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Concept
Billboard
Summary
A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically brands use billboards to build their brands or to push for their new products.
The largest ordinary-sized billboards are located primarily on major highways, expressways, or principal arterials, and command high-density consumer exposure (mostly to vehicular traffic). These afford the 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 mostly along primary and secondary arterial roads. Posters are in a smaller format and are viewed principally by residents and commuter traffic, with some pedestrian exposure.
Billboard advertisements are designed to catch a person's attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it. They have to be readable in a very short time because they are usually read while being passed at high speeds. Thus there are usually only a few words, in large print, and a humorous or arresting image in brilliant color.
Some billboard designs spill outside the actual space given to them by the billboard, with parts of figures hanging off the billboard edges or jutting out of the billboard in three dimensions. An example in the United States around the turn of the 21st century was the Chick-fil-A billboards (a chicken sandwich fast food chain), which had three-dimensional cow figures in the act of painting the billboards with misspelled anti-beef slogans such as "friends don't let friends eat beef."
The first "scented billboard", an outdoor sign emitting the odors of black pepper and charcoal to suggest a grilled steak, was erected on NC 150 near Mooresville, North Carolina by the Bloom grocery chain.
Official source
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