What is Static Billboard Advertising?
Static Billboard Advertising is an outdoor advertising method that involves displaying a single large promotional message in one place for a fixed period of time. The message is typically printed on vinyl sheeting and mounted on a billboard or wall, most commonly in urban areas. It is usually located at high traffic locations such as highways, busy intersections, and public transportation hubs, so it can be seen by as many people as possible and reach the largest audience.
The goal of static billboard advertising is to grab the attention of viewers with an eye-catching and memorable message. To do this, advertisers must design their billboards to stand out from the rest. Billboard messages should be concise yet engaging, using bright colors and clear images to draw attention to the advertisement. Moreover, the messages should be relevant to the audience and deliver a strong call-to-action. Once created, advertisers can mount these advertisements on existing billboards, or purchase additional billboards to expand their reach.
Static billboard advertising provides one of the most cost-effective forms of advertising available today. Unlike television commercials or print ads which can quickly become expensive, static billboards are relatively low cost per impression and provide maximum visibility for your message. Furthermore, billboards remain visible for months at a time, so they are a great way to keep your brand top-of-mind with potential customers. In addition, because they are so widely seen in public spaces, they are also effective tools for creating brand awareness and building customer loyalty over time.
Static Billboard Advertising Types
- Street Furniture Advertising: Street furniture advertising includes signage creatively integrated into the urban landscape such as benches, advertising wraps on bus stops, telephone booths and other structures.
- Wallscapes: Wallscapes are large vinyl billboards mounted onto an existing wall or structure in an urban area. This type of billboard is usually located in heavily trafficked areas like shopping districts, parks and public transportation hubs to maximize visibility.
- Wraps & Murals: These types of static billboard ads come in two forms: vehicle wraps which cover the entire surface area of a car or truck; and wall murals which cover an entire building wall or side of a building with a single image or design.
- Vinyl Posters: Vinyl posters are printed on flexible materials such as plastic or canvas and typically affixed to walls or windows using adhesives like double-sided tape. These types of ads can also be used to decorate the outside of buildings, or placed on buses or other vehicles for mobile marketing campaigns.
- Fabric Banners: Fabric banners are typically printed on large pieces of canvas and used to promote special events, products, or services. They are usually hung in high-traffic areas like downtown city centers, public squares and street corners.
- Unipoles & Luminaires: Unipoles are single poles with two sides that form a frame for an advertisement, while luminaires are signs illuminated by light outside of stores or buildings in urban areas.
- Street Pole Banners: Street pole banners are lightweight vinyl or fabric banners suspended from posts often found near busy streets, shopping malls and other high-traffic areas.
- Bus Shelter Posters: Bus shelter posters can be used to draw attention to a specific product, event or service and placed inside bus shelters or posted on the walls of bus shelters to reach passengers waiting for buses.
- Mall Kiosks & Merchandisers: Mall kiosks are small stands placed in shopping malls used to display and promote products or services. Merchandisers are similar but usually stationary stands with displays located inside stores or other venues.
Characteristics Of Static Billboard Ads
Static Billboard Ads have several distinct characteristics that make them a popular choice for outdoor advertising.
The first is their visibility; most people are familiar with the large billboards that line highways and busy intersections, making them highly visible to drivers and pedestrians alike. This visibility allows advertisers to reach a large audience in a relatively small area. Additionally, static billboard ads can be seen from far distances, ensuring a wide coverage area.
Secondly, static billboard ads are cost-effective compared to other types of advertising. As they remain in the same location for an extended period of time (usually months or even years), advertisers do not need to spend money on repeat production or installation. Furthermore, they require minimal upkeep over the course of their lifetime, making them a cost-effective option.
Finally, static billboard ads are easy to produce and install. The vinyl sheeting that is used to create the ad is easy to manipulate and can be printed with any design, text or image desired by the advertiser. Furthermore, installation is generally easy and can be completed quickly and efficiently by a professional team.
For Which Sectors is Static Billboard Advertising the Best? Which Companies Advertise in This Category the Most?
Static billboard advertising is best suited to companies in the retail, automotive, travel and leisure, food and beverage, education, and entertainment industries. Companies such as McDonald's, Coca-Cola, Apple, Walmart, Amazon, Toyota, and Honda are some of the most active advertisers in this category. Retail stores often use static billboards to advertise their latest promotions or sales events. Automotive companies use them to advertise new models or special offers. Travel and leisure companies use them to promote vacation destinations or special package deals. Food and beverage manufacturers utilize them to get the word out about new products or limited time offers.
Education institutions such as universities often advertise on static billboards to reach potential students. Entertainment companies take advantage of the exposure that static billboards provide to advertise upcoming concerts or shows. Hair salons run campaigns on static billboards to promote their services and attract new customers. Banks use them to increase brand awareness and remind people of their services. Movie theatres make use of the large format displays for upcoming releases or promotions.
Restaurants also employ static billboards for marketing purposes. They can be used for promoting discounts or highlighting daily specials in order to attract customers. Local businesses can also benefit from using this form of advertising by targeting potential customers with relevant messages. Chain stores might opt for a system of multiple billboards located in several spots around a city in order to create a larger impact with their message across a greater area. Even smaller businesses can benefit from using this type of advertising if they are looking for low cost options with broad reach potential.
The Most Prominent Static Billboard Advertising Agencies And Companies
- Lamar Advertising
- Clear Channel Outdoor
- Outfront Media
- CBS Outdoor (Viacom Outdoor)
- Adams Outdoor Advertising
- Reagan Outdoor Advertising
- Fairway Outdoor Advertising
- Regency Outdoor Advertising
- International Outdoor Inc.
- Ackerley Media Group
- TDI Worldwide, Inc.
- Pacific Outdoor Advertising
- Titan Outdoor, LLC
- PNE Media, LLC
- Linden Outdoor Advertising, LLC
- Signarama Commercial Division
- Infinity Outdoor LLC
- National CineMedia (NCM)
- Out-of-Home America (OOH America)
- Visual Impact Productions, LLC
- Pattison Outdoor Advertising
- Campkin & Associates
- Zoom Media Canada Ltd
- Kensington Communications Ltd
- APN Outdoor Group Limited
- oOh!media Limited
- QMS Media Limited
- Adshel Street Furniture Pty Ltd
- NTD Signature Solutions Pty Ltd
- Buspak Media (Aust) Pty Ltd
- Hooroo (formerly Adshel Live)
- Adspace Retail Media Australia Pty Ltd
- Goa Group Industries Pty Ltd
- Grand Visual Australia Pty Ltd
- Metrostar Media Group Pty Ltd
- Momentum Worldwide Australia
- Octomedia Inc
- Prisma Street Furniture
- YOMM Creative Solutions Pty Ltd
- Zenith Optimedia Australia
- Clear Channel UK
- 4Sight Holdings PlC
- Sky Ads Limited
- Maiden Outdoor Advertising PLC
- Kinetic Worldwide
- Ocean Group Plc
- Posterscope UK
Average Prices of Static Billboard Ads in the World
- 8' x 20' - $2,500 per month
- 10' x 24' - $3,500 per month
- 12' x 48' - $4,500 per month
- 16' x 60' - $7,500 per month
- 8' x 20' - $3,000 per month
- 10' x 24' - $4,000 per month
- 12' x 48' - $6,000 per month
- 16' x 60' - $15,000 per month
- 8' x 20'- €2,500 per month
- 10' x 24'- €3,500 per month
- 12' x 48'- €5,500 per month
- 16’x 60’- €9,500 per month
- 8’x 20’- £1,500 per month
- 10’x 24’- £2,000 per month
- 12’x 48’- £3,000 per month
- 16’x 60’- £8,000per month
- 8’x 20’- €2,000per month
- 10’x 24’- €3,000per month
- 12’x 48’- €4,500per month
- 16’x 60’- €9,000per month
- 8’x 20'- A$2,000permonth
- 10’X24'- A$3,000permonth
- 12’X48'- A$5,000permonth
- 16X60'- A$25,000permonth
- 8X20'- ¥30 000permonth
2 .10X24'- ¥40 000permonth
3 .12X48'- ¥55 000permonth
4 .16X60'- ¥200 000permonth
1 .8X20'-€3000 Per Month
2 .10X24'-€4500 Per Month
3 .12X48'-€6500 Per Month
4 .16X60'-€12 000 Per Month
1 .8X20'-RUB 20000PerMonth
2 .10X24'-RUB 28 000PerMonth
3 .12X48'-RUB 42 000PerMonth
4 .16X60-'RUB 70 000PerMonth
1 .8X20'-¥50 000PerMonth
2 .10X24'-¥70 000PerMonth
3 .12X48'-¥90 000PerMonth
4 .16X60-'¥150 000PerMonth
1 .8 X20 '-₹30 000PerMonth
2 .10 X24 '-₹45 000PerMonth
3 .12 X48 '-₹60 000PerMonth
4 .16 X60 '-₹100 000PerMonth
Advantages of Billboard Ads
- Low cost of entry – static billboard advertising is a relatively inexpensive way to get your message out to a large audience.
- Maximum exposure – static billboards can be seen by people from all directions and in almost any location, giving you great visibility.
- High impact – with their large format, static billboards are designed to draw attention and create an impression.
- Great for branding – static billboards provide the perfect opportunity for you to build your brand awareness and recognition.
- Long-term reach – billboards offer long-term exposure to potential customers as they remain in place for extended periods of time.
- Flexible placement – static billboards can be placed at strategic locations or along high traffic roads to ensure maximum reach and visibility.
- Target audience – with careful placement, static billboards can be used to target specific audiences such as those in certain age groups or income levels.
- Easy to track – it is easy to track the effectiveness of static billboard campaigns with the help of metrics such as impressions and site visits.
- Memorable messages – unlike digital ads, which may be quickly forgotten, static billboards have the power to leave a lasting impression on viewers’ minds due to their size and colorful visuals.
- Local reach – due to their physical presence, static billboards are very effective in reaching local consumers who live nearby or travel through the area regularly.
- High ROI – when used strategically, static billboard advertising can generate high returns on investment (ROI).
- Visibility day and night - Static Billboards can be seen both during the day and at night time, giving them 24/7 visibility which increases their overall impact and reach even further..
13 . Affordable - Compared with other forms of outdoor advertising , static billboard advertising is significantly more affordable making it ideal for businesses on a budget .
14 . Easily customizable - Static Billboards can be easily customized depending on campaign needs , allowing marketers to quickly adapt messages or offers depending on the current situation .
15 . Increased recall - Studies have shown that people tend to remember messages on Static Billboards much better than those on other mediums such as radio or television , making it an ideal choice for campaigns that need high recall or brand recognition .
16 . Captive audience - Static Billboards are highly visible along roads or highways , capturing the attention of drivers who have no choice but to see them as they pass by .
17 . Durable - Static Billboards are designed with durability in mind so they will last for many years , allowing marketers to keep their message alive for longer periods of time .
18 . Cost-effective - Investing in a single billboard advertisement will give you multiple months of ad exposure , making it one of the most cost-effective ways for marketers to advertise their product or service .
19 . Increased awareness - As people pass by your Static Billboard Advertising campaigns , they become more aware of what you have to offer , leading them eventually into purchasing decisions or talking about your brand among peers .
20 . Flexible design options - You can customize your Static Billboard campaigns with different design options such as custom shapes , sizes , colors etc., giving you greater control over how your message is presented and perceived by viewers .
21 . Instantaneous Results - The results from Static Billboard Advertising are almost instantaneous since these campaigns are typically located at well-traveled areas where they can be seen by thousands of people daily without needing long-term commitments or investments like radio or television ads do .
22 . Multiplatform integration - By using multi-platform integrations like GPS tracking systems, marketers can track which areas drove more customers towards their products after viewing a billboard ad campaign helping them adjust future campaigns accordingly for maximum results.
23 . Relevant audience targeting - Through relevant audience targeting methods like location-based targeting , marketers can make sure that their message reaches only those people who have higher chances of converting into customers instead of non-relevant audiences who may not need their product/service offerings ..
24 . Highly scalable - With its low cost of entry and flexibility in terms of customization options , advertisers have greater control over how much money is spent & what kind of message is presented through a single billboard campaign making them highly scalable.
25 . Ability to generate leads - By including contact information (website address/phone number) at the bottom/backside/front side of a billboard ad , businesses are able to generate new leads directly from these types of campaigns without having any other form of advertisement supporting it.
Static Billboard Advertising Trends in the World
In recent years, static billboard advertising has become increasingly popular as an effective form of outdoor advertising. This is thanks to the advancement of technology which has allowed for more creative and eye-catching designs. Companies are now able to utilize dynamic digital displays that can be programmed with a variety of content and images. These digital billboards are much more engaging than traditional static billboards and can be used to promote campaigns or products in a much more engaging way.
In addition, advances in printing technology have enabled companies to produce incredibly high-quality visuals on their billboard ads. The improved resolution and vibrant colors allow for messages to stand out from the competition and draw the attention of passersby. Moreover, advancements in design software have made it easier for companies to create eye-catching visuals that are sure to grab the attention of viewers.
Finally, mobile devices such as smartphones and tablets have become essential tools for outdoor advertising campaigns. Companies are now able to use location-based targeting techniques such as geofencing to ensure their ads are reaching their desired target audience. With this technology, companies can precisely focus their message on specific locations which increases the effectiveness of their campaigns. Furthermore, smartphone users can be served with unique offers or promotions when they pass by particular static billboard advertisements, which further enhances the impact of these campaigns.
Interesting Static Billboard Advertising Facts
- Billboard advertising is estimated to be a $7.2 billion industry globally.
- Billboards are usually seen along highways and busy roads, but they can also be found in urban areas and near public transportation hubs.
- Traditional billboard formats can range from 10 feet by 24 feet to 14 feet by 48 feet sizes, but some digital billboards are as big as 20 feet by 60 feet.
- Billboards have been around since the late 1800s and were used primarily for political campaigning in the early days.
- The average cost of a billboard ad can range anywhere from $1,000 to $25,000, depending on the size of the board and its location.
- Billboards are estimated to be seen by over 70% of Americans each week.
- Digital billboards offer more flexibility than traditional ones because they can be changed quickly at any time for a new ad campaign or message.
- Billboards aren’t just used for advertising—they are also used for safety messages, public service announcements, and even art installations in some cases.
- In the US, billboard advertising is regulated by the Outdoor Advertising Association of America (OAAA).
- Billboards are most effective when placed in heavily trafficked areas with high vehicle counts, like highways or major intersections.
- Billboard ads can be used to target specific audiences based on their age, gender, income level, etc. making them an effective tool for tailored marketing campaigns.
- Some cities have special regulations in place to limit or restrict billboard advertising due to visual pollution or aesthetic concerns.
- Billboards come in a variety of materials including vinyl sheeting, wood paneling, canvas, and fabric banners that make them weather-resistant and durable enough to last up to 10 years before needing replacement or repair.
- Billboard advertising is considered one of the most cost-effective outdoor advertising methods because it reaches a wide audience without being too expensive compared to other forms of advertising such as radio or television spots.
- Digital billboards typically use LED technology which allows them to display vibrant colors that capture people’s attention more easily than traditional static billboards do .
16 .Billboard ads cannot be targeted geographically like online ads because they can be seen by anyone who passes by them regardless of their location .
17 .In 2019 ,the United States accounted for over 40 percent of global billboard revenue .
18 .The average reader spends 8 seconds looking at a billboard advertisement .
19 .Most billboard advertisers rely heavily on visuals ,so it’s important to create eye-catching designs that will stand out among other competing ads .
20 .Outdoor advertising is considered more “invincible” than other forms of media because it is difficult to skip past or ignore while driving or walking past it.
21 .Billboard campaigns typically run from 4 weeks up to 12 weeks ,depending on the budget and desired duration .
22 .In some countries ,billboard advertisements are not allowed near religious places ,schools ,or any other type of sensitive area .
23 .The UK has stricter regulations regarding outdoor advertising than other countries ,such as having all outdoor ads pre-approved before being displayed in public spaces .
24 .Studies have shown that outdoor ads such as billboards can increase brand retention by over 80 percent compared to TV or radio ads alone.
25 .Billboard advertising remains one of the most popular forms of outdoor marketing because it’s highly visible and relatively cost-effective compared to other forms of media.
Most Popular and Creative Static Billboard Ads in the World
- Burger King: "Have it your way" - A simple yet memorable tagline that emphasizes Burger King's commitment to customizing their burgers to the customer's taste.
- Apple: "Think Different" - A powerful ad campaign that communicated Apple's message of creativity and innovation.
- Nike: "Just Do It" - An iconic slogan that captures the spirit of the brand and encourages people to go for it, whatever 'it' may be.
- Red Bull: "Red Bull Gives You Wings" - An energizing message that perfectly captures the feeling you get from drinking a can of Red Bull.
- Skittles: "Taste the Rainbow" - A catchy slogan that has become synonymous with Skittles and its colorful candy pieces.
- Audi : “Truth in Engineering” - An effective advertisement for Audi’s engineering excellence and dedication to superior craftsmanship.
- Volkswagen: “Drivers Wanted” - This ad campaign cleverly portrayed Volkswagen as a car for passionate drivers and car enthusiasts alike.
- Pepsi: “The Choice of a New Generation” - A slogan that speaks to Pepsi's youthful audience and reinforces its position as a hip, trendy soft drink brand.
- Coca-Cola: “Open Happiness” - A message of joy and positivity that has helped make Coca-Cola one of the most popular beverages in the world.
- McDonalds: "I'm Lovin' It" - A catchy jingle accompanied by a fun tagline, this ad campaign successfully captured the heartwarming feeling associated with McDonalds food and services.
- KFC: "Finger Lickin' Good" - This slogan immediately conjures up visions of greasy chicken wings and fries, both of which are staples at KFC restaurants across the world.
- Amazon Prime: "Unlimited Free Delivery" - An incredibly effective ad campaign emphasizing the convenience of Amazon Prime's free shipping service and making it one of the most successful subscription services in history.
- FedEx: "When It Absolutely, Positively Has To Be There Overnight" - A memorable phrase that succinctly communicates what makes FedEx stand out from its competitors; reliability and speediness in delivery services.
14 . Walmart: “Save Money, Live Better” – Walmart is known for offering low prices on everything from groceries to electronics, so this simple phrase perfectly conveys what makes them so appealing to their customers; savings!
15 . Harley Davidson Motorcycles : “American by Birth, Rebel by Choice” – This ad perfectly encapsulates Harley Davidson’s rebellious spirit and celebrates their commitment to American ingenuity and independence
16 . Chevrolet : “Like a Rock” – This slogan cleverly communicates Chevrolet’s reliability while also referencing AC/DC’s classic song ‘Back in Black’ referencing Chevy cars being built tough like a rock
17 . Kia Motors : “The Power to Surprise” – Kia is known for producing reliable, stylish cars at an affordable price point, so this phrase accurately reflects their ability to surprise customers with great value for their money
18 . Jack Daniels Whiskey : “Gentleman Jack – Enjoy Responsibly” – A tagline reminding customers to enjoy Jack Daniels responsibly while reinforcing its reputation as an exclusive whiskey enjoyed by gentlemen around the world
19 . Puma : “Forever Faster” – Puma is known for creating athletic wear made for speed so it makes sense that they would use this slogan to emphasize their commitment to staying ahead of their competitors 20 . Budweiser Beer : “King Of Beers” – Over time Budweiser has become synonymous with quality beer so this phrase accurately conveys why it is considered one of the top beers in the world.
- Burger King: "Have it Your Way" - A memorable tagline that highlights Burger King's commitment to customizing their burgers to the customer's taste.
- Adidas: “Impossible is Nothing” - An inspiring slogan designed to motivate customers to push beyond their limits and achieve the impossible.
- Samsung: “Do What You Can’t” – A powerful message communicating Samsung’s ability to create innovative products that make the impossible possible.
- Doritos: “It's Not Cool Unless You Do It” – A fun, quirky ad campaign that captures the spirit of Doritos and its young, adventurous consumer base.
- Sony: “Make Believe” – This phrase speaks to Sony’s commitment to creating technology that brings dreams and fantasies to life in ways we never thought possible before.
- Pepsi Max: “Maximum Taste, Zero Calories” – An effective ad campaign highlighting the unique characteristics of Pepsi Max; great taste with zero calories!
- Ford Motor Company : “Go Further” - A simple yet powerful slogan that encourages customers to do more with a Ford car.
- American Express : “Don’t Live Life Without It” – This phrase creatively communicates why an American Express credit card is an essential part of everyday life for many people around the world.
- Burger King : “Flame Grilled Since 1954” – This catchy phrase celebrates Burger King’s rich history as one of the pioneers of flame-grilled burgers and emphasizes its commitment to quality cooking since 1954.
30 . Skittles : “Taste The Rainbow Of Fruit Flavors” - An eye-catching phrase that perfectly captures Skittles' colorful array of fruit flavored candies in one simple yet descriptive sentence.
31 . Microsoft: "Be What's Next" - An inspiring message encouraging people to embrace change and be at the forefront of innovation and progress with Microsoft products and services.
32 . Target : “Expect More, Pay Less” – This simple yet effective slogan communicates Target’s commitment to offering consumers quality products at affordable prices, making them stand out from their competitors.
33 . Starbucks : “The Best Part of Wakin' Up Is Starbucks In Your Cup” – A catchy jingle that highlights the joy associated with drinking Starbucks coffee every morning!
34 . McDonalds: "I'm Lovin' It" – A fun tagline that has become synonymous with McDonalds and its legendary fast food offerings around the world
35 . KFC : “So Good The Colonel Would Be Proud” - An amusing phrase that celebrates KFC's iconic colonel mascot while emphasizing the restaurant's delicious fried chicken recipe!
36 . Apple Music: "Music To Move You" - An uplifting message conveying the idea that Apple Music can bring you closer to your favorite music, no matter your location or activity.
37 . AT&T : “Reach Out And Touch Someone” – An iconic ad campaign promoting AT&T's long distance calling services which helped revolutionize how people communicate with each other over long distances in the late 70s and 80s
38 . Heinz Ketchup : "57 Varieties" - A classic slogan reinforcing Heinz Ketchup's variety of products including its famous ketchup, relish, and mustard sauces.
39 . CoverGirl Makeup: "Easy Breezy Beautiful" - A lighthearted tagline that perfectly encapsulates CoverGirl's mission; helping women look and feel beautiful without fuss or stress!
40 . Volkswagen : “Think Small” – This unexpected but clever ad campaign was used to promote Volkswagen's small cars during a time when larger cars were considered more desirable by most consumers.
Return on Investment (ROI) of Static Billboard Advertising
Static billboard advertising can provide a high return on investment (ROI) for businesses who use it to promote their products and services. The cost of static billboard advertising is often lower than other forms of traditional and online advertising, but it can still reach a wide audience and result in increased sales. Additionally, static billboards are highly visible which allows for more visibility for the brand. This means that potential customers are more likely to remember the brand or product after seeing an advertisement on a billboard.
Businesses can also track the ROI from static billboard advertising by measuring the number of sales, leads, or website visits that were generated from a particular ad campaign. This data can then be used to determine whether or not the investment was worth it and if changes need to be made to the ad campaign in order to increase its effectiveness.
Overall, static billboard advertising can be an effective way for businesses to reach out to potential customers and generate more sales. With careful planning and tracking of results, businesses can get a good return on their investment.
How to Reserve a Static Billboard Ad Space
Static Billboard Advertising is an innovative way to promote your business and reach wider audiences. Whether you want to stand out in the thriving city of New York or make a statement on a smaller regional level, this form of advertisement could be perfect for your goals. With AdMarket, booking and managing Static Billboard Advertising campaigns has never been more accessible. Get your business noticed today by signing up with AdMarket and creating a difference.
Static Billboard Advertising in the Future
The future of static billboard advertising looks bright, as the industry is continuing to find new and innovative ways to reach potential customers in an effective and cost-efficient manner. Digital technology has allowed static billboard advertising to evolve into a more interactive form of marketing, where LED screens can display different content depending on the time of day or target demographic. Companies are also utilizing mobile applications to send discounts and special offers directly to customers’ phones, allowing them to take advantage of deals without having to wait for a billboard advertisement to appear.
In addition, augmented reality tools can be used in combination with billboards, allowing viewers to experience a virtual environment in which they can interact with products, making the advertisement more immersive and engaging. Finally, static billboard advertising is becoming more environmentally friendly by using biodegradable materials, solar power sources, and energy-efficient lighting systems. All these changes are improving the effectiveness of static billboard advertising and providing businesses with new ways to connect with their target audiences.
Static billboard advertising is also becoming more advanced with the use of digital technologies. Companies can now create interactive billboards that feature touchscreens, sound systems, and even video screens. This allows businesses to create visually engaging and interactive ads that can instantly grab an audience’s attention. Additionally, the use of GPS tracking technology has made it possible to provide targeted messages designed to reach specific demographics in certain locations. With this technology, companies can provide custom messages to viewers based on their location or interests. As the technology continues to develop, static billboard advertising will provide increasingly sophisticated ways for businesses to reach potential customers.