For cannabis tourists, a dispensary’s billboard is often the first “hello.” But do visitors actually prioritize shops with better billboard messaging, or do they just stop at the first store they see? Market research on out-of-home (OOH) advertising and cannabis marketing suggests that clear, compelling billboard creative can strongly influence which dispensary gets the visit—especially in tourist-heavy markets.
Across retail, OOH remains one of the most action-driving channels. A study for the Out of Home Advertising Association of America (OAAA) found that roughly 71–76% of consumers have taken action after seeing an OOH or digital OOH (DOOH) ad, including visiting a store or making a purchase. Other surveys show that around 42% of shoppers say OOH ads impact their in-person shopping choices, and over half report buying a product they saw in OOH, often as an unplanned purchase. For visitors who haven’t pre-planned a dispensary stop, that kind of nudge can be decisive.
Cannabis-specific data supports the idea that outdoor ads don’t just build awareness—they drive action. OAAA-backed reporting on cannabis OOH campaigns notes that billboard and transit executions lead to website visits, store searches, and in-person purchases for cannabis brands and dispensaries. At the same time, cannabis tourism has grown into a real travel motivator: one study found that about 29% of active leisure travelers are interested in cannabis-related activities on vacation. Put together, these trends suggest that when a billboard speaks directly to a tourist’s curiosity—“first-time friendly,” “near the Strip,” “delivery to your hotel”—it can easily become the tie-breaker between competing shops.
What counts as “better” billboard messaging from a visitor’s point of view? Dispensary marketing guides emphasize three levers: brand positioning, clarity, and reassurance. Strong cannabis brands are told to clearly communicate what makes them different (premium selection, fast service, education-focused staff) and to keep that message consistent across signs and storefronts. Outdoor signage experts working with dispensaries say that effective boards quickly establish who you are, what you offer, and how to find you—without clutter or jargon. For visitors navigating an unfamiliar city, simple wayfinding cues (“Exit 48 • Next Right”) plus a clean brand promise often feel more trustworthy than loud, chaotic creative.
Safety and legitimacy cues matter too. Surveys of cannabis consumers show that many still worry about legality, product quality, and compliance. Modern signage providers and digital display platforms for dispensaries highlight education, regulations, and transparent pricing as key on-screen themes because they help customers feel secure about walking in. Billboards that hint at those same values—licensed, lab-tested, or medically oriented—are more likely to be prioritized by cautious tourists and first-time buyers.
Of course, billboard messaging is just one piece of the decision puzzle. Proximity to hotels or attractions, online reviews, product menu, price, and lounge or delivery options all shape which dispensary visitors ultimately choose. Many tourists will use a billboard as the initial discovery point, then quickly check maps and ratings before committing. In that sense, the board is the top of a mini-funnel that continues on a smartphone.
So, do visitors prioritize dispensaries with better billboard messaging? Market research suggests that while billboards rarely outrank location or price on their own, strong creative dramatically increases the odds a visitor will notice, remember, and at least consider a particular shop. In crowded, tourist-heavy corridors, the dispensaries that win are often those whose billboards act like smart mini-landing pages: clear promise, clear directions, and clear reasons to trust. When time is short and choices are many, that’s exactly the kind of messaging tourists are most likely to prioritize.
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