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Digital billboards are beginning to gain public and state support, with two recent developments helping speed acceptance.
First, an Arbitron study found that the public believes the signs to be valuable in making drivers aware of weather and traffic conditions and Amber Alerts for missing kids. The second sign of support came from Texas, which recently approved the use of digital billboards on lone-state state highways.
Media Post reported on the Arbitron findings, which were based on a survey of Cleveland motorists who’ve been exposed to seven digital billboards for the past three years. Of the 402 adults polled, 80 percent of drivers think the signs provide an important community service. As for recall of billboard, 83 percent of viewers say they recalled at least one of the nine ads in the test group and 65 percent recalled two ads.
Arbitron maintains that digital billboards benefit other media, too; 35 percent of respondents were reminded of a local radio station, and 28 percent noted a TV show to watch because of digital billboard ads.
There had been some resistance to the billboards based on fears that the displays would distract drivers and cause accidents. The Texas Transportation Commission apparently disagreed and approved digital billboard installation statewide pending the approval of county and municipal authorities. For the Texas signs, only static images will be allowed.
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