This would be more effective if it wasn't hiding

Self-promotion billboard for Pattison Outdoor Advertising, Grandview Highway, Vancouver, BC

Self-promotion billboard for Pattison Outdoor Advertising, Grandview Highway, Vancouver, BC

I can understand the idea. Use unsold billboard space to promote the use of billboard space.

What I don't get is doing this on a billboard that is all but invisible for passers by. If your billboard, like the one below, depends on content on the left hand side of the sign to communicate the message, then people just won't get it.

(Source: http://www.inrixtraffic.com/wp-content/uploads/mcdonalds-billboard.jpg)

Place is one of the most critical factors in the successful use of out-of-home advertising. (See below)

(Source: http://theinspirationroom.com/daily/print/2009/8/mcdonalds_billboards_200m_197m.jpg)

So, Pattison may well be able to sell this billboard, but the media buyer should know what they are getting and match the message with the medium.

Self-promotion billboard for Pattison Outdoor Advertising, Grandview Highway, Vancouver, BC