Most people associate digital billboards with the sophistication and high-powered commerce of a big city. But OOH companies and city councils shouldn’t overlook the value LED billboards provide smaller cities.
Marshall, Minnesota, population, 14,000, recently granted a permit to a digital billboard. The city council regards it as a very positive advertising medium. When an OOH company requested a second permit, one member stated that the city needed a second billboard to help local businesses. The council unanimously passed the request for a permit, and the new billboard was installed in April 2015.
Dayna Korf, Daktronics billboard sales, comments on Marshall’s attitude toward digital:
“Billboards do well in smaller cities because it’s a fresh, new way to advertise, and the location isn’t over saturated with other billboards. Also, OOH companies can control their pricing because of this lack of competition.”
Lamar Advertising recently upgraded a static billboard to digital here at Daktronics headquarters in Brookings, South Dakota (population 23,000). Located between I-29 and a bike path, the new billboard is a great success. Clients include local businesses and South Dakota State University. This summer, the city plans to add visual interest to the site with a park bench and landscaping.
The Daktronics control solution makes it easy for smaller municipalities to maintain display content, from AMBER Alerts™ and last-minute weather alerts to regularly scheduled content. The Daktronics Visiconn® Display Management Solution is flexible enough to accommodate any user’s needs.
Korf says the Daktronics software group recently added access to Fliphound, a real-time online buying platform for digital billboards. Digital billboard owners using the Visiconn dashboard can now activate Fliphound to sell their digital inventory online.