While this detracts from the main point of data mining behavioral transactions, I do want to voice the internal debate I have with these ads to get some feedbac

While this detracts from the main point of data mining behavioral transactions, I do want to voice the internal debate I have with these ads to get some feedback. I think it's silly that they spent budget on OOH (billboard) ads when considering other options. These "cute" ads require reading and thinking time, and I question people even stop to absorb and process. Granted, here we are, looking at these ads in a digital medium. Clearly, the KPI is probably "sharability" and ultimately brand awareness. Would it have been more efficient to just release these digitally only? As someone who has lead advertising both on the brand side as well as media agency side and is now trying to fix a lot of hot trash snake oil, I really wonder what the measure success is here beyond "let's do something funny and get people to write about us". Can these brands/agencies answer one simple question backed by data: Was it worth it?