by Nick Coston
I’ve been writing about new, revolutionary OOH products for over 10 years. Some make it, some bomb. The one I’m writing about today blows all of them away simply because it can scale big time. Not only that, the product also has been around since 2017 and while this may be new to you, it’s not to me.
Back in 2021 when I was searching for the next big thing in OOH, I saw an article somewhere (Billboard Insider in December 2023 would cover this company) introducing a revolutionary mechanical 14’ x 48’ scrolling billboard. Digitals mostly replaced the antiquated three-sided tri-visions which often would get stuck on one flip with the ability to change copy every 8-10 seconds with up to 7-8 advertisers within 64 seconds. That was then a game changer for OOH.
However, since that time around 2005 when digitals burst on to the OOH scene, there really hasn’t been anything newer other than different sized digital formats and better-quality signage. That’s over 20 years ago and why when I initially saw what Innovative was up to post-covid in 2021, I felt that it was about time the we found a way to further optimize the 14 x 48 real estate that was the industry standard.
The concept of scrolling 14 x 48’s did two things static and digital units couldn’t perfect, first the ability to change copy 12 different times using ultra quick, static horizontal flips that aren’t obvious changes that you would view when the older tri-visions flipped copy and second an “all-in” cost of around $80,000 installed. That’s around 1/3 the cost of what today’s digitals of the same size run.
Chances are, unlike the complications that outdoor digitals may bring zoning wise, doesn’t appear these units would be banned anywhere. Hybrid-style multiple copy bulletins would be able to go where traditional billboards are allowed, giving media owners the ability to build and sell without any special permitting that their digital cousins bring prior to building one.
If done right, the numbers speak for themselves.
So, what’s the hold-up? Why hasn’t this hybrid innovation taken off? Why don’t we see them dotting the landscape where either digitals aren’t allowed or at the least media owners want to maximize their real estate more? They have been granted or have pending intellectual property patents here the U.S., India and Europe and expect to comply with around 95% of regulatory rules. What’s not to like?
Given all this background, one would think that this OOH product should be a no-brainer, however starting something this size from scratch isn’t easy and it’s not cheap. Prototype’s need to be perfected as research and development enter its 6th year. Money needs to continue being raised and patience is a necessity. Michigan based founder/CEO Paul Angott, a proficient inventor and entrepreneur is confident that his product is poised to become a major disruptor in the OOH industry, something we all know is sorely needed. Being a 25 veteran of the OOH industry, I’m confident that this product can be a winner.
Keep an eye on Innovative Billboards. Google them, visit their web site, connect with them on LinkedIn, even email Paul. The company contact information, and social media is easy to find.
We are due for the next OOH game-changer.
Insider’s Note: Nick Coston has been writing opinion pieces for the OOH industry for 10 years now. His weekly pieces also appear on Substack where you can view the last 2 years worth. Full-time, Nick is the VP, Sales and Sales Strategies for Moving Walls, the Singapore based media and ad tech giant, here in The America’s.
If you are interested, here is Nick’s Substack LINK
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