System and method of using automatically-identified prominent establishments in driving directions

A system and method provides turn-by-turn directions by identifying placemarks, such as businesses or other landmarks that appear along a traveled route. The system may determine whether signage is associated with each placemark along the route and whether the signage is visible from the route. The system may also determine how prominent the signage is from the route. The system selects the placemark by determining how easily the placemark may be identified from the route, based on the signage's visibility and prominence. The selected placemark may then be identified in connection with the turn-by-turn directions.