The Economics of Everyday Things 109. Billboards
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Oct 6, 2025 Dan Levy, the chief marketing officer at Clear Channel Outdoor, shares insights on the evolution of billboards in the digital age. He discusses how traditional billboards have adapted to modern advertising needs and why they continue to thrive despite the surge of digital media. Levy touches on the use of data-driven targeting and programmatic buying for real-time ad rotations. He also explores the challenges and criticisms facing outdoor advertising, revealing how billboards can engage consumers in a non-intrusive manner while delivering impactful messaging.
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Consolidation Around Big Operators
- About 65% of U.S. billboards are controlled by three national firms, combining local and major-brand advertising.
- Dan Levy notes Clear Channel manages tens of thousands of faces serving both multinational and local clients.
Design For Fast Glances
- Keep billboard copy short and visual: Seven words or less and one strong image are best practice.
- Use high-contrast colors and simple layouts so drivers can read and recall the message quickly.
Modern Billboard Production Methods
- Production shifted from painted panels to large-format vinyl printing that can be installed as a single image.
- This printing transition streamlined installation and improved image quality.