The company explored the challenging task of measuring the impact of a billboard campaign despite its data-driven decision-making approach, which relies heavily on measurable ROI. Influenced by external recommendations and the desire to build brand awareness among sophisticated software companies, they opted for a cost-effective digital billboard on Highway 101 in San Francisco through the AdSemble platform. Despite the initial obstacles in design and understanding of ad display rotations, they launched the campaign, which led to inconclusive direct results in web traffic and sign-ups. However, the billboard generated unexpected social media engagement and provided valuable lessons on experimentation, emphasizing the need for longer-term, prominent placements to measure impact effectively. This experience reinforced the importance of fostering a culture of quick experimentation and learning within the company, highlighting how these principles apply beyond typical product testing.