Beyond the Billboard: How Digital Presence Drives OOH Growth

By Jonathan “JG” Graviss

In the billboard business, location has always been everything. The right face on the right road, angled just right, can make all the difference. However, by 2025, a strong digital presence, particularly a high-functioning website and robust online discoverability, will be just as critical as physical inventory. Because when advertisers see your boards on the road and want to know who owns them, their next move isn’t to call a rep. They Google you.

Your Billboard’s Imprint Is the Doorway

Every billboard has an imprint – a small nameplate or logo on the apron identifying who owns or operates the structure. Those imprints do more than mark ownership; they invite curiosity. When a local business owner spots an available face, they often type something like “billboard company in [city]” or your company’s name into a search bar.

If your website is modern, discoverable, and easy to navigate, that moment of curiosity becomes a lead. But if your site is outdated, slow, or buried in search results, the opportunity passes to a competitor who is visible online. Your physical inventory may spark interest, but your digital footprint closes the loop.

Search Is Evolving—Fast

Traditional SEO is still essential. OOH operators should rank for localized terms such as “billboards in Birmingham” or “outdoor advertising in Dallas.” But the search landscape is changing rapidly.

Google’s AI Overviews now summarize answers directly on the results page—often before a user ever clicks a link. To appear in those summaries, your site needs clear signals of expertise, location, and relevance. That means:

  • Structured data that helps search engines understand your business.
  • Consistent business listings across Google, Bing, and social channels.
  • Content written in natural, conversational language that mirrors how people actually search.

Adding short, fresh content, such as market updates or client success stories, also helps AI-driven systems recognize your brand as an authoritative and active source. Static, “brochure-style” sites no longer signal credibility to either users or search engines.

Four Digital Gaps That Cost OOH Operators Leads

  1. No localized pages. Without city-specific pages or references, you’ll miss targeted searches.
  2. Inconsistent imprint identity. Make sure the name on your boards matches your website and online listings—and that your imprint is readable from the road.
  3. Poor mobile experience. Over 60% of website visits come from mobile devices (Statista, 2024). If your site doesn’t load quickly, you look out of step with today’s advertisers.
  4. No lead capture. Every page should make it easy to contact us by phone, email, or request a quote. A “Contact Us” buried in the footer is a missed opportunity.

The Billboard-to-Browser Connection

There’s no precise metric to measure how often a driver searches for an OOH operator after seeing an imprint. Still, we know OOH advertising prompts online action.

According to Nielsen’s Out-of-Home Advertising Study (2023), 46% of U.S. adults have performed an online search after viewing an OOH ad.¹

That means the awareness your boards create can—and should—feed directly into your digital presence. Your website, Google Business profile, and LinkedIn page are extensions of your inventory. Together, they build trust with advertisers who are evaluating where to allocate their spending.

Beyond Your Website: Building Digital Credibility

A strong digital presence doesn’t stop at your home page. Consistent branding and active engagement across LinkedIn, Google Business, and even short blog updates help reinforce credibility and ensure prospects can verify who you are. Each of these channels feeds “authority signals” back to your website, improving both visibility and advertiser confidence.

Your boards make the first impression. Your website closes the sale

The Takeaway

Strong locations will always matter. But digital visibility multiplies their value. Your website and online footprint should work 24/7 to convert the interest generated by your billboards into qualified advertiser conversations.

Or simply put: Your boards make the first impression. Your website closes the sale.

¹ Source: Nielsen, Out-of-Home Advertising Study, U.S., 2023. (Statistic: 46% of adults conducted an online search after exposure to an OOH ad.)

About Graviss Marketing
Graviss Marketing helps OOH operators build the digital presence, marketing systems, and sales tools they need to win more advertisers. With decades of OOH experience and a focus on digital innovation, we partner with operators to make sure their business stands out — on the road and online.
If you’d like to learn more about how we can help your company market smarter,visit http://www.GravissMarketing.com or email info@gravissmarketing.com.

Let’s elevate OOH together