On the Road to Coachella? Those Billboards Are There Just for You

Billboard real estate along I-10 is plentiful but competitive — this year, according to AdQuick, 548 billboards lined the route from Los Angeles to the festival site, compared to 485 in 2018 and 533 in 2019. MilkMoney is the top content company in this space, working with artists and labels to distinguish their messages, such as Billie Eilish’s Adobe campaign.

But not every out-of-home advertising company is seeing the I-10 billboard spike this year. In previous years, local car dealers and casinos with year-round billboard contracts sold space to bands and others during the Coachella period at a discount; after festival advertisers abruptly canceled their billboards in 2020 and 2021 when Coachella shut down due to the pandemic, the car dealers and casinos stopped including them in the contracts.

Sesto’s company booked 20 billboards in 2020, all of which were canceled, and just 15 as of early April this year. “It was just difficult this year,” during this phase of the pandemic, Sesto says. “There are just not a lot of huge advertisers this year. People are like, ‘We don’t know what to do.’ There’s a lot of skepticism still.”

Sesto acknowledges, though, that the Coachella billboards capture a captive audience of festivalgoers who absorb what he estimates to be 75 billboards in the 23 miles from Banning to Palm Springs. “It’s kind of a perfect storm,” he says, “because you have one way in.” Lamar’s Dallimore adds that this year’s Coachella is perfect timing for billboards, as artists and fans reemerge after two canceled pandemic years. “We’re seeing a lot of this business come back bigger, because people feel more comfortable: ‘I’m going to live my life,'” he says. “It’s the biggest flex to say, ‘Here’s a 14-by-48-foot roadside billboard, here’s my brand.'”

Source: Entertainment Trends (entertainmenttrends.net)

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