Do Digital Outdoor Boards Make Sense?

Digital outdoor boards are becoming increasingly more common throughout the U.S. and offer an array of attributes that make them appealing to outdoor advertisers. One of the biggest advantages is that digital boards offer dynamic content. That means that advertisers can change messages quickly and inexpensively. For example, a restaurant could advertise a breakfast promotion in the morning, a lunch promotion at midday and a dinner promotion after 3pm – all on the same board!

However, there is a downside for advertisers. Most digital boards are actually sold on a time-sharing basis. That means that unlike traditional outdoor where one advertiser owns the entire board 24/7,  with digital boards, ads rotate with other advertisers. That doesn’t sound like a big deal, until you realize that most digital boards are sold for a similar rate as the traditional boards in the same area. In other words, an advertiser may actually end up paying several times the cost to reach the same audience since the digital advertiser only reaches a fraction of the total available impressions.

Bottom line, digital boards are a great option for advertisers that want to change their message according to the time of day or day of week. But for an advertiser with more static messaging, traditional boards may offer a much more cost effective option with the same larger than life format.

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