Billboards Go Digital

Outdoor advertising (billboards and similar venues), also known as out-of-home advertising, grew to $8.6 billion in 2022, up 20.7% from 2021 according to the Out of Home Advertising Association of America (OAAA). One of the hottest venues for advertising is plasma billboards. Take a stroll around Times Square in Manhattan, wait for the tube in London, look across the Huangpu River to the Pudong area in Shanghai or drive down the strip in Las Vegas and you will see glaring examples. These dynamic screens, able to rapidly change messages or display continuous video streams, can be both eye-catching and relevant, in contrast to their static precursors. Benefits include the ability to alter time-sensitive messages such as dates, times or prices. For example, over the course of a day a restaurant could change the pictures on the board to display breakfast, lunch or dinner items to entice passersby. Many other creative uses are possible with these new signs.

Mega LED Technology, Inc., www.megasigninc.com, (formerly Mega Sign) operates a national network of LED digital-video billboards in high-traffic locations. OUTFRONT Media, formerly CBS Outdoor, www.outfrontmedia.com, operates more than 500,000 outdoor media displays throughout the U.S., including billboards, street furniture advertising (such as bus stops and kiosks), transit advertising on buses and freestanding, lighted signs in malls. Clear Channel Outdoor, clearchanneloutdoor.com, operates a national network of digital billboards. For example, it has a grouping of these signs clustered near the Las Vegas Strip, and dozens of signs in high-traffic locations in Los Angeles. Clear Channel’s digital billboards feature no ad production costs. Eight advertisers rotate continuously on each sign, each one having eight seconds to display an image. Images can be scheduled to run at certain times of the day or on certain days of the week.

Ocean Outdoor U.K. Ltd. (www.oceanoutdoor.com) offers a digital advertising system that equips billboards with cameras. Footage from the cameras is instantaneously beamed to computers which analyze the images of people near the billboard in use for gender, age and clothing. Targeted ads are then displayed to suit the noted characteristics. In addition, the system beams out free Wi-Fi, on which users share data that helps to further refine the choice of ads displayed.

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