Digital billboard
A digital billboard is a billboard that creates digital images that are changed by a computer every six or eight seconds.[1] One of the amazing things about digital billboard is that the information displayed can be dynamically updated from sources and incorporated into an advertiser's creative.
Uses
Digital billboards are primarily used for advertising, but they can also serve public service purposes. Also, news stations use them to run frequent updates.
Dynamic Content Services
Headline updates - some providers, like ClearChannel Outdoor, can update an organization's billboard ad to match updates on the organization's website.
Sports scores - scores of sports games can automatically be posted by sports radio stations, sports bars, and sports drinks through their advertising.
Time, temperature, and traffic - the time can be displayed on a digital billboard as well as the temperature and traffic updates.
Pictures - providers can post pictures of progress being made on an organization's building projects or other projects.
Upcoming events - venues with events that change all the time can constantly update the advertising for those events.[2]
Benefits Over Traditional Billboards
Reach - the advertiser can reach a huge audience with multiple advertisements, making billboard advertising more versatile and giving it a broader reach..
Time flexibility - digital billboards have about a 24-hour turn around.
Update speed - some providers can pull information from an organization's website and update the billboard immediately.
Real time monitoring - news stations can monitor election results in real time through digital billboards.
Flexibility
Psychological - advertisers can tailor ads that appeal to people throughout the day.
Promotional - advertisers can promote the shortest promotions, sales, events, and countdowns.
Creative - some providers offer 24-hour turn around to accommodate frequent changes.
Environmental - weather patterns can be integrated easily into advertising, i.e. hot coffee or cold ice cream.
Demographic - digital billboards are usually located in distinct parts of cities, and advertisers can choose to use digital billboards based on their location.
[3]