- Joined
- Nov 4, 2017
Some folks were claiming that it was costing them $40K+ for this stunt, which seems high, but this also seems ridiculously low.
I'm also extremely skeptical that 'no cost was incurred' because they pulled the ads. You're basically costing the business an ad slot they could've used for someone else by doing that, which means lost revenue for the billboard company. Having worked at a place which ended up having to pull a billboard, we were on the hook for it.
That's about right. That's why they went with digital billboards, they also possibly had a sucking-someone-off promo rate. The 40K people are crowing about is a monthly (maybe yearly) rate where you monopolize a top billboard. These are autists in rotation on probably sub-prime billboards, so $40 a day is within a realistic range.
tl;dr It costs very little , the billboards were almost certainly rotating with several other ads on the day after 4th of July - a nothing weekday.
A lot of these providers will have refund/error clauses that let you pull your boards and bank you time. It didn't "cost" them anything, but they will likely be writing off the $160 unless they want to run another billboard.