MarTech Podcast ™ // Marketing + Technology = Business Growth
The Art & Science Behind Billboards
Dec 12, 2024
Scott Harkey, Founder and CEO of THE HARKEY GROUP, shares his expertise in billboard advertising. He discusses the blend of creativity and strategic science that elevates this medium. Harkey outlines the evolution of billboard advertising, emphasizing the influence of digital technologies and programmatic trading. The importance of analytics in measuring the impact of billboards is highlighted, showing how consistent exposure boosts brand recognition. He also shares innovative ways to maximize effectiveness through location data and strong creative design.
23:09
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Quick takeaways
- Advancements in technology and programmatic buying have made billboard advertising more accessible and targeted, enhancing campaign efficiency.
- Effective billboard design requires a balance of simplicity and creativity, ensuring visibility and quick comprehension for passing drivers.
Deep dives
The Resurgence of Out-of-Home Advertising
Out-of-home advertising is witnessing a revival, driven largely by advancements in technology and programmatic buying. Digital advertising networks are now integrating their out-of-home inventory into demand-side platforms, making it easier for advertisers to purchase billboard space. This accessibility allows for more precise targeting based on demographics and real-time data, similar to digital ad buying. As a result, advertisers can now streamline their campaigns, increasing efficiency while also maintaining a strong brand presence in high-traffic areas.
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