Bulletin Billboards are the highway, expressway or large surface street billboards. In the outdoor advertising industry there are two major types of bulletins; permanent or rotary. A permanent bulletin billboard is one that targets a specific location. A rotary bulletin is a campaign that it targets a market or a market segment and moves every 8 or 12 weeks.
If you've ever driven on an interstate and you've seen a Cracker Barrel bulletin billboard usually it is a few miles from the exit where the location is. This type of advertiser uses a permanent bulletin billboard as a directional unit. This allows the traffic flowing toward their location to be aware of where their location is. A permanent bulletin billboard may also be used in a landmark location or nearby a competitors store. A permanent bulletin is one that uses one specific location for a period usually longer than 24 weeks.
A Rotary bulletin billboard is one that rotates every 8 to 12 weeks. The 8 to 12 week term was generally chosen because the advertisement has been viewed by the target audience with a high rate of frequency and the reach is expanding but not by much after the 8 to 12 weeks because we as drivers are creatures of habit. We drive to work the same way or have similar driving patterns it is important to move it to a new location so it can increase the reach of the advertising message. Now when you see the ad on a different street or in a different location the advertisement has the appearance of being in multiple places.
Here are some additional benefits of bulletin billboard advertising...
As the standard of the industry, billboards offer a high level of consumer exposure to your advertising message.
• Billboard campaigns create tremendous impact due to the massive ad size. The typically 14’h x 48’w offers 672 square feet of ad space.
• Because billboards are typically located in heavy traffic areas, they offer high frequency of exposure.
• The low CPM (cost per thousand impressions) makes billboards one of the most cost effective forms of advertising when compared to other major media.
• Night time illumination further increases exposure to consumers.
• Campaigns can target consumers geographically and/or demographically.
• Billboards are often used as directional signage, pointing consumers to retail locations and events.
• Billboard campaigns have the unique ability to quickly build product and brand awareness and maintain top of mind awareness.
• Typically located on expressways, interstates, primary roads and major intersections; providing the highest visibility.