Here’s a summary of a talk Chaz Fuhrman gave on “Best Ad Sales Practices” as part of the Daktronics Work Smarter Webinar series.  Chaz is a senior account manager at Daktronics with 11 years experience in the out of home industry.

What benefits does a digital billboard provide to out of home advertisers and operators?

• The ability to run multiple ads on 1 display.  This will result in increased revenue.

• Time specific advertising (e.g concert, holiday sales, restaurant promotions).

• Flexibility for advertisers.  An advertiser can run a short targeted campaign.  The ability to run an ad by a diner or coffee shop in morning and a bar in the evening.  The ability to run an ad by an income tax service in the first few month of the year.

• Emergency alerts, community messages, time and temperature details.

• The ability to run ad campaigns featuring different aspects of a firm’s business.  Hospitals can use digital to run a campaign featuring different doctors or practices.  Real estate firms can use digital to advertise different agents or a home of the day.  Colleges can use digital to advertise different majors.

• The ability to incorporate dynamic data into a billboard ad.  Examples for this would be running ER wait times on a digital billboard ad sponsored by a hospital or a “now playing” digital billboard ad by a radio station.

How can sponsorships assist a company in selling digital flips?

Sponsorships are a good way for an advertiser to get their feet wet in digital advertising.  An example of a sponsorship ad would be a back to school countdown on a digital billboard sponsored by Target or a sports score sponsorship or weather sponsorship.  If you break 1 slot into four you can offer advertisers an introductory affordable rate while they test the medium.

How can an out of home operator overcome the reluctance of static clients to share their advertising time with other digital clients?

Stress that digitals are in premium locations…Well populated, urban areas which will get lots of views.  You should also encourage a client to use digital billboards to complement existing static boards.  Static boards can be used for brand and directional advertising.  Digital billboards can be used for time or weather specific advertising or for multi-part campaigns.

What mistakes do out of home companies make when trying to sell digital advertising?

Not marketing themselves.  Not putting contact info on their billboards.  Not advertising that they have digital on their website…Not  putting the benefits of digital advertising on your website.

You can watch the entire 25 minute presentation by visiting this link and registering for the series: www.daktronics.com/worksmarter .  You can sign up for a free one-on-one Daktronica Ad Sales Presentation at this link: http://www.daktronics.com/en-us/markets/out-of-home-advertising/services/ad-sales-strategy.

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