Outdoor Is Going Digital
09.17.09 at 5:15 pm by Amanda Wheeler
Many areas are seeing an insurgence in the addition of digital billboards, replacing old rotary board faces. Digital billboards are an interesting medium that we have been leveraging for awhile. If you're a travel or destination brand interested in going “green”, no longer do you need to spend the money printing and disposing of vinyl or poster flex. You can upload a digital file directly to a server, await for approval and your creative is live.
They’re usually in premium locations. We’re talking about a six to seven figure investment from the media company-these boards aren’t going to just go up anywhere. You’re going to see a high DEC (Daily Effective Circulation) and they’re going to be the most prominent billboard on that stretch of road. You’re also allowed flexibility. Running a special this week on hotel rooms or a special package? You can purchase digital on a monthly, weekly, and, in some cases, a daily basis. Have more than one offer? Many digital boards will allow you to upload up to six creative units at a time-maximizing your buy even further. Have an offer that only lasts four hours on one day? No problem. You can manage your creative from a website back-end and take your expired promotion down and replace it with another.
There are some downfalls. Locals in this market aren’t very pleased, writing letters to the Department of Transportation, claiming they create a distraction to drivers. Some states (Massachusetts is an example) haven’t been able to pass a law allowing the digital boards in their area.
They may cost more than a rotary board, but there are many things working in their favor (less waste, premium locations, flexibility). If you’re a travel or destination brand, this medium may be your new best friend. It’s a great way to communicate special offers to commuters in your market.
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