Billboards 101: Back to Our Roots

Dail Digital is a local, family-owned business proudly based in Greensburg, Pennsylvania. Our story began in 1990, when Arnold Palmer advertised his Cadillac dealership on a billboard owned by the Statler family. What started as a single placement quickly grew as the Statlers added more billboards and began partnering with local businesses throughout the region.

Today, Dail Digital offers a full suite of marketing solutions including websites, search advertising, digital display ads, credit card processing, CRM systems, and more. Billboards remain a core part of who we are and in this update, we are getting back to our roots and sharing a helpful overview of all things billboards.

Types of Billboards

Static Billboards

Static billboards are printed on high-quality vinyl and display a single image 24/7. These boards are ideal for messaging that stays consistent over an extended period of time, often for months or even years. Static billboards are a strong option for brand awareness campaigns where long-term visibility is the goal.

Tri-Vision Billboards

Tri-vision billboards offer a middle ground between static and digital options. These boards rotate between three printed designs, allowing multiple messages to be displayed in the same location. Due to printing and installation costs, tri-vision billboards are best suited for longer-term messaging such as brand awareness, store openings, or major announcements.

Digital Billboards

Digital billboards rotate multiple images throughout each minute of the day. Because artwork is delivered digitally instead of printed and installed, this option is more cost effective and highly flexible. Digital billboards are ideal for event promotions, seasonal updates, sales — messaging that may change frequently.

Tips for Successful Billboard Advertising

Where

Location is one of the most important factors when choosing a billboard. The visibility and impact of your ad are heavily influenced by where it is placed. Each billboard includes a ride sheet that provides details such as longitude, latitude, and traffic counts.

Traffic counts, provided by the Department of Transportation, estimate how many vehicles pass a billboard each month. The most effective placements are located where your ideal customers live, work, or regularly travel.

What Type

Because billboards come in static, tri-vision, and digital formats, it is important to match the board type to your message. If you plan to promote a new event or offer each month, a digital board may be the best fit. If you are announcing a new location or building long-term awareness, static or tri-vision boards may be more effective.

Ad Design

Ride sheets also include sizing information. Common billboard sizes include 12x24 feet, 10x30 feet, and 10.5x36 feet. Dail Digital can design your billboard artwork from start to finish, or we can place artwork your team has created. If you are developing your own design, we are happy to provide templates with the correct sizing and export specifications.

All billboard artwork created by the Dail Digital team goes through a strict 32-point checklist to ensure quality, clarity, and performance. Key considerations include:

• Streamlined verbiage: Studies show billboard headlines with seven to nine words perform better than those with longer copy.
• Focused content: Drivers have only a few seconds to absorb your message. A strong headline, clear image, logo, and call to action are essential. Additional elements should be used sparingly.
• Clear call to action: Limit your ad to one phone number or one website to avoid confusion.
• Legible fonts: Decorative fonts may work in other formats, but billboards require simple, easy-to-read typography.
• Brand consistency: Your billboard should align with your overall brand identity, including logos, colors, and typography, to build recognition and trust.

Benefits of Billboards

Billboards are a cost-effective way to reach a large audience. In many cases, they offer one of the lowest costs per impression when compared to other advertising options. Because billboards are placed in high-traffic areas, they provide consistent visibility and repeated exposure to your message.

Billboards are especially effective for brand awareness. They help keep your business top of mind and reinforce your message through repetition. Billboards also complement other marketing efforts well. Many potential customers search for a business online after seeing a billboard, which can increase website traffic and strengthen the performance of your digital campaigns.

Dail Digital owns and operates billboards in and around Southwestern PA. We also maintain close partnerships with other billboard operators, allowing us to help extend your messaging beyond our owned inventory when needed. Whether you are looking to build awareness locally or expand your reach, we can help identify the right placements to support your goals.

If you are looking for a cost-effective way to share your message with thousands of local residents, our team is ready to help. Click here to reach out and start the conversation today.