The Billboard Effect in the Digital Era

It’s coincidental I came across this Gary Vaynerchuk video today, because I just had a similar conversation with a Re/max agent today about the value of traditional marketing in today’s evolving digital landscape. We talked about the seemingly diminishing value of billboards and signage, but agreed they still hold an important place in many marketing strategies.

Gary Vaynerchuk owns Vayner Media, one of the world’s hottest digital agencies with a client list including many Fortune 500 companies like GE, PepsiCo, Del Monte, the NY Jets, and Fox broadcasting.

His take on the subject of billboards is pretty clever and made me smile:

“Do I think that billboard’s dead? No, but I do wonder how a billboard can be the same price today as it was five years ago, when every person here, when they leave this conference, they’re looking at their phones. The passenger in the car, they’re looking at their phones. And as a matter of fact – so are the drivers. Forget about billboards – no one is looking at the (friggin) road!” – Gary Vaynerchuk  

I suppose, that this blog entry could be taken simply as a friendly reminder to focus your advertising strategies on where your audience is looking. 

Do you notice billboards when you're driving? I tend to, but I'm curious to hear your thoughts. (And please, drive safely!) :)