The Billboard Buzz

Budgets Are Tight, But Bulletins Are Booming Ad budgets are shrinking. Attribution is more complex than ever. And digital platforms are drowning in noise and inflated pricing. Yet, one channel is standing tall above the rest—literally. According to the latest June 2025 Select Media & Entertainment Activity Report from Media Monthly, bulletins in the out-of-home (OOH) category deliver the lowest cost per thousand impressions (CPM) among all advertising channels, ranging from $3 to $10. That makes them the most cost-efficient large-scale advertising format in the game right now. Quick Note: What Is CPM, Exactly? CPM stands for Cost Per Mille , or Cost Per Thousand Impressions . It’s one of the most common ways to measure the efficiency of advertising. A $10 CPM means you’re paying $10 every time 1,000 people see your ad . Lower CPMs mean you’re reaching more people for less money, which is precisely why bulletins are getting so much attention in 2025. How Bu...

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 It’s a sharp turn away from the idea that OOH is outdated.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...

Search engines have always shaped the way businesses market themselves. The landscape is shifting dramatically, from Google's dominance to AI-driven search like Google’s Search Generative Experience (SGE). Digital marketers are now faced with a critical question: How can their offline marketing strategy, especially billboards, adapt to keep their brand visible? If your business depends heavily on website traffic generated through search engines, recent changes are probably causing you headaches. Google’s latest AI enhancements and new search interfaces significantly reduce website clicks. This shift, known as "zero-click searches," means users get answers right on the search page without visiting your website. However, there’s an effective tool to offset these digital challenges: billboards . Why Search Engine Changes Matter Search engines have long been a dependable traffic source. Historically, businesses have relied heavily on clicks generate...

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...

The rollout of Search Generative Experience (SGE) by Google is rewriting the rules of visibility. Local businesses that once relied heavily on organic clicks are now watching traffic dip as AI overviews take center stage in search results. However, while digital impressions shrink, one traditional channel is rising in value: billboard advertising . SGE isn’t killing search. It’s just changing how people discover, remember, and engage with brands—and in this new world, top-of-mind awareness matters more than top-of-page placement. Billboards are built for this moment. What Is Google’s SGE and Why Should You Care? Google’s SGE introduces AI-generated overviews that sit above or replace traditional search results. These summaries aim to answer user questions instantly—often without requiring any click at all. Key Features of SGE: AI-generated answers at the top of results Reduced visibility for organic blue links Fewer clicks to business websites...

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...

Without Fail Every week, we hear the same two questions from business owners, finance teams, and decision-makers who aren’t deep in the weeds of marketing: “How long does brand marketing take to work?” “What happens if we need to pause it?” These are fair questions. Running a business means watching every dollar, and when budgets get tight, marketing is usually one of the first things on the chopping block. But here's the thing—cutting brand marketing doesn't just stop future growth. It can undo a lot of what you’ve already built. If you’re in it for long-term growth, your mindset around brand marketing must shift from “campaign” to “commitment.” Why Brand Marketing Doesn’t Pay Off Immediately There’s a reason seasoned marketers rarely panic over immediate results: they know how the system works. Brand marketing doesn’t operate like a faucet—you don’t just turn it on and expect a flood of new business the next day. Yes, some buyers may be rea...