By Bob Schultz, Partner, Dusty’s Outdoor Advertising

“The Greatest Showman” is the 2017 musical drama inspired by the life of PT Barnum.  The critically acclaimed film highlights the marketing genius of the 1800’s biggest promoter.  From human oddities, to world renowned singers, Barnum was the master of marketing.  He’s also credited as an early adopter of Out-of-Home advertising for his many successes.

Entering 2018, the billboard industry wonders what impact the prospect of “driverless cars” might have on the use of outdoor promotion.  Ironically, Dusty’s history can be traced back to the first “driverless cars”, in that Reading Outdoor Media (a firm acquired by Dusty’s in 2005) began services in the early 1900’s, before the wide use of automobiles.

The “driverless” cars reached by the first Reading billboards were, in fact, railroads.  In those early days, Reading sold billboard space along railroad lines and at railroad stations, advertising to the railcar passengers.

As the first level of driverless cars take to the roads, early indications are the billboards will remain an integral part of consumer decisioning.  Early attempts at “in-car” advertising are meeting with stiff opposition, as passengers don’t want the continual intrusion of ads.

However, billboards, on an infrequent basis, are considered much more appealing for businesses and consumers alike.  The “infrequent” medium of billboard advertising insures that messages are both fresh and captivating to the traveler, insuring they remain an integral part of branding and messaging.

Over two centuries, the march of technology hasn’t diminished the impact and effect of PT Barnum’s not-so secret weapon – Billboard advertising.

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