Billboards
Typically showing large, witty slogans and
distinctive visuals, billboards are highly visible in the top designated
market areas. Billboards are large outdoor advertising structures, typically
found in high traffic areas such as alongside busy roads. Billboards
present large advertisements to passing pedestrians and drivers.
Bulletins are the largest, most impact filled standard-size billboards.
Located primarily on major highways, expressways or principal arterials,
they command high-density consumer exposure. Bulletin Billboards afford
greatest visibility due not only to their size, but because they allow
creative "customizing" through extensions and embellishments.
Posters are the other common
form of billboard advertising, located chiefly in commercial and industrial
areas on primary and secondary arterial roads. Posters are a smaller
format than bulletins and are viewed principally by residents and commuter
traffic, with some pedestrian exposure.
Billboards are large displays
advertising goods or services not necessarily sold where the sign is
located. In North America, "bulletins" are typically 14'x 48' (height
x width), but they are smaller in other places.
The display is printed
on a flexible PVC vinyl sheet which is stretched over the face of the
advertising structure. Smaller 12'x 24' billboards, are called "posters."
Poster displays can consist of a series of printed paper sheets that
are pasted together or are single sheet vinyl displays.
Because PVC vinyl is toxic
and not recyclable, the billboards are now beginning to use lightweight
recyclable plastic, such as polyethylene, as a replacement. The new
materials are as little as 1/4 the weight of traditional PVC flex vinyl,
making installation easier and safer. In addition to being recyclable
and non-toxic, the production of the low-mass substrate has a substantially
smaller carbon footprint.
Some billboards utilize
a technology called tri-action movement (also known as tri-visions,
or multi-message billboards). These billboards show three separate advertisements
in rotation using a mechanical system. They are made up of a series
of trilons arranged so that they can be rotated to present three separate
flat display surfaces.
The displays for these
billboards are printed on strips of vinyl which are fixed to the faces
of the triangular panels, with one strip from each of three different
displays attached to each panel. As the panels rotate and pause, three
unique advertising messages can be displayed on the same structure.
Another popular form of
mechanical sign is the scrolling billboard. These billboards are able
to show up to 30 images per side using a roll-up, scrolling mechanism
that is controlled by a computer. The images are printed on backlit
vinyl that allows the advertisement to be illuminated for night viewing.
Many of these scrolling billboards are used for permanent mall advertisements
and on trucks for mobile applications.
Times Square electronic
billboards, some changing their messages with motion video. New billboards
are being produced that are entirely digital (using LED and similar
techniques), allowing static advertisements to rotate in succession.
Even holographic billboards are in use in some places.
|
