Billboards in the Era of Ad-Free Streaming

Streaming has transformed how people consume content.

One of the biggest shifts is the move toward ad-free experiences. Viewers are paying extra to skip commercials entirely, and more households are dropping traditional TV and radio in favor of subscription-based platforms. This shift has created a major challenge for brands that once relied on television as their go-to mass reach channel. The question now is—how do you reach audiences who have opted out of ads? Billboards have become one of the most effective answers.

The Rise of Ad-Free Streaming and Cord-Cutting

Over the past decade, the number of cord-cutters has exploded. In the United States, pay TV subscriptions have dropped steadily year after year. At the same time, streaming platforms like Netflix, Disney+, Apple TV+, and Prime Video have attracted millions of subscribers with ad-free or ad-light models. Even services that offer lower-cost ad-supported tiers, like Hulu or Peacock, still see significant numbers of viewers choosing the ad-free experience.

This shift means that brands can no longer depend solely on linear TV or even connected TV ads to reach the masses. A large and growing segment of the population simply isn’t seeing them. For marketers, this forces a rethink of the media mix—and for many, that rethink is leading straight to out-of-home advertising.

Why Billboards Are a Natural Fit for the Cord-Cutter Era

Billboards provide what ad-free streaming cannot: unavoidable, high-visibility messaging in the real world. Unlike digital ads that can be skipped or blocked, billboards are part of the environment. They meet audiences where they live, work, commute, and play.

It’s one of the reasons smart marketers are doubling down on out-of-home in 2025. The more fragmented digital audiences become, the more valuable it is to have a medium that delivers consistent reach without depending on algorithms or opt-ins.

Billboards Reach Audiences That Digital Can’t

Streaming viewers may dodge pre-rolls, but they still drive past roadside bulletins or walk by transit ads. Whether they’re in a rideshare on the way to a concert or commuting to work, billboards are part of their daily routine—and they can’t be fast-forwarded or muted.

OOH Drives Brand Trust and Recall

The billboard halo effect shows that OOH exposure can increase brand trust and purchase intent, even without a direct call-to-action. This is key for cord-cutters, who may be less exposed to high-frequency brand messaging in other channels.

Mass Reach Without the Premium Price Tag

Compared to high CPM rates on streaming platforms, bulletins and other large-format boards remain one of the most cost-effective ways to reach a large audience. As covered in The Best Deal in Advertising, CPMs for bulletins can range between $3 and $10, a fraction of what premium digital inventory costs.

Understanding Cord-Cutter Behavior

Reaching cord-cutters isn’t just about finding them—it’s about understanding their habits. This group tends to skew younger, more tech-savvy, and more engaged with social media. They also spend more time on mobile devices, which makes them prime targets for campaigns that integrate billboards with mobile or search strategies.

Billboards that prompt quick actions—like looking up a brand on a smartphone—perform especially well here. Our own findings in direct search traffic research show a measurable lift when billboards are designed to spark curiosity and encourage immediate online engagement.

They Value Authenticity

This audience tends to respond well to brands that feel authentic and relatable. Billboards with simple, bold creative that delivers a clear value or story resonate more than generic promotional messaging.

They’re More Immune to Banner Blindness

Because they aren’t exposed to as many traditional digital ads, cord-cutters don’t develop the same level of banner blindness that plagues heavy internet users. That means a strong OOH campaign can stand out even more to this group.

Pairing Billboards With Digital Tactics for Cord-Cutters

While cord-cutters may avoid TV ads, they’re still active online and on mobile. That’s why many brands find success pairing OOH with digital channels they do use—like social media, influencer content, and YouTube. A well-placed billboard can spark awareness, while retargeting ads on these platforms can close the loop.

This is where long-term brand recall strategies come into play. Consistent billboard exposure keeps the brand top-of-mind so that when a retargeting ad appears on their phone, the message feels familiar instead of intrusive.

Creative Strategies for Capturing Cord-Cutters

For billboards to truly connect with this audience, creative strategy is critical. Here are key approaches:

• Short, Bold Messaging: Keep it under seven words when possible for instant comprehension.
• Visual Storytelling: Use imagery that conveys emotion or curiosity without relying solely on text.
• Mobile-Ready CTAs: Phrases like “Search us now” or scannable QR codes encourage immediate engagement.
• Local Tie-Ins: Reference nearby events, landmarks, or culture to create a sense of connection.

Case Study: A Streaming-Resistant Awareness Boost

A regional beverage company recently launched a billboard campaign targeting an urban area where more than 60% of households were cord-cutters. The creative featured bold visuals, a catchy three-word slogan, and a QR code leading to a mobile coupon. Over six weeks, the brand saw a 23% lift in mobile traffic from the targeted zip codes and a 17% increase in local store sales compared to the previous quarter.

OOH as the Great Equalizer

For brands competing in categories dominated by national TV spenders, OOH offers a level playing field. A well-placed billboard on a high-traffic route can deliver comparable daily reach to local audiences without the massive cost of a national TV buy. And for cord-cutters, it’s often one of the few brand impressions they see outside of digital.

Looking Ahead: Billboards and the Post-TV Landscape

The decline of ad-supported TV is unlikely to reverse. As more platforms offer premium, ad-free subscriptions, marketers will need to diversify media plans to include channels that can’t be skipped. Billboards offer not only reach but also a level of permanence and trust that’s hard to replicate elsewhere.

With the right creative, location strategy, and integration with mobile touchpoints, billboards can do more than fill the gap left by TV—they can become a primary driver of awareness and action for an increasingly ad-resistant audience.

Final Thoughts

In the era of ad-free streaming, billboards have emerged as one of the few mediums capable of delivering unavoidable, high-impact messaging to cord-cutters. By combining mass reach, cost efficiency, and creative flexibility, OOH gives brands a way to stay visible even as traditional ad channels fade. And when paired with mobile and search strategies, billboards don’t just capture attention—they convert it into measurable engagement.

Frequently Asked Questions

Why are billboards effective for reaching cord-cutters?

Cord-cutters avoid traditional TV ads, but they still encounter billboards in their daily lives, making OOH one of the few guaranteed reach channels left.

Can billboards integrate with digital campaigns?

Yes. Billboards can be paired with mobile ads, social media campaigns, and search strategies to create a full-funnel marketing approach for cord-cutters.

Are billboards cost-effective compared to streaming ads?

Billboards often have lower CPMs than premium streaming ad inventory, making them a more affordable way to achieve mass reach.

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