Most people use an agency to buy billboard advertising. This is the easy way to find the right placement and market for the greatest return. Most agencies have direct contact information on their websites.
The top players in the outdoor marketing space are Lamar, Clear Channel, and CBS Outdoor. These three companies sell most of the outdoor space for billboard ads.
When considering buying billboards, the most important factors are the demographics surrounding the billboard and the estimated traffic, which is translated into impressions and circulation. Measuring ROI can be difficult as agencies and billboard owners do not fully understand the audience. These are estimates. Below is a quote from Lamar on pricing differences between locations.
Demographics is determined by an Out-of-Home rating by TAB.
Here are additional reading materials
- Marketing Zone – How to buy outdoor advertising?
- Clear Channel’s Recommendations
- Outdoor Adveritising Association