How To Get Billboard Height Right Before You Build By Frank Rolfe
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A billboard can have the right location, the right advertiser, and the right traffic count, but still fail if the height is wrong. Too low, and a roofline, tree, sign, or overpass can block the face. Too high, and the structure may cost more than necessary. The goal is not simply to build tall. The goal is to build high enough for the ad to read cleanly from the road.
Why You Must Measure From The Road
The only viewpoint that matters is the driver’s view from the road the sign is meant to reach. Measuring from the property, the sidewalk, or a nearby object can be misleading because distance changes what the eye sees.
A shorter object closer to the driver can appear taller than a larger object farther away. That is why guessing “five feet above that roof” is not a professional method. You have to test the height from a moving vehicle, at the same angle and distance the future audience will see it.
The Three Practical Ways To Test Height
- Crane Method
The best method is still the crane. You place a small crane where the sign pole will go, attach a visible flag or marker, and raise it to the proposed height. If possible, mark both the bottom and top of the future ad face.
Then drive the road, take photos, and review the sightline. This gives you a real-world preview of what the finished sign will look like before steel is ordered or concrete is poured.
Crane rentals are not always cheap. Current U.S. pricing often falls around $200 to $1,000+ per hour, and many operators require a minimum number of hours. But compared to building a sign at the wrong height, it can be money well spent.
- Telescoping Measuring Pole
A fiberglass measuring pole can also work well, especially for smaller signs or early-stage testing. Modern 45-foot measuring sticks can cost around $1,400+, although shorter poles are much less.
The limitation is stability. If the pole bends, sways, or is not held perfectly vertical, your reading may be off. It is useful, but it requires care.
- Helium Balloon
For a low-cost field check, a helium balloon and measured string can still provide a rough guide. It is not precise, and wind can ruin the test, but it is better than pure guessing.
Use it only as an early indicator, not as the final answer before construction.
Final Thought
Billboard height should never be guessed from the ground. Test it from the road, photograph it, and make the decision based on what drivers will actually see. A few feet can be the difference between a readable ad face and a wasted structure.
By Frank Rolfe
Frank Rolfe started his billboard company off of his coffee table, immediately after graduating from college. Although he had no formal training on the industry, he learned as he went, and developed his own unique systems to accomplish things, such as renting advertising space. Frank was formerly the largest private owner of billboards in Dallas/Ft. Worth, as well as a major player in the Los Angeles market.