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It’s wild to me that people click ads.

Advertisements don't need to be clicked to work. Billboards clearly work for reasons other than being clicked.

If you asked me to name the companies on the billboards that line the highway I commute on, I couldn't do it.

I don't think any single form of advertising is effective on the whole population.

If you saw a product from a brand on a billboard on your commute, and a product from a brand you've never seen before, you'd probably be able to pick which one you've never seen before.

I might recognize a color theme or similar. I had a friend make a joke about a lawyer who was apparently on multiple billboards for years. The name didn't click at all, so he had to explain. I did notice later due to the joke priming me.

Do they though? It is often very hard to know with ads. My experience is that most people spending money on ads have no idea if they are getting any sort of return. Are there any studies that show billboard ads work?

BTW That why money off vouchers are so common with ads. Because this is an actual way you can check if the ad is working. Although there are confounding factors - maybe they were going to buy from you before they saw the voucher?

Have you observed any humans and their decision making capabilities lately? :)

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