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OOH glossary · Measurement

Viewing distance

Viewing distance is how far away a person is when reading a billboard, which sets letter size.

OAAA says billboards are made to be seen from far away, generally more than 50 feet. On highways, the first readable point can be hundreds of feet out.

Geopath’s approach measures the stretch of road where the board can be seen and read.

The longer the distance, the bigger the type. Sign research suggests about 1 inch of letter height per 30 to 40 feet.

Formula

Letter height (inches) ≈ viewing distance (feet) ÷ 30 to 40

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