A Dying Breed

When you think about traditional media, billboard advertising probably gets lumped within that, right? You might think it’s a dying breed; who really responds to billboards anymore? When there is social media right at our fingertips, billboard advertising probably has no effect on anyone anymore, right?

Wrong.

Billboard advertising is actually one of the most successful forms of print advertising. According to the Outdoor Advertising Association of America, billboard advertising revenue was up 1.2% in 2017 from the previous year. Out of home advertising was responsible for $7.7 billion in revenue in 2017. That may surprise some of you, but just think about it. Picture this, you’re driving on State Route 47, looking for a local place to get some dinner. You see a billboard for a local diner, that says “come and dine with us”. There’s a picture of a delicious burger and milkshake that quite literally makes you salivate and the only thing you can think to do is put your blinker on and pull right into that parking lot. Though you may not have realized that advertising just worked on you, that plate of burger and fries in front of you would say differently.

Billboard advertising allows companies to create these scenarios, these stories and put them to life. According to Harvard Health Watch, the average American spends 37,935 hours driving in a lifetime. That’s 37,935 hours to capture their attention. These days customers can fast-forward through the commercial, skip the ads on videos, no one even picks up a newspaper anymore, but they can’t avoid billboards.

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