The Billboard Buzz

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. ...

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...