Why Billboards Still Work in a Scroll-Happy World
Billboards are still underrated. Yeah, I said it.
While everyone else is pouring money into algorithm-choked feeds, smart marketers are rediscovering what’s been staring us in the face since we got our driver’s licenses: billboards still work—if you use them right.
Here’s why.
People Can’t Scroll Past a Billboard
Think about it. You can skip an ad, close a tab, or mute a video. But if someone’s stuck in traffic at the same intersection five days a week, they’re going to see your message. Over. And over. And over.
There’s something powerful about that kind of passive repetition. It’s not flashy, it’s not invasive—it’s just there. And that’s the beauty of it.
Repetition builds familiarity. Familiarity builds trust. Trust is what sells.
Most Marketers Forgot How Brains Work
Here’s the truth: people don’t buy from who they know. They buy from who they remember. And what’s more memorable—a Facebook ad that disappears in 0.8 seconds, or a billboard they’ve stared at for 60 red lights in a row?
Our brains are wired to notice patterns. Seeing the same brand, in the same spot, every morning on the way to work? That’s a pattern. Whether they want insurance, tacos, or dog grooming, when they do decide to buy, guess who’s already locked in their head?
And Here’s Where It Gets Good: Digital Billboards Flip the Script
The old way of doing billboards was painful. Contracts. Printing. Guesswork. It felt like placing a bet and hoping someone saw it.
But now? With digital platforms like Cassie.co, you can swap out billboard messages with a few clicks. Want one version for morning commuters and another for the afternoon crowd? Done. Want to A/B test a punchline? Easy.
It’s like turning a static wall into a dynamic conversation.
You’re not just paying for space—you’re owning moments people actually remember.
Placement Isn’t Enough—Make Your Billboards Memorable
Too many people treat billboards like real estate—location, location, location—and forget the one thing that actually matters: what the hell are you saying once someone looks up?
The right corner near the freeway won’t save you from a boring ad.
Most Billboards Are Background Noise
Drive down any highway and you’ll see the same formulaic nonsense: a stock photo, too much text, and a “Call Today!” CTA nobody’s actually calling. That’s not branding. That’s billboard clutter.
If you want someone to remember you, you need to make them feel something. Laugh. Smirk. Roll their eyes in a way that still keeps your name in their head.
Here’s a hot take: If you’re paying for the space make it memorable, steal this idea:
“As your insurance agent, I’d tell you to stop reading billboards.”
That’s it. Simple. Sarcastic. On-brand. And most importantly, it stopped people mid-scroll in their mind. Because yes, we scroll mentally even when we’re not on our phones. Your billboard has to interrupt that.
Humor Wins Attention—But Clarity Wins the Day
Funny is good. Clever is better. But if people don’t know what you actually do, you’ve wasted the real estate.
That’s where most agencies blow it. They get cute, or worse—vague. You’ve got six seconds max. Make them laugh, make them curious, or make them nod and think, “Okay, that’s sharp.” Then hand off the rest to your geo-targeted video ad waiting in their feed later.
Digital Billboards Let You Test What Works
Here’s the part most folks sleep on: with digital tools like Cassie.co, you’re not stuck with one message for 30 days. You can run punchline A in the morning, punchline B in the afternoon, and check the engagement on your Facebook ad backend to see which message actually lands.
No more praying your billboard works. Now you can prove it works.
Even better? You can rotate seasonal, weather-specific, or event-based ads without reprinting anything. First snowfall in your city? Flip the board to say: “You’re not ready for this storm. But your insurance could be.” Instant relevance. Zero lag.
The Secret Sauce: Facebook Geo-Targeted Video Ads
Here’s the truth: billboards can make people aware of your brand—but they rarely make people understand it. That’s not a flaw. That’s their job. If they didn’t work all those lawyers in Florida wouldn’t invest so much into them.
But the real win? Following that awareness with the right message in the right place—at the exact moment they’re most likely to pay attention. That’s where Facebook geo-targeted video ads come in.
Your Billboard Starts the Joke. Your Video Finishes It.
If your billboard made them laugh, your video better deliver the punchline.
Think about it—someone sees “As your insurance agent, I’d tell you to stop reading billboards” on their daily commute. Then later that night, while they’re scrolling Instagram, they get hit with a 15-second video ad from the same agency, saying:
“Yeah, we’re the ones who told you to stop reading billboards. But seriously, here’s why people trust us with their home and auto coverage.”
That’s not random advertising. That’s strategy. That’s reinforcement.
It feels personalized, even though it’s not. It feels smart, because it is.
Geo-Targeting Isn’t Creepy When It’s Useful
This isn’t about stalking people. It’s about making marketing actually relevant.
Facebook’s ad platform lets you zero in on people by zip code, neighborhood, or even a specific radius around a billboard location. If you’ve got a digital billboard on I-75 North, you can run video ads that only show to people who commute that route.
You’re not blasting the whole city. You’re building a micro audience that sees your message in two places—on the road, and in their feed.
That combo creates what I call recognition residue. They might not click the ad the first time. But next time they need insurance—or tacos, or a lawn care service—you’re the name they remember.
Keep It Short, Entertaining, and Human
Look, no one’s watching a 2-minute brand video on Facebook unless you paid them. Keep it tight. Make it fun. Use real language. No buzzwords. No fake hype.
These aren’t “look at our features” videos. They’re “here’s what we’re actually like” videos.
Answer the question: Why should someone give a damn about your business, now that they know you exist?
That’s it.
Pair your billboards with smart video follow-up, and suddenly, you’re not just advertising. You’re building a brand people actually remember.
Billboards + Digital = Brand Gravity
Here’s a concept no one’s talking about—but every agency owner feels when it’s working: brand gravity.
It’s that invisible pull your business has when people keep seeing you everywhere. Not in an annoying way. In a “damn, these guys are legit” kind of way.
And the combo of billboards plus geo-targeted Facebook videos? That’s how you build it.
People Trust What They See Repeatedly
We can act like humans are super rational, but let’s be honest—we’re not. We trust what’s familiar. We remember what we see often. That’s why billboards still have teeth in 2025.
When someone drives by your sign every morning and then sees your face (or your message) again in their feed that night, something clicks.
They don’t just know who you are. They start believing you’re probably the right choice—just because you keep showing up.
That’s not manipulation. That’s consistency.
Billboards Build Recognition. Video Builds Understanding.
Here’s the split: billboards make people remember you exist. The Facebook videos explain why you’re worth remembering.
If you only do one or the other, you’re missing half the puzzle.
Without the billboard, your video ad feels like every other one in the feed. Without the video, your billboard’s just a clever joke that doesn’t lead anywhere. Combine them, and you’ve got a message that meets people where they are—mentally and physically.
This is what brand gravity looks like in real life: you become the first name people think of, even if they’re not sure why.
Tools Like CASSie.co Make It All Work Without the Headache
The only reason this used to be hard was because it was a logistical nightmare. Swapping out billboards. Managing ad creatives. Making sure both messages lined up.
Now? Platforms like cassie.co let you do it all from a dashboard. Change your billboard message in the morning, adjust your video ad by lunch, track engagement by dinner.
This isn’t “omnichannel.” It’s just smart.
And here’s the kicker: when you get this right, you don’t have to shout to get attention. You already have it.
Stop Treating Billboards Like It’s 2005
Let’s call it out: most people still treat billboards like they’re frozen in time. Like it’s 2005, and the only way to use one is to drop ten grand, cross your fingers, and hope for the best.
But this isn’t 2005. It’s 2025. And the smartest agencies aren’t ditching billboards—they’re finally using them the way they should’ve been used all along.
A Billboard Is the Hello. The Video Is the Conversation.
You don’t have to pick between old-school and digital. You’re not choosing sides in a media war. You’re building a system.
Billboard: grabs attention. Geo-targeted video: builds interest. Repeat exposure in both places: creates trust.
This is how you get people thinking, “I see them everywhere. They must be good.”
And let’s be honest—that’s half the battle.
You Don’t Need a Massive Budget—You Need Strategy
This isn’t about throwing money at the wall. It’s about being deliberate. Place one billboard in a high-traffic zone where your ideal customer commutes. Pair it with one video ad campaign targeted to that same area. Rotate the creative every few weeks.
That’s it. That’s the play.
Tools like cassie.co make that kind of coordination way less painful than it used to be. You don’t need a media buyer or an intern glued to spreadsheets. You just need to stop thinking of billboards as a one-and-done expense.
Treat them like a system—and suddenly they work like one.
Want to Start Simple? Try This:
- Map your top 2–3 high-traffic zones.
- Write a billboard message that would actually make your ideal customer look up.
- Build one 15-second video that matches the tone and shows who you are.
- Set your radius. Launch both. Watch the awareness build.
If nothing else, remember this: people can’t act on what they don’t remember. Billboards make them remember. The video makes them care.
Put the two together, and you’re no longer chasing attention. You’re earning it.
If you’re tired of guessing your way through ad strategy—and you want to stop wasting money on marketing that doesn’t stick—it’s time to rethink how billboards fit into your advertising ecosystem. Combine physical visibility with targeted digital follow-up, and you’ll stop hoping for brand awareness and start building it on purpose. And if you’re ready to simplify that whole process, from message to execution, check out Content Catalyst—it’s built to help agency owners like you turn content into a magnet, not a chore.