Why would an advertiser invest in the high cost of producing a backlit poster?

A backlit poster is a luminous sign containing advertising graphics printed on translucent vinyl material. Colour reproduction and impact are among the advantages offered by a backlit poster. At night, the lighted display takes on a three-dimensional effect. The primary advantage of backlit posters is the image enhancement they offer; there is strong visual impact in the day and at night. The cost of producing backlit posters is quite high, but the opportunities for exposure are estimated to be twice that of a standard poster.