I like the concept behind Lincoln's new digital billboards. Most importantly, they aren't nearly as obnoxious or distracting as the naysayers swore they would be. If I were an advertiser, though, I'd be very annoyed at the short 10-second display time. Ten seconds often isn't enough to fully digest all the content on a sign. And ten seconds is only if you catch the sign at the beginning of its display cycle; you're more likely to only see the sign for a portion of that 10-second window.
I can see the digital billboards being great for promoting a brand (e.g. RibFest, Nebraska State Fair), but not for disseminating details about that brand. And if your brand isn't already well-known, you're going to have a very difficult time with a digital billboard. That's my take, anyway.
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See what your friends and neighbors have to say about this.
And they’re talking about changing it from 10 seconds to 6! 😊
I agree- part of the effectiveness of billboards is seeing them every day. With the digital billboards, that effect is gone, so you’re left with brief impressions that won’t be reinforced unless, as you say, it’s something that’s already well branded.
I like the one at 56th and Old Cheney.
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