Since their inception, billboards have been one of the most effective means of advertising. Quite possibly the only media that is intrusive and cannot be ignored, billboards guarantee your message will be seen. We are a group of readily mobile people with the average time we spend traveling to and from the soccer match or grocery store being fifteen hours per week.
Billboards cannot be ‘flipped’ like a radio station playing a song that painfully reminds you of that certain ex-boyfriend; billboards cannot be ‘changed’ like a television station when one wants to get scores and highlights of games that are simultaneously airing on ESPN and broadcast television; billboards are not a passive media like the newspaper in the local diner that must be purchased or picked up in order to be exposed to the message being delivered that day. Billboards are continually ‘ON’.
The bloggers… the satellite radio consumers… the iPod generation… they are all utilizing a passive media—they choose that form of media for entertainment. With billboards, there is no choosing involved. Billboards are intrusive and can only be ignored if one travels in an automobile with their eyes closed.