Building Billboards: What Makes the Perfect Location

By: Joseph A. Felici, Vice President Keystone Outdoor Advertising

Choosing a good site to build a billboard requires strategic planning, adherence to regulations, and consideration of visibility, traffic patterns, and audience demographics. Here are the key factors to consider:

Zoning and Permits

Billboard placement is heavily regulated by local zoning ordinances.

Checklist:

  • Verify if the area allows commercial signage.
  • Check restrictions on billboard size, height, and type (e.g., digital or static).
  • Ensure compliance with state and federal regulations, like the Highway Beautification Act in the U.S.

High Visibility

A billboard must be easily seen by passing drivers and pedestrians.

Key Elements:

  • Clear sightlines (no obstructions from trees, buildings, or other signs).
  • Positioned at the right height and angle for maximum exposure.
  • Proper lighting for nighttime visibility.

Traffic Volume and Flow

The more people passing by, the higher the number of impressions.

Ideal Spots:

  • Busy highways, intersections, and major roads.
  • Near traffic lights or areas prone to congestion.

Dwell Time (Viewing Duration)

The longer someone can see your billboard, the better.

Best Scenarios:

  • Stoplights or traffic jams.
  • Slow-speed zones.
  • Pedestrian-heavy areas.
  • Audience Demographics

A billboard’s success depends on reaching the right audience.

Key Questions:

  • Who passes by regularly (commuters, tourists, locals)?
  • What is their income level, interests, or buying habits?
  • Proximity to Businesses and Points of Interest
  • Billboards often act as directional signs guiding customers to nearby locations.

Ideal Examples:

  • Near retail centers, restaurants, or gas stations.
  • Close to popular landmarks or tourist attractions.

Lighting and Orientation

  • Proper lighting ensures visibility in daylight and at night.

Best Practices:

  • Use LED lights for nighttime clarity.
  • Position the billboard to avoid sun glare during peak hours.

Structural Stability

Billboards must withstand weather conditions, such as wind, rain, and storms.

Key Considerations:

  • Strong foundation and sturdy materials.
  • Compliance with engineering standards.

Cost of Land or Lease

The cost must align with your projected return on investment (ROI).

Evaluate:

  • Purchase vs. lease cost.
  • Potential revenue from advertisers if you’re renting out ad space.

Competition and Sign Clutter

Too many billboards in one area dilute the impact of your message.

Best Practice:

  • Look for sites with minimal competing ads nearby.
  • Avoid billboard “clusters” unless your ad stands out dramatically.

Environmental Impact

Some areas may have environmental restrictions.

Check:

  • Local wildlife protection regulations.
  • Impact on natural scenery.
  • Pineland regulations. 

Ideal Billboard Site Examples:

  • Highways and freeways with consistent traffic.
  • Busy intersections with traffic lights.
  • Near airports, stadiums, or event venues.
  • Shopping malls, commercial hubs, or city centers.

Do you think your property would be ideal for a billboard? Let us discuss the ways that a billboard could provide you with consistent passive income with minimal ongoing effort or maintenance.