Overhead Billboard Advertising: A Highly Effective Out-of-Home Advertising Method

Overhead billboard advertising is one of the most effective forms of out-of-home advertising, installed on urban and highway bridges. Its success lies in its strategic placement, directly in the line of sight of drivers and passengers in vehicles. This ensures greater attention and enhances the communication of the advertisement’s message to the audience.

What is an Overhead Billboard?

A overhead billboard is the main surface of a bridge structure, serving as the platform for vehicles, pedestrians, or rail lines. Simply put, the deck is the flat and durable surface that rests on the bridge’s supports and transfers weight and load to the foundations.

In outdoor advertising, the overhead billboard refers to the upper or side spaces of a bridge where banners, billboards, or brand messages are installed. Thanks to their direct and expansive visibility for drivers and pedestrians, overhead billboards are among the most popular locations for advertising.

Types of Overhead Billboard for Advertising

Overhead billboards used for advertising can be categorized based on design, location, and usage. Below are the common types:

1. Pedestrian Overhead Billboard

• Installed on pedestrian bridges designed for foot traffic.
• Due to their optimal height and direct visibility, these ads are prominently displayed to both drivers and pedestrians.
• Typically used on busy urban streets.

2. Vehicular Overhead Billboard

• Positioned on bridges used by vehicles (highway and road bridges).
• Particularly effective on roads and highways, as viewers have more time to observe the ads.

3. Dual-Sided Overhead Billboard

• Ads are placed on both sides of the bridge, making them visible to drivers from both directions.
• Ideal for busy streets with traffic flowing in two directions.

4. Temporary Overhead Billboard

• Designed for special events or short-term advertising campaigns.
• Usually installed on temporary bridge structures and are portable.

5. Digital Overhead Billboard (Smart Bridges)

• Equipped with digital advertisements and LED screens.
• Allow for displaying multiple ads simultaneously, offering greater appeal to viewers.

6. Specialty Overhead Billboard

• Found on iconic or architecturally unique bridges.
• Designed to maximize attention through their aesthetic and distinctive appearance.

7. Side Overhead Billboard

• Ads are placed on the sides or supports of bridges.
• Commonly used in urban areas for localized advertising.

Each type of overhead billboard advertisement has its unique impact depending on its location and advertising purpose. These platforms can attract diverse audiences and significantly enhance brand visibility.

Overhead Billboard Dimensions for Advertising

The size of advertising overhead billboards varies based on the type of bridge, location, and advertising requirements. However, there are standard dimensions commonly used in the design and execution of such advertisements. Below are the most common sizes for overhead billboards:

1. Pedestrian Overhead billboards

• Length: Typically, between 10 to 20 meters (depending on the bridge’s length).
• Width: Between 1 to 3 meters.
• These decks are designed for large, clear advertisements due to their height and direct visibility.

2. Vehicular Overhead billboards

• Length: Ranges from 15 to 30 meters (depending on the size and type of bridge).
• Width: Between 1.5 to 4 meters.
• Larger dimensions are often used on busy highways and roads.

3. Dual-Sided Overhead billboards

• Length: Between 20 to 25 meters.
• Width (per side): Approximately 2 meters.
• These decks are designed for advertisements visible in both directions.

4. Digital (LED) Overhead Billboards

• Length: Between 12 to 20 meters, depending on the location.
• Width: Between 1.5 to 3 meters.
• These decks require standardized dimensions to ensure optimal display quality for digital technology.

5. Temporary Overhead Billboards

• Length: Typically between 8 to 15 meters.
• Width: Around 1.5 meters.
• These decks are designed to be lighter and smaller due to their temporary nature.

6. Side Overhead Billboards

• Length: Between 5 to 10 meters (proportional to the bridge’s length).
• Width: Between 1 to 2 meters.
• These decks are often used for localized advertisements with smaller texts or designs.

Factors Influencing Overhead Billboard Dimensions

• Bridge Length and Width: Must align with the primary structure.
• Location: Larger sizes are often chosen for intercity roads.
• Advertising Content: Larger dimensions are used when greater attention is needed.
• Audience View and Angle: Should match the height and distance between the bridge and drivers.

Overhead billboard advertisements are designed with varying dimensions to ensure visual appeal and cost-effectiveness.

Rental and Pricing of Advertising Overhead Billboards

The rental price of an advertising overhead billboard depends on several factors, which are detailed below. Generally, the cost of this type of advertising varies and can range from a few million to tens of millions of Iranian Rials per month, depending on the location and features of the bridge.

Factors Influencing the Rental Price of Advertising Overhead Billboards

• Geographic Location
  
  • Urban Areas: Bridges in high-traffic and central city areas are usually more expensive.
  • Highways and Major Roads: Overhead billboards on busy highways or intercity roads with high visibility command higher prices.
  • Low-Traffic Areas: Rental costs are lower in rural or less busy areas.
• Overhead Billboard Dimensions
  
  • Larger decks are more expensive.
  • Double-sided or multi-sided decks cost more than smaller, single-sided ones.
• Type of Advertisement
  
  • Static Decks: Have lower costs.
  • Digital or LED Decks: Are more expensive due to advanced technology and higher audience engagement.
• Rental Duration
  
  • Short-Term Rentals (1 month): Tend to have higher rates.
  • Long-Term Rentals (6 months or 1 year): Often come with discounts.
• Permits and Additional Services
  
  • Costs associated with obtaining permits from municipal or related organizations.
  • Expenses for design, printing, and installation of banners or digital display equipment.

Average Pricing in Iran

• Small Billboards in Low-Traffic Areas: Approximately 10 to 30 million IRR per month.
• Large Billboards in High-Traffic Urban Areas: Around 50 to 100 million IRR per month.
• Digital (LED) Billboard: Depending on technology and location, between 70 to 200 million IRR per month.

Advantages of Renting Advertising Overhead Billboards

• High Visibility: Especially in high-traffic areas.
• Brand Retention: Due to repeated exposure.
• Cost-Effectiveness for Long-Term Campaigns: Compared to TV or digital advertising.