New “Eyes On” measurement techniques allow marketers to better understand who actually has
seen their outdoor ads.30 The right billboard can make all the difference. Chang Soda in Bangkok
had enough money in its budget for only one digital billboard. To maximize impact, it built a giant
bubbling bottle onto the billboard to illustrate the product’s carbonation. Subsequent word-ofmouth
buzz quintupled bottle sales from 200,000 to 1 million