Right hand reads get 31% more impressions.

This billboard’s right hand read gets 29% more impressions than its left hand read.

We know intuitively that right hand reads get more impressions than left hand reads because the billboard is closer to the road.  Insider recently joined Geopath.  He reviewed the Geopath impressions data for his plant and discovered that his right hand had 31% more impressions than his left hand reads.  The 31% figure was the median difference between the right hand impressions and the left hand impressions for Insider’s two-sided billboards.

Yes there can be a lot of other factors.  The view makes a difference.  How much traffic is heading that way makes a difference.  A left hand read on a curve can have a great read because it looks like it’s in the center of the road.  But all other things being equal a right hand read should be higher priced than a left hand read.

How do you price your right hand reads?  Let Insider know using the form below.

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