The outdoor advertising industry is ever-evolving. Digital billboards are seen as the latest boon to the industry, with the stakeholders hailing them as the future of outdoor advertising. The amount spent on different forms of outdoor advertising is increasing steadily year after year, and digital billboards are contributing to the GDP of economies around the world.
Their esthetic appeal is easily recognizable, but there are still some concerns regarding the safety of digital billboards. The most often cited issues are the one of drivers being distracted by their huge flashing displays. The staggering amount of light that they are emitting contributes to the light pollution in the cities, making them the favorite new enemy of sky watchers and homeowners. They represent a sore in the urban landscape, some argue.
On the flip side, they can provide a valuable public service when needed. The news of Boston bombings was conveyed by digital billboards turned into public message boards. For a part of public in Boston, that’s how they have found out about the horrific events taking place in their city.
One thing is for certain: digital billboards are truly eye-catching. You can’t turn them off, you can’t throw them away. That is what makes them a successful advertising medium.
Indeed, their exceptional brightness and advertising messages flashing and changing in quick succession must have a less bright side as well. Some cities have proposed a moratorium on digital billboards, while the other took an additional step forward, making them go dark until the safety concerns are addressed. Other cities, strapped for cash, embraced them wholeheartedly.
Digital billboards are also known as electronic billboards, electronic signs, or changeable variable message centers. Call them as you will, this industry is never sitting idly: there is now the possibility for advertisers to stream their social media content on electronic billboards. The advertising message can be changed weekly, daily, hourly or in real-time.
The cost of advertising using this sort of display medium is falling constantly, which means that they are probably going to proliferate even more in the near future. It is very likely that the majority of different static signs and billboards is going to be replaced with their dynamic counterparts.
The question of paying taxes on digital billboards using publicly funded highways has not yet been answered neither. Since this is a rather new industry, the regulations are changing as frequently as the advertising messages on the billboards!