Archive for the ‘Billboards’ Category

Size Matters?

January 3, 2009

Today while returning from a week long ski vacation in Colorado, I noticed another billboard advertising company’s billboard pitching the merits of outdoor (billboard) advertising.

Their pitch?

Advertising: Size Matters.

The billboard’s message obviously referred to the size of the billboard and it efficacy to presumably deliver its message more effectively than other alternatives?

Granted a large advertising message emblazoned on a highway billboard will be more effective at delivering its message than the same message being delivered by a billboard half or one quarter the size.

However, in this day and age of precise real time internet ad targeting the traditional advertising media’s argument that message delivery to an audience matters more than audience targeted messaging is outdated at best and misinformed at worst.

Unavoidable, Unforgetable and Unbelievable Results?

November 9, 2008

Today while returning along with my wife from her 25th college reunion in Dallas, TX, I noticed at least a dozen unsold billboards along the roadside on our 200+ mile drive.

Some billboard company’s had removed the previous expired ads and filled the unsold inventory with their own corporate sales message.

Others displayed public service announcements.

Another billboard was still advertising an event held back in June 2008.

One common recurring billboard message was “Available”.

On more than one occasion,  I noticed an “available” billboard with the following message:

Unavoidable Unforgettable Unbelievable Results!

Come on!

Unavoidable?

Yes, to a degree.

Both drivers and passengers traveling over long stretches of highway may be captive audiences who find it difficult to avoid billboard sales messages – but what happens to advertisers messages when drivers and passengers aren’t paying attention to billboard advertisements but instead are paying attention to the road?

Unforgettable?

Surely not…

I can’t remember a single ad I saw other than those I am writing about now.

Unbelievable?

Results?

Yes.

Unbelievable… with so much of today’s advertising being tuned out – it is hard to believe billboards produce any “results” at all.

What businesses can claim “results” from billboard advertising other than road side establishments and the billboard company running the ad?

Examples of any other businesses who see “results” from billboard advertising would indeed be unbelievable.

Could this be the reason why so many billboards are now “Available”?