Can’t change them quickly. Time insensitive A person will see your billboard for about two to three seconds. High costs for brief exposure Not demographic specific. You pay to reach outside your target. Limited information (7 Words or less) The emotional impact of a billboard makes it inefficient for recall. Most effective billboards say “Turn here”. Billboards reach people who are “on the go”. No feedback. No Direct response. 87% of consumer research happens at home Radio & Interactive is very versatile and quick to respond Web visitors are using their leisure time to visit us Low cost and engaging Our websites and specific content is extremely targetable Unlimited information including audio & video We can attach sponsor to emotional content Our visitors are always one click away from their store Banners reach people where they make purchasing decisions Completely Trackable. Direct response or Branding.

Ask your Billboard client… How many people saw your Billboard? How many people were compelled to find out more? What is your call to action? Will they remember it when they get home? Have you tried switching up your message for better response?

A study last year by Pew Internet & American Life Project found that 51 percent of U.S. adults get information about local businesses from the internet, rather than from newspapers, word-of-mouth, TV reporting or those tragic phone books. –Ann Hadley – Entrepreneur.com

"If I had to pick one word to describe the performance, it would be pathetic.“ ~Corona Marketing on the drop in Yellow Pages performance in just two years( ) Total phone calls per year from four Verizon Yellow books

"If I had to pick one word to describe the performance, it would be pathetic.“ ~Corona Marketing on the drop in Yellow Pages performance in just two years( ) Cost per phone call for four Verizon Yellow books

"If I had to pick one word to describe the performance, it would be pathetic.“ ~Corona Marketing on the drop in Yellow Pages performance in just two years( ) Calls generated from the 2008 Yellow Book for Northern Virginia:

Ask your Yellow Pages client… How do you know if you have the right message? Does it bother you that you are next to ALL of your competitors? Why would someone call you over your competitor? How do you reach the younger demographic? How do you get to consumers before they pick a business at random from the Yellow pages?

The Yellow Pages are good for some things…

The Federal Communications Commission (FCC) regulates radio airwaves. It has very strict rules about what can be communicated and advertised

The Federal Communications Commission (FCC) has no jurisdiction over what can be advertised online.