I had always assumed that digital billboards were going to eclipse print advertising, from my first glimpse of the constantly changing signage on my trips to Ocean City. They were soon showing up in the malls my fiancee and I frequented when installing standees: large, high-resolution screens displaying make-up ads two stories high.
So I was surprised to learn recently that print billboards are not only going strong, but they are in fact a burgeoning industry, surpassing many other advertising venues.
On this subject, I recently read an article entitled “Signs of the Times: Digital Boards Offer New Versatility to the Billboard Industry,” written by Allison Shirk and published in EDGE on 04/01/18. The article notes some interesting facts about both digital and print billboards, and about outdoor advertising in general.
Facts and Figures About Digital and Print Billboards
Shirk’s article opens with a reference to digital billboards installed by Fairway Outdoor Advertising after Stephen Hawking’s recent death. They were able to set up ten billboards in honor of Hawking within a few hours. In contrast, print billboards need between 20 minutes and an hour for installation, and that’s after they have been inkjet printed. As Shirk’s article notes, digital billboards can be “changed with the click of a button.” And after installation (and programming with multiple advertisements), the billboards can be changed remotely as often as every ten seconds. (And that’s just because of the regulations ensuring that drivers aren’t distracted by even shorter ads.)