To many of us, murals may seem like an archaic form of advertising. We might think of advertisements for Coca-Cola or some kind of liniment oil painted on a brick building one hundred years ago. But murals are making a comeback in 2018.

Not only do murals make a unique statement in a world teeming with digital stimulation, they also support local artists and allow landlords to make some extra money.

Roshan Singh, head of marketing agency KineticX, states:

We’re all in that fight to grab attention and murals do that in a way that’s absolutely second-to-none. It is exactly what old school out-of-home is incredibly good at doing: it’s big, it’s bold, it’s impactful and you can’t help but notice it, but it weaves in this element of artistry as well.

Singh’s company has worked to ensure that the medium has become a secure, stable investment for interested companies – getting it away from associations with graffiti and questionable legality. They assembled a network of artists and locations to make it easily accessible, and now the demand has skyrocketed.

Angel Saemai, who operates Overall Murals in New York with her husband, has also seen a surge in demand. Eight years ago, they were having trouble convincing companies to invest in the medium, but now:

We’ve definitely been sold out of inventory months ahead of time. It’s important for us to constantly be on the lookout to develop new premium wall inventory.

It’s difficult to calculate the ROI for a mural, but unlike a Facebook ad, a mural provides a more lasting presence and impression on viewers. People often stop to take pictures and share on social media, something that is unlikely to occur with other forms of advertising. The question is, are murals just a fad, or are they back to stay?