Digital billboard ads can be designed fast, input fast and changed fast.  You need to carefully monitor content, however, to avoid offending community sensibilities.  Tommy Teepell, Lamar’s CMO shared this cautionary story at last week’s DailyDOOH Investor conference:

“All you have to do is make one mistake and we did it in Chicago.  Two years ago someone put up anti-Israel creative and it shut down our corporate office for the day because someone let that through. 

You need to make yourself idiot proof…All digital ads circle into Baton Rouge.  We have a room where they put their eyes on all 3,000 of our digital boards to make sure something like that will never happen again.”

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