The Billboard Buzz

Budgets get tight. As a Marketing Manager or Director, the reflex is to pause brand spend and keep only short-term tactics. That looks smart on a spreadsheet. In the market, it backfires. Consistent billboard branding compounds mental availability, protects share of voice, and lowers blended customer acquisition costs over time. Cutting for a quarter hands attention to competitors and raises the price you will pay to win it back. This guide explains why steady billboard investment outperforms short-term cuts, how to defend it with evidence, and what to do if you must trim without going dark. Billboards build memory that your buyers use later. Most buyers are out of the market most of the time. They will not convert today, but they will likely make a purchase in the following months. Brand marketing reaches them now, so they remember you later. That is mental availability. It is the chance your brand comes to mind in a buying moment. Building it requires broad reach a...

Google Quietly Shakes Up SEO Practices In mid-September 2025, SEO professionals noticed an unusual occurrence. The long-standing “&num=100” parameter, which allowed users and rank-tracking tools to view 100 results per page in Google, appears to have stopped working. Reports spread quickly across the SEO community as analytics platforms showed errors, missing data, and sudden shifts in impressions. While Google has not issued a public statement, the impact is already clear: one of the most widely used shortcuts for analyzing search results has been disrupted. For advertisers, this is another indication that Google is tightening its grip on data access as it prepares for an AI-driven future. As we look ahead to 2026, businesses will need to adjust their expectations and strategies for measuring visibility and success in search. What Changed With the &num=100 Parameter For years, the &num=100 parameter allowed users to pull 100 results in a single request. ...

The Shift From Traditional Search to AI-Driven Overviews For years, the goal of SEO was simple: earn page-one placement on Google and Bing. That was where the traffic was. Now, with Google Overviews, Microsoft Copilot, ChatGPT browsing, and Perplexity AI, users often receive full answers at the top of the page without clicking through. For businesses that rely on search traffic, this is both a challenge and an opportunity. Google Overviews are already showing up on many of queries, according to early studies in 2025. OpenAI and Anthropic continue to expand their AI chat tools, and Bing has shifted its SERPs to include AI summaries for almost all categories. These systems pull from websites they trust, which means your company content can be part of the conversation if you build it properly. The question is no longer only “how do I rank in search results,” but “how do I become source material for LLM-driven answers.” Why AI Models Choose Certain Sources Large language...

The Acceleration of Digital Signage Once limited to static posters and vinyl boards, out-of-home has evolved into a dynamic, data-driven channel powered by digital billboards and large-format screens in malls, transit hubs, and retail environments. This acceleration is reshaping how brands connect with audiences, offering flexibility, personalization, and measurable impact at a scale traditional billboards could never achieve. What Is DOOH Acceleration? Digital out-of-home acceleration refers to the rapid adoption and expansion of digital billboards and programmatic OOH buying. Instead of static creative that sits for weeks, DOOH enables dynamic messaging that changes in real time based on factors like time of day, weather, traffic conditions, and audience demographics. According to BidSwitch research , advertisers are increasing DOOH spend year-over-year, making it one of the fastest-growing segments in the media mix. Why DOOH Is Growing So Fast There are severa...

With every breakthrough around AI comes new debates, especially around brand safety. Marketers are asking hard questions: how much should we trust automation, and at what cost to creativity, authenticity, and reputation? While AI-powered campaigns deliver speed and optimization, risks like low-quality “AI slop” content, misaligned creative, and brand safety threats continue to spark heated discussions across the industry. What Is Brand Safety in the Age of AI? Brand safety has always been about protecting reputation. In advertising, this means ensuring campaigns don’t appear alongside harmful, offensive, or irrelevant content. It also means preserving the authenticity of messaging. With AI now generating everything from ad copy to visuals, a new dimension has been added: preventing algorithms from creating content that weakens trust or damages credibility. For billboard advertisers, these debates are especially relevant. Out-of-home campaigns are apparent, and once t...

Law firms in Oklahoma City and Tulsa are in one of the most competitive legal markets in the country. With rising digital ad costs, declining TV audiences, and radio listeners tuning out, the smartest attorneys are rethinking how and where to advertise. And increasingly, they’re turning to one powerful medium: billboards . In this post, we’ll compare billboards, TV, and radio—and show why firms like Cane Law , McIntyre Law , and McCormick Law Firm have embraced out-of-home advertising to stay top-of-mind and drive more qualified leads. Why TV Is Losing Its Grip on Legal Advertising TV advertising isn’t what it used to be—even for attorneys. Cord-cutting is widespread : Over 60% of adults under 45 no longer subscribe to cable or satellite TV. Viewers are fragmented across streaming platforms, YouTube, and TikTok. Production costs are steep , and airtime during peak hours is expensive. Ads are skippable : Viewers can fast-forward, mute, or w...

Google AI Has Changed Google Ads — Here’s What Advertisers Need to Know If you’re still managing your Google Ads campaigns like it’s 2022, you’re behind. In 2025, Google’s AI advancements are reshaping everything from ad creation to budget allocation. Advertisers are gaining more efficiency—but losing some control. Whether you’re a small business or a full-scale agency, you need to understand the new rules of engagement. This blog breaks down exactly how AI is transforming Google Ads in 2025, what’s improved, what’s trickier, and how to stay competitive. AI-Powered Campaigns Are Now the Default What changed? As of 2025, Google has rolled out full-scale “AI-first” campaign creation . Performance Max is no longer optional—it’s the engine behind nearly all new campaigns. Even search campaigns now include automated asset suggestions and audience signals generated by Google AI. What this means: You input basic goals, assets, and budget. Google handles pla...

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. ...