A Billboard Insider reader asks: “Do you have any articles or research on when to do digital versus static?”  Billboard Insider asked Formetco’s Director of Digital Sales Britt McConnell to comment and he said this…

There are many factors to consider when determining if a digital or static is best.

One driving factor is Traffic Count. In my opinion, I have seen lower Traffic Count Digitals outperform higher count locations. Every location out there is different and more importantly every market is.

Here are some simple questions to ask when choosing.

Digital:

• Is the location at a Traffic Light?
• Are you on a 4 lane Road?
• Do you get a lot of request for that area?
• Will you be the first digital in the market?
• Is it a congested area headed towards businesses with many advertisers to support?
• Strong Ad Rates?

Also, with Digitals when running your numbers on the ROI use a 60-70% Occupancy Rate. Never use 90-100% to make sure the location is financially supportable.

If your answer is yes to most of the above questions, then a Digital would be a great fit! At the end of the day, Digitals do not sell themselves and it’s up to the Operator to make sure they offer the correct advice to the potential advertisers and work the Market.

Static:

• Is the current Market covered with Digitals already? If so, I would be hesitant to start with an LED on the Location. Begin with a Static face but build the Structure ready for Digital, so when the time comes you can be ready for the conversion.
• Are the Ad rates low in the area?
• Are the other Digital faces in the area having a hard time keeping Occupancy rate up?

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