Historically, billboard advertising was considered only a directional medium with the occasional awareness promotion splashed in. While directional promotions continue to be an excellent application for this OOH resource, over the years billboards have evolved into much more: they have become a necessary medium for all forms of promotion. You have the opportunity to specifically target high traffic areas with iconic locations, you have the ability to blanket an entire region with your message or you can change the message multiple times each day with digital advertising.