Everyone is talking about digital marketing, but that doesn’t mean traditional billboards are dead. On the contrary, outdoor advertising has made a comeback in today’s noise. No one has invented an "ad blocker" for real life, and a well-placed billboard can’t be swiped away as easily as an Instagram ad. In fact, outdoor advertising ranks among the most appreciated channels among consumers. A recent report shows that advertising in offline media such as direct mail, newspapers, podcasts, and billboards scores highest in positive experience—thanks to a comfortable frequency and a sense of control among recipients. This means there’s less risk of your billboard being perceived as intrusive compared to flashing pop-ups online.

But does appreciation equate to effectiveness? The myth that "nobody looks at billboards anymore" is false. A significant portion of the public actually notices billboard ads. A recent industry study noted that about 71% of consumers often pay attention to messages on billboards during their travels. And not only do people see them—they also act on them. When individuals encounter an interesting billboard, something magical happens at the intersection of offline and online: 33% start searching for the brand online, 23% visit the advertiser's website, and 15% check out their social media after seeing the ad. In other words, a creative billboard can trigger exactly the digital interaction marketers are seeking. Outdoor advertising drives consumers online to a greater extent per invested dollar than many other media—according to Nielsen, OOH generates four times more online activity per dollar spent compared to print, radio, and TV. Talk about synergy between the analog and the digital!

It’s not just consumers who are rediscovering outdoor advertising—major advertisers are too. Many tech and internet companies, which ironically thrive on digital traffic, are still choosing to adorn our cities with messages. Google, Apple, Samsung, Amazon—they’ve all invested in outdoor campaigns recently. These modern brands understand that a striking billboard builds brand awareness and credibility in a way that digital banners may not. A billboard signals that the company is "real" in the physical world, which can enhance trust among a somewhat ad-saturated audience.

The trend is also reflected in the numbers. In the U.S., outdoor advertising reached revenue records in 2024 – industry revenues for OOH increased, hitting an all-time high quarterly volume of $2.78 billion during Q2 2024. This indicates that advertisers are seeing returns and continue to invest. Even political campaigns have significantly boosted their outdoor expenditures, as OOH is seen as effective for reaching mass audiences and specific local target groups at the same time. With young and elusive demographics – who might tune out TV ads and use ad blockers online – a clever outdoor campaign can hit the mark.

So why does outdoor advertising work so well in 2025? First, people have grown somewhat weary of the digital advertising noise. Online ads are everywhere, making them easy to tune out. A large billboard on the way to work can feel refreshingly concrete. Second, people are spending time outdoors again – post-pandemic, we’re seeing increased flows of commuters, travelers, and strollers. More people on the streets mean more eyes on the ads. Furthermore, you can create striking, creative campaigns in the analog world that can go viral on their own. A compelling billboard can be photographed and shared on social media, providing free additional exposure. A Harris Poll survey showed that particularly millennials love to photograph cool outdoor ads and share them in their feeds – talk about free spreading of your message!

Finally, it’s about trust. Consumers tend to trust something that appears in their real environment a bit more. The Advertising Report 2024 confirms that Swedes generally have a more positive attitude toward advertising in physical channels, including outdoor, compared to many digital formats. Perhaps it’s because a poster doesn’t interrupt what you’re doing; it simply exists there nicely in the environment. And when the message resonates with the location and audience, outdoor advertising can build brands in an organic way.

In summary: Billboards may be old media, but they are far from museum pieces. In an age of information overload, advertising on a large, beautifully analog surface in the real world can even provide a competitive edge. Outdoor advertising still delivers – it’s visible, appreciated, and actually drives digital action as well. So don’t forget about the trusty billboard in your modern media mix. Old dogs can still have the best bite, even in a digital world.

Sources:

Advertising Report 2024 (sverigesannonsorer.se), Nielsen via VCO Outdoor (vcoutdoor.com), OAAA 2024 (oaaa.org)