Pro and Cons of DOOH

If you're wondering whether billboard advertising is right for your brand, you're not alone. Thousands of advertiser search for the benefits of billboard advertising, the pros and cons of billboards, and how digital billboards compare to other media. In this guide, we break down exactly that — and show you how modern self service solutions like AllMediaDesk make booking digital billboard ads easier than ever through a self-service platform.

Pros and Cons

What Are the Pros and Cons of Billboard Advertising?

Advantages of Traditional Billboards

Traditional (static) billboards have been a staple of American advertising for decades — and for good reason.

  • High Reach and Frequency
    Billboards are placed in high-traffic areas and seen by thousands daily. Their repetition builds strong brand recall.
  • Public Credibility and Trust
    Being present in real-world, physical spaces signals that your brand is established and reliable.
  • Unskippable Exposure
    Unlike digital ads, billboards can’t be blocked or ignored — your message is always on display.
Disadvantages of Traditional Billboards
  • No Flexibility After Launch
    Once installed, your message stays the same for weeks or months — not ideal for time-sensitive promotions.
  • No Targeting Capabilities
    You’re reaching a broad public audience, not specific demographics.
  • Hard to Track ROI
    Attribution is challenging unless paired with digital or mobile retargeting.

Digital Billboards: Key Benefits and Drawbacks

Advantages of Digital Billboards

Digital billboards allow for dynamic and responsive advertising — a step forward from traditional static displays.

  • Flexible Messaging
    Change creatives in real time — perfect for rotating offers, events, or campaign updates.
  • Time and Location-Based Targeting
    Run different messages during morning vs. evening, or promote weather-specific products like ice cream on hot days.
  • Ideal for Product Launches or Design Highlights
    Want to show off new packaging, a rebrand, or a bold visual concept? Digital screens make your designs shine.
  • Boosts Other Media Channels
    Digital billboards reinforce your social, TV, and online campaigns by creating visual repetition in the real world.
Disadvantages of Digital Billboards
  • Shared Screen Time
    Your ad runs in a loop with others, which can reduce individual screen exposure.
  • Limited Interaction
    No clicks, shares, or likes — but that also means no bots, ad blockers, or skipped content.

When Should You Use Billboard Advertising?

Billboards work best when you want to:

  • Reach a large, public audience fast
  • Boost visibility near points of sale
  • Make a bold visual statement (e.g., product launch or rebrand)
  • Fill gaps in your media mix and amplify digital channels
  • Target commuters and pedestrians in high-traffic areas
  • Position your brand as trustworthy and established

Billboard advertising doesn’t interrupt — it integrates. People see it during their daily routines, and because it's part of the urban environment, it often feels less intrusive and more credible than online ads.