Marketing consultant Emily Binder said some thought provoking things about billboards in a September 2019 Voice Marketing podcast. 

Good out of home design

Being a marketer I’ve always been interested in what makes a billboard successful…Brevity is the biggest thing.  You need to get your message across in as few words as possible.  This becomes even more important when we think about voice assistance in the car…You should really have five words or less on a billboard and the call to action needs to be really clear.  If it’s a URL, great, have them go to that URL.  Don’t have them do anything else.

On the combination of billboards and voice assistants in the connected car.

Here’s the thing, I don’t think they’re going to be sending us to URL’s when they figure out that Alexa or whatever voice assistant is in that car is actually a much better instruction to give that driver.  So instead of saying visit us at company.com/dogfood it’ll say “ask Alexa about dogfood.”…Somebody can do it right then instead of having to type something in and remember it. This is going to be a boon to out of home.

On billboards vs banner ads.

I’d rather invest there than a popup ad, a banner ad on Waze, because even though those are geo-targeted and it’ll say here’s a Starbucks on the way to your destination…those are obnoxious because a lot of times it’s fast food…But a billboard placed correctly, a few short words and talking about hit it up with Alexa – that’s great.

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