San Francisco is experiencing a surge in billboards displaying cryptic slogans, predominantly from AI startups. These advertisements, often incomprehensible to the general public, feature phrases like "Agents don't work without evals" and "Too much B2B SAAS."
Marketing Strategy
This marketing approach is intentional, designed to appeal to a specific "in-group" of tech engineers and industry professionals.
Mike Bilodeau, head of marketing at Baseten, an AI infrastructure startup, stated that the ads are tailored for engineers who "know exactly what this is," even if they mean nothing to others.
Christine Rose, Outfront Media's west region senior marketing director, noted a key difference: traditional campaigns aim to clearly explain products, whereas these cryptic ads assume prior audience understanding and rely on shared language or cultural cues.
Industry Perspective
According to PR and marketing consultant Michelle Garrett, the use of low-tech billboards by high-tech advertisers serves to signal legitimacy and build momentum. She suggested that the insider language can also create buzz beyond the target audience, fostering a sense of mystique.
The strategy appears to be making an impact: billboard rental revenue in San Francisco increased by approximately 30% between 2023 and 2025, with desirable locations having long waiting lists.
Public and Cultural Implications
Karen Anne Wallach, a marketing professor, has studied the effects of exclusive language in marketing. She indicated that this strategy inherently creates an "in-group" and an "out-group."
While the "in-group" may feel more connected to the brand, the "out-group" can develop negative associations. Tech companies acknowledge these risks, but they view the benefits as substantial.
Some San Francisco residents express pessimism regarding these billboards, perceiving them as evidence that "tech has overrun the city."