The "Crooked Timber" blog proposes the idea here:
"Billboards, though, are an unmitigated bad. If we wanted to look at them, we would pay to go and see them as with movies and concerts. And given that we are selling our attention to advertisers on TV and radio, those who force billboards into our field of view are taking that attention without payment, just like telemarketers making collect calls.
An immediate policy conclusion, the exact obverse of the one about TV viewers watching ads, is that users of billboard advertising should be required to pay everyone who goes past. Given the transactions costs of implementing this, they should be taxed at rates comparable to the advertising charges of TV stations".
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