I notice that e-commerces are taking up offline ad space like bus stop banner (Everlane) or premiere panel (Glossier). Any of you have experience with Billboard Ads? Is it expensive? Any quotes you had in the past? Considering social ads are getting expensive, I figure this might be an interesting strategy for a side project I’m working on in the beauty e-commerce space.
If your goal is short term user acquisition then billboards are far from cost efficient for this purpose. Billboards can be good for building brand awareness over the long term, but lifts in brand metrics are measurable only if you invest at scale and over many months. I say you’re better off trying to maximize your digital channels first before even considering billboards.