Seth Godin's recent post caught our eye. A brief but interesting critique of billboard advertising.
Amongst his criteria for a successful billboard: "take action now" which we completely agree with. The example he used (pictured) demonstrates the point and makes a case for this seemingly outdated ad format.
Seth also acknowledges that billboards are "useful for building brand trust", if run over time. This is true but, unless budget is unlimited, there are far more efficient ways to spend marketing money...as I'm sure Seth would agree :-)
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