Cornerstone of Marketing
“Do you seek the Holy Grail?” as a famous movie in the past once asked. Billboards are considered by many to be the cornerstone of a great marketing plan for a very good reason. The target audience is out of home and a majority of purchases are done out of home, even with the introduction of cyber shopping. Many of the decisions folks make may be impacted during the last few minutes of the trip to the store, and a well placed, well designed billboard, will deliver a message to a targeted, local audience.
Couple this with the reality that billboard cost per showing is the lowest in the media industry, being pennies a showing. Validity of the statistics is not challenged as traffic counts are the core of determining showings, and we all can easily find the busiest intersection and know the billboard we wished we could advertiser on. Try getting a definition from the online community of what an impression is. Our industry trade organization determined that only 8% of online advertising is actually seen by humans.