Seems like it needs an operator= tag (e.g. operator=lamar)

In many jurisdictions billboards need a local authority's registration number, and that number is prominently displayed on the billboard. Billboards without it are illegal <http://www.sfsuperiorcourt.org/Modules/ShowDocument.aspx?documentid=2176>. That number should therefore be recored and potentially reconciled against official data. (e.g. license=6AQL51)

And a photo= or image= tag.
And maybe a tag for digital=true (for those overly bright lighted signs)

And I can't help but shout out with a story link:/
In January 2007, Sao Paolo, Brazil, did something that would send chills down the spine of most ad agencies....
http://www.atissuejournal.com/2010/02/01/a-city-without-billboards//
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