We live in a dynamic ever-changing world full of exciting new content and information flowing to us every day. A microwave society that is looking for instant gratification and we are always looking for “what’s next”.

It is human nature to want to see what is going to happen next. That is very evident in the worldwide use of TikTok, YouTube Shorts, and Facebook Reels as well as Instagram, Pinterest, Facebook, Twitter as well as other forms of social media which give us small doses of information that keep us scrolling with anticipation.

Just like our smartphones, tablets, TVs and computer screens, the bright projected light of Digital Billboards naturally draws us in… keeping us always looking forward to seeing the next message.

That’s the difference between static and digital billboards. As with everything in our culture, the natural evolution from paper billboards has gone on to digital billboard marketing.

There are many reasons why digital billboards have become so desirable with marketers.

Traditional billboards have many drawbacks in our fast-paced culture;

• they aren’t easily and quickly updated to keep up with advertisers needs
• changing out the message on paper or vinyl is time-consuming and costly
• they rely on passive light reflection instead of active light projection of the message
• due to the fact they don’t change, they start to blend into the landscape and become unnoticed

Conversely, digital billboards;

• are able to be updated virtually instantly to keep up with the advertisers marketing needs
• are ever-changing and illuminating digital billboards grab the attention of all those around them.
• actively projected your message to the consumers capturing their interest
• build anticipation for the next message keeping the consumer looking for what’s new
• delivers every demographic, psychographic, and target audience for the price of one.
• has 24/7 uninterrupted messaging.
• can hyper-target messages.
• delivers high reach and high frequency at a lower cost per thousand ad impressions than any other medium.
• (With digital) delivers real-time messaging.

These difference dramatically increases the overall effectiveness of digital outdoor advertising and maximizes the ROI.

In a recent study conducted by Nielsen, they asked people if they liked digital billboard advertising… The survey shows a resounding yes (see Neilson chart below)