Digital billboard advertising is a fast-growing industry, and according to www.statista.com, outside-of-home (OOH) advertising is 382% more effective at driving online and cross-channel marketing than TV commercials. Digital billboards work by displaying a series of images for a set amount of time, and each time an image is displayed, we call that an Impression, or sometimes, more casually, a Flip. Businesses can pay to have their ad image displayed for a certain number of impressions each day.
In almost all cases, each image is displayed on a board for 7.5 seconds for each impression. With 60 seconds in a minute, 7.5 seconds means that the board can display ads for up 8 unique advertisers every minute. We call these divisions Slots. When you purchase a slot for a period of time, that's what we call a Campaign.
This means that an advertiser who buys one slot will have his ad displayed 1,440 times every day, or 1,440 daily impressions. That's a lot of exposure! Also, to accomodate businesses with lower budgets, it is possible to purchase Half Slots and Quarter Slots. A half slot will be displayed on the board for 7.5 seconds every two minutes, and a quarter slot will be displayed for 7.5 seconds every four minutes. Here's how that breaks down:
|Slot Type||Daily Impressions||Daily Total Time|
These are just a few of the advantages to using digital billboard advertising:
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When you set up multiple ad images and then target them to run at specific times of day, or on specific days of the week, this process is called Day Parting. It allows you to narrow your ad based on the audience you are expecting to see it, and can have a huge impact on the success of your ad campaign. Here are a few examples of how day parting can make your campaign even more effective:
In the Loveless Digital system, after you place an order each section of time that you rented will be converted into a Campaign. You will be able to access the Campaigns section of our site to see the details. When viewing the campaign details, you can add as many schedules as you need, so you have the tools to use day parting to your advantage.
Aside from using different schedules to switch between multiple ad images, you can also assign multiple ad images to the same time schedule. If you use this option, the digital billboard will automatically cycle through all of the ad images that are allowed at any given time. This is true regardless of whether these images are assigned to the same schedule.
In other words, if "Ad Image A" is assigned to a 24/7 schedule, but "Ad Image B" is assigned to a schedule that only displays between 2:00pm and 6:00pm, then at 3:00pm the billboard will cycle beteen "Ad Image A" and "Ad Image B", but at 9:00am only "Ad Image A" will appear.
In many cases, there will be times when not all of the available slots on a billboard are filled. When that happens, in most cases, the result is that the billboard will display the ad images that it does have for longer times. This means that, in some cases, advertisers will get some additional impressions for free. Bonus!