One of the most common questions I get from investors is “should I buy or build this or that LED billboard?” They are often shocked when I say “not if you’re trying to make money”. Isn’t LED the future of the billboard industry? Although many would like you to think that, it’s far from the truth in terms of creating wealth with billboard investing.

For decades McDonald’s has ranked at the top of billboard users in the U.S. Day in and day out, they are the benchmark of a strong user of the outdoor advertising medium. But why are they so aggressive with this form of advertising? And what lessons can be learned from this?