Driving along the highway, have you ever noticed the same advertisement appearing on multiple billboards in a row? This strategic approach, known as "bunching," is a powerful marketing technique that increases brand recall and message retention.

Understanding the Concept

Bunching involves placing a series of ads for the same brand or message along a particular route. One of the earliest adopters of this strategy was Burma-Shave, which famously used sequential signage to tell short, engaging stories. More recently, institutions like the University of Missouri have implemented similar tactics—positioning several billboards along Interstate 70 to promote their football program, culminating in a final sign featuring a three-dimensional goalpost.

Why It Works

The key to bunching’s success lies in repetition. When people encounter the same message multiple times in quick succession, they are far more likely to remember it. The unexpected nature of repeated billboards also captures attention and creates a sense of familiarity, reinforcing the advertiser’s message.

When to Use It

Bunching isn’t suitable for every advertiser, but when the circumstances align, it can be a highly effective tactic. It works particularly well for businesses that have multiple selling points to emphasize—such as a restaurant promoting both lunch and dinner specials on consecutive billboards. Additionally, advertisers with the budget to secure multiple placements should consider this technique to maximize their impact.

Final Thoughts

For billboard owners with sequential vacant signs and advertisers looking to boost retention, bunching is a method worth exploring. When used strategically, it can turn ordinary roadside advertising into a compelling, high-impact marketing tool.

By Frank Rolfe

Frank Rolfe started his billboard company off of his coffee table, immediately after graduating from college. Although he had no formal training on the industry, he learned as he went, and developed his own unique systems to accomplish things, such as renting advertising space. Frank was formerly the largest private owner of billboards in Dallas/Ft. Worth, as well as a major player in the Los Angeles market.

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