[yegor]

All these factors are not going to make 3+ orders of magnitude difference required to make this even remotely worthwhile. Here is the previously mentioned billboard for reference: https://pbs.twimg.com/media/D0XQvm7X4AIHhnQ?format=jpg

As for your anecdotal evidence, from early 2000, this is not relevant anymore. People are looking at their smartphones while walking outside/sitting in traffic. The only reason billboard advertising still exists is because 99.9% of advertisers cannot quantify the effectiveness of their efforts.

[reaperducer]

Here is the previously mentioned billboard for reference:

Now that I've seen the billboard in question, I'd say I was spot on. Especially the parts about design and placement.