Billboards - what are they? Production of billboards, their sizes. Modern advertising billboard

Billboards are structures with two working surfaces, designed for installation along transport routes located between large populated areas and on municipal roads.

MARIS-M is one of the largest companies, ready to put its own network of media at your disposal. Among them are billboards (Moscow region, Shchelkovo, Maloe Moscow ring, Lyubertsy, Balashikha, Mytishchi, other regional cities, as well as federal highways). Full list Our facilities are listed in the table below. How many worth advertising on a billboard in each specific location, you can find out by calling our numbers

The term "Billboard" originated in the United States when they began to use wooden structures(“board”), with advertisements (“bills”) attached to them.

In our country, billboards appeared at the end of the 20th century, gradually becoming one of the popular types of promotion of goods and services. For placement advertising on billboards In Russia alone, significantly more than 3.5 billion dollars are spent per year.

The cost of advertising on 3x6 billboards is quite affordable. Due to the focus on road users: vehicle drivers, passengers and pedestrians, in order to attract their attention, renting advertising billboards is extremely profitable in places where the speed of vehicle and passenger flow is reduced.

• one-sided;
• bilateral;
• with three to four advertising sides.

Prices for placing 3x6 billboards and for their production depend on the wishes of the customer. The cost of advertising on banners is individual in each case. The posted image can be static or dynamic and moving. The use of changing elements reduces cost and increases attractiveness for business. Such designs include: roller displays, prism-vision (prisms, with three equal sides- edges that rotate).

Various visual effects are also used, combined with other media (use of three-dimensional letters), holographic and interactive images, and elements that go beyond the advertising fields are used.

During production, special galvanized steel or plywood is used and treated with a special compound that protects all structural elements from external adverse influences. Banner fabric is used for printing.

The service life depends on the materials used and the professionalism of the execution. Both the quality of printing and the type of banner fabric are important here, which are selected in accordance with weather and climatic conditions. Special attention is given various options external and internal lighting.

The MARIS-M company invites you to familiarize yourself with the targeted program: rental of switchboards in Moscow and the Moscow region.

Advertising boards (billboards) - tall structures With bright images and enticing slogans have long become an invariable attribute of the streets of all cities. They are used to promote goods, services, retail outlets, brands, social events and more. However, is this popular advertising element really effective and universal? In this article we will try to answer this question by analyzing in detail all the advantages and disadvantages of billboards, their relevance for a particular type of business and other features of this outdoor promotion tool.

What is a billboard

An advertising board (most often a billboard) is external structure, the main function of which is to promote any services or goods. As a rule, such billboards are installed in close proximity to busy highways and roads, since such placement allows them to attract the attention of drivers and passengers vehicle, as well as passers-by who can easily see the billboard.

When it comes to motorists, they typically have 10 to 15 seconds in which to notice and read the information on a billboard. That is why posters should be as concise, bright and enticing as possible. In other words, in this short period of time, information must be noticed, recognized and stored in memory. The latter is possible only if advertising poster aroused the interest of the person who saw him. Otherwise (if the billboard doesn’t “click”), the advertiser’s funds will be wasted.

Pros and cons of advertising on billboards

The main advantages of billboards include the following:

• Due to their size and use of strong visual imagery, billboards attract more attention than many other outdoor advertising tools;
• Such designs can be used to target influence on a specific local group - residents of a particular area;
• Billboards cannot be classified as advertising that the consumer sees only once. Walking down the street several times a day, week or month, a person will notice such advertising a corresponding number of times. The same effect (multiple appearances) is achieved by placing billboards in different parts of the city.
• Despite the fact that the cost of renting a billboard can vary from 10 to 60 thousand rubles per month, this method of promotion remains relatively inexpensive, especially when compared with advertising on radio or television.
• Billboards are installed on the busiest highways, which means they are seen by a huge number of people every day.
• With a sufficient number of billboards placed throughout the city, you can reach almost all consumers and achieve a high frequency of contact with potential clients.

• "Creativity" of urban vandals, after which it is required long time to restore the billboard;
• Exposure to adverse influences natural conditions- snow, rain, strong wind and so on;
• The presence of more than serious visual competition, which includes other advertising installations, structures, transport and even people;
• Shortage good places for placing a billboard;
• Duration of billboard production and installation.

The effectiveness of billboards taking into account the profile of the enterprise

• Big shopping centers, leisure centers, retail stores, various salons, including beauty salons;
• Cinemas, youth night clubs;
• Car dealerships and car manufacturers;
• Dental centers, private hospitals and medical centers;
• Notary and law firms;
• Private educational institutions- kindergartens, centers, various courses;
• Fitness clubs and other sports centers;
• Car services, car washes, service stations;
• Catering outlets - restaurants, cafes, fast food chains.

However, billboards will not be effective for the following types enterprises:

• manufacturing enterprises;
• enterprises whose profile is the production of products for import;
• any small firms, retail outlets, institutions with a small advertising budget.

Types of billboards and their differences

To size:

• Billboards - 3x6 m;
• Superboards - 4×14 m;
• Supersites - 5×15 m;
• Cityboards (scrollers) - 2.7×3.7 m;
• Pillars - 2.7x3.7 m;
• City formats - 1.2×1.8 m.

By form:

• Regular, square or rectangular shields;
• Figured shields;
• Shields with 3D elements that extend beyond the standard square or rectangle.

By audience:

• Aimed at car enthusiasts. As mentioned earlier, most often advertising boards, in particular billboards, are aimed at drivers and passengers of cars.
• Targeted at pedestrians. Such billboards can also be placed on sidewalks (these can be smaller structures than billboards, namely cityboards, pillars, city formats).

By number of sides;

• One-sided;
• Double sided;
• Tripartite.

* It should also be emphasized that not all sides of multilateral shields are equal. The one that is located perpendicular to the highway or pedestrian flow is the main one, since it is visible better than others.

Prices for advertising media placement

It is extremely difficult to determine the average price for advertising on a billboard, since it varies depending on many factors and, above all, on the city where the marketing campaign is being conducted. So, in general, outdoor advertising on the most common type of billboards - billboards - varies from 10 to 150 thousand rubles. Of course, such a gap is frightening and perplexing. However, below are the most current prices for such advertising in different populated areas who can clarify the situation with the price list for the service.

Cost of placement on billboards (thousands of rubles per month);

• Moscow - about 60;
• St. Petersburg - about 40;
• Novgorod, Novosibirsk, Yekaterinburg - 20-25;
• Regions - from 10 to 30.

Price for accommodation in city formats:

• Moscow - 20;
• St. Petersburg - 10-15;
• Ekaterinburg - about 8.

Please note that the list of prices includes the most popular billboard formats. The cost of a supersite in Moscow or St. Petersburg can be several times higher.

It should also be emphasized that the following factors influence the price of advertising on a billboard or other billboard:

• Type of design (one-, two- or three-sided);
• Size and type of advertising board (billboards, supersites, etc.)
• Lease term;
• Placement period (if you want to start advertising a product or service on billboards urgently, the price will be higher);
• Liveliness and advantageous location of the carrier.

How to attract attention to advertising on a billboard?

1. Use a targeted message. Neither the driver nor the pedestrian will look at your sign for long. You need your message to hook the person immediately, to promise to satisfy exactly the need that he has. And remember, he might not even be aware of this need, dream or desire, of course, until he saw your shield.
2. Design. Remember, a picture means more than words. Try to make the message and the picture play on the same team.
3. Brevity is the soul of wit. As mentioned earlier, you only have 10-15 seconds to be remembered. Avoid long sentences and lengthy descriptions. Ideally, you need to invest in 5-7 words.
4. Brightness. Black letters on a white background and a neutral image are unlikely to attract attention. Try to make the picture as juicy and attractive as possible.
5. Humor and/or shocking. Good humor and even jokes “on the verge of a foul” can do a good job. If the ad is simply funny and witty, it will be remembered. If advertising shocks the public, the same thing will happen.

Billboard: rent or install yourself

This question cannot be answered unambiguously. Everything will depend on how your advertising campaign is planned. If you are going to advertise your product or service through billboards only during promotions and discounts, as well as during the growth of seasonal sales, installing a billboard will not justify itself. But if you advertise like this constantly, you should still install it yourself, because it will pay for itself approximately six months after installation.

The process of installing your own shield

There are many benefits to installing your own billboard. Firstly, you will not have to pay rent. Secondly, you can advertise on both sides without having to coordinate this issue with a third-party advertising organization. Thirdly, you will be able to change the banner when you need it.

In order to install your own shield you need:

• Coordinate the installation issue with the owner of the object or site. This measure is necessary if you want to place a billboard on an area that is not on your property. If the shield is located near the road, the issue must be agreed upon with the FSO and the traffic police.
• You can make a shield yourself, or place an order from a specialized organization. Such companies, as a rule, charge about 250-300 thousand rubles for this.
• Banner printing. You can order an advertising poster from an advertising company or a printing house. The cost of printing will be about 200-300 rubles per 1 sq.m.

Billboards are often called any billboards. However, this is not entirely correct. Experts traditionally understand a billboard as a rectangular advertising medium measuring 3x6 meters, usually double-sided. This format became the standard when large format printing equipment became available.

The 3x6 meter shield is large enough to be visible from a great distance both on highways and at city intersections. Moreover, the information posted on such a board is perceived quite well not only by those traveling in a car, but also by those walking. 3x6 billboards are cheaper to manufacture, and their installation and operation are easier than larger billboards.

Another reason for the prevalence of these billboard sizes is the capabilities of early large-format printing devices, when 3 meters was the maximum width of the printed field. Plotters up to 5 meters wide and more appeared later.

These days, the 3x6 meter format remains the most common, but its popularity is declining. The reason for this is a decrease in their visibility against the backdrop of dense buildings and an abundance of outdoor advertising.

The desire to increase the visibility of billboards while maintaining the width of the printed field led to the emergence of billboards measuring 3x12 meters. But technology does not stand still, and today specialists advertising agency"Vek" make shields of much larger sizes.

Superboards and supersites

The dimensions of supersites are even larger - 5x15 meters. Since such billboards are much more noticeable than ordinary 3x6 billboards, they became in demand as soon as it became possible to print advertising information on film or banner fabric up to 5 meters wide. Today such giant shields can be seen in both big cities, and on main roads.

City formats

Giant billboards are very effective, but at the same time they are not cheap. And for advertisers with relatively small budgets, there is an alternative that lies at the other end of the standard format spectrum. These are city formats 1.2x1.8 meters.

However, the choice of this particular size may be determined not only by the relative cheapness, but also by the goals of the advertising company or the characteristics of the target audience.

In the center of a big city, advertising space is expensive, and the advantages of large and giant billboards are not so great - after all, long distance they are partially or completely hidden by other advertising structures, as well as buildings and trees. And in this situation, specialists from the Vek advertising agency note that city-format billboards can provide a significantly greater effect at lower costs.

Billboards measuring 1.2x1.8 are most suitable for advertising, for example, at metro stations and other public places.

But the market for city formats in the provinces is especially capacious. In small towns, putting up billboards measuring 3x6 or larger is sometimes completely pointless, if only because the potential advertising audience is too small. But city-format shields are extremely effective here.

Other formats

This can be achieved by changing the shape of the billboard and its orientation in space.

One such option is vertical billboards, which are often combined with banners, resulting in so-called “arches.” These advertising arches combine the advantages of both billboards and banners.

Various combined designs- for example, a combination of billboards with signs - all this already goes beyond the scope of serial production of billboards in standard formats.

One of the most popular types of outdoor advertising in Moscow is still advertising on billboards along the road.

Most of all, on the roads of the Moscow region, the 3x6 meter format is used, but in last years The trend has changed and designs of this size are being replaced by larger ones. They are good because they are visible from afar; large images and bright inscriptions that are visible from afar can be applied to them. Supersites for outdoor advertising are most often installed along highways and federal highways. If the billboard is installed in right place and at the right height, and the advertising is done correctly, then the inscription can be read by moving on high speed and from afar. The latest trend in 2018-2019 is the installation of digital supersites and billboards, on which outdoor advertising becomes even more visible. On one digital object you can place ads from 5-6 advertisers, both in static and video format.

Series of advertising billboards

In the center of our capital, there are always not enough free spaces for advertising, so it is necessary to contact the operators and managers of the advertising agency in advance. Many advertisers are trying to secure the right to place advertisements in the most crowded and frequently visited places for months and even years to come. The competition here is huge. But if you contact us in advance, the most suitable and convenient options will be selected for you.

Manufacturing, installation and dismantling

In order to place an advertisement in a timely manner, you must first develop a design for the future advertising message, print it in a printing house, and install it. The advertising agency already has the permitting documents for each advertising mark, so the advertiser does not have to worry about this either. If the rental period expires or the content needs to be changed, the banner will be dismantled at the expense of the service organization.