Ron, given that this is a billboard base, I'm assuming the thing's a cantilever. As a result, you could get a lot of cycles of loading due to wind and if there's a reasonable height to it you could be in a significant moment case for a large portion of the lifespan of the structure. Personally, even if I could make the foundation for something like that work with plain concrete, I'd want to put reinforcing in along the top to get a ductile failure mechanism. I'd be worried that over multiple cycles I'd get some sort of progressive cracking along the upper face.
If you're talking about something where you don't uplift with unfactored loads but edge into it in a factored 1 in 50 wind event, then I can see not wanting to spend the extra money for that.