By Tim Kolling, Co-Founder & Chief Media Buyer
Billboards are still one of the fastest ways to get a name in front of a whole community. Drive I-70, US-75 or Wanamaker Road and you’ll see why local businesses keep using them: the same commuters pass the same boards every day.
But buying a billboard is more than picking a spot and sending artwork. Here’s what Topeka businesses should know before they sign.
Static or digital?
- Static billboards are printed and installed for the length of your contract. You own that face for the whole run, which builds steady recognition.
- Digital billboards show your ad in a rotation with other advertisers. You can change your message quickly, run different ads at different times of day, and update an offer without reprinting.
Static boards are great for long-term awareness. Digital boards are better for timely messages like events, sales or seasonal offers.
Planning your buy
Choosing the right location
Location matters more than anything else. Before you choose a board, ask:
- Who drives past it? Commuters, shoppers, travelers or students all use different routes.
- How close is it to you? A board near your business can point people straight to your door.
- How easy is it to see? Check the viewing angle, the distance from the road and whether trees or buildings block it.
- Which side of the road is it on? A board facing outbound traffic reaches a different audience than one facing inbound traffic.
What it costs
Prices vary by size, location, traffic and whether the board is static or digital. Many boards are sold in multi-week periods, and longer runs often lower the cost per week. The best way to compare options is to look at what each board delivers for the money, not just the price.
Making it work
Designing a billboard that works
People read a billboard in a few seconds, usually while driving. The ads that work keep it simple:
- Keep the words short. A headline of about seven words or fewer.
- Use big, bold type and strong contrast, so it reads from a distance.
- Show one idea. One message, one image, one next step.
- Make your name easy to remember. A short web address or a simple call to action beats a long phone number.
How to know if it’s working
Billboards are measured mostly by estimated views, based on traffic counts. To get a clearer picture, many campaigns pair billboards with trackable tools like a dedicated web address or digital ads. For example, geofencing can reach people near a board or your location with follow-up ads that can be tracked.
Why work with an agency
You can buy a billboard directly, but an agency helps you compare locations across vendors, plan the timing, design ads that are readable at speed, and connect your billboard to the rest of your advertising. One plan keeps your outdoor, TV, radio and digital ads working together instead of competing for the same budget.
Billboard FAQs
How long should a billboard campaign run?
Long enough for people to see it again and again. Recognition builds with repetition, so short runs tend to be less effective than longer ones.
Are digital billboards better than static?
Neither is better for every business. Digital works well for changing or timely messages. Static works well for steady, long-term visibility.
Can I put a QR code on a billboard?
Usually not. Drivers can’t scan safely, and a code is too small to read from the road. A short web address works better.
Do billboards work for small businesses?
Yes, especially when the board is close to your location or on a route your customers already drive.
Plan your next billboard with Compass. Compass plans and buys billboard and outdoor advertising for businesses in Topeka and across Kansas, along with TV, radio, digital and creative placements wherever your audience will see them. Our in-house team designs the ads, and our media buying team, led by co-founder Tim Kolling, connects your billboards to the rest of your campaign.
Explore Advertising & Media Buying or talk to our team.
