Billboards get a digital makeover: new light emitting diode (LED) displays on outdoor billboards catch the eye and provide scheduling flexibility for targeted market segments.

AuthorLind, Daniel J.
PositionNew Media

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As today's changing lifestyles become more mobile, it has become increasingly difficult to actively connect with consumers. More than 80 percent of the 222 million persons age 18 or older spend a majority of their day out of the home, making it a challenge for marketers to grab their attention using traditional advertising methods.

The greatest effect of lifestyle mobility is an increase in the amount of time spent behind the wheel, as consumers travel between where they live, work, shop and play. More time on the road--and increasing vehicular congestion--provides the foundation for audience engagement using the latest evolution of outdoor advertising: digital billboards.

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One simple word flexibility--precisely describes the principal benefit of digital billboards verses their traditional static counterpart. The ability to deliver specific messages to specific audiences in specific locations at specifics times--it is "Marketing at the speed of life."

The digital platform has been so well received by local and national corporations (including many within the banking and finance category) that according to the Outdoor Advertising Association of America (OAAA), digital billboards is one of the driving forces behind the fact that outdoor advertising is the second-fastest growing marketing medium next to the Internet.

Technology vs. tradition

The conventional billboard, originally hand-painted beginning in the late 1800's, is now posted with computer-printed vinyl. However, the most recent evolution of the billboard involves the implementation of brilliant, high-resolution LED (light emitting diode) digital displays. This technology offers greater flexibility of use than conventional billboards.

The traditional billboard is an efficient way to advertise a consistent, static message: One message, one purpose. Digital billboards offer technical nimbleness that was not possible until recently. Digital billboards can serve up multiple messages based on time of day or desired demographic; they can also adapt to changing market conditions and update creative instantaneously.

Financial institutions large and small across the country have started utilizing outdoor digital billboard networks. Examples are Charter One, Chicago; National City Bank, Cleveland; Fifth Third Bank, Cincinnati; M&I Bank, Milwaukee; Beneficial Savings Bank, Philadelphia; Bankers Trust, Des Moines, Iowa; First Tennessee Magna Bank, Memphis, Tenn.; TCF & Associated Bank, Minneapolis, to name a few.

Banks have been using digital billboards for acquiring new customers; updating certificate of deposit interest rates; listing branch hours and...

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