Yes compared to other forms of outdoor advertising wheatpasting advertising offer the best return on investment (ROI). Per poster in a major city is seen by an average of over 1000 people each day.
To ensure that the wheatpasting posters are seen by the right people they are strategically positioned in specific neighborhoods. Brand recognition interest and buying intent can all be generated through them (via QR and promo codes).
To promote events new stores and other out-of-home (OOH) advertising formats they are particularly useful. They are more successful in terms of scheduling than traditional print billboards which are acquired monthly because they are purchased on a weekly basis.
Wheatpasting is seen by many brands as a way to gain street cred because it ties them to trendy districts and edgy marketing techniques. Finally social media networks benefit from unique content provided by crazy postings.