Company: Zalla Media
Markets: Kentucky
Headquarters: 2333 Anderson Road, Crescent Sprints, KY 41017
Phone: 859-250-8793
Email: shannon@zallamedia.com
Zalla Media operates a digital billboard on I-75 in Northern Kentucky just over the Ohio River from Cincinnati. The sign is on the most heavily traveled interstate in the Cincinnati/Northern Kentucky area and gets 284,452 impressions each week. The company is a member of Geopath. Insider talked with sales manager Shannon Hollenkamp about the sign.
Shannon, how did Zalla get in the outdoor business.
The owner’s family previously advertised on the sign and made a deal after acquiring the land to also acquire the sign in the early 1980s. They inherited the billboard permit dated in 1960 through the deal.
How has covid impacted your business?
COVID did not impact us too badly, as we only have the one unit in a very high traffic area. We were lucky enough to be sold out for most of the lockdown. We weren’t completely unscathed suffering a slight decrease in sales for the first quarter of 2021. Gratis impressions were also given to our loyal customers that stuck with us to help with those that were missed during the lockdowns.
What trends are you seeing in digital ad campaigns?
We are certainly liking the uptick in advertising spend. Advertisers are realizing that out-of-home is the perfect media for bridging the real world with the digital world. Prime audiences have an increased appreciation for their outdoor surroundings and feel they are spending too much time on screens. You cannot X out of or fast forward through traffic with a huge billboard right in front of you. OOH is getting more noticed than ever before and is a key component to enhance any brand storytelling. Our very low CPM makes our digital billboard unit a good add to any campaign whether it is just OOH or a small part of a broader digital campaign.
You’ve got a terrific digital location.
You noted we have a great location and you are right! We are one of two boards in northern Kentucky just across the river from Cincinnati on the most heavily traveled interstate in the area. The state of Kentucky’s digital billboard laws are notoriously stringent and would most likely not issue a permit for this type of sign today. Our customers enjoy very high traffic counts and low cost per impressions. We may only have one sign but it is in the perfect location and gets so much attention because it is the only right hand read on I75S for 30+ miles.
Whose digital sign did you use and what’s been your experience?
Zalla uses Watchfire equipment and software. Our experience has been positive and we plan to use them again when it’s time to update our sign.
