A first time digital billboard experience

mollman-outdoor1Matthew Mollman of Mollman Outdoor operates radio stations and a 200 face billboard plant in southwest Oklahoma.  Mollman recently installed his first digital billboard.  Daktronics was the manufacturer.  Insider interviewed Mollman about his experience as a first time digital billboard buyer.

How’s the digital sign working for you? 

The display is working wonderfully!  We’ve received numerous calls for advertising at this respective location.  The location is also being used as a self-serving entity in that we use one of the ‘flips’ to promote our Classic Hits format radio station.

What have you learned so far about selling digital?

One would think that digital displays are easy to lure advertisers because they are new and different and sexy.  My experience is quite the opposite.  We’ve lost a few deals because a fence guy did not want to be on the same digital display as the construction company or the Ford guy did not want to be three flips off from the Chevy dealer.  Initially, I thought we could sell the six, ten-second flips like we sell radio.  I am quickly coming to the realization that it is not the wisest of approaches.  This location is on a secondary road.  Possibly not the most useful choice for a regional/national account.  But a VERY good decision for those businesses that are a few miles from the 90 second, stop light intersection. 

What was it like learning the digital software?

Learning the software was quite easy.  After 30 minutes of training I was able to create and insert ads on the display.  Daktronics even sent me an audio recording of the session.  In the past 60 days I believe I’ve call Daktronics Support twice.  Each time the people were friendly and helpful.  Of course, it was my stupidity for NOT checking that one last item in the software to make it ‘live’.   If I feel comfortable scheduling campaigns then anyone can!  Daktronics has been very customer friendly from day one.  They helped me pre-load background artwork as well as sent graphics/software I could post in regards to the election.  Nothing but great things to say about the Daktronics crew.  My sales person, Colin is a whole different story.  But, it’s nothing him buying me a drink at the IBO conference in Phoenix in May can’t fix!


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