This blog post, written by Watchfire Digital Outdoor Vice President of Sales Darrin Friskney, recently appeared in Digital Signage Today:
Flat. Stale. Boring. No, I am not talking about the beer and donuts. But, could these words apply to digital billboard advertising? In fact, these words are just one of many reasons billboard operators have upgraded from the inflexibility of static billboards, with messaging that cannot be changed for weeks, or even months, to digital billboards.
Digital billboards have opened a world of possibilities for advertising: the ability to display fresh, timely, vibrant and varied messaging. Unfortunately, some advertisers design their digital billboard messaging with a static billboard mindset, relying only on one display image, or focusing on a general branding message instead of a dynamic approach including a mixture of specific promotions and branding.