i’d be super curious to hear from a software marketer why you think the ads in sf are so aimed at tech companies/workers compared to other cities - to the point it makes up a part of the culture/vibe

there’s the very obvious point that sf is a dense city with lots of tech companies, with high purchasing power, startup culture, and so on, but i can’t recall seeing even one tech ad outside of sf. even major cities like paris or london seem to have extremely few

why? is there anything to it other than the above?

Other airports do have ads for tech companies (Seattle comes to mind) but the concentration is significantly lower.

Billboards are primarily focused on brand awareness since you can't update them frequently and you don't have amazing targeting/attribution data. They're also hyper-geographic specific. For tech companies that means that billboards are most useful when targeting either a specific conference or when targeting people that can make sales decisions.

Sf's billboard space is heavily used by the tech industry because A) you've got a high concentration of consumers for your tech product (developers, marketers, operations, product managers, etc) B) you've got a high concentration of decision-makers in terms of director/VP/execs/consultants going through that airport who may end up making a final decision on your sales. C) you've got a concentration of investors in terms of VC, private equity, angel investors. This helps bring in interest for that next round/acquisition. For your existing investors this means that they've got something to brag about. D) hometown pride. Companies tend to put billboards near where executives travel through since it's a reminder of the work that the marketer is doing. It also helps with hiring and media reputation.

If you compare SF to NYC or Boston, those other cities have a much smaller amount of their workforce in tech (22% compared to 11%). This is especially true if you think about the number of people transferring at these airports. The concentration of customers just isn't there, which is why NYC ads tend to be more consumer driven.

In other big city you work in Finance tech or Industrial tech, and so on. The tech is always a servant of some other mission.

In SF and California more broadly everything else is subservient to tech. You work in Technology film or Technology agriculture or even the prized companies of Tech for Technology. That's why there are more billboards focused on technology here, it's because there is less reason to advertise a car, the big money is in moving technologies.

Houston has quite a few software company billboards. It’s just that in SF it’s 100% software billboards so it’s really noticeable.

A lot of developers in SF. It probably makes dev tool ads or tools that require dev to implement worth it.

I see tech ad throughout west coast in airport

It is targeting. Normal people outside of SF do not make decision like this