After sharing some concerns about digital billboards, let's look at some of the positive aspects and unique capabilities that you could make use of. There are no production or installation costs associated with digital billboard advertising since it is just a matter of uploading a new .jpg file. Here are some ways to use that capability:
Daypart Selection: You can change the ad depending on the time of day. For example, a restaurant can advertise breakfast in the morning, lunch during mid-day, and dinner during afternoon drive time and throughout the evening.
Changing Offers: Any type of business can change their offer whenever they want, without additional cost. A business can offer a different special each week. A bank or other financial institution can advertise their interest rates, changing them as frequently as necessary.
Social Media: Your customers can interact with you on social media such as Facebook or Twitter and their responses can be displayed on the digital billboard.
Feature Your Own Customers: Another way to feature your own customers is simply to use them in your ads. We have been talking with an orthodontist about having post-treatment photos of his own customers. The "cool" factor of having your own customers photos on a billboard would generate a lot of excitement and social media sharing on it's own!
Community Updates: A business could "sponsor" traffic updates that can be taken directly from the web. In fact, almost any type of internet content can be inserted into your ad as long as it makes sense and some safeguards are built into the process.
So, think outside the box and see if any of these ideas might work for your buisness!