Taking Outdoor Advertising Into The Digital World
In 1963, author J.G. Ballard predicted the use of enormous electric signs to entice people to “buy now” in a short story entitled, The Subliminal Man. Today, digital billboard advertising is very much a reality utilized by small and large corporations across the country.
According to the Outdoor Advertising Association of America, digital billboards made their first actual appearance in 2005 as both screen and Internet technology became available to make the remote loading of files possible onto a billboard-sized screen. However, prior to the first electronic billboard, digital place-based screens had been in use since the 1990’s.
The science behind how electronic billboards work is pretty simple: advertising messages rotate every six to eight seconds on an LED screen. Controlled remotely, this advertising option is best-suited for companies in need of more flexibility in their ad messaging. Created in a similar way to ads on traditional billboards, the key difference is in ad delivery. Digital billboard advertising is sent out as a simple .JPEG file rather than printed and pasted directly to the billboard.
While a relatively new option in the outdoor media market, electronic billboards tap into an audience already well-versed at processing billboard advertising. Especially here in Atlanta, where over 76% of commuters get to work by car, spending over half an hour, on average, driving to and from work.
However, because your ad is in constant rotation on a digital billboard, it’s important to have the right design which will stand out enough to leave a lasting impression. Including certain elements can help:
– Brief message of no more than eight words
– Strongly contrasting color combinations
– Non-white backgrounds
– Simple, thick, bolded fonts, sized 36” or larger
With extensive experience working with digital billboard advertising, Effortless Outdoor Media can help you bring all of these elements together to create a highly-effective electronic billboard ad campaign. Not only can we assist you with design, but our in-depth knowledge of the outdoor advertising opportunities in and around Atlanta ensures we can help you find the right location for your ads to reach your target audience.