“Digital” OOH is Right Around the Corner, but is it Good?

Before this year, guess how many digital billboard I passed on my way to work from my home in the Dallas suburbs to downtown Dallas?

Answer: 0

Sometime early this year, guess how many I started seeing?

Answer: 1

Now, getting into the latter part of the year, guess?

Answer: 5

While 1 to 5 might not seem like a big increase, driving down that stretch of highway and now seeing 5 digital billboards as opposed to 1 actually has a big impact.

1. I’m automatically processing more digital.

2. I’m getting used to more moving images vs. static.

3. I’m interested to see (while not driving, of course) what’s next in the loop of content.

4. I’m starting to feel like I’m in a digital-forward city/environment.

My eye is automatically drawn to them because of all of these reasons. That’s the biggest impact it has. On a personal level.

I can’t help but think about the cost of putting in digital billboards vs. static billboards, but I’m starting to get convinced that cost is certainly not going to be a barrier. In a short 8 months, it hasn’t seemed to be, given the increase from 0-5.

I’m really feeling and believing that this is just going to be the norm. Digital/moving image signs on the sides of highways. It’s right around the corner.

But I also start to wonder if we’ll grow (somewhat) immune to these digital/moving messages, too? Just like we have to static billboards. Over time, once they’re commonplace, will moving images provide even more noise than 1 static image? And in that way, how good (read – effective) has “digital” become?

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