It is true that this style of guerilla marketing exceeds all other forms of outdoor or print advertising (ROI). In the larger cities each poster is seen by an average of 750+ individuals per day. So that they can be seen by the intended audience posters are strategically placed. Fly-posting should be a consideration for your next marketing effort.
In some situations they are able to generate direct sales by increasing brand awareness creating interest and encouraging people to buy (via QR and promo codes). Marketing events new store openings and other out-of-home (OOH) initiatives benefit greatly from the use of these billboards.
In terms of scheduling they are more effective than traditional print billboards because they may be purchased weekly rather than monthly. Wheatpasting is seen by many brands as a way to gain street cred because it connects them to trendy areas and cutting-edge marketing techniques. Finally wheat pastings can be used to generate new content for social media platforms such as Facebook.