Electronic billboards are used to convey advertisements and TV commercials to passerby.
What Is a Digital Billboard?
Digital billboards are electronic image displays that present multiple static advertisements on a rotating basis. Larger outdoor billboards appear alongside roadways, while smaller indoor billboards appear in entertainment venues, such as sports arenas. According to EMC Outdoor, U.S. outdoor advertising companies offered 2,000 digital billboard displays for rent in 2010.
What They Are
Outdoor digital billboards use the same dimensions as standard, static billboards. The most common sizes are the Poster, at 12 feet by 24 feet, and the Bulletin, at 14 feet by 48 feet. These billboards use hundreds of light-emitting diodes (LEDs) to create an image. Larger indoor digital billboards use the same LED-based displays as outdoor digital billboards. Smaller indoor digital billboards may use liquid crystal display (LCD) video screens, similar to computer monitors and televisions. Digital billboards may be mounted on a post or wall.
How They Work
A small computer attached to the digital billboard serves up the advertising images to the display screen. Advertising agencies can update the advertisements on these billboards remotely, by using the wireless cellular phone network to access the billboard computer. A designer produces the digital advertisement on a computer, which can then be uploaded to any number of displays. Digital billboards display advertisements for 6 to 10 seconds, with as many as eight businesses sharing one billboard.
How Much They Cost
As of 2009, Sign Industry magazine estimates that a typical 14-foot by 48-foot LED display costs $290,000 for advertising agencies to acquire. Higher advertising rates reflect both the higher initial investment for the agency and the demand for the technology. Businesses can expect to pay an average of $1,200 to $10,000 per month for a digital advertisement. They may have to pay an additional design fee. However, many advertisers have saved money by creating their own digital ads using computer design software.