The Power of a Classic Billboard
If you’ve been reading up on outdoor advertising lately, you might think traditional billboards are on their last legs, slowly fading into history while digital screens take over. But that’s not true!
Absolutely, DOOH has been a game changer: flexible, dynamic, and great for time-sensitive campaigns. But that doesn’t mean traditional billboards don’t still have a major role to play. In fact, they offer something digital never fully can: staying power, trust-building, and a level of creativity that sticks in people’s minds.
The Staying Power of Classic Billboards One of the biggest advantages of classic billboards? They stick around. Literally. A billboard that stays in the same place for months (or years) becomes part of the landscape. It reinforces brand awareness over time and builds trust. People drive past it daily, and eventually, it just sticks.
Instant Brand Credentials Having a long-term presence on a billboard is like owning a prime piece of real estate—it’s yours, and yours alone. No ad rotations. No screen sharing. Just your message in your space. For many businesses that single billboard might be their only physical presence. It tells customers, Hey, we’re here. We’re solid. You can trust us. Then, when they need to promote a sale, launch, or event, digital can step in to create urgency.
Creativity That Stands the Test of Time Digital ads can do some cool stuff—real-time updates, programmatic targeting, even interactive elements. But classic billboards have their own unique creative edge.
People remember traditional billboards in a way they often don’t with digital. Think about the iconic Lightbulb ad campaign from The Economist. Or the famous Araldite billboard with a car glued to it. Even today, McDonald’s can tease their logo on a billboard without words, and we instantly know what it means.
And let’s talk about special builds—the kind of billboards that stop people in their tracks. The ones that seem to be melting, on fire, or giving away free beer. They go viral on social media, extending their reach far beyond the street.
Even simpler ideas can have a massive impact. Tesco recently ran billboards that just spelled out its name using store products—and people couldn’t stop sharing them online.
Classic Billboards Are Thriving Look, digital billboards are amazing, and they absolutely have a huge role in modern advertising. But the classic billboard? It’s not some outdated relic. It’s a powerful tool that continues to evolve—using recycled paper, plant-based inks, and smarter placement to stay relevant.
The danger isn’t that classic billboards are dying—it’s that the industry might talk them into extinction. So, let’s stop acting like they’re on their way out. They’re here to stay, and if used the right way, they’re as impactful as ever.
Please contact Transport Media to find out how we can help you with your OOH campaigns.
