Why Signage Wins

The Numbers Don't Lie:
Signs Deliver
Unbeatable ROI

In 2001, researchers Claus & Claus established that on-premise signage delivered a CPM of just $0.22. Today, with digital ad costs exploding, the gap has widened dramatically in signage's favor.

A $15,000 sign investment on a Bay Area street with 50,000 daily vehicles delivers approximately 1.5 million impressions per month — and keeps delivering, without a login, algorithm, or renewal fee.

$0.12
Est. monthly CPM · On-premise sign · 50k vehicles/day
Your On-Premise Sign
$0.12–$0.50
Billboard (OOH)
$3–$18
Social Media (Meta)
$6–$9
Streaming TV (CTV)
$20–$40
Broadcast TV
$20–$43
Google Search
$30–$60+

CPM sources: Quimby Digital (2025), Gupta Media CPM Tracker (2025), ECI Media Inflation Report Q1 2025, AdQuick marketplace data. On-premise CPM based on $15k sign, 7-yr amortization, 50,000 vehicles/day.

35%
of quick-service customers first discovered the business from the sign alone
45%
of service station stops are unplanned impulse stops driven by signage
40%
of fast food visits are unplanned — triggered by the sign, not prior intent
$3.2M
revenue loss projected over 15 years when one freeway sign was threatened with removal (Burger King v. Agoura Hills)

"The on-premise sign may well be the critical factor in a business's success or failure. Nothing can meet these requirements as quickly, safely, and effectively."

— R. James Claus, PhD · SBA Marketing Series
24/7
advertising — no media buy, no algorithm, no subscription. The sign works while you sleep.