Billboard Advertising Planning Process

What size billboard and how many - depends on budget and timing?

• Supersites – standard large format billboard size 12.66m x 3.35m, generally located on main arterial roads, highways and freeways. Big impact, high traffic, illuminated – range from $5000 to $25000 (4-week display period).
• Poster sites – standard format 6.00m x 3.00m billboard size, located on main roads, suburban roads and train stations, most are illuminated – range from $750 to $3000 (4-week display period).

Timing

When do you want your billboard advertising to appear – in a particular month or season, school holiday periods, end of financial year, pre Christmas or perhaps all year round?

TIP – it’s a good idea to allow a 1 to 3 month planning window.

Billboard advertising is generally purchased in 4-week display periods, which means there are thirteen periods per year – see 2008 Calendar.

Each display period commences on a Monday. It normally takes a few days to takedown and install (several hundred) skins at the end/beginning of each 4-week display period. Therefore actual display times can vary from 25 – 28 days (weather can also play a part).

Campaign weight and duration – relates to budget and timing

How many billboards and over what time period? Light, medium or heavy weight campaign (refer to Planning Rates & Weights Guide)? For example: 1 billboard for 1 month, several different billboard locations spread out over several months (rotational campaign) or perhaps 1 billboard location for 1 year (changing the creative message monthly). There’s no set formula, talk to us about your advertising goals and we’ll design a campaign matched to your budget.

Locations

Which billboards are the best locations for targeting your customers? High impact Inner City, suburban locations in proximity to your business, main feeder roads or highways, the rail network or regional centres – or a combination? We can show you a coverage footprint for individual billboards in your local area or the broader reach that can be achieved with several different locations.

Audience Measurement

Ask us to show you reach and frequency data (i.e. – how many of your target audience can we reach and how often).

Book the sites

Booking or leasing space on billboards requires you to sign a contract; you are bound by the Terms and Conditions of that contract. This is a simple process which your goa representative will guide you through. TIP – competition for premium billboard locations means sometimes you may need to book well in advance to secure the billboard you want.

Artwork / Creative

Now you’ve booked the billboard space you’ll need to design the artwork or message you wish to convey. We provide an in-house design service if required, call us for advice and a quote. Simple is always best when it comes to billboard advertising – think about how the message is consumed; generally whilst driving past the billboard or sitting in traffic. Can my audience ‘get the message’ within 3 to 7 seconds. Do I include pictures, words (how many?), logo, colours, extensions, something exciting and different so my brand or business is memorable - see guidelines for What Works on Billboards.

Use our Artwork Tester simulator to see how your artwork / creative will look on a real life billboard or email us and we’ll do it for you.

Production Process

When approved your artwork / creative needs to be printed on a vinyl ‘skin’ ready for installation on the billboard. The ‘skin’ can be used many times over on different billboards or remain on one location for longer periods. goa can produce the ‘skin’ for you including quality guarantees - ask us for a quote. Or you can source your own ‘skin’ production if you wish – please check specifications with us before you do.

Installations

goa employs specially trained ‘installers’ to fix the vinyl ‘skin’ to the billboard. When installed we take a photo and email it to you.