Digital Billboards

Today we look at one of the most attractive, new ways for Marketers and Media Buyers alike to instantly broadcast a message to the masses:  The Digital Billboard.

Out-of-Home vs. Traditional Advertising

In fact, Digital Billboards are the most cost-effective way to make a public announcement to millions of people.  Most people might think that traditional TV would be the way to go, but consider the time it takes to storyboard, produce and edit a :30 second spot. vs. whipping up a vibrantly colored, high definition JPEG image that can be sent to hundreds of digital billboards all over the country within 72 hours or sooner.

How Digital Billboards Work

All Digital billboards are connected to a main computer system hub, that each sign owner uses to control what messages are displayed.  These systems allow for rotation of 6-8 second spots; there are usually about 8-10 spots available per face, per digital billboard.

How to Create Effective Billboard Ads

The art behind creating effective billboard ads is making your message time sensitive while calling to attention the single item you want viewers to take action on.  One downside to traditional billboards is that you have to plan it out so far in advance that you are limited in what you want to say.  Conversely, with Digital Billboards you can create one ad that has a dynamic element such as a countdown to the launch of your show or event.  Each day, your ad can automatically update (with no additional work needed by you) to reflect there is X number of days left until the show, event, etc.

Have you seen a digital billboard where you live?  What do you think of its capabilities and potential in helping to get the word out?