We get asked this question at least twice a week: Do consumers pay attention to billboards? And the answer is yes. Unequivocally, undoubtedly yes — consumers do pay attention to billboards. How do we know this? Research, ad spending and observation back it up.
We also have firsthand knowledge from running an outdoor advertising agency for more than a decade. Our results show that people look at billboards. Here’s a short look at how we know for sure that consumers pay attention to billboard advertisements.
Our Results Confirm It: Consumers See Billboards
Let’s start with our own insights. Since 2009, we’ve been helping clients create impactful billboard campaigns. Over that time, we’ve observed a media landscape transformed by advancing technology and the growing adoption of digital platforms.
Yet despite these shifts, people continue to notice billboards. In fact, engagement has increased post-COVID, largely because more people are spending time outdoors—a pandemic-driven habit that has endured.
We’ve seen first-hand evidence of billboard effectiveness through case studies where consumers not only noticed but acted on what they saw:
- Our campaign for K18, a haircare product, successfully raised awareness for a new launch through bold and engaging billboard placements.
- A billboard featuring Grammy-winning gospel artist Tasha Cobbs sparked a buzz in Atlanta, inspiring a social media scavenger hunt driven by fans.
- A targeted campaign for Dolce & Gabbana featuring DJ Khaled reached three major cities, generating nearly 1 million impressions.
Clearly, billboards capture attention and drive engagement on a large scale.
Research Supports It: People Pay Attention to Billboards
Our experience provides both anecdotal evidence and data to confirm that people notice billboards. In fact, numerous studies have consistently shown that billboards successfully capture attention. Below are three widely cited reports with verified research that highlight their impact in the advertising world.
Out of Home Advertising Association of America (OAAA) Studies
The OAAA has conducted extensive research on billboard advertising over the years. While some findings are behind a paywall, here are a few key takeaways:
- 50% of Americans describe billboards as “highly engaging.”
- 71% of Americans report glancing at billboards when they pass them.
- 32% say they’ve visited a store because of a billboard advertisement.
Clear Channel Study
While Clear Channel has a vested interest in promoting billboard success as a seller, its research offers compelling insights:
- 19.8 million people view billboards in the UK each week.
- 55% of Gen Z respondents say billboards with dynamic content capture their attention.
- 45% of UK adults say they’ve noticed and responded to a billboard.
Arbitron Study
This comprehensive study, though slightly older, remains a key resource for understanding billboard engagement. Key findings include:
- 71% of drivers and passengers report paying attention to billboards.
- 37% say they look at billboards every time they pass them.
- 55% have noticed a digital billboard in the past month.
- 32% have noticed a digital billboard in the past week.
- 56% recall seeing something funny on a billboard that they later shared with others.
The Proof Is in the Spending: Billboard Investments Are Up
Another way to prove that people pay attention to billboards is by examining advertising investments. Think about it—advertisers only spend money on what works. For something to work, it must be seen. Therefore, it follows that billboards capture attention because they drive enough response to justify further spending.
The numbers surrounding outdoor ad spending are impressive. It’s important to note that billboards account for the majority (between two-thirds to three-quarters) of all out-of-home ad spending.
First, consider outdoor ad spending compared to other media. It’s the only “traditional” (i.e., nondigital) form of advertising still experiencing growth. The shift to digital advertising has drastically impacted other traditional channels. According to MAGNA Global, traditional media revenues dropped by 3% last year, while out-of-home advertising grew by 2%.
Additionally, OAAA’s data suggests 2024 is shaping up to be even better. The first quarter of 2024 generated the highest-ever volume of out-of-home spending. Nearly $2 billion was spent, marking a 6.8% increase over the same period in 2023.
These figures highlight the medium’s effectiveness. In short, it works—advertisers wouldn’t continue to invest if it didn’t. Billboard advertising’s ability to deliver returns on investment is clear evidence of its impact, proving that people pay attention to what they see.
Look Around You: Everyone Looks at Billboards
Let’s put it simply: pay attention to your surroundings. Whether you’re on the road as a passenger, walking as a pedestrian, or riding public transportation, it’s impossible not to notice people glancing at billboards around them.
The beauty of billboards lies in their inescapability. Unlike TV or radio, you can’t turn them off. Billboards are always on. No matter the time of day, they remain visible—even illuminated at night—to ensure they capture attention 24/7. They’re truly unavoidable.
Consider your own experiences. Billboards likely play a role in your daily life, often in ways you don’t consciously realize. As mentioned in the research section above, more than half of people have shared a funny billboard with friends. Perhaps you’ve seen someone post about a hilarious billboard on your work Slack channel. Maybe a friend snapped a picture of a board and sent it to you with a caption or emoji. Or perhaps a conversation about a new store led someone to mention its eye-catching billboard.
These experiences prove it: people pay attention to billboards, and they find them engaging and memorable.
