(Outdoor Advertising Association of America) - A top buyer of digital billboards is other media. Print and broadcast outlets exploit the nimble capabilities of high-tech out of home formats to reach consumers and to stay relevant.
“We are proud to say that we are other media medium,” summed up Joann Igoe, Lamar Advertising Company, in Scranton, PA, where three local newspapers, three TV stations, and two radio outlets buy advertising on digital billboards.
Digital billboards’ ability to display timely news, traffic, weather advisories, and emergency information helps make most commuters view digital billboards as an important community service, according to Arbitron research on public opinion.
Newspapers
A growing number of newspapers display current headlines on digital billboards, as well as branding their web sites.
The Los Angeles Times changes its billboard copy up to 20 times a day, directly from its newsroom, said Can Sengezer, coordinator of Clear Channel’s digital network in Los Angeles.
“In today’s rapid news environment, informing the highly mobile society constitutes a great challenge for many ‘old media.’ Digital billboards are seen as one of the most effective ways of solving this problem,” said Sengezer.
The daily newspaper in Harrisburg, PA, uses digital billboards to attract consumers to its online auction.
Radio
Thanks to new web technology, a digital billboard can “read” the playlist of a radio station and display the current song title being played. “This is a great way for the radio station to build listeners, especially during sweeps,” said Lamar Sales Manager Michael Murphy in Providence, RI.
Television
Network affiliates and cable companies advertise on digital billboards to promote programming, personalities, and news. When Clear Channel Outdoor launched its digital network in Cleveland, OH, one of its first customers was the local FOX station. The Harrisburg ABC affiliate informs commuters about the stories that will run on the newscasts later that evening. In Providence, RI, NBC affiliate WJAR is on all four digital boards in the market. Lamar Account Executive Bethany Cary cites seven categories of information the TV stations regularly display on digital boards: weather, news programming, network programming, public service, promotion of simulcast local TV news on local radio, promotion of events such as a Wedding Expo, and live election results.
National TV networks also exploit the flexibility of digital billboards. FOX tailored its multicity promotion of NFL Sunday with market specific creative, which changed weekly in each market. “The agency was thrilled,” said Lamar Chief Marketing Officer Tommy Teepell. |
