Billboards in the Age of Scrolling
You can't scroll past a billboard. How to make outdoor work at 60 miles an hour.
People spend hours a day looking at their phones. They also spend a lot of time looking through a windshield. On I-94, I-75 and Woodward, a billboard still reaches thousands of drivers a day, and nobody can scroll past it.
Outdoor works best when you respect how it's seen: at 60 miles an hour, for a few seconds.
Seven words or fewer. If it takes a paragraph, it belongs on a postcard.
One idea. Your name, what you do and one reason to choose you.
Big, simple visuals and high contrast. Gray on gray disappears.
Tell people where. "Next exit" or "Two miles ahead" turns awareness into a visit.
Digital boards add flexibility. You can change the message by time of day or day of the week, and share a board in rotation for less than a static one.
Outdoor rarely works alone, but paired with search and social it makes everything else you do feel bigger.
