Businesses often cram too much information (services, payment options, social media handles) into mass media ads. This approach fails, especially on high-speed mediums like billboards. A simple, bold message—or even just the company logo—is far more effective for building brand recall than an ad cluttered with details.

Unlike a social ad that's easily ignored, a billboard is on full public display, creating an "intimidation factor" for brands. This public scrutiny forces a higher standard of creative, as audiences will see, evaluate, and form an opinion on the ad in the real world.

For years, marketers could succeed with mediocre creative by optimizing media buys. As platforms automate targeting, creative excellence is now the primary lever for success. An organization that doesn't respect and elevate creativity across the entire marketing function is destined to underperform.

Startups can appear much larger by purchasing the smallest possible unit of a large-format ad (e.g., a Times Square billboard for two minutes), capturing high-quality photo/video, and then amplifying that content across all owned digital channels like LinkedIn and email.

Stop planning creative and media buys simultaneously. Instead, post creative organically first. Then, exclusively allocate media spend to amplify the content that has already demonstrated strong consumer engagement, forcing creative to be effective on its own merit before receiving paid support.

It's wrong to dismiss channels like billboards because they lack direct, one-to-one conversion tracking. Their purpose isn't immediate action but to build top-of-funnel awareness. When a potential customer later searches for your service, they are more likely to choose your company from the results because they recognize and have a pre-existing preference for your brand.

For digitally native DTC brands, OOH advertising serves a crucial role in building trust. A physical billboard signals permanence and legitimacy, assuring consumers that the company is a real, tangible business, not just another transient Instagram ad.

OOH advertising is most effective when it's not an add-on but the core connector in a media mix. It bridges the gap between physical and digital experiences, amplifying channels like social media and CTV, rather than operating in a silo.

Don't treat OOH as an unmeasurable brand play. To win, apply the same rigor as digital marketing. Define specific KPIs and calls to action upfront, such as driving traffic to a unique landing page or tracking lift in a specific geographic area.