As I said it gets more viewing sitting right where it is because it is getting national and maybe even international coverage thanks to the media feeding frenzy. They couldn't drive it all over the country and world.
IMHO, the purpose of the billboard surely wasn't meant to sit in front of their own house -- regardless of the media attention. This case gets enough media attention to not need a big sign blocking the road.
The least they could do is park it in a parking lot somewhere... hmmm, maybe like the Amscot parking lot would be good.