Andy NearyI help insurance professionals turn brand awareness into business growth.

Billboards are expensive and ineffective. Social media is cheap and extremely effective.

3 Feb 2025 · 1 min

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Andy Neary (speaking in a YouTube video) critiques billboard advertising by walking through how billboards work and naming three core drawbacks: (1) high cost in high-traffic locations; (2) no control over who sees the ad (undirected audience); and (3) static messaging that persists unless changed at additional expense. The speaker uses concrete location examples to illustrate cost differences and concludes these features make billboards an ineffective marketing strategy.

Chapters

Now I want you to think about how a billboard works. The first thing about a billboard is it can be very expensive, especially if you want to put it somewhere where there is going to be a lot of traffic. So, you know, a billboard out on the interstate is more expensive than a billboard on Highway 12, right? A billboard on the corner of the Four Corners in Main street downtown is going to be pretty expensive, right, because there's a lot of traffic. Now the second thing about a billboard that's interesting is the, the audience, you have zero control over who sees that billboard. You don't get to dictate the traffic. The, the, the, the audience. And then the third thing about a billboard is the message itself. It's static, right? You put up a message on a billboard, it is the message every day, unless you decide to change the message, which probably comes with an additional expense. I think you can quickly see why that's an ineffective marketing strategy.