Billboard Insider By Neil Bell February 14, 2017
90% of Advertisers aren’t using digital outdoor right… and it’s our fault.
Let me give an example where I have seen this breakdown happen recently.
We sold a local restaurant on a digital bulletin down the street from their location. They wanted to a simple directional on the board saying that they are located ahead on left. We discussed the features that were available with them when we began working on art, but they wanted to get it going with the directional immediately…and then work on additional art later. We also wanted to get them up on the board quickly because that is our job – to fill the empty space. Every day a slot is not filled is time lost.
Throughout the run, we were in contact with them fairly regularly, but we never really pushed them to run more diverse content. They ran through their 12-week contract with the same ad, never rotating specials, never changing a photo or day-parting their ads.
Not surprisingly, this customer did not renew at the end of the 12 weeks. They said that they got a noticeable amount of new foot traffic for the first weeks following the sign being posted, but traffic had not increased overall.
I believe if we had worked together to learn more and to plan a marketing schedule of specials or rotate copy, they would have seen a better return. Promoting new menu items or lunch specials could have attracted additional customers every day. I also believe they probably would have extended their advertising agreement. If they were going to run that same message for the entire term, they should have bought a static sign down the street and been visible 24/7!