The Economics of Everyday Things 109. Billboards
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Oct 6, 2025 Dan Levy, the chief marketing officer at Clear Channel Outdoor, shares insights on the evolution of billboards in the digital age. He discusses how traditional billboards have adapted to modern advertising needs and why they continue to thrive despite the surge of digital media. Levy touches on the use of data-driven targeting and programmatic buying for real-time ad rotations. He also explores the challenges and criticisms facing outdoor advertising, revealing how billboards can engage consumers in a non-intrusive manner while delivering impactful messaging.
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Unexpected Career Turn To Billboards
- Dan Levy recounts getting a recruiter call that led him into billboard marketing despite his digital-ad background.
- He accepted the role to help modernize the world's oldest advertising medium for the 21st century.
Billboards' Long Historical Arc
- Billboards trace back centuries and scaled as travel increased, evolving from painted posters to rented structures.
- Anna Bogger emphasizes billboards' historic role as local, place-based advertising that grew with mobility.
Billboards' Resilience In Ad Market
- Out-of-home advertising is a small slice of total ad spend but remains a $9 billion, growing business.
- Billboards have been resilient even as print and cable revenues declined.