Now How Smart is That?

I once had a friend in the outdoor biz describe billboards as the "cockroach" of advertising media.  It is said that the lowly cockroach is built to survive virtually anything that would wipe out most other lifeforms, say a nuclear blast for example.  From his way of thinking, the internet is that blast that is threatening most traditional advertising media, broadcast, print and direct mail.  Only the billboard is left unchallenged. 

The internet can't reach drivers while they're doing what they should be doing, concentrating on the road.  I can't see how that might happen.  Radio?  Maybe but so many people now have satellite radio, or cd players, or mp3 players (loaded with music from the internet) that it has lost some punch.  Billboards remained unchallenged by the internet.

That is not to say that the internet isn't effecting outdoor.  In fact it is now making it better.

Digital billboards are being installed everywhere. They look great, bright, vivid.  And because they are digital they eliminate the printing expense.  And because they are programmed through the internet, they have eliminated the time-delay of the printing process.  Advertisers are learning that you can upload your billboard quickly, easily, and change it frequently.

Which leads me to my inspiration for this post.

A Cox radio station here in Tampa Bay recently changed format.  It is now branded as Hot 101.5.  It is music intensive, current pop hits.  They have digital billboards running throughout Tampa Bay that display the stations' new branding AND... tell you exactly what song and artist is being played AT THAT MOMENT.

Now how smart is that?  My hat's off to Cox.  They may or may not be the first radio company to pull this off, but it was the first I have seen of it and I think its brilliant.  The perfect message and the perfect moment. 

— Pete Nikiel combines 20 years of marketing experience with clear, forward thinking.  He is available to help out companies and agencies in a number of different ways.  Think of him as your utility player on call.  If you need any sort of help in marketing, branding and advertising contact Pete.  Freelance.  Project work.  Part time.  Full time.