Digital Billboard Advertising On Sale

conducted a case study in Cleveland, Ohio on Digital Billboards and their influence on surrounding consumers. The research was gathered by random digit dial interviews between the dates of November 27th and December 3rd. To qualify for the research, participants had to be at least 18 years of age, commute daily by either car, truck, bus or taxi on either of the major interstates (I-77, I-90 or I-480) 30 days prior to the surveying time frame (Williams 2008). The impact of digital billboard advertising as an emerging medium was very apparent in the Arbitron research findings:53% of Cleveland highway travelers had noticed digital billboards in the past monthNine  http://www.charmsjewelrycanada1.com/  out of tendigital billboard viewers notice the advertising at least some, most or each time they pass a billboardA great majority of viewers reported that they thought the digital billboards were both attractiveand beneficial to the communityA majority of the viewersreported that digital billboards: are a cool way to advertise, have current and relevant information, provide useful information, and are a good way to learn about new products.Nearly one in five viewers discussed an ad seen on a digital billboard with other people (Williams 2008).

From the Arbitron report, it is evident that in this location (and presumably in other similar demographic locations) digital billboards are extremely effective in reaching mobile targets and instilling a concise, direct message to create instant impressions on the target market.

Strengths of Digital Billboards

There are several strengths to be noted of the Digital Billboard: Flexibility for instance-unlike traditional vinyl billboards, digital billboards allow the advertiser to schedule ads to run at several different times throughout the day rather than deciding on a Pandora Beads Canada  single ad for a single venue. In addition, with digital advertising, it is possible to immediately respond to market conditions- if an advertisement needs to be altered, it can be changed immediately, sent to the outdoor advertising company in email-form and then it can be scheduled to run instantly (Ahrens 2007).

Drawbacks of Digital Billboards

In contrast however, there are weaknesses as well. With advertisements in constant rotation, there is no exclusivity to a location; unfortunately, competition may be sharing the same billboard. Also, digital billboard rates can be more than two times the rate of a traditional billboard space; however, as cost to construct these new models decreases, availability will increase causing rates to diminish.

Environmentalist groups have also hindered the construction of Digital Billboards in communities that aim to protect the aesthetics of federally funded highways (Bachman 2009). In addition, these environmentalist groups are alleging that these digital billboards are a hazardous distraction to drivers. The Federal Highway Administration has allocated $150,000 to research the correlation between digital billboard distraction and motor vehicle accident rates (Ahrens 2007)

A newly formed media network, Times Square Domination, located in New York City, will be able to combine numerous companys' advertisements across Times Square's most extravagant digital billboards. These billboards include: Clear Channel's Spectacolor HDsign, ABC SuperSign, the Nasdaq monitor and News Corporation's Astrovision sign. Times Square Pandora Beads Sale  Domination is referred to as the nation's largest out-of home venue that reaches 565,000 peopleeach day, multiple times during commute. These advertisements will air in selected slots and work in conjunction with marketing, mobile messaging and contests (Bachman 2009).

Clear Channel Outdoor has also launched another network of digital billboards, this time, in Los Angeles, California. This will be the first time that a major newspaper (the Los Angeles Times) will pay for the daily news headlines. The three month campaign will consist of eight-second spots running on 10 digital displays more than 70,000 times per week (Bond 2008).