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LED-based billboards’ popularity is rising, even if Advertising Age magazine calls it “old school advertising.”
By M. Nisa Khan, Ph.D.
In a recent study conducted by a respected research firm Arbitron, more than half of the respondents said they found digital billboards attractive. Likewise, 64% of all people polled said that digital billboards are “a cool way” to advertise. When young adults 18 to 34 years old were asked the same question, favorable reaction rose to 77% among the respondents. Nearly 70% of the young adults also believed that digital billboards provide useful information.
–OAAA
LED-based lamps, a sizzling topic in the lighting and semiconductor industries, are occasionally examined in the general media, but, interestingly, the advertising and communication media, despite Ashton Kutcher’s efforts, hasn’t seemed to notice the LED-based, electronic-media phenomena.
Kutcher, in April, ran an Oprah-provoked, social media (Twitter) popularity contest against CNN.com news. Kutcher used donated, electronic-digital billboard space and, on final count, beat CNN’s Twitter-following score.
The winner would donate significant money to malaria relief in Africa.
Lamar Advertising helped. It narrowcasted “Follow Ashton Kutcher” across its national network of 1,133 digital billboards, which helped the actor score more than a million twitter followers.
Interestingly, Advertising Age magazine roared over Twitter’s success with this event, but then asked if Kutcher should be disqualified for using “old school” advertising. Billboards, albeit electronic and certainly modern, in this case.
Others believe he won because of the billboards.
The Advertising Age observation indicates that it and its Madison Avenue-type readers aren’t keenly aware of technologically modern, LED-based billboards and other outdoor electronic message centers (EMCs).
Lamar said it illuminated its electronic billboards for Kutcher within a few hours of accepting the agreement. The rapid response, it said, was due to LED-based technology after the company’s Amber Alert experience.
Many drivers don’t realize such billboards – EMCs – are LED-based displays. Similarly, many aren’t aware that the more archaic, monochrome displays, often found on the premises of local shopping plazas, are also LED-based EMCs.
To be fair, a few on-premise, flat-screen, electronic displays use LCD or other technologies; but currently, large-format electronic billboards installed alongside highways, and such areas as NYC’s Time Square and the Las Vegas Strip, exclusively use LED-based displays. Such displays are also popular in Europe and Asia.