The old billboard on I-95 finally got replaced with a digital screen

I drive that stretch from Richmond to DC a couple times a month for family stuff. Saw crews putting up a big digital billboard near Fredericksburg last week. The old one had a faded ad for a mattress store that probably went under in 2018. It got me thinking about how static ad space is basically gone now. The new screen cycles through 4 different ads in 30 seconds. I wonder if anyone tracks the click-through rate on a highway sign, or is it just about brand awareness at that point?

2 comments

2 Comments

the_joel18d ago

Driving through that same stretch, I swear I saw a billboard for a local dentist that featured a model with a perm straight from 1995. It was up for so long I started wondering if it was some kind of art project. These new digital ones probably have a higher refresh rate than my personal growth, so there's that. At least now the ads cycle fast enough that I don't have time to feel judged by the toothpaste one while I'm eating a gas station burrito.

derek65618d ago

I saw a study that said drivers only glance at digital billboards for like half a second, so it's probably pure brand awareness. Seems like a lot of money for a quick flash in the corner of your eye.