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.
Drury Southwest Signs (DSW Signs) and Mid-America Outdoor Advertising are the latest independent operators to improve their advertising offerings to customers by replacing their static billboards with digital billboards from Watchfire Digital Outdoor. DSW Signs, which already owns two Watchfire LED billboards, installed three new 19mm poster-size digital billboards-two on a double-sided structure located in Marion in southern Illinois, and another in Cape Girardeau, Mo. DSW's new billboards capture the attention of 55,000 drivers every day.