These days, billboards are viewed as, mostly, for local businesses only. Bull. Brands, if you took just a small part of your worthless social media budget and put up one billboard in a high-visibility spot, you’d see some big-ass ROI in awareness and sales. But here’s the catch: It has to be a great billboard that also sells the bejesus out of your product.
Oh, you’re snickering and scoffing, Digital Man? Let’s look at your media budget.
Study after study has proven your precious social media advertising doesn’t work. (At least, not the way you imbecilic pun-clowns are running it now, it doesn’t.) Native advertising is even more useless. TV is in a weakening position, getting weaker by the month. Print? Heh.
How much product has the millions you spend on social media sold? Do you even know?
Do you even know what a great billboard looks like, Digital Man? You certainly don’t know how to create one. Let’s help you out.
Ad agency: Collett Dickenson Pearce & Partners, London
The best beer tagline ever written gets perfectly visualized. One of best “celebrity” ads ever done, too. Here’s the fun backstory (link) on how the billboard got made and approved by the brewer. It’s great, and it sells. See how that works, Digital Man?
Now, imagine if this billboard wasn’t created in 1975 but went up in London a couple of years ago (before Leonard Nimoy died). And imagine if you were CMO of Heineken. Just try to envision how much it would get “shared” even if your “digital” and “social media” teams did squat, zero seeding.
It would get shared like the clap, because “digital natives” love sharing “real” things from the “real” world much more than they do fake things from the digital world. It makes them at least appear like they go “outside.”
Ad agency, FCO Univas, London
Araldite adhesive is very strong. Strong enough to hold a Ford Cortina on a billboard? Indeed.
Strong enough to hold a Ford Cortina, with another Ford Cortina on top of it, on a billboard? That’s not “Photoshop.”
This stunt was carried out over a a few weeks in London. Again, try to imagine your “engagement” numbers, Digital Man, if this board played out in Times Square this spring. Please also note, again, that the ad is both great and sells like a motherfucker.
Ad agency, Doyle Dane Bernbach, NYC
Look, Digital Man! Even puns can work, if they’re good puns and they sell.
Despite my seemingly near-constant anger, I still love great advertising. It’s why I walk through Times Square — still billboard capital of the world — about once a month. And, every month, I find zero great billboards. Zero. This is unacceptable.
I know you won’t listen to me, Digital Man, because creating great billboards is hard, downright impossible for your “digital” creatives. But I’m not going to stop hounding you until you at least give it a try. One time, baby. C’mon!
With Canva and Adobe’s new updates, the generative AI race enters the brand design space
Canva and Adobe are just two of several major design and visual platforms that are rapidly introducing new generative AI capabilities in the service of brands.
Terry Kawaja explains why he invested in Possible, the Dmexco founder’s new conference
Kawaja believes Possible will super-serve the intersection of marketing, media and tech like no other tentpole can. And he's invested his own money into it.
Execs are ignoring the dangers of ‘confidently incorrect’ AI and why it’s a massive problem
That means significant risks are emerging as companies rapidly race to re-orient themselves around ChatGPT without being aware of – or ignoring – the numerous pitfalls.
SponsoredHow ironSource’s hybrid mediation solution is enhancing mobile ad monetization
Produced in partnership with Marketecture The following article highlights an interview between Nimrod Zuta, ironSource’s senior vice president of product, and Eric Seufert, general partner at Heracles Capital. Register to watch more of the discussion and learn how advertisers are leveraging hybrid mediation solutions to fuel more effective ad monetization. Advertisers are facing a particular […]
Why Chips Ahoy’s linear TV budget is crumbling in the face of new digital options
To keep up with Gen Z shoppers, Mondelēz-owned brand Chips Ahoy! is all but waving bon voyage to its linear television advertising budget in favor of digital advertising.
Why the esports community’s toxicity is becoming the industry’s most enduring problem with brands
As fan blowback becomes a regular occurrence in esports, the industry is turning into a potential minefield for the brands looking to use it as a vehicle to reach gamers.