When you buy radio or TV you buy it based on the audience that you’re trying to reach.  You look at the audience demo; you look at the audience size; you look at where that audience is.  Oftentimes that message reach is half an hour to an hour away from your location.  Outdoor Advertising is one of the best reinforcement media out there.  Billboards serve a twofold purpose:  they can act on their own to get your message to the masses and at the same time serve as back up for your other media.  By increasing the recall value of that media, billboards can drive home your message. 

So why limit your outdoor campaign to only a few miles away from your store – a few minutes away from your store – when all of your other media is reaching much farther?  Do you not expect people to hear your radio ad or see your TV commercial and act on it outside of a four to five mile range?  If not, why are you buying the other media?  Why not just buy a local billboard and stick to that, or yard signs, or any other media that you can find within that tight ring? 

The answer is obvious:   you do expect your remote audience to act on those messages. So why not reinforce those other messages with Outdoor Advertising?  Why limit your billboards to an audience that’s just a few miles – a few minutes – away from your store?