Innovative LOOK Billboards Allows Advertisers to Rotate Among Locations with Watchfire
LOOK Billboards, an outdoor advertising company in southern Oklahoma, which owns 130 vinyl billboard faces, is further embracing the digital advantage by implementing a unique "rotary" network program so advertisers can rotate their ads among three digital billboard locations if desired for maximum exposure. All three boards are manufactured by Watchfire Digital Outdoor.
"The addition of three Watchfire digital billboards makes rotating ads between boards easier and gives advertisers the flexibility to change their ads as their businesses change," said General Manager Chris Cowlbeck. "Rates are very reasonable too. In fact, we're even holding back some inventory so businesses can advertise weekend sales, special events and other short-term events without the commitment of a long-term contract."
The response to the new billboards has been outstanding for LOOK Billboards. The company's strategy was to surprise the community and not pre-sell the advertising. In the first day, the company had more than 75 spots running on the three billboards, and people were parking in the nearby lots to watch the ads rotate. Cowlbeck expects the billboards to be sold out within two weeks.
What's more, the company's Platinum, Gold, Silver and Bronze advertising packages allow them to offer the lowest dollar point for any type of advertising in the Ardmore area. LOOK also is positioned to immediately assist the City of Ardmore and the State of Oklahoma with broadcasting critical weather and roadway emergency alerts, as well as Crimestopper and Amber Alerts.
Cowlbeck decided on Watchfire digital billboards after visiting the Watchfire manufacturing facility in Danville, Ill. "I was highly impressed with the facility. Watchfire's whole-sign color calibration and industry-leading uptime are important to my customers," said Cowlbeck. "It's a terrific marriage."
The 19mm poster-size digital billboards are located in Ardmore at Broadway and Commerce, on West Broadway at the Maureen Realty Building and on North Commerce near Wal-Mart and the Mountainview Mall. More than 60,000 cars drive by these locations daily. And, since Ardmore is constructed with many feeder roads, strategically located billboards along those routes provide excellent exposure when ads are rotated among the boards.
Watchfire Digital Outdoor produces the industry's only 19mm pixel pitch billboard-which packs 768 LEDs into every square foot-and is capable of producing 281 trillion colors, the most in the industry. It is the only manufacturer that fully encapsulates the LED module in a thick bed of silicone gel, which enables the LED boards to operate in extreme weather conditions: more than 180 days completely submerged in water, 60 days in a salt-spray chamber, and temperatures ranging from -40° F to 120° F. In areas where heat and humidity are both high, the silicone gel encapsulation protects the boards from humidity and moisture, greatly improving projected reliability. All Watchfire boards feature unique extruded aluminum cabinetry that complies with 2006 IBC codes and a streamlined electronics design that improves operation and simplifies maintenance. Watchfire's warranty, lead-times, customer support and no-fee software are considered to be the best in the industry.