If you try to buy attention without a story, you’ll strike out. This is what happens to most advertising and marketing efforts. People buy “exposure” via advertising and presume that they’ve also purchased attention...
Advertising creatives and graphic designers groan at a client request to “make the logo bigger.” And both the request and the reaction are entirely understandable.
While billboards can be pricey, they’ve actually become a much better value over the last decade, with the price dropping compared to other forms of media.