Billboard Advertising Strategy: It’s Not Where Your Billboard Is… It’s What It Says

We’ve been taught to chase locations.

"Find the high-traffic spot."

"Go big or be invisible."

But here’s what I’ve learned — and what I shared with Daily CMO:

A killer location won’t save a boring message.But a killer message? That thing can stop people anywhere.

This wasn’t your usual agency fluff interview.

It was a real talk about what matters, what’s broken, and what needs to be reimagined.

What Most People Get Wrong About Billboards

We love billboards.

But we don’t worship them.

Because outdoor media isn’t magic by default — it’s only powerful if you respect the craft.

You’ve got 3 seconds.

Maybe less. So what are you going to say?

That’s where most brands slip.They rent space... and forget to own attention.

“Visibility isn’t about being seen. It’s about being remembered.”

And that’s what we’re here to build.

Strategy > Surface

In the interview, I shared how we’re flipping the script on how billboard advertising strategy should work.

Instead of asking, “Where should we put the ad?”

We ask, “What should the ad say to make someone feel something?”

Because here’s the truth:

• Most outdoor campaigns are forgettable.

• Most copy reads like it was written by a committee.

• Most agencies stop at placement.

  
  

We don’t.

At Pi Interactive, we engineer visibility. That means:

• Strategy first

• Message that punches

• Creative that earns a second look

• Data that proves it worked

  
  

“Can You Even Measure Billboards?”

We get that a lot.

Short answer: Yes.

Longer answer: Not the old way.

We’re using tools that track real impressions, movement data, even brand recall. It’s not perfect — yet — but it’s miles ahead of guessing.

No more "spray and pray."

We believe in proof-of-play and visibility that leaves a mark.

What This Interview Really Was

More than a BTS moment.

More than an ego piece.

This was a chance to speak about the work we’re proud of —the kind of work that respects creativity, respects strategy, and respects the brands that trust us to make them matter.

Watch it if you’ve ever asked:

• "Do billboards still work?"

• "What does a media agency even do these days?"

• "How can I get my brand noticed without blowing my budget?"

  
  

Final Thought

Stop chasing space. Start crafting messages. Don’t just be visible — be unforgettable.

That’s how we work. That’s how we think. And if that’s how you want your brand to move?

We should talk.