The use of the digital outdoor billboard is changing to attract a larger audience. Because of the ability of billboards to change their ad campaign with a few strokes on a keyboard, different audiences can be reached from the same location.
No longer are advertising firms restricted to the old ways of collecting data from past surveys, censuses or traffic counters to decide on what should be advertised at specific location. Today there is real time data on what type of people are in front of billboards at specific times is available.
The real time data is collected from multiple streams online that can include events going on near the billboards. A great example is if there is a football or baseball game being played. The times before and after the game there are sports fans walking or driving by. With a few strokes the ad can be changed on the digital billboard to attract their attention.
That same billboard could be near movie theaters. In the evening after the game is over the billboard can target movie goers. In the late evening hours it can be changed to reflect local restaurants for those people who have been clubbing and are looking to get a bite to eat before heading home.
It is this type of changes to ads that are taking place to attract the audience in front of and near the billboards. By following the real time traffic flow and knowing who is in the area is the best way to get attention and draw customers to the sponsors of the ads.
By using technology in a smart way, billboard owners can increase the value their signs provide the clients. This on demand theme is what is trendy. It can be seen in the way people use TV with all the online formats that provide what the viewer desires at a time of their choosing. The same goes for out of home advertising. Meet the demand of the target audience that is always on the go.
The need static billboards across the nation will never totally go away, but their value is limited. They will still play an important role on the highways and byways of America, but once people are in the urban areas, the mindset of the billboard owner must change with the times.
In the past location was everything in the outdoor billboard business. This is still true, but now the ability to change the ads as the audience changes is fundemental to attracting their attention. This mass media type of advertising is transforming into one that has a more targeted audience.
Not only are ads being changed by the time of day but also by the season. Because there is no printing involved, the changing of ads is faster with the digital format at a lower cost.
It is true that the digital outdoor billboards are more expensive to build and operate, but the value they provide sponsors is immense. This is the direction of this out of home advertising is going now and into the future.