Billboards in a wet climate

Billboard for Molson Canadian 67 Sublime

In Vancouver most of the billboards are controlled by Pattison. And in Vancouver it rains a bit. One of the things that I notice is that the billboard have a nasty habit of peeling. (See the upper left corner.)

When you have a few layers of paper up on the billboard, and it's been raining, the weight of all of that wet paper often leads to the paper curling down at the corner.

So, either Pattison is trying to save money on the glue, or save money by not stripping the old posters off billboard often enough. But either way, a vigilant advertiser could hold Pattison's feet to the fire and get some extra display time for free.

I can see a day at some time in the near future when all billboards would have a wireless camera trained on them and the billboard firm could keep an eye on the quality. Much cheaper than have to offer makeup time for billboards that didn't meet the agreed upon quality standards.