How Are Aerial Billboards Used in Marketing?

While traveling to Canada some years ago, I was struck by the absence of billboards along the roads. I guess it was against the law. Actually I missed them. Sure, too many can be obnoxious and an eyesore, but I found I rely on the information they present as I travel.

Of course, most billboards are huge signs pasted to a support on some rented piece of property like a farmer’s field. The more people who travel that highway, the better. The billboard stands there, awaiting people traveling by to read the message. Now imagine this billboard flying into the air over some huge gathering of people. That is the essence of advertising with aerial billboards.

Aerial billboards are similar to roadside billboards but different in a number of ways as well. For example, the roadside billboard is fixed, being seen by moving people. Aerial billboards on the other hand, are moving while the people are stationary. Also, the roadside billboard is only noticed by those looking its way as they drive. The aerial billboard is read by virtually everyone who sees it because of the uniqueness of the display. The roadside billboard will be viewed by 100,000 people after a long time; the aerial billboard could be read by that many in a matter of minutes.

The aerial billboards are made of nylon. Some are painted and some are dyed with a sun inhibitor for protection. The billboard is not a banner but a banner is sometimes attached to the end of the billboard to give an additional message. Some billboards are as large as 50 feet tall and 100 feet long! The message on it may be a logo, the name of a product, photos, or just about anything a roadside billboard contains.

The billboard stays upright because it is weighted on the bottom. The lead pole attached to the front keeps it spread out. A bridle attached to the lead pole is attached to a 250 feet long rope that is pulled by the plane. In order to get the billboard airborne, the pilot must take off, then circle around and hook a loop of rope fastened to tow rope. He immediately pulls back the stick so that the billboard is lifted up off the ground and not damaged.

Though lightweight, the billboard is still a hefty drag for a small plane. At times winds will ground it, or keep them from being able to add the additional banner message at the end. When he is finished, the pilot gently drops the billboard at the designated place where it can be stored and used again.

The size and shape of the message trailing behind the plane is the only real difference between an aerial banner and an aerial billboard. Clients might include restaurants, products, special events, ordinary people with congratulatory messages, wedding proposals, directions, information like a web page where they can get further details, special sales, local businesses, movie promotions, and many others. Billboard messages include just about anything people want to get to the word out about.

What is the cost for a billboard ad like this? That varies with locations and flying companies. On the average plan on $400 to $500 an hour for towing time and about $2500 and up for the billboard or banner. Often companies offer aerial advertising packages for the banner and display together. Perhaps this seems like a lot of money. It isn’t if you consider the revenue that the message will bring in because thousands of people saw your message in one day.