By Jenna D’Auvergne Head of Product – Large Format at oOh!media and James Turner, Head of Strategy and Planning at Howatson+Company.
As originally published via AdNews.
Billboards, once the primary media platform for driving brand fame, are having something of an identity crisis, with their true role taking a backseat in favour of commoditisation and efficiency metrics.
Billboards are one of the most powerful weapons in a brand’s arsenal. They have stature and presence, offering the kind of cut-through that digital channels alone can’t replicate. So why are we trading that impact away for metrics and models?
Billboard advertising is, quite literally, ancient. Archaeologists have found advertising-style inscriptions in ancient Egypt, Babylon, and Pompeii, promoting everything from taverns to political campaigns. But the modern billboard as we know it today, came to the fore in the late 19th century. As cities expanded and road networks grew, the billboard became the ultimate canvas for brand visibility. Not micro-targeting, but mass presence and fame. And that’s what we’re at risk of losing.
The growth of digital OOH has changed the game. Today, 75% of OOH revenue is digital, and while digital has undoubtedly unlocked creative and contextual opportunities, it’s also changed how billboards are being planned.
Planning used to be hands-on. We’d lay out site cards, interrogate audience and brand fit, and make informed decisions grounded in local knowledge. Now, schedules are assembled by trading teams, prioritising CPM over context. Budgets are stretched too thin across too many locations in pursuit of 1+ reach, diluting even the boldest, most distinctive creative, the kind that needs repetition, not rotation. The intent is good: get more eyeballs. But the outcome is often forgettable.
Large format OOH, such as billboards, are not designed for volume, but for ongoing presence, over time, that builds lasting brand impact. Yet now there is a tendency to treat billboards like short-term slots, not long-term brand assets.
Strategy needs to be put back into focus, and there are some great examples of big brands that recognise the power of sustained visibility. Samsung only buys landmark OOH placements in major precincts with zero clutter and maximum Share of Voice. Telstra has a year-long hold on oOh!’s Taylor Square classic billboard. Allianz also launched its ‘Go Australiaahhh’ Olympic campaign on just one site: The Glebe Silos, but that singular, iconic placement sparked social buzz, media coverage, and formed the foundation of an integrated campaign. And you need look no further than Coca-Cola which has been a fixture at Sydney’s Kings Cross for over 50 years – not just an ad, but now a cultural landmark. These are not tactical buys, they’re brand-building commitments.
A $200K campaign might not get you 80% reach. But it could get you 40% reach with maximum visibility, deep engagement and lasting recall. That’s a better outcome if the goal is about brand presence and stature.
Creative also plays a powerful role with Analytics Partners research attributing creativity as the single biggest driver of ROI. Even smaller budgets can win when backed by creative thinking and strategic planning. The BBC’s ‘book corner’ billboards tell multiple sides of a story across a single location. It’s a sharp and distinctive way to amplify impact.
So, what is the most effective way to leverage billboards? Start with key sites that align to your brand objectives. Then build coverage with supporting billboards to strengthen brand presence. Use a blend of classic and digital to boost effectiveness by 43%. Finally, layer in complementary formats like retail and street furniture to drive incremental reach and frequency.
The most successful billboard campaigns aren’t accidental. They’re planned with precision, placed with purpose, and powered by creative that earns attention. When marketers are chasing attribution, immediacy and ROI, it’s worth remembering that fame isn’t always efficient, but it is effective. We need to stop optimising the soul out of billboards and let them make brands famous again.
