How to Choose the Right Photographer for a Successful Billboard Campaign
Millennials and Zoomers are so tired of online ads (I mean, aren’t we all). Think of how quickly you skip an online ad or install an ad blocker. Out-of-Home advertising (OOH) or, ya know, billboards, can use authentic and honest messaging to influence consumers… AND, you can’t ad block a billboard!
According to View Outdoors, 70% of a consumer’s day is spent outside the home and 58% of all consumers have gone online as a direct result of seeing a real world ad. Billboards and transit ads offer a unique opportunity for your institution to advertise 24/7, unobstructed by competing content–unlike the beast that is digital marketing. Out of home marketing is a great opportunity to capture the attention of your target audience and promote your brand.
If you are planning your next billboard marketing campaign, understanding how to hire the right photographer is the first step to marketing success.
What Makes Billboard Photography Tricky
Billboard photography different than most commercial photography, let me tell you why:
Proportions and Composition: Billboards are generally short and wide – a much different proportion from standard digital images and ad sizes. It can be challenging to shoot for a billboard layout when most digital equipment uses a 2:3 sensor. And billboards require images that are high quality and resolution of course – but also the appropriate negative space for your messaging.
Scale: Images that look perfect on a computer screen may lose impact when blown up to billboard size. What works in a small digital ad doesn't always translate to a 14' x 48' display.
Viewing Distance and Time: Billboard viewers typically see your ad from 500+ feet away and for only 3-5 seconds while driving. This fundamentally changes how composition and visual hierarchy must work.
Environmental Context: Unlike controlled digital environments, billboards exist in the real world with varying lighting conditions, surrounding landscapes, and potential obstructions.
Weather Considerations: Your billboard will be viewed in bright sunlight, overcast days, and even at night. Photos need to maintain impact across these varying conditions.
An experienced billboard photographer understands these challenges and shoots specifically to overcome them.
Technical Considerations for Billboard Photos
When discussing your project with potential photographers, they should understand these technical requirements when it comes to billboards:
Resolution Requirements: Billboard images need extremely high resolution—typically 300-600 DPI at the final print size. A photographer familiar with billboard work will use appropriate equipment and techniques to capture images with sufficient detail.
Simplicity and Contrast: Effective billboard images have strong visual contrast, limited text, and a clear focal point. Your photographer should be able to compose shots that maintain visual impact at a distance.
Color Considerations: Colors may print differently at large scale and will appear differently under various lighting conditions. Experienced billboard photographers understand how to account for these variations.
Negative Space: Strategic use of negative space is crucial for billboards. Your photographer should know how to compose images that leave appropriate room for text and branding elements.
Mistakes to Avoid When Planning Your Billboard Photography
Repurposing Existing Photography: Using images shot for websites or print materials rarely works well for billboards. Invest in photography specifically created for large-format outdoor display.
Overcomplicating the Visual: Billboards with too many elements or complex visuals fail to communicate quickly. Your photographer should help you maintain visual simplicity.
Ignoring Location Context: Different billboard locations have different viewing angles, lighting conditions, and surrounding environments. Work with your photographer to consider the specific placement of your billboard.
Neglecting Mobile Viewing: Many billboards are viewed from moving vehicles. Your photographer should understand how to create images that register quickly and memorably.
Insufficient Resolution: Nothing ruins a billboard like pixelation or blurriness. Ensure your photographer provides files that meet or exceed the printer's specifications.
Partner with Experience for Billboard Success
Planning a billboard campaign requires a specialized photographer that understands the complexities of outdoor advertising. With vast experience in creating impactful visuals for outdoor advertising, Melissa Kelly Photography brings both technical expertise and creative vision to your out-of-home advertising projects.
When you choose Melissa Kelly Photography, we work closely with you and your team to ensure your advertising makes the impression you need. Added bonus: all the photos we take for your billboard can be used in so many different ways (social media, website images, marketing materials - you name it).
Ready to create billboard photography that stops traffic? Contact Melissa Kelly Photography today to discuss your next billboard campaign.
