Article from Digiday: http://digiday.com/brands/highway-billboards-beat-web-banners/?utm_source=Sailthru&utm_medium=email&utm_term=Digiday%20Daily%20Newsletter&utm_campaign=DD%20Daily_final
The summary is that billboard ads give advertisers a bigger and better canvas for messaging. Technology can target and retarget ads all they like but do not provide the vehicle for storytelling that a larger canvas will.
Additionally, audiences are conditioned to optically skip and ignore ads. This does not happen with roadside billboards or non standard or high impact placements.
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