There’s no doubt we live in a digital age with a highly competitive, congested advertising landscape. As technology continues to evolve and reshape how we consume media, businesses (locally or nationwide) are looking for ways to rise above the noise. Given this constant shift, many return to the age-old question: Does billboard advertising work?
At Adams Outdoor Advertising, we know the power of power of billboard advertising performance, but we decided to put it to the test in the most visual way possible: a billboard campaign. Through an 8-week experiment, we showed what happens when you combine creative billboard design with high-traffic placement: unavoidable visibility that gets people talking.
Our objective was clear: prove that bold, creative, traditional out-of-home advertising can still stop traffic, spark curiosity, and drive measurable engagement across multiple channels.
Billboard advertising relies on smart location and market coverage, but ad creative is key to success in an out-of-home campaign. With that in mind, we decided to go for a tease-and-reveal campaign. Tease-and-reveal billboard advertising is a multi-stage strategy where an initial round of intentionally vague, curiosity-spiking creative hits the market, followed shortly after by the ‘reveal’ to answer public intrigue and showcase the brand message.
We launched with a simple, mysterious creative: a yellow rubber duck on a red background. No logo. No explanation. No call to action. Just ducks.
The response was immediate. Social media lit up with speculation. Local news outlets picked up the story. Soon enough, people started taking photos and sharing them online, asking, “What’s with the ducks?”
After three weeks of anticipation, we unveiled bold messaging—“We make brands HUGE”—using the same billboard locations and styling for seamless recognition.
With this reveal, the campaign not only delivered the payoff audiences had been waiting for, but ultimately proved how suspense and timing can transform curiosity into conversation and meaningful brand engagement.
One of the biggest myths about billboard advertising performance is that billboard impact can’t be measured. But the truth is, billboard advertising is far more advanced and data-driven than many businesses and marketers realize.
In fact, modern billboard advertising performance can be tracked through multiple metrics that span the entire marketing funnel. From geofencing and mobile device tracking to website analytics and social metrics, today’s OOH campaigns integrate seamlessly with digital strategies. As a result, billboards drive awareness at the top of the funnel while simultaneously pushing consumers to take action—whether that’s visiting a website, engaging on social media, or taking an exit to hit a convenient drive-thru.
Take a deep dive into the numbers behind the ducks to see measurable impact across channels.
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Billboard advertising performance extends far beyond the roadside. Since billboards offer a more human and community experience, billboard advertising becomes shareable content that sparks organic social media engagement. In our case, the duck campaign quickly became a community phenomenon. Reddit threads debated the meaning. Local Facebook groups shared sightings. Tiktok creators captured the mystery unfolding in real-time. Before long, news outlets covered the campaign as a story worth telling, amplifying our message far beyond paid media alone.
ADAMS IN THE PRESS
PR Newswire, Billboard Insider, WFMZ, The Island Packet, Yahoo Finance, World News
This is the power of great billboard advertising: it doesn’t just interrupt the consumer journey—it becomes part of the conversation. Billboards give people something to talk about, photograph, and share. And ultimately, in an era when consumers actively avoid ads, billboards create moments that people actually want to engage with.
“We’ve become very good at ignoring ads. You turn off the TV, you press mute, you don’t read the email, you delete it right away. And so, more and more now, what companies are trying to do is find situations where consumers cannot escape ads. Roadways are one of those places.”
– Elise Ince, University of South Carolina, Darla Moore School of Business
Unavoidable Visibility – Unlike digital ads that can be blocked, skipped, or scrolled past, billboards reach consumers during their daily routines with no interruptions.
Data-Driven Campaign Planning – Advanced analytics and attribution tools measure how billboards influence consumer behavior across channels, from website visits to store traffic.
Powerful Creative Opportunities – Large format, high-impact visuals create memorable brand moments that consumers are excited to engage with.
Conversation-Driven Engagement – Billboards spark organic social sharing and word-of-mouth, extending your reach without additional ad spend.
Our team is here to support your 2026 marketing efforts from start-to-finish. Adams Outdoor offers strategic market research and campaign planning, in-house creative services, and smart billboard advertising performance analytics and reporting. With this full-service approach, you get a campaign that’s not only thoughtfully built but measurably effective. Now’s the perfect time to see how billboards can make a splash for your brand!
To pull everything together, data and insights for this case study were collected from Google Analytics 4 (GA4), Hootsuite Analytics, and HubSpot Social Reports, covering performance metrics from Instagram, LinkedIn, and Facebook
Out-of-home (OOH) advertising, particularly billboards, plays a significant role in shaping consumer behavior for individuals intending to buy a car. Unlike some ads you can scroll past or skip, billboards catch your attention during daily drives and stick in your memory. In fact, according to OAAA, 71% of U.S. drivers regularly notice billboards, and 26% say they’ve visited a business after seeing one. For prospective car buyers, this type of constant exposure can create strong brand recall and influence dealership visits.
One of the biggest advantages of how billboards impact car buyers is timing. People see them while driving—the exact moment when cars are top-of-mind. On average, car buyers consider about 3 to 4 brands before making a final decision, so staying visible is key. Plus, 66% of people take some action after seeing an OOH ad, like looking up a dealership online or visiting in person. That kind of immediate response shows how billboards can guide buyers from awareness to action.
Out-of-home advertising can improve consumer perceptions of brand quality and reliability. Studies show that OOH can boost brand recall by up to 47% compared to digital-only ads. When someone is making a big purchase like a car, seeing a trusted brand over and over can reduce hesitation and increase the likelihood of a visit or purchase.
In conclusion, billboards actively influence people’s car-buying decisions. Understanding how billboards impact car buyers show that by keeping brands visible, memorable and credible, billboards help guide buyers from noticing a brand to actually visiting a dealership. They remain one of the most effective tools in the automotive marketing toolbox.
🚗 Contact us today to see how billboards can accelerate your car sales!
Sources: Outdoor Advertising Association of America [OAAA], 2023 | Nielsen, 2017 | Clear Channel / Kantar 2025
Looking to dominate one of the most heavily traveled highways in the Lehigh Valley? Adams Outdoor’s prime Lehigh Valley billboard locations on Route 22 deliver 1.8 million+ impressions monthly, at a rate businesses can actually afford— less than $100/day!
Billboards can’t be skipped, scrolled past or blocked. They deliver real, lasting impact.
If you’re searching for billboard advertising, there’s no smarter way to boost brand awareness, reach commuters, and connect with local audiences.
That’s nonstop exposure for businesses in Allentown, Bethlehem and Easton.
The Lehigh Valley is one of the fastest-growing regions in the Northeast. This growth makes it an ideal market for advertisers. Consider the following:
Therefore, when you invest in billboards, you’re putting your brand in front of an audience with high spending power and strong purchasing intent.
Out-of-home advertising (OOH) beats digital + TV in every major marketing metric:
Affordable Reach, Big Results.
For under $100/day, Adams Outdoor makes billboard advertising in Eastern PA accessible for businesses of all sizes. Moreover, by pairing static boards with digital billboard advertising, you can create dynamic campaigns that adapt and evolve throughout the day, making them perfect for promotions, events, or seasonal messaging. In addition, this combination ensures your brand stays visible and top-of-mind with local audiences.
Our team knows the market inside and out. From start to finish, they handle everything, from creative billboard design to campaign execution, ensuring your brand gets noticed. By securing your prime Lehigh Valley billboard locations on Route 22, you can confidently put your message where it matters most.
Out of home (OOH) advertising posted its 17th consecutive quarter of growth, increasing 3% year-over-year to $2.86 billion in Q2 2025. Year-to-date, OOH revenue is up 2.6%.
FIFA alone invested $5M+ in Q2 OOH to promote the FIFA Club World Cup, showcasing the channel’s strength during shared live events leading up to the 2026 World Cup.
National brands are scaling their roadside billboard presence, especially in digital formats. This momentum is proof that OOH continues to deliver reach, relevance, and ROI for category leaders across industries.
Source: OAAA / Media Radar
CHARLOTTE, N.C., Aug. 27, 2025 via PR Newswire — For months, drivers in all 18 Adams Outdoor Advertising markets across the country have been spotting something strange: billboards, posters, and digital displays covered in bright yellow rubber ducks. No logo. No slogan. No clue who put them there. The citywide takeover sparked online chatter, in-person conversations, and plenty of wild guesses about the ducks’ meaning.
Today, the mystery is solved. The ducks were part of a bold, company-wide “tease and reveal” campaign designed to showcase the unique power of outdoor advertising. Adams’ AdLab – our in-house, award-winning creative team – designed every facet of the campaign, which included storytelling, custom creative, unique billboard extensions, and the production of more than 1,500 real-life rubber ducks.
“Outdoor advertising works because it’s part of people’s everyday lives,” said Josh Scharfberg, Chief Revenue Officer. “When you pair strategic placement with a creative hook, you can create a viral campaign that everyone is talking about. The ducks proved just that. Our goal was simple: if we can create this kind of buzz for rubber ducks, imagine what we can do for your brand.”
Now entering its “reveal” phase, the 12-week campaign’s copy is being updated to further spread awareness. Customers and communities can expect real-life “duck drop-offs” and client shout-outs over the coming weeks, keeping the momentum – and the fun – going strong.
The Duck Campaign will continue through October 19, 2025, with fresh creative rolling out to complete the story. You can follow along here.
For media inquiries, images, or interviews, please contact: Melissa Moberg (704-909-7250, Mmoberg@adamsoutdoor.com)
About Adams Outdoor Advertising
Adams Outdoor is the nation’s fourth largest out-of-home advertising company and the largest privately held. Across key U.S. markets, Adams transforms everyday spaces into unforgettable brand moments with a premium network of static and digital billboards. Fueled by creativity, innovation, and a deep understanding of audience behavior, Adams helps brands stand out, spark conversation, and drive results.
Bright yellow. Big-eyed. Smiling like they know something we don’t.
From the Carolinas to Michigan, Illinois to Pennsylvania, and everywhere our billboards reach, these mysterious ducks have been appearing in cities, neighborhoods, and along busy roads — no words, no logos, no explanation. Just a little yellow duck, minding its own business… and somehow impossible to ignore.
Whatever the reason, they’re turning heads, sparking conversations, and appearing in more places every day. Could it be a hint, a warm-up, the start of something bigger, a marketing stunt, a secret event, or maybe just… ducks being ducks?
One thing’s certain: they’ve got our attention. And maybe that’s the point.
We asked LinkedIn what people thought was behind the duck billboards. The results are in:
Nearly half of participants are betting on the unexpected — and that’s exactly the kind of curiosity we were hoping to spark.
IN THE NEWS
Our ducks are making headlines. The Post and Courier covered the campaign, calling it a mystery that has South Carolina drivers talking.
Marketing experts weighed in:
“We’ve become very good at ignoring ads. You turn off the TV, you press mute, you don’t read the email, you delete it right away. And so, more and more now, what companies are trying to do is find situations where consumers cannot escape ads. Roadways are one of those places.” – Elise Ince, University of South Carolina, Darla Moore School of Business
Ince also explained that curiosity is a powerful motivator — and the duck works because it’s simple, positive, and likely to make drivers smile.
“The symbol of a rubber duck has zero clear negative connotations — in fact, it may bring a smile to the face of drivers.” – Elise Ince
And from Adams Outdoor:
“We’re thrilled to hear the duck campaign is stirring up plenty of curiosity. That’s exactly what we wanted,” said Brandie Hayes, Adams Outdoor Florence and Beaufort general sales manager.
Other media mentions include:
PR Newswire, Billboard Insider, WFMZ, The Island Packet, Yahoo Finance, World News, and more.
People Are Quacking / Duck Sightings
A quick roundup of the best posts and threads buzzing about the ducks.
Share it with #WhatTheDuck and tag @AdamsOutdoor.
Keep your eyes open — something tells us this story is just getting started.
Partner With Adams Outdoor Advertising
If a simple duck can get people talking, imagine what the right billboard campaign could do for your business. At Adams Outdoor, we help local businesses and national brands unlock the proven power of billboard advertising. From high-impact static displays to dynamic digital and programmatic solutions, our campaigns build awareness, spark curiosity, and drive measurable results.
Ready to see how billboards can work for you?
Adams Outdoor Advertising
