Meadow Outdoor has constructed Ontario, Oregon’s first digital billboard.  The sign is on East Idaho Avenue.  One side is digital and the other is static.  The project took a year to permit and plan.

Insider’s take: A one side static, one side digital billboard isn’t a bad thing.  In 2017 Insider asked Lamar’s Bill Ripp why digital billboards fail and Ripp said this:  “The number one reason we need to reposition digitals is a mistaken belief that if one digital face is good, two will be better. There’s a tendency to want to put two digital faces on every structure…  Yet not every location justifies two digital faces.  In a large market, left hand reads can be harder to sell.  For local sales, a digital sign performs better with traffic moving in the direction advertiser’s want.  For example, if advertiser’s prefer inbound traffic, outbound traffic will be a harder sell.”

What are your thoughts about when it makes sense to build a two sided digital billboard?  Let Insider know using the form below.

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