According to an article I read in my local newspaper, the billboard is dead and no longer a useful medium of advertising. I would have to disagree.
Although I recognize the fact that billboards are not the most popular form of advertising, I still believe they serve a purpose. After reading that article, while on a trip to Indy I tried to see how many billboards caught my attention and many of them did. The majority of the billboards that caught my eye were food related.
All it takes, for me at least, is to see a big juicy hamburger on a billboard with a funny, creative message and I think to myself, "Hmmm...now that looks good." Now, although I may not pull off the interstate that moment to get the burger, you bet I will go to the restaurant for my burger by the end of the week because the message created a sense of craving/need...aka top of mind awareness.
Also, advertisers are utilizing digital billboards now (which I am sure you've all seen) and I believe those are more pleasing to the eye than the traditional billboard. Digital billboards also allow advertisers to place multiple messages on one billboard and for a future sales rep., like myself, that just screams money.
Even though some billboards can be eye sores at times, if the advertiser really takes advantage of an effective campaign or creates a captivating message, it will get noticed. Whether the message is displayed in a newspaper, on the radio, or on a billboard...the consumer will recognize it.
All in all, the billboard is far from dead, but will it stick around forever? Who knows...does anything these days?