A billboard buys strangers.A cooler screen buysthe same faces, daily.

Let me start by defending billboards, because the research does. A Morning Consult study for the industry body found 79% of adults had noticed a billboard in the past month; Solomon Partners puts out-of-home recall as high as 84–86% against 46–57% for digital and mobile; and billboards scored the highest net favourability of any format tested, ahead of television, social and online. They are also the most efficient major channel on a per-thousand-impressions basis. If you have been told billboards do not work, you were told wrong.

So this is not an argument that roadside advertising fails. It is an argument about what you are actually buying — because a billboard and a screen above a cooler sell two different things, and most businesses only need one of them.

A billboard sells reach. We sell frequency.

A billboard's job is to put your name in front of as many different people as possible, and it is very good at that. The trade-off is that you have almost no control over who, and will likely never reach the same person often enough to be remembered.

That matters, because repetition is where recall comes from. Magna and Roku ran a frequency study across 53 campaigns in 14 verticals and published the thresholds: for a broad audience, ad recall keeps building all the way to 10 to 15 exposures. For someone already in the market for what you sell, purchase intent moves after about four. For an existing customer, two or three is enough.

The Las Vegas problem nobody mentions

Here is the local complication, and it is the one I would want to know if I were buying.

Las Vegas drew roughly 35.4 million visitors in the first eleven months of 2025, per the Convention and Visitors Authority, into a metro of about 2.3 million residents. Wonderful for the city, awkward for a roadside media buy. If you are a dentist, a law firm, a physical therapist, an auto shop, an insurance broker or a restaurant serving people who live and work here, a large share of the eyes your sign collects belong to someone who will be at the airport by Tuesday — and you pay for that reach either way.

A screen inside a Las Vegas workplace or athletic facility has the opposite property: almost nobody in front of it is a tourist. They are on shift, on a break or between workouts, and they will be back tomorrow.

Reach is the right thing to buy when you need to be known by everyone. Frequency is the right thing to buy when you need to be the obvious choice for a few thousand specific people.

How a name actually gets lodged in someone's head

Not through cleverness. Through unremarkable repetition in a moment when the brain is already paying attention.

Three things about our screens compound in your favour, and they are deliberate rather than accidental:

1. Attention instead of impressions. People scroll past social ads and drive past billboards. At a cooler they are stationary, facing a screen, wallet out, mid-decision — the most valuable posture an audience can be in, and one almost no medium gets.
2. No more than three advertisers to a screen. Every screen is capped at three outside advertisers. Your fifteen seconds comes around often rather than disappearing into a rotation of thirty brands, which is what makes the exposure maths above work at all.
3. Silent by design. No audio, ever. It is why these screens are welcome in clinical buildings, offices and athletic facilities at all — and why nobody resents the ad playing when they reach for a drink.

Stack that on a building where the same couple of hundred people pass twice a day and the arithmetic stops being speculative. You are not hoping to be noticed; you are being seen, repeatedly, by a known group, in the place where they are already in a buying frame of mind. Several weeks of that and your name is part of the furniture of their working day — which is what being top of mind actually means.

One honest caveat from the same research: Magna and Roku found that for a newer, less-established brand, incremental impact drops off after only a couple of exposures. Frequency compounds a good offer; it will not rescue a bad one.

Four businesses this is obviously right for

Not hypotheticals — these are the shapes of business the screens genuinely suit.

1. The local service business whose customers are somebody's employees. A dentist, physiotherapist, chiropractor, optician or auto shop near a building full of staff. You are not trying to reach the valley — you are trying to be the name a few hundred people in one building already recognise when they finally book the appointment they have been putting off.
2. The sports, fitness, recovery or family brand at an athletic facility. Athletes, coaches, parents and active professionals pass the coolers before and after games and workouts, already thinking about training and recovery. Context does half the work: a recovery studio, a sports-medicine practice, a youth programme or a nutrition brand is advertising to people in the exact mindset it needs.
3. The business-to-business seller whose buyers are hard to reach at home. Clinical teams, office and call-centre staff, technicians, leadership — people you cannot easily buy on a consumer channel, who ignore cold email, and who do walk past a screen on their break. If you sell staffing, medical supplies, IT services, commercial cleaning or benefits, your buyer is standing at that cooler.
4. The brand with no Las Vegas presence that wants one. The screens are in Las Vegas; your business does not have to be. For a regional chain, a national brand, an app or an online business, this is a real local footprint without a team on the ground — and a defined one, because the audience is a set of buildings rather than a radius on a map.

A fifth is close but not yet: residential. We have no smart coolers in apartment lobbies yet, though they are coming — say so on the form and you will hear from us first when those screens open.

What it actually involves

Less than people expect. You tell us about your business on a short form; we have a quick call to confirm a screen is open and that your business fits the venue; you sign a short agreement online; and you send us a fifteen-second ad, or we supply the template and build it from artwork you already have. Once the creative is approved we load it within two business days and send you a photograph of it running.

That last part is not a flourish. Place-based advertising has a reputation for being hard to verify, so we close the loop with a picture of your ad on the actual display.

Where I would be straight with you

If your business needs mass awareness across an entire metropolitan area — a consumer product launch, a political campaign, a brand nobody has heard of that needs to be heard of by everybody — buy the billboard. The reach research above is real and a screen in a break room will not replicate it.

If you need a defined group of local people to know your name and think of you first, the screens are the better instrument, and the frequency research is why. Those are different jobs, and anyone selling you one as a replacement for the other is overselling.

Because every screen is capped at three advertisers, availability is genuinely finite rather than a sales line. The advertising page lists the venues, what each audience looks like and the current plans, and the form there starts the conversation — or books a short call if you would rather talk it through.

And if you landed here running a building rather than a business that wants a screen: start with the fit tool on the homepage. The screens are something we would discuss with you, never around you.