Five billboard mistakes that cost brands dearly
A poorly chosen site, a message unreadable at 60 km/h, a forgotten permit: the five errors we see most often, and how to avoid them.
Billboards remain the most visible medium in Benin. Badly executed, they also become the most expensive.
1. Choosing the site before the message
A board is read in three seconds. The reading distance and the traffic speed determine the character size, and therefore how much text is possible.
2. Overlooking the permits
Every municipality applies its own siting rules. A structure erected without a permit is taken down at the advertiser's expense.
3. Undersizing the anchoring
Dry-season gusts are the leading cause of failure. The structural calculation is not a formality.
4. Printing without a proof
An approved proof avoids reprinting an entire campaign.
5. Forgetting maintenance
A lifting banner or a dead tube damages the brand more surely than no advertising at all.
Twelve years of manufacturing and installation in Benin and across the sub-region.
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