Tailored Marketing Strategies for Billboard Companies: Why One-Size-Fits-All Doesn’t Work
Graviss Marketing
Out-of-Home (OOH) advertising is one of the most versatile and impactful channels available today. But here’s the truth: no two billboard companies are alike, and no single marketing approach works for everyone.
Whether you operate five static boards in a small market or a multi-state digital network, your business challenges, advertiser base, and growth opportunities are unique. And yet, too many operators rely on generic marketing approaches — the same templated website, the same one-pager, the same pitch deck. In today’s competitive environment, that simply isn’t enough. Let’s explore why tailored marketing strategies matter for billboard companies, what the data tells us about OOH effectiveness, and how you can position your business for stronger advertiser relationships and higher revenue.
Why “One-Size-Fits-All” Marketing Fails in OOH
Billboard operators fall into a wide spectrum:
• Independent operators with a handful of static boards often sell to local businesses who value affordability and community presence.
• Regional OOH networks may serve diverse advertisers across several markets, needing scalable systems and consistent brand identity.
• Digital OOH providers face unique challenges around content management, programmatic buying, and audience analytics.
Each of these business types requires different messaging, tools, and strategies. A one-size-fits-all approach ignores market size and demographics, advertiser sophistication, inventory type, and business goals (e.g., filling unsold space quickly vs. securing long-term contracts). Failing to tailor your marketing means missing opportunities to speak directly to your advertisers’ priorities.
What the Data Says About OOH Effectiveness
The OOH industry consistently delivers results that many other media channels can’t match — but those results are maximized only when companies position themselves properly.
• Clear Channel & Kantar (2025): OOH delivers a 13.3% increase in ad awareness, outpacing TV, digital, and CTV.
• OAAA & The Harris Poll (2024): 73% of consumers view DOOH favorably and 76% took action after seeing a DOOH ad.
• Attribution analyses aggregated by Billboard Insider show OOH campaigns driving store-visit lifts between 50% and 127%, purchase intent lifts of 10–35%, and ad recall lifts of 13–66%.
• Multiple summaries report that roughly one in four consumers visit a brand’s website after seeing an OOH ad — underscoring the need for a strong digital presence.
Principles of Tailored OOH Marketing
1) Know Your Advertiser Segments
Different advertisers buy OOH for different reasons — from a local restaurant driving weeknight traffic to a regional bank building multi-county awareness, to a national brand testing programmatic DOOH. Your marketing should reflect those distinctions; tailored messaging shows you understand advertiser needs — not just your inventory.
2) Align Digital Presence With Physical Presence
Research indicates that a meaningful share of people who see OOH ads go online to learn more (e.g., visit a website or search). Independent operators should emphasize simple, mobile-first sites with locations, pricing tiers, and easy contact options. Regional networks benefit from integrated platforms mapping multiple markets. Digital OOH providers should spotlight dynamic capabilities like dayparting, real-time updates, and audience targeting.
3) Use Data and Proof Points Proactively
Advertisers expect evidence. Tailor your proof:
• Use Geopath impressions or local traffic counts instead of generic “eyeballs.”
• Replace vague praise with specific case studies and outcomes.
• Demonstrate results such as in-store visits, search lift, or inbound inquiries.
Practical Tactics for Billboard Operators
For Independent Operators
• Website Refresh: Add an interactive map with photos of each board.
• Testimonials: Collect quotes from recognizable local businesses.
• Packages: Offer simple starter bundles (e.g., three boards for three months).
For Regional Networks
• Consistent Branding: Present all markets under a unified look.
• Tiered Service Pages: Separate offers for SMB advertisers vs. regional agencies.
• Thought Leadership: Publish content on how regional OOH delivers measurable ROI.
For Digital OOH Providers
• Highlight Capabilities: Feature dayparting, programmatic access, and creative flexibility prominently.
• Case Studies: Show how DOOH complements online channels (e.g., search or social lift).
• Tech Partnerships: Promote integrations with attribution and data platforms.
A Simple Tailored Framework
1) Who are you talking to? (Advertiser segment)
2) What do they care about most? (Awareness, leads, conversions, credibility)
3) How do you prove it? (Data, testimonials, digital presence)
Why Tailored Strategies Win
At Graviss Marketing, we’ve seen tailored strategies transform OOH companies — from independents modernizing their websites to regional operators refining their pitch decks. Advertisers want to know you understand their world. Show them you do with strategies that align to their goals — not with generic brochures.
Final Word
1) Who are you talking to? (Advertiser segment)
2) What do they care about most? (Awareness, leads, conversions, credibility)
3) How do you prove it? (Data, testimonials, digital presence)
References
- OAAA & The Harris Poll (2024). The Effectiveness of Digital OOH Advertising. https://oaaa.org/wp-content/uploads/2024/04/Digital-OOH-Advertising-4.29.2024.pdf
- eMarketer (May 22, 2024). DOOH ads drive action from 76% of people who view them. https://www.emarketer.com/content/dooh-ads-drive-action-people-who-view-them
- Clear Channel Outdoor & Kantar (July 8, 2025). Five-year study: OOH outperforms digital/CTV; 13.3% lift in ad awareness.
- https://investor.clearchannel.com/news/detail/538/new-kantar-study-shows-out-of-home-advertising-outperforms-key-channels-and-addresses-gaps-in-modern-marketing-strategies
- Clear Channel Outdoor (Industry Research). Summary of 13.3% ad awareness lift. https://clearchanneloutdoor.com/industry-research/
- Billboard Insider (May 21, 2019). Attribution Data Defines the Value of OOH. https://billboardinsider.com/attribution-data-defines-the-value-of-ooh/
- 75Media (Mar 1, 2024). Outdoor Advertising Stats (includes website visit/search actions post-OOH exposure). https://75media.co.uk/blog/outdoor-advertising-stats/
