In latest agency blog, Marshall Advertising billboard expert says that advertisers need to work harder to take advantage of LED billboard opportunities to make their ads more compelling.
In Davis’ blog she says, “We spend a lot of time staring at screens each day. I don’t have to list all the items that have one. You know what they are and you know you’re guilty. Even those screens on the side of the highway count. LED (light emitting diode) billboards or, known affectionately to some, “the digitals”, have really wormed their way into our landscape just like everything else with a lower case “i” in front of it.”
Davis goes on to encourage advertisers to use the technology that exists with LED billboards, “This might be an easier pill for advertisers to swallow if they started treating the channel itself like they would a broadcast or radio buy. For one thing, you can daypart it, folks! Make the message timely. We’ve been using this strategy over the air for years: cereals and Alka Seltzer ads in the morning, anti-anxiety-sleep aid medications, cosmetics, and dating services at night, holla! Many are already getting it right – lots of QSR’s quickly realized this is the space for them. If you look at your local LED billboards, see if you notice the major players who are selling coffee switching between hot and iced ads. They are doing it, and they make the change as the temperature fluctuates in real time.”
Davis’ blog talks about the ease of making timely and dynamic ads, “It’s important to remember that the rest of us who aren’t QSRs can use the LEDs just as dynamically. With all the flexibility that is simplified through the digital outdoor platforms, there is no excuse to not to use these tech-tools to your advantage so that your consumer receives your message in the most meaningful way possible.”
In the end, Davis challenge advertisers to raise the bar to meet consumer expectations, “Consumers expect more from digital OOH. Integrate social media, change the product message based on real-time news/weather/temperature changes, create a scoreboard, use countdowns, and bring us all a live update. Make it the iBillboard.”
You can find the entire blog at http://www.MarshallAdvertising.com/#blog.
About Marshall Advertising
Established in 1994, Marshall Advertising goes beyond the norm in delivering results worth talking about for their clients. The agency specializes in media buying and handles traditional and non-traditional advertising, while offering a variety of media marketing services. Other Marshall clients include WFLA-TV, State Farm, Kane’s Furniture, Suncoast Schools Federal Credit Union, Amalie Motor Oil and the Tampa Tribune. Marshall Advertising is headquartered in Tampa, FL with offices in Los Angeles, CA, Washington, DC and Columbus, OH. For more information visit MarshallAdvertising.com.