Operators around the country have shown concern about overbuilding or saturating their markets with digital units. The question that gets posed to me is, “How many is enough for my market?” This is tough to answer, but I know one thing for sure—the number is almost always more than most would have initially thought. A large number of Watchfire’s customers in small and mid-sized markets are aggressively building and upgrading to LED boards. Many times we wondered whether a market was approaching saturation only to see additional units added with occupancy and rate levels remaining constant.
Selling advertising space is, in practice, selling an intangible. The deliverable is the benefit that comes from running the ad. Some prospects understand this on a basic level, but have a hard time moving forward on this concept alone. You have to paint them a picture. Lucky for you, your digital billboard can be your giant canvas.