Moving Forward

The out-of-home advertising category has experienced strong growth recently, with 6.7 billion dollars spent over the last two years on billboards located everywhere from roadsides and buses , to malls, office buildings and airports.

Digital technology is propelling a significant portion of that growth. The Outdoor Advertising Association of America says that about 400 digital billboards are operating today. They estimate that number will grow to 4,000 in the next ten years.

The new signs are programmed to rotate advertising images an average of every eight seconds. This ability to rotate creative gives advertisers flexibility to customize messages and to target different demographics, all on the same board. Unlike traditional billboards that may require a multi-week commitment, spots can be purchased for as little as a few hours.

However, digital signs do have their critics. Some safety experts have expressed concerns that the signs may be too effective in capturing the attention of passing drivers. A few communities have banned the digital boards from their roadways, while others have restricted companies from operating the boards at night.