Outdoor 101
How to get your brand on a billboard.
You see a board and think, I want to be on that. Here’s how it works, who you’ll deal with, and what to check before you pay.
Three players.
DirectThrough an agency
AdvertiserThe brand that wants to be seen. That’s you.
AgencySits in between. Plans, buys and runs campaigns for advertisers.
Media ownerOwns the board and rents out the space. Also called the publisher.
You deal with the media owner yourself. Simple when it’s one board, or a few close together.
Two routes. Pick by size.
Going direct: skip the agency, talk to the owner.
- 1Find the ownerLook for the number tag on the site, and ask anyone who claims it for proof.
- 2Check the papersAsk about permission and licence, and see the documents.
- 3Make your creativeDesign what goes on the board.
- 4PrintThey print your design, or you hand over your own prints.
- 5They install itThe owner’s team puts it up.
- 6Pay by the monthUsually a monthly contract.
Step 1, up close
Finding the owner.
Look for a number tag.Check the structure for a tag with the owner’s number on it, and call that number.
Someone says it’s theirs? Ask for proof.If a person claims to own the site, ask to see the legal documents before you go further.
Before you pay, ask the owner
- ?Does this site have permission?
- ?Who gave the permission?
- ?Is the site licensed?
- ?Can you share the papers?
Why the papers matter.
If a site isn’t licensed, the penalty can come to you, the advertiser whose brand is on the board, and not only to the owner who put it up.
Go ahead only once you’re sure the owner is legal.
Printing, option 1
Send your design. The owner gets it printed to the board’s size.
Printing, option 2
Print it yourself and hand over the finished prints.
The contract
Usually booked a month at a time, then renewed.
The easy way
Sounds like a lot? Just call us.
Even for a single board, we take care of all of this for you.
At a glance.
Go directFull-service agency
Best forOne board, or a few in the same areaMany boards, cities or formats
Who you deal withThe media ownerThe agency
Checking permissionsYouThe agency
Creative and printingYou, with the ownerThe agency
InstallationThe ownerThe agency, with every owner
Keeping trackYouThe agency
What you payThe owner’s rate, usually monthlyThe media, plus a percentage for managing it
General guidance. Rules on permissions and licences vary from city to city.