Let’s say I rented a billboard along I-44 in Missouri to advertise my business (Homie’s Widgets). I see blank billboards with a phone number to call to rent the space; OK, but does the agent who rents the billboard do anything besides, you know, rent the billboard? Do I have to hire a third party to print the advertisement for Homie’s Widgets, or do billboard rental agents handle that? Do I have to hire a fourth party to send a guy up there with glue or whatever to put the advertisement up there, or do billboard rental agents handle that as well?
If it’s anything like here you get what you pay for. The agency will sell you an all singing all dancing package if you want or just the blank space. If you are GM, you want the space - if you are Homie’s Widgets, you may want the whole deal.
They would, of course, subcontract anyway. You may also need some legal advice as I assume that even Missouri has laws about what you can put on posters.
From the handbook:
“While it is possible to buy printing directly through Outfront Media’s own Production Group, many clients choose to produce copy using their own printer. This book provides guidelines printers can use to understand which materials must be used, and the timeframe in which the copy must be delivered in order to be posted in time.”
I’ve done it with smaller billboards, for political campaigns.
You rent the billboard(s) from the owner. Usually by the week or month, Renting multiples gets quite a discount.
You have someone design the materials. Our campaign volunteers did this, to their specs.
You arrange to have your materials produced by a printer. Often your regular printer can do it, or they can subcontract it to a printer who specializes in that.
You hire someone else to actually install your ad on the billboard(s). Very often this is arranged through the billboard company. Some require that their people do it, so the billboard is not damaged.
Generally, the billboard company can arrange to have all this done for you, at additional cost. Or they can recommend companies who do the various parts. They are pretty accommodating; they want to rent that space.
But we found that doing the printing thru the printer who did the rest of our campaign material was easier & slightly cheaper. Plus we already had established credit with them.