I Don’t Wanna Share!

If you have been out selling digital outdoor, you have most likely heard this objection.  Advertisers often try to tell you that they don’t want to advertise on a digital billboard because their ads are not displayed 24/7 as they would on traditional static displays.  They also may say that they don’t understand why they should be paying the same ad rates as they would for that static board.

It can be tough to try to combat this opposition, but there are a few ways to manage these objections that have worked for me in the past.

First and foremost, you must establish that the two mediums are not really even comparable.  Yes, both are outside and reach the traveling public, but the comparison ends here.  While it is true that digitals do divide the advertiser’s display time, they give the advertiser the ability to be timely and relevant.  They have the capacity to deliver the RIGHT ad at the RIGHT time, with ad messages that can be changed throughout the day.

Secondly, digital boards are far more captivating.  They command attention because they can convey current, late-breaking, and extremely relevant marketing communications.  Would the advertiser rather have a single static message that eventually blends in with the landscape or a digital message that is a much better communicator?  Which is worth more?  Isn’t effective advertising about cutting through clutter and engaging the viewer?

By reducing the need for more costly vinyl copy changes, the advertiser can afford to run specials and promotions on a daily or weekly basis.  How much would it cost for production if they wanted to use a static board to run the same messages?  You can’t effectively day-part messages on a static board.

So the next time an advertiser doesn’t want to share, you can teach them how to divide and conquer.

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