Last month, Slow Ventures won our hearts with their scrappy digital billboard and sharp landing page. It was a clever, standout effort that made us stop and pay attention. But this month? Let’s just say it feels like a sea of sameness out there.
March’s billboards are dominated by black backgrounds, safe messaging, and what seems like a mere obligation rather than a strategic brand play. It’s as if simply having a billboard is the goal, rather than using it to create something memorable. The outdoor advertising landscape in San Francisco is unlike anywhere else—our sample set is nearly 90% tech companies. But that means the bar is higher. Slapping a logo and a generic positioning statement on a board just won’t cut it anymore.
Outdoor advertising should be a conversation starter, not a checkmark on a media plan. Where’s the risk? Where’s the personality? Where’s the effort to stand out in a city where innovation is the expectation?
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