Buying Billboard Space in Tanzania: What the Rate Card Does Not Say

A billboard rate card quotes a site and a period. It does not quote the traffic, the visibility, the condition of the structure or the permit. A buyer who compares the monthly rate without those factors is comparing the least important number.

The site is the first question. A billboard on a commuter route, a highway and a commercial district reaches different audiences at different times. The buyer should see the site at the hours that matter and count the traffic rather than accept a claim.

The structure is the second. The size, the height, the angle, the lighting and the condition determine the visibility and the safety. A structure that is rusted, leaning or unlit is a discount, and it may also be a liability.

The permit is the third. An outdoor advertising structure requires an approval from the local authority, and a site without a valid permit can be removed. The buyer should ask for the permit and check the duration.

The production is the fourth. The vinyl, the print and the installation are usually charged separately, and the quality of the print determines the legibility from a distance. The rate card should state what is included.

The measurement is the fifth. A billboard campaign can be measured by the traffic, the impressions or the response, and the method should be agreed before the campaign. A campaign without a measurement is a sponsorship.

The contract is the sixth. The period, the renewal, the maintenance, the damage and the removal should be in writing. A billboard that is damaged in a storm and not repaired is a cost without a benefit.