On this week’s Bell Board podcast Trailhead CEO John Murrow talked about digital billboards.   Digital billboards account for 305 of Trailhead’s 3,300 faces.

How do you decide when to upgrade from a static to digital

So for us to convert a static to a digital, we want it to pay back…in less than four years. One thing a lot of people don’t put into their Proforma is…that you can go 10 to 12 years on the life of a digital, but they don’t put in replacing that digital face. And that’s a real cost 10 to 12 years down the road. Now we’ve acquired a lot of different digitals and we’ve got probably a half a dozen or more manufacturers… And some of them are good, some of them are bad.  Some of them are old.  Some of them are brand new. We keep a list of…the problems that we’re having with them, how old they are, how much revenue they’re making…We’ve got one digital that’s 13-14 years old, but is still performing well, and we’ve got a couple that are 6-8 years old, that aren’t doing so well…We have a replenishment program. We know how much we can spend each year. You need to keep up with it.

Weather impacts digitals

I never understood that a South facing digital doesn’t last as long as a north facing digital. And down on the coast in Alabama and Mississippi or Florida it doesn’t last as long as one up here in the upstate South Carolina and Tennessee. So, there’s a lot of factors that come into play as to why a sign will last or not last…

To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title.  Our newsletter is free and we don’t sell our subscriber list.

Paid Advertisement