billboard
an outdoor sign or poster, generally placed along roadways; costs for billboards are generally determined by location, size, and material (digital or static); the return on investment from billboard campaigns is difficult to measure since it relies upon traffic counts and conversions are difficult to track; best practice is to keep messaging simple and easy to read and understand in under 10 seconds, use large and bold fonts and images, use color and contrast, and consider and negotiate location of the board (Davis, 2025)