What’s the ROI of a Billboard?

Anyone can create a digital ad, but not every company can take over the side of an entire building.

When they do, it sends a strong signal to consumers: we’re the real deal. 

People driving down the highway who see a McDonald’s billboard aren’t going to suddenly cut across four lanes of traffic to buy a quarter pounder with cheese, but the next time they’re hungry, they might consider buying one. (And maybe some nuggets, too.)

I’m a strong advocate for billboards for clients with certain campaign objectives.

They help brands stand out in a crowded digital market and offer legitimacy.

Asking “What’s the ROI of a billboard?” is the wrong question.

That’s sales. Let’s talk branding instead.

Branding is…

• Making future sales easier

• Staying top of mind

• Building trust

• Gaining awareness (visibility)

• Creating an emotional connection

• Storytelling

• Big-picture thinking

For this, we don’t measure ROI.

Not everything valuable can be quantified, and even measurable data can be inaccurate.

Consider this: people generally buy products and services from companies they know and trust. To become a company that people know and trust, you must first be visible.

Billboards should be considered as an element of a comprehensive multi-channel strategy.