Digital TV … Digital Radio … Now, Digital Outdoor!

Yes, it’s true.  The digital age comes to outdoor marketing this year.  Detroit & Cleveland are two of the first markets with new high-fangled digital billboards.  They work essentially the same as the now-common three-sided flip boards we’ve all seen, except it’s done with LED.  Each sign can support 7-9 different advertising messages during a 1-minute rotation.

Indianapolis gets its first of the new boards, which reported cost in excess of $300k each!  Clear Channel Outdoor will take it live this April with a two-face bulletin on I-70 near the new airport expansion.

Arbitron  conducted a study of Cleveland’s digital boards and found them fairly successful.

  • 10% notice digital outdoor at least some of the time
  • 83% could recall at least one of nine advertisers
  • 65% could recall at least two of nine advertisers

This new technology presents some interesting new twists for advertisers; but, I’m not going to share any of my ideas here.

Download the Arbitron study here. 

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