Billboard site selection for outdoor advertising has traditionally been a manual, regulation-heavy process, until now. Blue Raster designed and piloted a GIS‑driven parcel suitability platform that enables Heritage Outdoor Media to systematically identify optimal billboard locations.
Heritage Outdoor Media is a family-owned outdoor advertising company whose mission is to create impactful advertising solutions that connect brands with their communities. By translating zoning and spacing regulations into spatial rules, the platform supports data‑driven decisions that help Heritage select locations designed to maximize advertiser visibility and market effectiveness.
Parcel Scoring
Leveraging the power of GIS, Blue Raster brings a fresh approach to an old-fashioned business. Our team conducted a discovery and planning phase to define technical requirements and translate zoning and spacing regulations into actionable parcel scores. This included:
- Stakeholder engagement and requirements gathering
- Assessment of existing GIS datasets, data quality, and update mechanisms
- Definition of Key Performance Indicators (KPI) and data governance
- Technical feasibility analysis and system architecture planning for future web and GIS integrations
Using the parcel score scale, we developed a platform that converts complex zoning compliance and spacing requirements into a reproducible GIS rules engine. This allows Heritage to quickly distinguish viable parcels from non‑compliant locations, reducing time spent on manual research and lowering the risk of pursuing sites that do not meet local regulations.
Blue Raster architected the solution to support future scenario testing, enabling Heritage to evaluate how changes in zoning rules, spacing buffers, or optional traffic data could affect site suitability. This enhances strategic planning as business and regulatory conditions evolve.
Blue Raster is currently piloting the platform in the Milwaukee, WI market. The Milwaukee pilot was explicitly designed to scale to additional markets without re‑architecting the solution. This positions Heritage Outdoor Media to replicate the same analysis framework as it expands into new geographies while maintaining consistent evaluation criteria and workflows.
We also developed a configurable ArcGIS Experience Builder application that allows non‑technical users to interact with parcel data, manage potential sites, and adjust evaluation criteria without deep GIS expertise. Users can filter, sort, and rank candidate parcels, improving usability and cross‑team collaboration within Heritage’s site selection and planning workflows.
Benefits of Blue Raster’s Solution
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- Improved Billboard Site Selection and Visibility
- Reduced Risk and Regulatory Uncertainty
- Faster, More Consistent Evaluation of Candidate Parcels
- Scalable Growth Across New Markets
- Support for Future Scenario and “What‑If” Analysis
- Improved Internal Collaboration and Usability
Ready to Visualize Your Data and Win More Business?
An Esri Gold Partner, Blue Raster helps commercial firms modernize their GIS systems and build future-ready workflows to optimize business. Our team can help you move forward with confidence and increase your client satisfaction.