How it works and who benefits
With digital billboards, schedules are similar to those used by TV and radio stations, where advertisers change their message to coincide with a particular product/service.
"This allows advertisers to present timely and relevant marketing messages that take advantage of the technology and the 'always-on' reach and frequency that is the traditional strength of outdoors," said Friskney. "In addition to managing schedules, software such as what we offer provides 24/7 monitoring and reporting of a digital billboard's performance. It also automatically controls brightness levels and provides proof-of-performance reports for operators and advertisers."
Advertisers are finding these digital billboards very attractive, noted Mike Ribero, CEO of Reactrix, a Redwood City, Calif.-based interactive out-of-home advertisement and entertainment media company.
"Consumers are able to interact with brands in an environment that's totally branded," Ribero said. "It combines the best of both traditional linear media and interactive, allowing groups of consumers to form a consensus around a brand. People can be part of the advertising experience in a way they can't anywhere else."
