The Billboard Buzz

What you need to plan your first billboard campaign If you are new to out-of-home advertising, planning a billboard campaign can feel confusing. You need to understand how buying works, how long to run, what a realistic budget looks like, and how to get a creative design and approval. The good news is that the process follows a clear sequence when broken down into steps. This guide walks through the whole process from planning to launch. It focuses on practical decisions a business owner needs to make, not media jargon. By the end, you will know what to ask for, what to watch out for, and how to set up your first billboard campaign so it has a real chance to work. How to set goals and a budget for a billboard campaign What is the primary objective of your billboard Start with a simple question. What do you want the billboard to achieve over the next 3 to 6 months, or over a year? Common goals include driving phone calls, increasing branded search, pushing more ...

How consumers interpret ratings and why perfection can actually hurt credibility Online reviews are now one of the most trusted forms of modern word-of-mouth. Research from Northwestern University’s Spiegel Research Center found that nearly 95% of shoppers read reviews before making a purchase. However, the data also revealed something surprising: a perfect five-star rating can actually reduce trust and lower the likelihood of a purchase. Consumers do not just want reassurance; they want realism. A 4.5-star average rating often earns more conversions than a flawless 5.0, as it feels authentic rather than manufactured. In this Friday Feature, Billboard Buzz explores the research behind review psychology, why consumers crave imperfection, and how businesses can use this insight to build credibility and drive conversions. Why reviews matter more than ever Digital-first shopping has made user-generated feedback central to purchase decisions. Shoppers rely on social pr...

Summary of what the study says and why it matters now The latest Harris Poll research, commissioned by the Out of Home Advertising Association of America (OAAA), confirms that sports fans notice out‑of‑home ads, engage with them, and spend money because of them. Nearly six in ten U.S. adults recall seeing an OOH ad for a major sporting event, and of those, nine in ten took action, from watching games to searching for tickets and posting on social media. Among fans who attended a game after seeing an OOH ad, 99% spent money locally, with two-thirds reporting a significant spend. These findings give marketers clear proof that billboards and digital OOH drive awareness, action, and economic impact during sports moments. MediaPost OAAA PDF This post distills the top insights from the Harris Poll work. It translates them into practical steps for sports marketers, sponsors, and local businesses planning campaigns around games, tournaments, and citywide sporting events. Key ...

Why seasonal billboard messaging earns attention and credibility Holidays shape how people travel, shop, and spend their time. When businesses acknowledge shared moments on billboards, they appear where community life unfolds. Seasonal out-of-home campaigns can grow brand visibility, improve recall, and signal reliability. Multiple industry studies support the effect. Nielsen’s Out of Home Advertising Study found strong engagement with roadside billboards and intent to act after viewing. The Out of Home Advertising Association of America reported continued revenue growth for the channel, including digital out-of-home, which points to sustained advertiser confidence. Holiday retail activity also concentrates spending in November and December, making timely visibility more valuable for brands that need to earn consideration quickly. How holiday billboards strengthen customer trust Trust grows when a brand consistently shows up, on time, and in tune with community rhythms...

How aligned messaging improves recall, search, and conversions Local campaigns perform best when every ad tells the same story. When billboards and Google Ads share the exact keywords, offers, and call-to-action, the audience connects more quickly. This creates familiarity and drives measurable action. In markets like Tulsa and Oklahoma City, people see local boards daily and then search online when they need a service. Aligning those two touchpoints converts awareness into intent. Billboards build memory. Google Ads captures that intent. If the wording matches, users click more often, bounce less frequently, and convert at a higher rate. This reduces wasted spend and amplifies ROI. The guide below explains how message alignment strengthens every stage of your funnel, how to structure it, and which metrics show it is working. What message alignment really means Message alignment is not just about similar wording. It is a unified strategy across creative, copy, targ...