Newman Outdoor’s Brett Waldera asked Insider the following question:

I am looking for some documentation for the suggested ad display time on a digital billboard.  I have heard somewhere that the industry standard is 7 seconds…but I can’t seem to find any documentation…

Insider posed the question to Roger Brown, Daktronics  regulatory and legislative expert.  Here’s what he said.

As it was explained to me, the current digital billboard hold times originated out of the operation of trivision signs. 

In the original discussions with the Federal Highway Administration, it was pointed out that the old mechanical trivision slats held for a certain number of seconds before turning to the next add.  Therefore the industry could argue that multiple messages on digital billboards should be allowed based on the same framework.

Brown directed Insider to the USDOT’s September 25, 2007 memo providing Guidance on Off-Premise Changeable Message Signs.  It recommends a minimum flip of 8 seconds for digital signs which equates to 7.5 flips a minute.  What is industry practice?  We’ll quote Lamar CEO Sean Reilly:

The industry standard is 6-8 slots.  Some of our competitors use an 8 slot model.  We actually use both.  It’s a function of market size and demand.    I think less is more.

Thanks for the question Brett.  Do you have an out of home question?  Send it to billboardinsider@gmail.com of use the form below:

[wpforms id=”8663″]

Paid Advertisement