Fully digital billboards have been in use for less than a decade,
according to the Outdoor Advertising Association of America.
Although only 1400 of 450,000 billboards nationwide have the
technology.
Outdoor advertising companies must make a substantial investment to
go digital — at a cost of $175,000 to $500,000 per billboard.
However, costs can be recouped by having multiple advertisers
rotating on a single sign.
The future looks bright as the billboards give advertisers
unprecedented ease for updating their messages. That’s because the
signs can be reprogrammed immediately.
