Actually, I have first-hand knowledge that digital billboards DO NOT work for the majority of advertisers, unless they are placed in an environment where you have a captive audience of your target market. For example, an insurance agency advertising on a digital billboard placed inside the Department of Motor Vehicles. That`s an ideal situation.
How do I know this? Because I used to sell advertising on digital billboards many years ago. We had the billboards set up in high traffic areas like malls and supermarkets. I sold a ton of ads initially. Unfortunately, when it came time to renew the advertisers a few months later, very few renewed because they didn`t realize any tangible results from the billboards.
Eventually, the company switched gears and instead of trying to sell ads on the billboards, they started selling the actual billboards to businesses. They became quite successful doing that.
DKing12/15/2007 3:49 PM