Buying billboard media is part analytical and part visual. Like many media purchases, a good media partner will provide measurements to help you calculate the number of times your advertising message will be exposed to potential customers. Combined with your own internal measurements like customer value, you should be able to develop return-on-investment guidelines. Like real estate, billboards are about location, location, location. Whenever possible, drive-by a billboard before purchasing. Yes, billboard companies have great photos and maps, but since that last photo was taken the trees have bloomed and now your billboard is hidden. Take the time to drive-by.