The Billboard Buzz

Today’s marketing game is different. You’re up against artificial intelligence, disappearing clicks, and audiences who spend less time actively searching and more time passively scrolling. Digital marketing isn’t enough anymore. Businesses everywhere are turning their eyes back toward physical spaces. Billboards aren’t just a flashy afterthought—they’re becoming the first step in effective, long-term brand building. Billboards catch eyeballs, build memory, and create a lasting impact long before a potential customer opens a search browser. Here’s why it’s time to start your brand marketing on the highway, not on the homepage. Billboards Are the New First Impression Brands traditionally invest heavily in digital marketing, hoping to capture clicks and turn them into customers. But the truth is, digital channels are crowded. You’re competing against ads, algorithms, and ever-changing search results. In contrast, billboards exist in an uncluttered physical space. Th...

The rollout of Search Generative Experience (SGE) by Google is rewriting the rules of visibility. Local businesses that once relied heavily on organic clicks are now watching traffic dip as AI overviews take center stage in search results. However, while digital impressions shrink, one traditional channel is rising in value: billboard advertising . SGE isn’t killing search. It’s just changing how people discover, remember, and engage with brands—and in this new world, top-of-mind awareness matters more than top-of-page placement. Billboards are built for this moment. What Is Google’s SGE and Why Should You Care? Google’s SGE introduces AI-generated overviews that sit above or replace traditional search results. These summaries aim to answer user questions instantly—often without requiring any click at all. Key Features of SGE: AI-generated answers at the top of results Reduced visibility for organic blue links Fewer clicks to business websites...

Search is changing. Fast. If your website traffic recently dropped off a cliff, you’re not alone. With Google's new AI Overviews (formerly SGE), more and more answers are being served above traditional results. That means fewer clicks for everyone, even if you’re still ranking. In this new landscape, businesses are learning a hard truth: online visibility is no longer enough. You need to be remembered. And that’s where billboard advertising comes in. By combining the physical presence of out-of-home (OOH) with your digital strategy, you build brand signals that fuel everything from direct searches to click-through rates. In a post-click world, billboard advertising doesn’t just complement SEO — it amplifies it. Why SEO Alone Isn't What It Used to Be SEO used to be simple: rank high, get clicks, win customers. But introducing AI Overviews , zero-click searches , and richer SERP features has radically changed user behavior. Organic Clicks Are Dec...

Without Fail Every week, we hear the same two questions from business owners, finance teams, and decision-makers who aren’t deep in the weeds of marketing: “How long does brand marketing take to work?” “What happens if we need to pause it?” These are fair questions. Running a business means watching every dollar, and when budgets get tight, marketing is usually one of the first things on the chopping block. But here's the thing—cutting brand marketing doesn't just stop future growth. It can undo a lot of what you’ve already built. If you’re in it for long-term growth, your mindset around brand marketing must shift from “campaign” to “commitment.” Why Brand Marketing Doesn’t Pay Off Immediately There’s a reason seasoned marketers rarely panic over immediate results: they know how the system works. Brand marketing doesn’t operate like a faucet—you don’t just turn it on and expect a flood of new business the next day. Yes, some buyers may be rea...

May 2024 Google introduced AI Overviews—AI-generated summaries that appear at the top of search results. While designed to provide quick answers to users, these overviews have significantly impacted website traffic across various industries. Understanding AI Overviews AI Overviews are concise summaries generated by Google's large language model. They appear prominently at the top of search results, offering quick, digestible responses pulled from reputable websites, structured data, and context-aware algorithms. The goal is to save users' time by delivering the "best" answer without requiring a click. Unlike traditional search results that relied on blue links, AI Overviews repackage the internet's information in a snapshot format, similar to how ChatGPT or Perplexity generates summaries. These summaries are often compiled from multiple websites, but rarely drive meaningful referral traffic because the key points are extracted and displayed ...

Measuring digital ads used to be easy. You’d set up some tracking pixels, install cookies, and watch the data roll in. You knew who clicked, where they came from, what they did on your site, and how long they stuck around. That’s not how it works anymore. New privacy laws, platform changes, and tech updates have flipped everything upside down. You’re now working with fewer signals, more gaps, and strict rules around user data. That doesn’t mean you can’t measure results. It means you’ve got to change how you do it. What Changed and Why It Matters In the past few years, digital privacy rules have exploded. Countries have passed strict laws, big tech players like Apple, Google, and Meta have made major changes, and users have started blocking more trackers than ever before. Here’s what’s different now: Third-party cookies are going away. Google Chrome is removing them for good. Firefox and Safari already did. Apple’s App Tracking Transparency (ATT) f...