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Today, however, digital billboard proliferate, and retail chains commonly use digital ad networks. Agencies are creating departments that specialize in the new medium. The advertising community no longer claims the image is unsuitable. The same technology used for digital billboards is offered for on-premise signs. Because the technology is now accepted as a legitimate advertising medium, sellers of the technology must understand its value, relative to other media. A digital display's flexible technology can serve as an onsite, visual broadcast center to deliver an endless stream of timely messages tailored to the particular audience.
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