Traditional Billboards In Trouble?

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In 2018, Alexis Ohanian paid for billboards to announce that his wife Serena Williams was returning to professional tennis after the birth of their daughter, Alexis Olympia Jr.

The billboard industry is taking the internet to court for stealing eyes. Eyes? Yes, because we used to see billboards from afar, now we make them ourselves, for our online businesses or use ready-made ‘personal billboard’ platforms, like Instagram.

Billboards have car ads, sneakers ads or baby formula ads. That is the final product. Let’s concentrate on the construction of the traditional billboard, not Time Square digital bling bling. Example. In 2018, Serena Williams decided to return to professional tennis after having a baby. Her husband, Alexis Ohanian Sr. set up traditional billboards about it.

I don’t work in the industry but, I’m guessing there is some sequence, before they go up.

1. Client approaches the billboard company about an ad.

2. Company says the cost will depend on the size, number of billboards and where they are planted.

3. The client already has a design with its logo.

4. Alternatively, the billboard company designs it for a fee.

5. The two parties set a date to review the art-work of the design.

6. First payment might be due when the client approves the art-work.

We can’t list all the prep work here, but imagine collapsing it with your fingers, on your laptop. That’s why the traditional billboard industry is in trouble.

Nonqaba waka Msimang

Executive Blogger

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