SF Billboards Speak in Code: Why Tech Ads Target Insiders, Not Everyone

San Francisco’s cityscape is increasingly punctuated by billboards bearing slogans that, to most, read like gibberish. “Agents don’t work without evals,” one proclaims. “Too much B2B SAAS,” says another. These aren’t marketing campaigns aimed at the average commuter; they’re a deliberate strategy by venture capital-backed tech startups to signal relevance to a very specific audience – and they’re reshaping the visual landscape of the city in the process.

The rise of these cryptic advertisements reflects a broader trend: a surge in billboard rental revenue in San Francisco. According to data from Outfront Media, revenue grew by around 30% between 2023 and 2025, with high demand for prime locations. Outfront Media reports months-long waiting lists for the most desirable spots.

Intentional Exclusivity

The inscrutability is the point. Mike Bilodeau, head of marketing at the AI infrastructure startup Baseten, explained that the ads are designed to be understood only by those “in the know.” Baseten’s own billboards, emblazoned with phrases like “Own your models” and “Own Your SLAs,” are intended for engineers who will immediately grasp the message. Bilodeau frames it as a “if-you-know-you-know” approach.

This strategy differs markedly from traditional advertising, which aims for broad comprehension. Christine Rose, west region senior marketing director at Outfront Media, notes that these tech ads rely on shared language and cultural cues within a specific industry, rather than explicit messaging for the general public.

Tech’s Affinity for Billboards

Whereas San Francisco is experiencing a particularly concentrated version of this trend, it’s not unique. Similar, targeted billboard campaigns can be found in other tech hubs like Los Angeles. However, the choice of billboards – a decidedly low-tech medium – by high-tech companies is noteworthy.

PR and marketing consultant Michelle Garrett suggests that these billboards serve as a signal of success and legitimacy for these startups. Garrett believes the visibility helps build momentum and creates a sense of buzz, even among those who don’t understand the message. The very mystery surrounding the ads encourages sharing, and discussion.

The In-Group and the Out-Group

However, this approach isn’t without its drawbacks. Marketing professor Karen Anne Wallach of the University of Alabama in Huntsville has studied the effects of exclusive language in advertising. She argues that these campaigns create a divide between an “in group” – those who understand the jargon – and an “out group” – everyone else. Wallach’s research suggests that while appealing to the select few can yield short-term benefits, the long-term impact of alienating a wider audience could be negative.

She cautions that negative associations can linger, potentially damaging the brand’s reputation over time.

Broader Cultural Implications

The proliferation of these ads is also impacting how residents perceive San Francisco itself. A caller to NPR member station KQED’s Forum talk show expressed pessimism, stating that the billboards reinforce the perception that tech has “overrun the city” and become its dominant culture. KQED’s Forum discussion highlighted a growing sense of unease among some San Franciscans.

The trend raises questions about the role of advertising in shaping urban identity and the potential for technology to exacerbate existing social divisions. While these billboards may be effective in reaching a niche audience, their broader impact on the city’s cultural landscape remains to be seen.

Jennifer Vanasco edited this story for broadcast and digital.