Why Billboards?

So I live in New Jersey, pretty close to New York City, and as I drive around many of the major highways I see left right and center billboards. I鈥檝e often wondered are any of these actually useful as advertising tools anymore? Does anyone actually find a lawyer on the side of the road on a billboard? Does anyone actually choose their next medical professional by looking at a billboard while you鈥檙e driving 65 mph on an interstate highway? Does anyone really decide because they鈥檝e seen a billboard to stop whatever it is they鈥檙e doing, change wherever it was that they were going, and head to an authorized dealer to buy a 5000, 10,000, $20,000 time piece because they saw it on a billboard? And even more so why are they bothering when it comes to some thing that we know we can鈥檛 get anyway? Why does London jewelers have a billboard that says Rolex all over it if we know there鈥檚 no chance we could go to London jewelers and buy a Rolex? Why is there a Patek Philippe billboard right by the helix to get into the Lincoln tunnel when I know that there鈥檚 absolutely no place in New York City that is an authorized dealer where I can buy a Patek Philippe at retail? So I ask why billboards? Do they still have any purpose? Especially for watches?

I don鈥檛 know why but I couldn鈥檛 add hashtags

#rolex #patekphilippe #collecting #billboards #nyc

I guess it is the matter of putting it in your face day after day, a bit of psychological play that can make you recall it. True that someone in the game knows you can't buy a Rolex, but a non watch person doesn't. In essence it just increases the chance of driving traffic to the shop where the customer driven by a Rolex will buy a Tudor or whatever other brand he gets. Indeed old school form of marketing, but I don't necessarily think it is useless..

All that banner advertising never worked for Rolex, right?

Yeah, there's a study out there that takes a look at how often a person sees an ad for a brand/product and how likely they are to actually buy the advertised store/brand/product and the basic conclusion is, the more you are superficially exposed to the store/brand/product, the more likely you are to buy from said store/brand/product.

An individual billboard, seen once, probably won't drive you to a purchase; but seeing it every day for weeks/months on end has a great chance of doing so, especially if it gets you to visit the store.

I remain convinced that the AD gets a slight allowance from the manufacturer but mainly they like seeing their name on a big billboard.

Notice how it's never just "Hey, buy a Rolex already!" but always ".... at Jimmy's Jewelry and Watch Hut, Rt 4 (across the street from Bennigan's)"

Ask Jimmy.

High traffic patterns into large metros intersect those shoppers that are on their way to work into the City. Usually high income commuters are traveling on these key fwys.

it is just added impressions...Just think of how many time you see 'Rolex ' on a televised Golf or race...It works.. JMO enjoy the hobby

Actually the billboard when on the Outerbridge Crossing advertising Leonardo Jewelers alerted me to an AD that was less than 5 miles away from me. It鈥檚 where I purchased my Omega Seamaster.

Burma-Shave, billboards work.

UnholiestJedi

Yeah, there's a study out there that takes a look at how often a person sees an ad for a brand/product and how likely they are to actually buy the advertised store/brand/product and the basic conclusion is, the more you are superficially exposed to the store/brand/product, the more likely you are to buy from said store/brand/product.

An individual billboard, seen once, probably won't drive you to a purchase; but seeing it every day for weeks/months on end has a great chance of doing so, especially if it gets you to visit the store.

This.

No, they don鈥檛 think that you鈥檒l abandon your plans for the day and head to the nearest AD. It鈥檚 about getting in front of the prospective buyer as many times as possible so they can implant that (sometimes subconscious) idea that you need their product.

As I saw this post, we were literally driving by a Hublot billboard, how weird is that? Dubai has a mall with giant watch brand posters pasted literally on the building, I don鈥檛 know who is it supposed to attract.

Funny I've noticed a lot of watch billboards in my area 馃槀

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Probably not, but they do it mainly as brand presence

Billboards plant seeds.