The Billboard Buzz

Why Attention Is the New Currency Movement, color, and dynamic content are scientifically engineered to catch the human eye fast. But how exactly does that work? In this article, we’ll break down the science of viewer attention , cite research from neuroscience and advertising studies, and explain how digital billboards turn fleeting glances into real-world action. The Psychology of Attention: Why Movement Matters Motion Triggers a Primitive Survival Response Human vision evolved to detect motion first. According to cognitive neuroscience studies, our visual attention system is wired to prioritize moving stimuli over static ones—a holdover from when spotting a predator in the bushes meant survival. A 2020 study in Vision Research found that motion, particularly on the periphery , activates the superior colliculus region of the brain, which orients our gaze reflexively toward stimuli—even before we’re consciously aware of it 1 . Translation: A moving i...

When you're planning a billboard ad, one of the biggest questions you'll face is: “Should I include a website, phone number, or neither?” It seems simple, but your choice here plays a big role in how effective your billboard will be. After all, a billboard only gives you a few seconds to make an impression —so what you choose to include matters. This blog post breaks it all down. We’ll walk through: Who should use a phone number, a website, or neither What situations call for one over the other Where and when it makes sense to include contact info How to make your message stick And most importantly, why this decision affects your ad’s success Let’s help you get the most out of your billboard investment—by making sure your audience gets what they need at a glance. Why the Choice Matters You only get a few seconds—literally 3 to 5—to grab someone’s attention as they drive or walk by your billboard. That’s it. So every word, i...

Simply placing a billboard with your logo and tagline isn’t enough to capture attention and drive action. The key to a successful billboard campaign is crafting value-driven messaging—messages that communicate the benefits of your product or service in a way that resonates with your audience. What is Value-Driven Messaging? Value-driven messaging focuses on the specific benefits and solutions a product or service provides consumers rather than just its features. While features describe what a product or service does, value-driven messaging explains why those features matter to the consumer and how they address their needs or solve their problems. For example, a car's feature might be its fuel efficiency, but the value-driven message would emphasize how it saves the consumer money on gas and reduces environmental impact. By shifting focus from the product to how it improves the consumer’s life, value-driven messaging creates a stronger emotional connection and enc...