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Billboard ROI in 2025: Are Traditional Formats Still Beating Digital?

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People in advertising love to talk about digital being the future. It’s flashy, modern, and flexible. But now that we’re stepping into 2025, many brands are asking an important question. Are traditional billboards still delivering a better ROI than digital billboards? It’s not just a debate for marketing conferences. This is about real dollars and cents. Companies want to know how to spend their budgets wisely. Whether they’re promoting fast food, streaming shows, or local law services, ROI is the metric everyone watches. Let’s dive into what’s happening in the world of billboards and why traditional formats might still be holding their own, even in this digital age. What Does ROI Mean for Billboards? When we talk about ROI in out-of-home advertising, we’re talking about how much value you get back for every dollar spent. It’s easy to think of ROI as purely numerical, such as impressions or cost per thousand views (CPM). But there’s more to it. Billboard ROI ...
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The Billboard Halo Effect

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Nearby Businesses Benefit from Big-Brand OOH Ads When a massive brand splashes its message across a giant billboard, most people think about that brand’s visibility and sales. But there’s a fascinating ripple effect in the world of out-of-home (OOH) advertising. It’s called the Billboard Halo Effect, and it’s quietly helping local businesses thrive simply because they happen to be near these attention-grabbing displays. In this post, we’ll dig into what the Billboard Halo Effect is, how it works, and why local businesses should care. We’ll also examine real-world examples, offer tips for leveraging this phenomenon, and explore what the future might hold as digital billboards and data-driven strategies become increasingly common. What is the Billboard Halo Effect? Imagine you’re driving down a busy street. You spot a massive billboard for a global brand like Nike or Apple. The ad is bright, modern, and instantly grabs your attention. As your eyes drift back to the roa...
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Do Gen Z and Boomers Notice Billboards Differently?

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Recall, Trust, Engagement... Oh My! It’s easy to imagine that everyone sees billboard advertising the same way. After all, a big, bold sign on the side of the highway or a bright digital screen in Times Square is hard to miss. However, the truth is that not all eyes—and minds—absorb billboard messages in the same way. Different generations perceive, remember, and trust billboard ads differently. That reality matters more than ever for brands investing in OOH campaigns. As marketers plan creative and media buys, understanding how Gen Z, Millennials, Gen X, and Boomers interact with billboards can transform the success of an ad. This post dives deep into what research and industry insights reveal about generational differences in OOH recall , trust, and engagement, and how advertisers can use that knowledge to craft more innovative campaigns. Why Generational Differences Matter in OOH Generational marketing has become a staple of advertising strategies. It’s the idea t...
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The Shadow Costs of Bad Billboard Creative (And How to Avoid Them)

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The High Price of Being Ignored Missed Impressions = Missed Opportunities A billboard may be in the perfect location, but if it’s hard to read or visually cluttered, you’ve wasted that high-traffic real estate. According to the Outdoor Advertising Association of America (OAAA), billboards generate an ad recall of 70% or more  when done right, but poor design can reduce that by more than half. The Speed Test: You Have 5 Seconds Drivers glance at billboards for an average of 5–7 seconds . If your design doesn’t communicate instantly, it fails. Fonts that are too small, images without context, or excessive text can all compromise clarity. Brand Erosion Over Time Consistently bad creative does more than waste money—it hurts your brand. Billboards are large-format reputation builders. A blurry, dull, or awkward design makes your company look unprofessional, even if your service is excellent. The Most Common Creative Mistakes 1. Too Much Text Your bill...
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Good News for Billboard Owners: Road and Transit Traffic Is Up in 2025

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Americans are back on the move—and that’s good news for anyone in the billboard business. Whether you're running roadside bulletins or transit-based ads, more eyes are now passing your messages every single day. After a few shaky years of uncertainty around travel habits and commuting patterns, the numbers from early 2025 are giving advertisers something they haven’t seen in a while: real, sustained momentum. Let’s break down what’s happening and why it matters for out-of-home advertising. Road Traffic Keeps Climbing According to the Federal Highway Administration’s April 2025 Traffic Volume Trends Report , total travel on all U.S. roads grew by 1.5% compared to April 2024. That means more cars on the road and more potential impressions for roadside billboard campaigns. This growth isn’t just a one-off, either. From January through April 2025, cumulative vehicle travel is up 0.8% compared to the same time last year. Here’s a regional breakdown o...
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AI Mode and Deep Search Are Changing SEO Forever

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If You’re Not Ready, You’re Already Behind Search has officially entered a new era—and it’s not subtle. With Google’s AI Mode now fully rolled out and Deep Search picking up steam, the way people search (and how Google responds) has changed. This shift is more than a feature update—it’s a complete reconfiguration of the search engine behavior we’ve been optimizing for over 20 years. If you're running SEO the same way you were even six months ago, you're leaving visibility—and conversions—on the table. We’ve been tracking this transition across live campaigns, watching as traffic patterns shift, user behavior evolves, and traditional strategies become obsolete. The takeaway is clear: businesses that adapt now are gaining ground quickly. Those waiting for “proof” are already watching rankings fade. Let’s break down what’s changing and how you can pivot before it’s too late. AI Mode: Search Just Got Smarter (and Tougher) Google’s AI Mode isn’t ju...
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Why Premium Digital Billboards Dominate the Attention Game

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Digital Billboards Earn Five Times More Attention Than Online Ads If you work in advertising, you know the attention game keeps getting harder every year. Online ads are everywhere but easy to ignore, and most brands are stuck fighting for a few fleeting seconds in crowded digital feeds. However, a new study from the UK has just flipped that script—and the results are significant for anyone investing in billboards or digital out-of-home (DOOH) media. A major research report, titled “The Attention Dividend,” released by Ocean Outdoor in partnership with Lumen Research, shows that premium large-format digital billboards don’t just stand out—they win the attention battle by a landslide. We’re talking five times more attention than typical online ads. In today’s media world, that kind of impact isn’t just a win for brand recall, it’s a serious driver of long-term business growth. Here’s a comprehensive breakdown of the research, including what the numbers mean for brands and...
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