More to his point Go Pro has probably top 3 billboard spots as you enter San Francisco. We're a huge outdoor city and all these city kooks think they need one. They ALWAYS have the best spots and the sickest screen shots. I think there is some dope ass pillow line up right now. So much ROI from that thing single billboard. I'd assume it's really expensive to put your add there since I've only seen apple and go pro...
That gives you an idea of how much they're advertising.