When presenting a package of billboards to a client, we will from time to time hear the response, “That board is in a bad neighborhood. Why would we want our message there?” Our answer is nearly always the same, “It’s not the neighborhood; it’s the traffic.

The nature of outdoor advertising measurement is the vehicle traffic that passes your board. The location can be in a ‘bad’ neighborhood, but if the traffic that drives by the unit comprises a desirable audience, then your investment is well-made.