Trend of Instagramming Billboards Great for Advertisers

Technology is helping to provide advertisers with what the industry terms as “earned media,” unpaid coverage of its advertising often through social media. According to Nielsen, earned media is allowing advertisers to reach an audience three times larger than targeted, while paying the same cost as before. Even though a variety of social media platforms contribute toward the increasing levels of earned media, Instagram is driving consumer reach numbers the most. Studies show that one in four Americans have utilized Instagram to post about an advertisement they saw, particularly an outdoor advertisement. Because of the impact of these Instagram posts, advertisers are switching their outdoor ad focus from getting in a short, but strong message to installing a piece of art or creating culture—an ad that will be admired and shared by social media users. (Fast Company, 12.21.18)