Digital Billboards: This time more means less.
Background
Technology has changed the global face of business from an industrial economy, paper-dominant process model to a real-time, information-rich digital model. These advancements have created and cannibalized many types of industries and businesses. The obsession with accurate and timely information continues to feed the tech revolution. For example, the cell phone has nearly driven the payphone into extinction. In 1998 there were 2.6 million pay phones in use, today there are less than a million. The commercial- free appeal of satellite radio along with I-pods continues to diminish the captive audience for traditional radio. E-businesses such as Amazon and I-tunes have wreaked havoc on traditional music and book stores. Internet search companies continue to drain advertising revenue from the newspaper industry and DVR and TiVO allow consumers to ignore endless commercials. The struggle for real-time information and consumer attention has caused major shifts in advertising expenditures and is now revolutionizing an unlikely medium, the billboard. The next big fight for survival could be “out of home” media. The formal definition of Alternative Out-of-Home Media (AOOH) sector includes “advertising vehicles developed or upgraded over the past decade through new technology and methods in an effort to target more mobile and captive demographics in less cluttered locations outside the home.” The lion’s share of this growing sector belongs to Digital Billboards (DBBs.) In the United States there are 410,000 static or traditional billboards and 400 digital billboards, according to the Outdoor Advertising Association of America Inc, and it is projected the number of DBBs could swell to 4,000 within 10 years. Based on the above examples as the DBBs market matures and economies of scale evolve, static billboards will become less profitable and less attractive to the industry. Opportunities will arise for advertisers, businesses, and communities to negotiate and design a leaner and greener network of billboards that both enhances our natural landscape and improves public safety.
Opposition
Most opposition groups site two main points, visual pollution and driver safety. First, the debate started in 1965 when The Highway Beautification Act was passed, limiting the number of new billboards. During the last four decades billboard companies have threatened lawsuits over unfriendly ordinances and bribed civic organizations with free billboard space advertising upcoming community events. By the late 1990’s many surveys were conducted to demonstrate the country’s mass disapproval: 10 to 1 margin, Floridians favor reducing the number of billboards; 81% of residents of Houston, TX favor their existing ordinance banning new billboard construction; 9 out of 10 Michigan residents feel the state has too many billboards.
Advertising is as old as civilization itself. They are forever interconnected. If one changes then so does the other. So as our society evolved dramatically by the influence of technology and social media, so did the way we advertised. With the power of technology, advertising gained the ability to be everywhere at once. These locations ranged from billboards, to projector screens that hang from skyscrapers, to even in your homes in the form of commercials. The evolution of advertising in the modern world is both somewhat disturbing and innovative at the same time.
“Advertising Age.” Advertising age 75 years of ideas RSS. AdAge, 2005. Web. 3 Jan. 2014
There are different classes, for example, out-of-home, in-store and other, for example, silver screen and shows however these different classes are additionally in nature as they are more constrained in the group of onlookers they reach or can target (Baines and Fill, 2014). TV and radio offer the chance to achieve mass groups of onlookers. It is frequently thought to be costly however because of the huge mass that can be achieved it is a moderately ease and given that it is visual or potentially solid based the interchanges can be brought to life keeping in mind the end goal to pass on the marketing message. Both TV and radio can recount stories and offer to feelings which is harder to do with print based media. Broadcast television can exhibit the product being used however once publicized it can't be referred to again by the consumer not at all like print which can be kept. There are expanding dangers to the viability of television advertising today as individuals can utilize their chronicle advancements to abstain from watching promotions. In the meantime changes in advanced innovations imply that expenses are falling thus even television broadcast can start to be custom-made to littler gatherings of people who can be targeted by land region or specific vested parties (Jobber and Ellis-Chadwick, 2013). There are clear signs that television networks are starting to give careful consideration to the watcher grumblings about the degree of advertising with numerous networks, for example, CBS, Fox, MTV and digital TV as a rule now indicating either bring down minutes every hour in advertisements or the development in minutes every hour backing off. This will expand the cost of advertising as there will be less time and space accessible yet it might
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Zyman, S. and Brott, A. (2002). The End of Advertising As We Know It, Hoboken, NJ: John Wiley, Page 9, Page 10, Page 19
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Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005