.
2. Medium Format: Medium format billboards can measure anything from 3 meters high by 6 meters wide to 7,5 meters high by 5 meters wide, providing between 18 – 37 square meters of advertising space. Positioned along primary and secondary arterial roads, medium format billboards effectively target local audiences.
3. Small Format: Smaller billboards, offering only a few square meters of advertising space, are also available in certain markets. Examples of small format billboards include street pole ads, which are ideal for localized campaigns and can be strategically placed in urban areas to capture the attention of specific audiences.
4. Iconic Billboards: Iconic billboards is a term coined to refer to out of home advertising that transcend traditional size constraints and can vary greatly in dimensions. These monumental displays often cover entire buildings, turning them into landmarks and making them highly visible to large audiences.

Note: Digital Out of Home (DOOH) billboards can vary in size between small to large format.

It’s important to consider specific billboard designs and regulations, as sizes may vary.

Despite the digital age, billboards remain highly effective. Here’s why:

• Visibility: Billboards are prominently visible to consumers, especially when placed in high-traffic locations.
• Brand Awareness: They build brand awareness by offering memorability while reaching a wide audience.
• Dynamic Evolution: Billboards have evolved, including digital billboards (LED billboards), which offer dynamic and attention-grabbing advertising opportunities at a lower cost.

The price of billboard advertising varies based on factors like geographical location and visibility, but there are generally solutions to fit each pocket. It’s important to partner with a media owner who considers not only your pocket but your campaign objectives too.

Prime locations near highways or busy areas tend to be more expensive but can offer a worthwhile return on investment due to increased visibility and exposure to a larger audience.

Billboard structures are typically built from steel, providing a sturdy framework for advertising printed on flexes or vinyl to be displayed. These flexes can be made from a variety of materials, determined by the media owner of the specific site based on their experience and understanding of various factors.

The choice of materials for the flexes takes into account factors such as:

• Wind Factor: Flexes must be durable enough to withstand wind forces without tearing or becoming damaged. The material’s strength and flexibility are crucial considerations in windy environments.
• Sun Exposure: Exposure to sunlight can cause colours to fade and materials to degrade over time. Therefore, the flex material must be UV-resistant and capable of maintaining print quality and durability even under prolonged sun exposure.
• Backing or Lining: Depending on the specific requirements of the site, the flex material may require a backing or lining to provide additional support or protection. This backing enhances the stability and longevity of the billboard by preventing tearing, light leakage and ensuring the integrity of the advertising display.

Media owners leverage their expertise to select the most suitable flex materials for each site, ensuring optimal performance and longevity of the billboards under various environmental conditions.

In addition to traditional billboards, Digital Out of Home (DOOH) billboards have become increasingly popular. These billboards are equipped with high-resolution LED screens housed within steel structures. The steel framework supports and protects the LED screens, ensuring their stability and durability in outdoor environments.

Billboard advertising is remarkably effective for several reasons:

• Brand Awareness: Billboards are powerful brand builders. They broadcast your business, product, or campaign to as many people as possible. Their strategic placement in high-traffic areas ensures that they receive maximum visibility.
• High Views and Impressions: Billboards tend to have the highest number of views and impressions compared to other marketing methods. Their sheer size and presence make them hard to ignore.
• Recall and Memorability: A study on billboards and outdoor advertising found that 82% of viewers were able to recall a DOOH advertisement that they saw over a month ago. Billboards leave a lasting impression, contributing to brand memorability.
• Cost-Effective Impact: While billboard rental costs can be higher than digital advertising, the scale of the audience alone creates a significant boost in brand awareness. The investment pays off in terms of visibility and recall.
• Simple and Impactful: Billboards work best for simple messages or promoting your brand. Their effectiveness lies in their ability to convey a message quickly and memorably.

In summary, billboard advertising remains a valuable and impactful medium. When executed well, billboards can leave a lasting mark on your audience and contribute significantly to your overall marketing strategy.

Buying a billboard requires careful planning and collaboration with a reputable media partner. Follow these steps to navigate the process effectively:

1. Engage with a Reputable Media Partner: Start by partnering with a trusted and experienced media company like Alliance Media. With extensive knowledge of the market and wide network of billboard locations across Africa, the right partner can guide you through the process and help you achieve your advertising goals.
2. Discuss Campaign Objectives: Arrange a meeting with your chosen media partner to discuss your campaign objectives, target audience, campaign duration, and budget. Understanding your goals will enable them to recommend suitable billboard locations and tailor the campaign to meet your specific needs.
3. Select Sites: Based on your campaign objectives and budget, work with your media partner to select billboard sites that align with your target audience and marketing strategy. Consider factors such as location, visibility, and audience demographics to ensure maximum impact.
4. Sign Contract and Receive Artwork Specs: Once you’ve selected the desired billboard sites, sign a contract with your media partner to secure the monthly advertising space. You’ll also receive artwork specifications detailing the size, format, and resolution requirements for your billboard designs.
5. Design Your Content: Create compelling and visually appealing content for your billboard advertisements. You can either design the artwork in-house using the provided specifications or collaborate with a creative agency to ensure your message is effectively communicated to your audience. Alliance Media may offer OOH advertisement guidelines or resources to assist with the design process, ensuring your content meets industry standards and maximises impact.
6. Artwork Production: Once your billboard artwork is finalized it goes into production. Your media partner will handle the printing and installation of the advertisements, ensuring they are displayed prominently and effectively.
7. Artwork Flights: Finally, your billboard artwork is flighted, meaning it is displayed to the public. Sit back and watch as your campaign results flow in.

By following these steps and partnering with a reputable media company like Alliance Media, you can navigate the process of buying a billboard in Africa smoothly and efficiently, unlocking new possibilities for your business through effective outdoor advertising.

While erecting your own billboards or starting a billboard company may seem appealing, it’s important to consider the challenges and potential pitfalls:

1. High Costs: Erecting billboards involves significant upfront costs, including council fees, construction fees, and ongoing maintenance expenses. These costs can quickly add up and may not be feasible for all budgets.
2. Client Acquisition: Finding clients to engage in long-term advertising contracts can be challenging. Competition in the outdoor advertising industry is fierce, and attracting clients requires effective marketing and sales efforts.
3. Regulatory Compliance: Provincial governments may require additional fees and permits to comply with regulations. Failure to comply could result in fines or the forced removal of your billboards.
4. Consider Becoming a Landlord: Instead of erecting your own billboards, consider becoming a landlord and leasing billboard space to advertisers. This option allows you to generate passive income without the risks and challenges associated with owning and operating your own billboard structures. Media owners look for very specific criteria when selecting locations for billboard placement. They may not be interested in any location and may have strict requirements regarding visibility, demographics, and traffic patterns.

If you’re interested in becoming a billboard landlord and leasing outdoor advertising space, please contact us for more information and a free site survey!

Billboard advertising offers numerous advantages that make it a compelling choice for businesses. Firstly, billboards provide high visibility by being placed in high-traffic areas, attracting the attention of a large audience and increasing brand exposure. Unlike other forms of advertising that require active engagement, billboards offer continuous exposure to passers-by. This constant presence helps reinforce brand awareness and message, enhancing brand recall among consumers. Moreover, strategic placement allows for targeted reach, enabling advertisers to focus on specific demographics or geographical areas, maximizing relevance and effectiveness. Additionally, billboards are cost-effective compared to other advertising channels like television or radio, making them accessible to businesses of varying sizes. Furthermore, billboards provide ample space for creative expression, allowing brands to convey their message with impact. They can also complement other marketing channels, amplifying the reach and effectiveness of integrated campaigns.

Yes. When executed well, billboards offer excellent return on investment. Their impact, visibility, and ability to reinforce brand messages make them an invaluable advertising medium.

Alliance Media stands out due to its extensive coverage across Africa, innovative media solutions, and prestigious awards. We specialise in various outdoor advertising formats including billboards, airport advertising, and more. Alliance Media has partnered with numerous brands, helping them achieve impactful campaigns. A well-designed billboard can leave a lasting impression, and a working with a reputable media owner can ensure your campaign drives results.

Creating an effective billboard involves several key elements:

• Clear Messaging: Craft concise and impactful messages that resonate with your target audience. Keep it short and memorable to ensure quick comprehension, especially for viewers on the move.
• Eye-Catching Design: Utilise bold visuals, readable fonts, and relevant images to capture attention and convey your message quickly. High contrast colours and simple, easy-to-read text are essential for readability from a distance.
• Strategic Placement: Choose the right location for your billboard to maximise its impact. Consider factors such as traffic flow, viewing angles, and demographics to ensure your message reaches the intended audience effectively.

Additionally, we offer a comprehensive Out of Home (OOH) design guide that discusses the intricacies of designing for OOH advertising. This guide covers everything from design principles to technical specifications, helping you create compelling and impactful billboard advertisements.

Choosing the right location for billboard placements is crucial for the success of Out of Home (OOH) advertising campaigns. Strategic placement maximises visibility and ensures brand messages reach the target audience effectively. Key factors to consider include the size and condition of the structure, the clutter factor in the environment, the run-up distance, and the facing angle towards the audience. Larger, well-maintained structures with minimal visual distractions and longer run-up distances tend to have higher recall rates and engagement levels. Partnering with a media owner who understands these factors is essential for maximising the effectiveness of OOH advertising efforts.