Here are the results of Billboard Insider’s reader poll on the use AI. We expect to see increased use of AI in out of home in the future. If you aren’t using AI you should be spending time researching AI and how it can assist you in running your out of home company.
34% of Billboard Insider readers use AI to assist with market or sales research. As an example of this, here’s what ChatGPT said when Billboard Insider asked how much money Cracker Barrel spends on billboards: Cracker Barrel’s total annual advertising expenses would likely include not just billboards but also digital ads, TV commercials, print ads, social media promotions, and more. Based on publicly available financial data…In recent years, Cracker Barrel’s annual advertising expenses have typically ranged from $50 million to $70 million. This figure includes all forms of advertising, not just billboards…Given the prominence of traditional, out-of-home advertising like billboards in Cracker Barrel’s marketing strategy—especially in targeting travelers and roadside traffic—billboards likely represent a significant portion of their overall advertising budget…If we assume billboards account for about 10% to 25% of the overall advertising budget (which is common for national brands that rely on both traditional and digital media), Cracker Barrel could be spending anywhere from $5 million to $17 million per year on billboard advertising.
29% of our readers us AI to draft or edit business or legal documents. Billboard Insider knows an attorney who asked ChatGPT to critique billboard leases and other out of home agreements. One of the speakers at the OOHMediaCon25 said he has ChatGPT review every powerpoint he prepares.
24% of our readers use AI to help design out of home ads. At OOHMediaCon25, Clear Channel Outdoor CEO Scott Wells said that AI is a perfect tool to help clients reduce the number of words in an at to the 6-8 word standard for out of home. AI can also suggest campaign ideas. As an example, here’s ChatGPT gave in response to a prompt to suggest designs for an out of home ad for a HVAC company…
1. Clever & Memorable:
Headline:
“Your Wife Is Hot. Better Call Us.”
(or reverse for colder seasons: “Your Husband’s Cold. We Can Fix That.”)
Subheadline:
AC & Heating Repair • 24/7 Service • Fast & Fair
Call to Action:
[CoolBreezeHVAC.com | (555) 123-HEAT]
2. Seasonal & Direct (Summer):
Headline:
“Melting in Your Living Room?”
Subheadline:
Don’t Sweat It — We’re Just a Call Away!
Call to Action:
Free AC Tune-Up This Week Only | [FrostAirHVAC.com]
3. Trust & Reliability Focus:
Headline:
“Trusted by Your Neighbors Since 1985”
Subheadline:
Reliable Heating & Cooling • Honest Pricing • Local Experts
Call to Action:
📞 (555) 987-COOL | [ReliableComfort.com]
4. Humor-Based:
Headline:
“We Can’t Fix Your In-Laws… But We’ll Fix Your Furnace.”
Subheadline:
HVAC Repairs with a Sense of Humor (and a 10-Year Warranty)
Call to Action:
Book Online at [HeatBeGone.com]
5. Luxury/High-End Angle:
Headline:
“Comfort Shouldn’t Have an Off Season.”
Subheadline:
Smart Climate Control for Homes That Deserve the Best
Call to Action:
Schedule a Home Energy Audit | [EliteHVACSolutions.com]
13% of our readers use AI to automate workflows. This is a surprisingly low number despite that fact that several speakers at OOHmediacon25 stated that automating workflows was one of the easiest takes for AI. Many of our readers aren’t using the full capabilities of AI.
None of readers use AI to price inventory. Billboard Insider thinks that in the future you will be able to input data on your billboards into ChatGPT and receive pricing recommendations. Clearly there is work to be done here
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
