You Won’t Believe Why which Advertising Medium is Forecasted to Grow the Fastest

Joshua Lawton Market, Thoughts on the Future Leave a Comment

It’s not hard to figure out that the out of home industry is moving into the digital world even though, the total number of digital billboards pales in comparison to the total number of analog boards in the US. As of 2017, there were only 7,000 digital billboards in the entire United States. While this significantly underrepresents the full digital signage market, it is instructive into where the out of home market is going, because year on year growth of digital billboards and signage in the US has been 10%. This growth in digital signage is because the out of …

How to Convince Dealerships Not to Drive Off with their OOH Marketing Dollars

Joshua Lawton Market Leave a Comment

Let’s just put it out there, the vast majority of vehicle shoppers would prefer to buy their next automobile online. From cars to trucks, shoppers would love to be able to customize their options and hit a buy now button. But there’s one catch. While shoppers want to be able to buy their next vehicle online, a majority of shoppers wouldn’t buy their next automobile without test driving the model. In fact, shoppers love the test drive experience. What they hate is the buying experience. Who can blame them? There’re only so many free waters that a dealership can give …

Converting Non-Believers: 5 Points to Support Out of Home Advertising

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“Advertising on billboards is a waste of money.”   You’ve probably heard this before if you’ve worked with an advertising agency or after someone asked you “What do you mean that you work in the Out of Home market?” The misconception that billboards are a waste of money is a dogmatic ideology based on counterfactual anecdotal information. (If you don’t know why this information is counterfactual head on over to this article that I previously wrote: “You Wont Believe Which Advertisements Drive the Most Online Activity”.) Beyond just understanding the data, what OOH owners and believers need is the ability …

Stop Sponsoring and Throwing Events Without Data

Joshua Lawton Market, Thoughts on the Future Leave a Comment

I don’t know about you, but we are tired of marketing dollars being wasted on anecdotal evidence and the “because everyone else does it” line. Too often, this is the mantra for how companies assign their marketing and advertising budget. When Justin was selling digital billboards here in the Austin area he had a client call 2 weeks before SXSW begging for advertisement because they realized their competitor was going to be advertising.   If you don’t know this already, SXSW is a marketing force for companies that want to show they have arrived as the “event of the year.” …

Was 2017 Marketing’s Waterloo?

Joshua Lawton Market, Thoughts on the Future Leave a Comment

The problem with crashes or major pull backs is that you normally do not foresee them or prepare for them adequately. Even after the event occurs, it’s only historical hindsight that puts them into perspective. Now unlike many other articles you might read, even some written by me, I’m not talking about cryptocurrencies. I am talking about marketing budgets. For the past three years marketing budgets as a proportion of company revenues have been increasing. Sometimes they increased slightly, other times they increased heavily. However, the one fact remained the same, they increased. “Only 14% of respondents surveyed in last …

You Wont Believe Which Advertising Medium is Cheaper Per Impression than Facebook Ads

Joshua Lawton Market 2 Comments

If I were to ask you what is a cheaper advertising medium than Facebook, you might say Adwords. Maybe you’d say Twitter. But I guarantee you, that the vast majority of everybody reading this article would not say Out of Home, IE Billboards. Now I don’t expect you to believe me. Abraxas Technology is in the business of making billboards and digital signage more valuable for both business and OOH owners. However, that’s why I source all my material. According to Geopath, a non-profit leader in the Out of Home market the average cost for a 4 week advertisement on …