The Billboard Buzz

Out-of-home advertising is in the middle of a huge comeback. Brands that once poured every dollar into digital ads are realizing something important. Billboards and other OOH formats are not just old-school—they’re powerful tools that help cut through digital clutter and make real connections with people in the real world. It’s why more marketing budgets are being redirected back to OOH in 2025. In this post, we’ll explore what’s driving this shift, what kinds of results brands are seeing, and how savvy advertisers are making OOH a key part of their strategy. The Digital Fatigue Problem It’s impossible to deny the power of digital marketing. Social media, search ads, programmatic video—it’s all still big business. However, a problem has emerged over the past few years: digital fatigue. People are drowning in content. The average person scrolls through hundreds of posts, stories, and ads every day. Pop-ups, auto-play videos, and endless retargeting make it even worse. ...

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 ...

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...

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...

Marketing in a Crunch Year Marketers are under pressure in 2025. Budgets are tighter. Channels are noisier. And proving ROI is now a top priority, not a bonus. Nielsen’s 2025 Annual Marketing Report , based on feedback from 1,400 global marketers, outlines a clear shift: every dollar must now work harder and smarter. And yet—amid this crunch—out-of-home (OOH) advertising is rising. Billboards are gaining more interest, more investment, and more strategic relevance. It’s a sharp turn away from the idea that OOH is outdated. It may be one of the most underutilized tools in a modern marketer’s toolkit. What’s Driving Marketing Strategy in 2025? Budgets Are Down. Scrutiny Is Up. According to Nielsen, 54% of marketers plan to reduce ad spending in 2025 . That stat holds across all regions and industries. The global economy remains shaky, and brands are being pressured to deliver more with less. That means marketers are laser-focused on: Efficiency Cha...

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...

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...