Digital billboards provide exciting new opportunities for businesses to fine tune marketing messages and content that is relevant in that exact moment to consumers, based on the time of day, weather and user feedback.
New digital billboards equipped with technology allow advertisers to change messaging based on certain parameters. For example, a car dealership can set its messaging to change to an ad about windshield wipers whenever it is raining.
The creative possibilities are endless for the new options in outdoor advertising that are coming into our marketplace. The new features will make outdoor advertising more effective by changing the digital billboard messaging instantaneously.
Here are some of the new digital billboard trends and options available:
This option is ideal for businesses that offer weather-related services. Messaging can be changed based on the temperature, current forecast and other weather conditions, such as wind speeds.
For example, a restaurant owner that wants to sell ice cream can change its message to feature a sundae when the temperature is 85 degrees or higher.
Generate hype for a new product launch or store opening with the countdown option. There are automatic and manual countdown options that allow the advertiser to automatically count the days, hours and minutes to an event. The countdown updates automatically without the need to continually update the art.
Cater messaging based on the time with day parting. Day parting allows advertisers to change the creative based on the day of the week, time or by including a text box that can be updated at any time with relevant information.
Create synergy between outdoor and social media marketing campaigns. Digital boards can pull real-time photos, status updates and more from Facebook, Twitter, Instagram and Foursquare.
Research shows consumers trust their peers when it comes to brands, so let customers do the talking with user-generated content in outdoor advertising. Digital boards can be programmed to pull user-generated content from a microsite created for a specific campaign or from social media channels including Facebook, Twitter and Foursquare.
Kerry Johnson is the Vice President of Media Management at TAG Communications. She has 18 years of experience in media sales, buying, planning and research.