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"In the 1830s, a man named Jared Bell created some of the very first billboards. These billboards advertised circus acts like Barnum And Bailey. The billboards were often large posters, displaying colorful pictures. They emphasized unique features and promotional elements for each of their upcoming shows.
The 1860s saw a major shift in billboard advertising. Businesses were able to purchase outdoor space to utilize for billboard display. Soon enough, advertisers began taking advantage of the new laws and regulations, setting up different billboards and experimenting with their own forms and creatives. They were often hand-drawn or hand-painted and labor-intensive.
Two things happened in the last four decades of the 19th century:
Billboards became more popular, which led to the founding of various billboard associations. Some of the most famous from this period was The International Bill Posters Association and the Associated Bill Posters’ Association. They helped launch billboard advertising, as a concept, nationwide.
As these associations became more prominent, standards for billboard advertising began to subtly change. In 1889, the Paris Expo revealed the first-ever twenty-four sheet billboard. That twenty-four sheet format became the standard format for billboards everywhere.
The Model T was one of the first affordable cars. It changed the United States, and ushered in an era of cheap, low-cost manufacturing. As more people became reliant on cars, roads and highways were soon built to support them. Soon enough, advertisers realized that setting up billboards on roads and highways was an excellent advertising strategy.
After the introduction of the Model T, cars quickly became the main form of transportation. Older methods of transportation — railroads and horses, mainly — became a secondary option.
Due to this influx of cars, cities were forced to adapt their infrastructure to accommodate the growing automobile market. This lead to the creation of better roads and highways. Shortly after, advertisers realized that this would become prime advertising real estate.
While billboards were always a popular form of advertising throughout the 20th century, it wasn’t until the creation of the Interstate Highway System that billboards became extraordinarily successful. The Interstate Highway System — a system that connects the different states together through safe and efficient roads, spanning 49,000 miles — was a goldmine of display opportunities.
Hundreds of businesses used this method of advertising to their advantage. Most of these businesses set up conventional billboards. But, there were other businesses — for example, Burma Shave, Coca-Cola, and Palmolive — that realized that by designing humorous and captivating signs, you could entertain bored drivers." (History of Billboard Advertising, bMedia)
When you are driving down the interstate do you ever think about how many billboards you pass, given a two mile radius how many do you pass? Ever since the boom in billboard advertising setup by the Model T cars billboards have been a staple in the advertising industry. If you maybe consider this then you'll be able to solve the final location to my puzzle.
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Citation: “History of Billboard Advertising: Evolution of Outdoor Media.” bMedia, 8 Sept. 2019, www.bmediagroup.com/news/history-of-billboard-advertising/.