How Local Retailers (and Billboard Companies) Can Win Big with OOH Advertising
Let’s be honest—being a small retailer today isn’t easy. Between online competition and big-box stores with even bigger marketing budgets, it’s tough to stand out. But here’s the good news: out-of-home (OOH) advertising—especially good old-fashioned billboards—can be a powerful tool to get people through your doors.
And if you run a small or independent billboard company, you’ve got an even bigger opportunity. You’re not just selling ad space—you’re helping local businesses grow.
People Are Paying Attention
Here’s something a lot of folks forget: when people are out and about, they’re actually more alert and open to new ideas. One study found that shoppers are more alert and interested when they’re outside their homes. That’s a great time to show them a message they’ll remember.
Whether they’re driving past your board on the way to the grocery store or walking by a digital sign near a coffee shop, you’ve got a golden chance to reach them when they’re already in motion—and maybe even in the mood to buy.
Make Your Message Local and Timely
If you’re a local retailer, think about what would get your attention: maybe a billboard just up the road that says,
“Today Only: 25% Off Everything at Jackson’s Shoes – Just 3 Blocks Away.”
That kind of message works because it’s relevant, nearby, and speaks to what someone might need right now.
As a billboard company, you can help your clients think about things like:
Which of your boards are closest to their stores?
Where do their customers live, work, or shop?
Can they promote something time-sensitive, like a weekend sale?
Local targeting isn’t just for Google Ads. It works just as well (and sometimes even better) when it’s done on a billboard in the right place.
Tie It All Together with Digital
Here’s a cool tip: If a small business is already running social media or Google ads, adding OOH into the mix helps boost brand recognition. People might scroll past an online ad without thinking—but then they see the same brand on a billboard and suddenly, it sticks.
Don’t Miss Seasonal Opportunities
When big shopping moments roll around—like back-to-school, the holidays, or even a local festival—it’s a perfect time for local stores to grab attention with a smart billboard campaign.
Let’s say a family-owned toy store wants to boost foot traffic before Christmas. They could run a fun, colorful ad that says:
“Need Stocking Stuffers? Local Toys – 2 Miles Ahead!”
That’s simple, effective, and exactly what busy shoppers want to see. And it works.
Use Smart Digital Billboards to Stay Fresh
If you’ve got digital boards, you’ve got an even bigger advantage. You can help local retailers change up their messaging as often as needed—without the extra printing costs.
With dynamic content, businesses can:
Show how close their store is (“Just 1 mile away!”)
Promote different sales throughout the day
Count down to the end of a big sale (people love a good countdown)
It’s the kind of flexibility that small businesses really appreciate—and it can make your boards way more valuable to them.
So, How Do You Get Local Retailers on Board?
Here’s the part a lot of billboard operators get stuck on: how do you actually sell this to local businesses? The key is to be more of a helper than a salesperson.
Here are a few real-world tips that work:
Start local. Walk into stores, restaurants, boutiques, and coffee shops near your boards. Introduce yourself and let them know you own the billboard down the street—that instantly makes you more trustworthy.
Bring examples. Show them a photo of your billboard with a mockup of their ad on it. It’s easier for people to say yes when they can visualize what it’ll look like.
Keep it simple. Don’t overwhelm them with ad-speak or too many options. Offer one or two ideas that would be perfect for their business and their busy season.
Mention timing. Ask if they have any upcoming promotions or events. Tie your pitch into something they already care about—like boosting traffic during a sale or seasonal push.
Be their marketing partner. Small retailers often don’t have a marketing team. Offer to help with the design, or suggest wording that’s worked well on your boards before. Make it easy for them to say yes.
