Is Your Billboard Ad Getting Ignored? Here’s How to Keep It Fresh
Have you ever repeated a word so many times that it starts sounding weird—like you almost forget what it means? That’s your brain playing tricks on you. The same thing happens when people see the same billboard ad day after day. After a couple of months, it just blends into the background. They see it, but they’re not really seeing it anymore. That’s called billboard ad fatigue (or creative fatigue), and it can be a real problem for advertisers.
On static billboards, ad fatigue is trickier to solve because updating the artwork means new production costs. That’s why it’s smart to plan ahead with advertisers right from the start. But when it comes to digital billboards, the fix is easy. Digital ads can be swapped out with little to no cost, and keeping them fresh is just a matter of setting up a schedule that works for everyone—the advertiser, the designer, and the account executive.
How to Keep Billboard Ads From Going Stale
💡 For digital billboard clients, send a monthly reminder to update their ads. A simple check-in can keep their campaign from going unnoticed. (See related article: Billboard Reminders = Client Renewals)
💡 Give advertisers fresh ideas for their next design. Not sure where to start? Check out (100 Billboard Ad Ideas).
💡 Make small tweaks for a big impact. A quick way to refresh an ad is to adjust the colors, swap out photos or graphics, or try a new font. Even just flipping the layout—like moving a photo from the left side to the right—can make an old ad feel new again.
💡 Change the location. If a static ad has been in the same place for months, moving it to a different billboard can introduce it to a whole new audience.
Billboard advertising works best when it stays fresh. Keep those ads from fading into the background, and your advertisers will see better results—and stick around longer.
