Sneak Peak: Art on Billboards

Tampa Bay's first ever Digital Billboard Art Exhibition will begin on Monday May 25th, but you can already preview some of the featured artwork in the slideshow below. Throughout the two-week exhibition, we will be adding profiles about each of the artists to the "Art on Billboards" page, which you can visit by clicking here.

Special thanks goes out to Melissa Poirier and Marina Williams for introducing me to ArtPool, where many of our featured artists' work can be found.

Artwork on Billboards

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Rock You Like A Hurricane

Offering relevant information, such as weather or traffic updates, is a great way to ensure people pay attention to your ad. The ability to display live content on digital billboards has been underutilized by local advertisers. Most people probably don't realize that any text or image that's on the web can be added as an automatically updating element on the sign.

In the Tampa Bay area, there is a huge market for windows and doors specifically designed to withstand high-impact winds. As hurricane season approaches, I've been thinking about how cool it would be to show a live 24/7 Doppler radar image of current cloud coverage as part of a campaign to promote the storm-proofing of homes. Over the course of such a campaign, drivers would make a point to check the radar as they pass each day, enhancing the effectiveness of such a branding campaign.

Effective advertising is essential to weathering the current economic storm. Adding live content to your outdoor campaign is a great way to set yourself apart from your competition, ensuring that your company's future will be bright and sunny.

There's An App For That

With more than 1 billion apps downloaded for the iPhone, it's clear that the multi-functional programs for your mobile phone are here to stay. According to the folks at Apple, there's an app for just about everything. So the question some people are asking is, "When will there be an app that gives consumers interactivity with digital signage?"

Think of the possibilities... As you pass a billboard for a restaurant, your phone could download a takeout menu. A billboard for an upcoming concert could provide you with a free download of a song by the performing artist. If you've used your phone to call Domino's in the last week, a billboard for Pizza Hut could send you a personalized message telling you why you should order from them instead. It's a little bit "big brother" but it seems like the obvious next step in the digital out-of-home revolution. It could also solve the problem of measurement.

Instead of providing a constant, annoying flow of text messages, which would be similar to email spam, the app could be something you would open as you pass a billboard. Advertisements that have the interactivity function could carry a stamp or symbol that indicates you should check your app for content. This would make the content available on demand, instead of cramming it down the consumer's throat. Someone with more advanced programming skills than me is going to invent this thing eventually and will probably make themselves a fortune.

The Doctor Will See You Now

Why is it that almost any television program set in a hospital becomes wildly successful? From General Hospital, to ER, to Scrubs, to Grey's Anatomy.... At almost any given time over the past few decades, there has been at least one hit show set within the walls of a hospital.

Truth is, you'd have a hard time finding more going on under one roof anywhere, than in your average metropolitan hospital. People being born, people passing away, people being diagnosed, people being cured.... The marketing department of a hospital has a challenging job. How do you support all the different departments and services that your hospital offers with one consistent ad campaign? What you need is an advertising medium that is flexible enough to deliver multiple messages and change on a dime.

The picture above shows how a hospital used an LED sign to announce the birth-weights of each new baby born in the maternity ward. Of course, this was executed before today's full color digital displays were introduced to the market, but the basic concept remains. A current billboard campaign in Tampa shows the number of lives saved in a specific hospital. Now, imagine if that statistic updated automatically with a real-time number. You could show the current wait time in the ER (providing it was short). You could alert the market at a moment's notice of a shortage in a specific blood-type. There are so many different ways to use the technology...

Your business has to adapt daily to keep up with the changing market. Why shouldn't your ad campaign be just as flexible as you are?

The Medium Is The Message

Intel is on the verge of launching it's most expensive advertising campaign in 3 years. The new campaign focuses on the corporate culture of Intel, introducing us to the "Sponsors of Tomorrow." From what I've seen so far, it looks like it could be a fun campaign.

But the element that has me excited is the way Intel plans to incorporate digital billboards in cities across the country. The billboards will pose the simple question, "What do you hope to see in the future?" and will prompt viewers to text in their responses. Once the responses have been reviewed for inappropriate content, they will be uploaded and displayed on the billboards.

It's important to note that I don't think Intel selected digital outdoor as a medium by mistake. In the words of Marshall McLuhan, "the medium is the message." Companies who want to be seen as forward-thinking, cutting edge leaders in their field should consider selecting a medium that matches the image they're wishing to portray. It will reinforce your company's values, and will ensure that the techies who can't help but slow down as they pass a digital billboard will notice you and what you've got to offer.

I'll Have What She's Having

I've seen some great TV commercials for restaurants. High definition footage of perfectly cut steaks, creamy pasta Alfredo, and the way the condensation rolls off the tomatoes and lettuce... But I've always wondered, why make the consumer's mouth water, when they can't do anything about it? They're sitting comfortably at home, probably having just finished their evening meal, and can't be expected to remember your :30 second spot tomorrow night.

One of the long-standing benefits of outdoor is the way it catches people's attention while they're away from home and in the marketplace, allowing you to reach a more convenient and susceptible consumer. Imagine driving home from work and seeing a brilliant, back-lit image of jumbo shrimp or chicken Parmesan. You're probably already thinking about how you don't feel like cooking, and along comes a sign beckoning you to "come in, sit down, and let us do the work!"

That's the power of outdoor advertising. Digital billboards take the concept one step further, giving restaurants the chance to display daily specials and price points. They can even show different designs at different times of the day, displaying quiche and coffee in the morning, burgers and wraps at noon, and salmon and sirloins in the evening. Make them crave what you're offering when they can actually do something about it instead of while they're watching American Idol on a full stomach.

Banking + LED Signs: A Rich History

Ever since the advent of LED signage, banks and financial institutions have been using the technology in front of their branches to display interest rates, promotional information and often, the current time and temperature. The signs draw attention to the particular bank and its offerings.

While the digital signage industry has evolved and improved exponentially over the past few years, the need for banks to broadcast rates and be seen by standing out hasn't changed at all. I was surprised that the banking industry didn't jump on-board with digital billboards sooner. Many of us would have predicted that they would lead the charge since they've embraced the concept of changeable-message signage for years.

It took some time, but banking has become one of digital outdoor's strongest categories. And judging by the designs that are being displayed, I'd say the current economic climate has played a big part in the upswing. We've had banks advertising 30-year mortgage rates, zero closing cost mortgages and lots of positive image campaigns. It's encouraging to see our new technology being utilized brilliantly to help the banking industry through these tough times.

Using Advertising To Keep Customers Happy

Auto dealerships are offering a year of free gas with the purchase of a new car. Restaurants are advertising dinner for two at under $20. "Buy One, Get One" has become a common phrase plastered across storefront windows. Added value is a necessity during tough economic times.

While the primary goal of advertising is generating new business, it's vital to keep your current customers happy and coming back for more. Take a minute to consider how you can utilize your advertising investments to give back to your customers.

With the flexibility that digital outdoor provides, I can think of lots of "added value" opportunities. Flower shops and candy stores could have each customer fill out a special message that could be displayed for the recipient of the bouquet or box of chocolates. Car dealers could take a picture of each buyer next to their new ride and post it with a "thank you" message on the billboard. Restaurants could post a message for patrons celebrating a birthday or anniversary.

Experts recommend that businesses maintain or increase their ad spend during tough economic times. Allow your advertising dollars to achieve multiple goals by reaching out for new business and enhancing your current customer's buying experience.

Billboards Powered by Twitter

Everyone is talking about Twitter these days. Lots of companies see the value in using the site to inform their customers about breaking news, special offers, etc. I did a quick search and found that many local advertisers using Twitter are broadcasting their updates to 300 or 400 followers.

Here's a thought- what if you could go beyond the relatively small crowd of internet-savy Twitter users, and broadcast your updates to over 500,000 people each day? Digital billboards have the ability to display content from the web, automatically updating the headline on the billboard when it changes on the website. So, any Twitter account could be linked and broadcast via the digital boards. Essentially, this would give advertisers the power to change their message from anywhere, at any time, from their PC or even from a mobile phone.

In tough economic times, businesses must adapt early and change often. It's important to have a means of keeping current and potential customers aware of these changes and excited about your brand. Online advertising can achieve this, but reaches a limited audience, whereas digital outdoor takes that flexibility to a mass market level.

Click the links below to see how local businesses are currently using Twitter for marketing:

Lowry Park Zoo
Creative Loafing
Hooters
Tampa Bay Rays
MOSI
TBPAC
USF Football
Tampa Bay Buccaneers
Tampa Bay Lightning

Do Digital Billboards Cause Traffic Accidents?

A comprehensive study was conducted in Minnesota to determine whether digital billboards are a dangerous distraction to drivers. The results were released Monday, concluding that the changeable-message signs do not pose any significant threat.

Data was gathered and analyzed from over 18,000 accidents over a 5-year period. Researchers concluded that no relationship existed between accidents and the placement of digital billboards. In fact, there were an average of 4% fewer accidents within a half mile of each digital sign location.

The report follows a 2007 study conducted in Cleveland (the first Clear Channel market to build a digital billboard network) which also concluded that digital billboards don't cause accidents. The Cleveland study, conducted by Virginia Tech's Transportation Institute, focused on billboards placed on highways and interstates. The Minnesota study was conducted by Tantala Associates, and primarily looked at signs located on surface streets.

"This study is more evidence that these valuable advertising and public service tools belong in forward thinking communities," said Nancy Fletcher, CEO and president of the Outdoor Advertising Association of America. "The evidence is clear: digital billboards are not related to traffic accidents."

I will be the first to profess that digital billboards succeed at grabbing your attention. That's what makes them so effective. But they draw your attention to your surroundings outside the car, while radios, iPods, and Blackberries take your eyes away from the road and place your focus inside the vehicle.

What do you think? Post your feedback in the comments section.

Combining Two Emerging Forms of Media

Yesterday, the digital out-of-home media company Adcentricity announced that it will offer an in-house mobile marketing solution. The move is creating a lot of industry buzz because it helps to legitimize the prediction that over the next few years, digital outdoor, internet and mobile will combine to create a "triad of emerging new media."

I've been pondering this idea for quite some time, actually. We created a partnership last spring with a local mobile marketing company that allows our advertisers to combine the two mediums. The picture above shows how the two could work together by allowing a car dealership to send special offers or "digital coupons" to interested customers. It's important to note that the target audience must be pedestrian traffic or passengers, since drivers can't be expected to remember the prompt until they have a chance to respond.

For the first time, billboards can create dialogue with consumers and extend their message beyond the small window of time a consumer has to view the billboard itself. Insurance companies could send local rates for customers who text in their zip codes. Sports teams could hold contests by posting a different trivia question each day on the billboards, prompting fans to text in their answers. It's a concept that is just begging to be explored by advertisers looking to reach out to customers in exciting new ways...

Let There Be Lights!

(Click image to enlarge)

Yesterday morning, our crew fired up the new 12'x25' digital poster on Dale Mabry, South of Fletcher. The board reaches Northbound traffic on Tampa's longest road, and provides exposure opportunities of more than 45,000 adults 18+ per day.

The new location is the first of its size in the Tampa market, providing advertisers with a lower price point for the state-of-the-art digital technology. The addition will mark the first time traditional 30-sheet poster advertisers will have the option of using a digital poster in conjunction with their static posters. Four of the eight slots will be used for these hybrid campaigns, and the other four will be sold as standalone digital units. Aside from the flexibility of changeable messaging with no production costs, this location also gives poster advertisers coverage in the highly sought-after Carrollwood area.

The first three advertisers (State Farm Insurance, David Weekley Homes & Piccadilly Restaurant) are up and running now, and each one looks fantastic on the shiny new structure.

The Changing Landscape

One of the classic pairings in mixed-media expenditures is Radio+Outdoor. I can remember several instances when I've heard a radio ad while driving, only to pass a corresponding ad for the same product on a billboard a few minutes later. More recently, radio stations have used digital billboards to show a live feed of what song is currently playing. The combination of multiple mediums in an advertising campaign always serves to make your product more memorable, and gives you greater credibility in the eye of the consumer.

It has been said that the triad of new media consists of internet, digital outdoor and mobile media. The measurability, flexibility, immediacy and intimacy of these mediums are elevating them from peripheral forms of advertising, to legitimate ways for advertisers to move the needle. The technology itself sets the creative mind reeling with ideas on how it can be used, but we've barely scratched the surface of what's possible. There's a great opportunity right now for advertisers and agencies to stretch the limits and really separate themselves from the crowd. The exciting part is sitting back and watching who will step up to the challenge.

TV Down: Can Digital Pick Up The Slack?

Today, local NBC affiliate WFLA News Channel 8 announced that, due to tough times, they are cancelling their 11 am newscast and will no longer offer a 10 pm newscast on WTTA Channel 38. The change will take effect April 30th, and comes following a steady stream of bad news regarding parent company Media General's Tampa properties. The publishing and broadcast company lost $85.5 million in the fourth quarter of 2008.

Across the country, TV viewership is down, and most of the remaining viewers take advantage of TiVO and DVR technology which allows them to skip advertisements. Brands are shifting ad dollars away from television- but to where? In tough economic times, brands must reach people while they are away from home and in the marketplace, or risk losing customers to low-cost generic brands. The timeliness of outdoor advertising, coupled with the flexibility of digital makes digital billboards a unique and effective solution for advertisers, but it's still a relatively new medium.

Those who are jumping on board early (Carrabba's, Outback, Tampa Bay Downs, Knology, Snickers, Universal Studios, St. Luke's Eye Center, etc.) are positioning themselves to be leaders in what will inevitably become a popular solution to a common problem.

LA Board Approves Revised Regulations

The Los Angeles Planning Commission voted 6-3 last Thursday to limit the addition of new digital billboards to 21 specific districts throughout the city. The proposal now goes to the City Council for final approval. If passed, the council would decide on a case-by-case basis whether new signs may be built within a specific district. Opponents of the bill feel that it could leave itself vulnerable to court challenges contesting it's constitutionality.

These kinds of discussions are taking place in cities across the country, as some fear that a lack of clarity in sign ordinances with regards to digital billboards could lead to digital signs on every street corner. Local municipalities such as the City of Tampa and City of St. Petersburg are facing similar decisions. The removal of antiquated traditional billboard structures in exchange for the right to build a limited number of digital billboards can be a win/win for the community. Hurricanes threaten the structural integrity of older, pole-mounted signs each year, and the current laws prohibit upgrades or reinforcement that could prevent potential property damage.

The thinking amongst law makers and the community seems to be that when it comes to billboards, we should have fewer. And a higher percentage of those remaining should be state-of-the-art digital signs that allow for the use of emergency alerts, hurricane evacuation messages, amber alerts and information about wanted criminals. Since each digital board broadcasts a rotation of 8 advertisers, the result is a smaller billboard footprint that creates more opportunities for local businesses.

7 Keys to a Successful Digital Campaign

The Digital Signage Association recently released a report on best practices for digital signage content. They outline more than 50 variables in 7 categories: Content, Relevancy, Interaction, Schedule, Placement, Refresh and Attraction. Reflecting on my experience in the digital billboard industry, I strongly agree that the best campaigns I've seen, seek to capitalize on several, if not all of those key terms. I'll break them down:

Content. What are you saying? As with traditional outdoor, your message should be short and sweet.

Relevancy. How does it apply to your audience? Engage them with information they care about. Let them know how you can improve their circumstances.

Interaction. How would you like them to respond? Should they call? Send a text? Visit a website? It's their move- make sure they understand their next step.

Schedule. When is it playing? The flexibility of digital encourages the use of dayparted messages, updates, countdowns, etc... Taking advantage of these options will make your ad more exciting.

Placement. Where is it playing? If you're buying more than one sign, use a slightly different message on each one. It could be as subtle as featuring different phone numbers with local area codes.

Refresh. How often does it change? Don't let your message become scenery. Depending on the business, I usually recommend changing it up at least every week or two.

Attraction. How does it look? Bold font, bright colors, no white backgrounds. Your ad should be aesthetically pleasing.

You've made a great choice by purchasing a spot on a digital outdoor network. You'll be reaching out to thousands of people every day with one of the most exciting, enticing new advertising mediums around. But REMEMBER, the space is only as good as the ad that fills it.

Transitions Championship Live Leaderboard

The Transitions Championship is being held this week at Innisbrook, featuring Sean O'Hair defending his title against the likes of Jim Furyk and Vijay Singh. This will be the second consecutive year that the tournament uses digital billboards to broadcast a live leaderboard to commuters across Tampa Bay. The names and scores of the top five players will be pulled automatically from the PGA Tour's website.

This is not the first of Clear Channel's advertisers to use the live content functionality. Television stations have featured live weather updates, breaking news and even a Team USA gold medal count during the 2008 Summer Olympics in Beijing.

Advertiser Spotlight: SNICKERS

There's more than one way to create an effective outdoor advertising campaign. Bulletins are a great way to create a landmark with a big, bold sign, screaming your message to the masses. The saturation and penetration that posters offer can deliver the lowest cost-per-thousand of virtually any medium. Digital billboards offer the ability to deliver different messages at various times of day. But if you REALLY want to make a splash, use all three.

Snickers' current outdoor campaign does just that. Using dozens of different taglines that mimic the Snickers logo on all three outdoor products, it's tough to go anywhere in Tampa without craving the chocolatey confection. It's also a testament to the Snickers brand that they no longer need to mention their actual product; that the font, colors and arrangement are enough to evoke a mouthwatering response.

Update: New Location Dale Mabry & Fletcher

The face of the 12'x25' digital billboard on Dale Mabry, south of Fletcher Ave has been installed. The sign will not be turned on until May 1st when power will be hooked up, but advertisers can secure their slot on the board now. Four of the eight slots will be sold as a stand alone digital location, to anyone who'd like a bold, dynamic presence at this high-demand intersection. The other four slots will be used to supplement market coverage for traditional posting campaigns.

Some clearing of tree branches that come into the face of the sign will be completed before the board goes live in May.

To advertise, call Clear Channel Outdoor at 727-571-2224.

The Forecast For Digital Outdoor

Christian Vaglio-Giors, CEO of Neo Advertising, gave a presentation in Amsterdam on Monday at the ISE DOOH Business Conference. There are several interesting points made, including the assessment that digital will represent 50% of all out-of-home advertising by 2012. It's definitely worth a read if you have the time.

Neo Advertising - ISE DOOH Presentation

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