What is a Billboard?
A billboard is a type of outdoor advertising medium installed in high-traffic areas where it can be seen by large numbers of people. These billboards are commonly found in urban areas, along busy roads, and on highways. With their larger-than-average size compared to other advertising media, they feature bold, oversized text and distinctive designs that convey messages within seconds. Due to their high visibility, billboards are often used to market newly launched products and services, such as the latest smartphones, innovative technologies, or new car models.
Who Should Consider Renting a Billboard?
Billboard advertising is most effective when launching a new product, especially for businesses or brands with a substantial marketing budget. This medium offers extensive reach, effectively capturing public attention and reinforcing brand recognition through repeated exposure in daily life. Beyond commercial use, billboards also serve various advertising purposes, such as government campaigns—like road safety awareness by the Thai Health Promotion Foundation (ThaiHealth)—or even fan-driven celebrations, such as birthday billboards for K-pop idols.
Types of Billboards
In Thailand, 4 popular types of billboards are commonly used for marketing purposes:
1. Traditional Billboards
Large-scale billboards made from canvas remain one of the most widely used advertising media in Thailand. Due to their sheer number, both in Bangkok and across the country, they continue to be a dominant form of outdoor advertising. These billboards are typically placed in high-traffic and densely populated areas, such as major and secondary roads, alongside bridges, highway barriers, and expressway toll booths. Their strategic placement ensures maximum visibility, making them one of the most effective ways for brands to reach a broad audience.
2. Digital Billboards
Digital billboards, or LED screens, are commonly found in central Bangkok and major districts in other provinces, allowing advertisers to target specific audiences more effectively. Due to their need for specialized maintenance and a constant power supply, these billboards are typically installed in key buildings or along prime city roads. Unlike traditional billboards, digital billboards stand out by displaying advertisements in video or animated formats, enhancing brand recall among passersby. However, one limitation is that advertisers must share screen time (airtime) with other brands, as multiple ads rotate throughout the display schedule.
3. In-Store Billboards
Billboards placed in convenience stores, supermarkets, and shopping malls are another highly effective advertising option. These displays capture the attention of consumers while they are actively shopping and making purchasing decisions. Advertising products relevant to shoppers’ needs at the right moment provides a strategic advantage, increasing the likelihood of conversion. If you’re launching a new product, reaching consumers directly at the point of sale can significantly boost immediate purchases. Plus, your brand might even gain extra exposure when shoppers take photos for social media, unintentionally featuring your advertisement in the background.
4. Vehicle Advertising Billboards
Another widely seen form of advertising is vehicle billboards. These include ads wrapped around trains and buses, placed on food delivery riders’ boxes, or displayed on the backs of tuk-tuks and taxis. Because they move around the city, vehicle billboards offer repeated exposure, reinforcing brand recall more effectively than static ads. This type of advertising is also a cost-effective solution for small businesses (SMEs) or fan communities looking to control their budget by selecting a specific number of vehicles to feature their ads.
How to Rent a Billboard
If your business is considering billboard advertising, the first step is selecting the right location and analyzing the target audience in that area. This ensures that your ad placement aligns with your marketing objectives. For maximum visibility, a traditional billboard is the best choice. However, if you’re targeting a high-spending niche audience, digital billboards are a more suitable option, as they allow for dynamic and visually engaging content in premium locations.
Next, once you’ve selected an ideal location for your billboard type, you can contact the billboard owner or the landowner where the billboard is situated to inquire about pricing and negotiate terms. The price of billboard rentals tends to fluctuate, so it’s recommended to set a budget and compare prices based on the area’s traffic density and population. Negotiating based on these factors will help ensure you get the best value for your marketing efforts.
Once you have finalized the agreement with the landowner or billboard owner, you will receive the terms for installing the billboard and the rules governing the advertisement, both legally and contractually. This includes specifications such as the materials to be used for printing, exact billboard dimensions, installation methods, safety policies, monthly service fees, and costs associated with the removal of the billboard once the contract term ends. After all agreements are in place, you can begin designing the advertisement and follow the agreed procedures with the property owner until the marketing campaign concludes.
