Atul Minocha takes the example of Apple which invests heavily in traditional billboards, especially for iPhones. Located along a 50-mile stretch between San Francisco and San Jose, these billboards command prime real estate and millions of dollars of advertising budget.
These colossal banners, showcasing user-generated photos taken with iPhones, serve as an intriguing paradox in a digital age where online advertising dominates.
Storytelling is Good, But What About ROI
Apple’s billboard strategy is centered on the art of visual storytelling, with “Shot on iPhone” as the central theme. This approach aims to demonstrate the camera’s quality by featuring real-life, captivating photos taken by everyday users.
The crux of the matter lies in the elusive concept of ROI (Return on Investment) when it comes to these billboards. It’s nearly impossible to draw a direct correlation between billboard views and purchases. Does the massive investment in this traditional advertising method translate into a significant increase in iPhone sales? The answer is far from clear.
Brand Building & the Flawed Game of Attribution
While ROI may be elusive, one undeniable benefit of Apple’s billboard strategy is brand building. The high traffic on the road provides an opportunity for Apple to engrain its brand in the minds of countless commuters.
Exposure and brand recognition are becoming increasingly valuable, even if they don’t yield immediate sales. Consumers encounter a multitude of marketing messages daily, both online and offline. These messages interweave, shaping perceptions and nudging individuals toward purchase decisions.
The New Age of Marketing Attribution
Attempting to attribute sales solely to a single marketing channel is a futile endeavour.The complexity of the consumer journey renders traditional ROI calculations inadequate and misleading. Modern marketing requires a shift from linear attribution models to more holistic approaches. Marketers must embrace the idea that a sale is the result of a cumulative effect of various touchpoints, rather than a single, isolated event.
Long-Term Branding vs. Short-Term ROI
Apple’s commitment to billboards reflects a focus on long-term branding, rather than short-term ROI. This strategy may not deliver immediate, quantifiable returns, but it strengthens Apple’s position in the market over time. Apple aims to capture not just market share but mindshare.
Apple’s strong brand image extends beyond iPhones to its entire product ecosystem.Billboards indirectly contribute to this halo effect, benefiting all Apple products.
Full conversation between Atul & Jasravee Kaur Chandra on ‘Your Marketing Real or Fake? Sorting Fact from Fiction for Growth’
Atul Minocha is a Partner and CMO at Chief Outsiders, author, investor, and speaker. He is also a Professor of Practice at Hult International Business School
Jagged with Jasravee, the Marketing Show 
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