Category: Marketing

Planning for 2026: Making a Marketing Strategy that Supports a Changing Environment

Posted on by Grant Griggs
Lind Media offers premium billboard advertising throughout the state of Ohio!

As organizations are bringing Q4 of 2025 to a close, the marketing landscape is undergoing another period of rapid transformation. Emerging technologies, evolving consumer expectations, and a heightened emphasis on authenticity are reshaping how brands approach visibility and connection. As organizations begin planning for 2026, many are reassessing which channels can deliver meaningful, lasting impact within an increasingly saturated environment.

Within this reevaluation, the role of reliable, real-world touchpoints – including out-of-home formats such as billboards – have regained prominence as part of a more balanced and human-centered strategic approach.

The Shifting Dynamics of Social Media & Consumer Trust

As marketers observe this changing landscape, one theme has been echoing across their LinkedIn conversations: consumer trust in social media is becoming increasingly volatile. What was once the centerpiece of many advertising strategies is now facing heightened scrutiny by the masses.

According to the 2025 Digital Trust Index from the Thales Group, “global trust in digital services is decreasing or remaining stagnant at best – even among highly regulated industries.” The report adds, “As a result, consumers are increasingly skeptical, which highlights a broader trend: digital – which includes social media – can feel unstable or untrustworthy for many people.”

This is where real-world visibility becomes more valuable than ever.

Objectively, social media continues to be one of the most dynamic advertising channels available to businesses of any size. Yet these findings underscore an important shift: brands increasingly need to cultivate balanced, diversified marketing ecosystems that don’t rely solely on digital platforms to sustain their presence. In an era of growing hesitation toward digital spaces, real-world visibility isn’t just complementary – it’s essential.

The New Approach – Human-to-Human Marketing

This evolution reflects a broader trend: consumers want messages that feel transparent, credible, and relevant to their lives. They’re more likely to engage with brands that meet them where they are – physically, socially, and emotionally – rather than only on screens or through curated digital feeds.

In response to shifting consumer expectations, many brands are moving beyond single-channel campaigns and embracing more diversified, human-centered strategies. Instead of thinking strictly in terms of B2C or B2B, organizations are reframing their approach as human to human, prioritizing authenticity, meaningful engagement, and real-world connection.

By incorporating a mix of channels – digital, experiential, in-person, and out-of-home – marketers can build ecosystems that balance reach with trust, consistency with creativity, and efficiency with authenticity. The most effective campaigns for 2026 will be those that consider people first, rather than just metrics or impressions, and creating engagement that feels genuine, memorable, and human.

Looking Ahead – Billboards an Essential Channel

As marketers embrace more human-centered strategies, the role of real-world visibility becomes increasingly important. Out-of-home advertising, particularly billboards, offer a consistent, high-impact touchpoint that complements digital and experiential efforts. Unlike feeds, streams, or algorithms, billboards provide uninterrupted, in-the-world presence that captures attention naturally and repeatedly.

The numbers reflect this influence. A 2025 study conducted by OAAA and Morning Consult found that 78% of consumers took action after seeing a billboard, demonstrating the tangible impact of physical media. In an era of fluctuating trust and attention fragmentation, billboards offer stability, reach, and visibility – qualities that make them a valuable anchor for multi-channel, human-centered campaigns.

For 2026, incorporating billboards into a marketing mix doesn’t just broaden reach – it strengthens messaging across channels, reinforces brand presence, and supports engagement that feels real and authentic. As marketers plan for the year ahead, OOH remains a medium that delivers both visibility and credibility, making it an an essential component of thoughtfully diversified strategies.

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A Deep Dive Into Billboard Creative

Posted on by Grant Griggs
This billboard designed by OSU – Mansfield Campus is a great example of one of the creative concepts discussed in this blog!

When it comes to billboard advertising, simplicity isn’t just a design choice – it’s a strategy.

An Introduction To Billboard Creative

In today’s fast-paced world, drivers have roughly 10 seconds to take in your message. Billboards on the roadways cannot be ignored and are seen repeated not only by those driving the same traffic patterns but also new drivers to the area. That means your design has to do more with less — and the best billboard creative knows exactly where to focus.

At Lind Media Company, we’ve spent decades helping brands across Ohio make a lasting impression. And over time, one thing has become clear: the most effective billboards don’t try to say everything — they focus on one clear, memorable idea.

The Familiar “Comfort Zone”

Many advertisers — even experienced ones — tend to include a little bit of everything on their billboards. It’s understandable! When you’re proud of what you offer, it’s natural to want to share it all.

But billboards are a unique medium. they don’t allow for deep storytelling or multiple calls to action. Trying to include too much can unintentionally dilute the impact of your message. That’s where Lind Media’s creative team can help — by turning your many strengths into one bold, unified statement that truly stands out.

Finding Your Focus

The key to billboard success is focus. We know that every business has a lot to be proud of — but on a billboard, clarity wins every time. Instead of trying to highlight everything you do, choose one defining message that best represents your brand.

Ask yourself:

  • What’s the single most important takeaway I want people to remember — the one product, service, or value that best defines my business?
  • If someone only remembers one thing about my business, what should it be?

Ideally, the answer to both should be the same. If you’re focusing on a specific product, highlight what makes it memorable — something that sets it apart and gives people a reason to remember it. Maybe it solves a problem, offers something unique, or represents what your business does best. Whatever it is, make sure that single idea shines through clearly in your creative.

Once you identify that one idea, commit to it completely. Every image, color, and word should work together to reinforce that single point. This is the best place to start for all of your campaigns. Billboards make the strongest impact and will drive traffic to other mediums.

The New Rule: 3 Elements or Less

You’ve probably heard the “seven words or less” rule before — and it still applies. But we like to take it one step further.

Think of your creative in terms of three simple elements or less:

  • One image – A single, bold visual that instantly connects to your message.
  • One message – Short, clear, and memorable.
  • Your Brand – make sure you have your logo and/or key elements of your brand visible!

That’s it. Three clean, purposeful elements that work together — not compete for attention.

Because when you remove the clutter, what’s left has impact. Every element earns its place, helping your billboard make a stronger, faster impression that sticks with drivers long after they’ve passed by.

Designed How People Really See Billboards

Drivers typically have 10 seconds to take in your message. Your design should communicate instantly — with large fonts, clean contrast, and a clear focal point. The goal isn’t to say everything — it’s to spark curiosity, create recognition, and inspire follow-up.

Apple Hill Orchards was able to achieve a strong design with a minimal amount of elements!

Think of your billboard as a snapshot of your brand — a simple, memorable reminder that encourages people to learn more when they’re ready.

The Modern Contact Shift

Not long ago, a phone number was a staple on every billboard. But today’s consumers behave differently. Rather than pulling over to make a call, most people will search for your business name after seeing your board — whether through Google, your website, or even social media.

That’s why a clear, visible business name or logo can often be more powerful (and practical) than a long list of contact details. For small businesses, that can feel like a big leap — and it’s understandable. But as long as your brand is easy to recognize, you’re already giving people what they need to find you. This streamlined approach removes clutter, strengthens your design, and matches how real audiences actually connect today.

Your brand is your contact line — and when it’s strong, it speaks louder than any string of numbers.

Simple. Bold. Memorable.

At Lind Media, we believe great billboard design is about clarity, creativity, and confidence. The strongest campaigns don’t overwhelm — they captivate. They use simplicity to stand out and focus on connecting.

So next time you’re planning your billboard creative, don’t think about how much you can fit. Think about how much you can focus — and trust us to help you make every impression count. Ready to get started? Contact us today to start your campaign!

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Planning Your First Billboard Campaign – Steps for Success!

Posted on by Grant Griggs
Utilizing billboards is an effective way to get your brand in front of thousands of viewers fast - not only that, but setting up your campaign is pretty easy, too!
Utilizing billboards is an effective way to get your brand in front of thousands of viewers fast – not only that, but setting up your campaign is pretty easy, too!

An Introduction To Billboard Advertising

Ready to make your brand stand out with billboard advertising? Great choice! Billboards are one of the most effective forms of advertising available, giving you the power to reach thousands of people every day, strengthen brand recognition, and make a bold impact in your community. If you’re new to billboard campaigns, the process may seem overwhelming at first—but with the right strategy, it’s simple and rewarding.

At Lind Media Company, we specialize in helping businesses of all sizes plan successful billboard campaigns. Here’s a step-by-step guide to get you started!

Step 1: Set Your Budget

Every strong advertising campaign begins with a clear budget. A good rule of thumb is to dedicate about one-third of your overall marketing spend to outdoor advertising. This ensures your brand gets meaningful visibility while leaving room for other marketing channels.

But Billboard advertising is flexible, and we’ve worked with businesses both large and small to craft impactful billboard strategies with a variety of budget allocations. Whether you’re starting with a single digital billboard or running a multi-location campaign, setting your budget upfront just helps ensure the right plan for your needs.

Step 2: Define Your Goals

Ask yourself: What do I want to achieve with this campaign?

  • Do you want to increase local brand awareness and stay top-of-mind in your community?
  • Or are you aiming to expand into new markets and attract new customers?

Your goals not only shape your message and design, they also help our experienced account executives create a smart billboard location plan. With our rotational billboards, your ad can move across multiple high-traffic boards in your local market for maximum visibility, or rotate between markets to help you break into new territories. This flexibility ensures your campaign works exactly where it will make the biggest impact!

Step 3: Craft Your Message

Once your goals are clear, it’s time to create your message. Remember, drivers only have a few seconds to notice and understand your billboard, so your wording needs to be simple, powerful, and memorable.

Best practices for billboard messaging:

  • Focus on a single idea (a product, promotion, or brand awareness).
  • Keep it short—seven words or fewer is ideal.
  • Use bold, memorable language people can recall after driving by.
  • Humor can be effective, as long as it fits your brand.

Think of your billboard as the headline of your marketing campaign—it grabs attention and sparks curiosity, while your website, store, or social channels provide the full story.

Step 4: Design for Impact!

Your billboard design is just as important as your message. Clean, bold designs always outperform cluttered ones.

These are great examples of what to do and what not to do when designing your billboard - simplicity is key!
These are great examples of what to do and what not to do when designing your billboard – simplicity is key!

Tips for effective outdoor advertising design:

  • Stick with one striking image or graphic that reinforces your message.
  • Use high-contrast colors so your text is easy to read.
  • Incorporate brand colors, logos, or taglines for instant recognition.
  • Choose large, legible fonts designed to be read from a distance.

Ready to Launch?

Your first billboard campaign doesn’t have to be stressful. By setting a budget, defining clear goals, crafting a strong message, and keeping your design simple, you’ll be on your way to creating a campaign that drives real results.

And you don’t have to do it alone. Our account executives bring extensive experience in billboard advertising strategy and will be there every step of the way—from planning your campaign to selecting the best billboard locations and answering any questions along the journey. With our expertise and reliable support, you can launch your campaign with confidence knowing your brand is in good hands.

Ready to plan your first campaign? Contact us today to start!

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Billboard Advertising for the Holidays: What to Do (& What Not to Do)

Posted on by Grant Griggs
an example of holiday billboard advertising done right!
The above depicts a great example of holiday billboard advertising done right!

It’s Not Too Early: The Best Holiday Campaigns Start in September

As the holiday season approaches, now is the perfect time to start planning your holiday billboard advertising campaign. At Lind Media Company, we specialize in delivering high-impact advertising solutions across Ohio and beyond—and we know that timing, messaging, and creative execution are everything during this busy season.

To help your brand stand out in the crowd (and on the roadside), here are some essential billboard advertising tips for the holidays—including what to do and what to avoid!

✅ What to Do

Start Early: Holiday shoppers start early—and so should you. Secure your billboard locations and lock in your campaign schedule now. The earlier you reserve your space, the better your chances of landing locations that work for your holiday campaign needs!

Focus on Local Reach: If you’re a local business, billboard advertising is one of the most effective ways to stay top-of-mind. Lind Media’s strategic billboard placements in Ohio ensure that your message reaches the right audience at the right time—right in your own backyard and beyond!

Keep Messaging Simple & Cheerful: Use short, bold holiday-themed messaging that’s easy to read from a distance. Think festive, warm, and memorable.

Tip: A strong call-to-action like “Shop Local,” “Limited Time Offer,” or “Visit Us Today” can drive real results.

Use Seasonal Visuals: Snowflakes, holiday lights, gift boxes, and festive colors—these visual cues can instantly connect with consumers. Work with our in-house creative team to design eye-catching holiday billboard creatives that resonate.

Leverage Digital Billboard Flexibility: Have last-minute offers or countdown promotions? Our digital billboard inventory allows for quick updates and dynamic messaging—perfect for time-sensitive holiday campaigns.

❌ What Not to Do

Don’t Wait Until November: Waiting too long could limit your options. The holiday season is one of the busiest times for billboard advertising. Act now to secure top locations and avoid getting boxed out of key markets.

Avoid Cluttered Designs: Too much text, small fonts, and overly complex graphics can ruin a good campaign. If people can’t read your ad while driving by, it won’t work. Less is more on a billboard.

Don’t Go Off-Brand: Yes, it’s the holidays—but that doesn’t mean your branding should take a backseat. Keep your logo, colors, and brand tone consistent across all marketing channels, including your OOH ads.

Avoid Generic Messaging: “Happy Holidays” is nice—but it doesn’t convert. Your billboard should have a purpose: drive traffic, promote a deal, or encourage a specific action. Be intentional with your holiday campaign.

Let’s Make Spirits Bright – With Better Billboard Campaigns

At Lind Media Company, we’ve helped businesses of all sizes light up the holidays with effective billboard advertising. Whether you’re launching a holiday sale, a year-end clearance, or just spreading festive cheer, we’re here to help you reach more people with the power of outdoor advertising!

Ready to plan your holiday campaign? Contact us today to start your holiday campaign!

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