The cost of a missed billboard install call is specific. The face crew rolls on a windy afternoon and the vinyl sits in the truck.
The caller had the face size, the panel count, and the wind hold. A voicemail that says "call me back" drops all of it. They do not reconstruct the note for the company that failed to answer.
Campaign changeovers, when a 14-by-48 has to be up before the buy starts makes the miss louder, because the next company that picks up takes the window. Curtis writes the face size, the panel count, and the wind hold while the caller is still on the line, then a local company calls back with a real time.
The Face square feet is the planning total, square feet of vinyl. It does not bill anyone. It keeps the callback from starting at zero.
