Has anyone else noticed the new billboards along the highways? They are like giant television screens. No longer does the billboard switch images by flipping individual pieces. Now the whole screen changes at once, truly a giant tv. Well, guess this is the newest way to fight the tivo craze. It will be hard to avoid commercials/advertisements on the way to work! The sheer novelty of the screen is sure to make it financially viable for the advertisers.
The first one in Grand Rapids is on U.S.131 near 28th street and created an uproar before it was even put up. Matt Vande Bunte wrote an article for the Grand Rapids Press that sums up the main concerns for the new advertising technology. According to the article, CBS Outdoor Inc. had to win a court battle before the sign could be used. Any other digital billboards will have to wait pending a decision on the zoning policies for the area.
A digital billboard is a completely new way of using a tried and true method of advertising. Businesses that use the new screens could see an increase in consumer attention, especially early in the adoption phase. The reality of a digital billboard is new, but for some it is just the next logical step. However, it could be a very important step. Consumers are inundated with ads and promotions, it is essential for a business to stand out in the minds of its customers. A new method of advertising could be just the ticket
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