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Welcome to the 21st Century, Outdoor Advertising!

September 02, 2008

Posted by: Kelly Kilpatrick in Consumer

What do you know about outdoor advertising? That it’s a broad reaching, geographically targetable vehicle? That it involves static panels covered with vinyl or paper that can be illuminated at night? That it’s an LCD display shared with multiple advertisers and allows for quick change out of messages? Yes, you read that last one right!

All over the country, traditional bulletins and posters are being replaced by LCD outdoor displays. Because it’s digital, paper/vinyl production and posting fees are eliminated. Creative can be changed out on short notice and, in some cases, even dayparted to match your consumer’s lifestyle. Unlike traditional billboards which are only illuminated at night, these panels are actually a light source, creating a visually impactful venue for your message even on the cloudiest of days and the darkest of nights.

Keep in mind – every upside has a down! Outdoor companies are making a significant, upfront investment in this new technology and that cost is naturally passed on to you, the advertiser. Real estate on a digital panel has become so valued by outdoor companies that the time is divided into slots and sold at a premium.

While this is still an emerging medium in its own right, digital outdoor is a unique and impactful way to make a splash in the increasingly cluttered outdoor arena. As traditional outdoor advertising is being dragged in to the 21st century, it’s bringing with it complications and nuances that didn’t exist in the past. The purchase of digital outdoor advertising needs to be examined with care and attention to detail. It’s digging into those little details that we love and pride ourselves on!