Suggestion by 126.96.36.199 on 2007-10-09 00:26:59
While I agree that the digital outdoor advertising market has the potential to be an outstanding buy, we obviously must caution ourselves with this investment. There have already been regulations associated with such advertising, which claim that this “visual distraction” may not only impact the Highway Beautification Act of 1965, but may also suffer from regulations restrictions by various State Highway Safety bureaus. Some claim that digital advertisements will be a distraction to drivers and will increase traffic accidents. This may impact the growth of the digital billboard expansion. Most importantly however, advertising on digital outdoor billboards will promote the same old products and the same old services that are currently being promoted on existing billboards. The question that lies ahead is, “ Will the lights and more creative visuals prompt consumers to purchasing the advertised product?” Right now, it’s much too early to tell. Unless the advertising is integrated with traditional marketing and other digital marketing, I wouldn’t expect consumers to increase consumption based on a fancier billboard. Therefore, I would expect marketers limit their digital billboard advertising budget until the increased expense equates to a significant ROI. If one chooses to invest in this industry, I would recommend he/she consider this a short-term investment and continue to monitor the progress. This advertising will not increase sales immediately and this will keep many advertisers from buying space - impacting the profit of the billboard owners.
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