Signs of the Times - November 2017 - 40
A RISING TIDE
TWO UPSTARTS HOPE TO USHER DIGITAL OUT-OF-HOME
ADVERTISING INTO THE ONLINE WORLD.
BY GRANT FREKING
EFORE I reported
on the signage
industry, I was
a sportswriter
who covered all
levels of athletics
for many years.
Believe it or not, there are parallels
between the two divergent domains.
In the world of athletics, there exists
a constant, obsessive search for the
next advantage over the competition
- particularly on the professional
stage because of the millions (and,
occasionally, billions) of dollars at
stake in player and broadcast contracts.
The difficult part? Deciphering which
trend is fit to last, and which is destined
for a flameout. The rise of analytics
in baseball and the proliferation of
the three-point shot in basketball?
Here to stay. Online-only broadcasting
of games? Jury's still out. The Wildcat
offense in the NFL? Gone with the
wind.
Which brings to me to the online
B
40
SIGNS OF THE TIMES
NOVEMBER 2017
ASSOCIATE EDITOR
buying of digital out-of-home (OOH)
advertising. Will the rest of the OOH
advertising industry - perhaps most
critically, billboard operators and
untapped advertising bases - join
in? Change is on the horizon, but in
what form - and to what degree?
Well, that's the million-, or billiondollar question.
NO 'BLIP' ON THE RADAR
Blip Billboards (Provo, UT) officially
launched on June 6, 2016, but its
beginnings can be traced back to
2014 when eventual Blip co-founders
James Munnerlyn - who was doing
online digital marketing contract
work for YESCO (Salt Lake City) -
and Brent Thomson were chatting
over dinner. The subject turned to
digital advertising. "I'm a computer
guy, so I assumed that these digital
screens were actually just computer
monitors - and that turned out to be
true," Thomson recalled. "My followup assumption was that I could assign
an image file and they could put it
up for me today and take it down for
me tomorrow. And James said, 'No, it
has to stay up for six months.' I said,
'Why? Why should I have to commit
to six months?' There was no good
answer."
Months went by, and Thomson -
a 2004 graduate of Brigham Young
Univ. who did contract work with
software engineering firms in college
- couldn't expel the thoughts of
contract lengths from his mind. So,
Thomson called Munnerlyn, who
then arranged a meeting with Patrick
O'Donnell, the president of YESCO
Outdoor Media.
"We didn't know if it was something he would go for or if it was too
big a departure from the industry,"
Thomson said. "About five minutes
in, he said, 'Yep, that's exactly right.
Let's do it.'"
Code writing began in August 2015
and in June 2016, Blip was unveiled on
YESCO's digital inventory in Idaho,
Table of Contents for the Digital Edition of Signs of the Times - November 2017
Signs of the Times - November 2017
Contents
From the Editor
St Update
At Large
Tech Review
Leds + Lighting
Vehicles + Vinyl
Shop Ops
Expand Your Shop
A Rising Tide
Strictly Wholesale: When in Rome
New Products
The Cutting Edge
A Known Quantity
Engraving New Products
Advertising Index
Last Look
Signs of the Times - November 2017 - Intro
Signs of the Times - November 2017 - BB1
Signs of the Times - November 2017 - BB2
Signs of the Times - November 2017 - Signs of the Times - November 2017
Signs of the Times - November 2017 - BD_L
Signs of the Times - November 2017 - BD
Signs of the Times - November 2017 - Cover2
Signs of the Times - November 2017 - 1
Signs of the Times - November 2017 - Contents
Signs of the Times - November 2017 - 3
Signs of the Times - November 2017 - 4
Signs of the Times - November 2017 - 5
Signs of the Times - November 2017 - 6
Signs of the Times - November 2017 - 7
Signs of the Times - November 2017 - From the Editor
Signs of the Times - November 2017 - 9
Signs of the Times - November 2017 - St Update
Signs of the Times - November 2017 - 11
Signs of the Times - November 2017 - 12
Signs of the Times - November 2017 - 13
Signs of the Times - November 2017 - 14
Signs of the Times - November 2017 - 15
Signs of the Times - November 2017 - 16
Signs of the Times - November 2017 - 17
Signs of the Times - November 2017 - At Large
Signs of the Times - November 2017 - 19
Signs of the Times - November 2017 - 20
Signs of the Times - November 2017 - 21
Signs of the Times - November 2017 - Tech Review
Signs of the Times - November 2017 - 23
Signs of the Times - November 2017 - Leds + Lighting
Signs of the Times - November 2017 - 25
Signs of the Times - November 2017 - Vehicles + Vinyl
Signs of the Times - November 2017 - 27
Signs of the Times - November 2017 - 28
Signs of the Times - November 2017 - 29
Signs of the Times - November 2017 - Shop Ops
Signs of the Times - November 2017 - 31
Signs of the Times - November 2017 - 32
Signs of the Times - November 2017 - 33
Signs of the Times - November 2017 - Expand Your Shop
Signs of the Times - November 2017 - 35
Signs of the Times - November 2017 - 36
Signs of the Times - November 2017 - 37
Signs of the Times - November 2017 - 38
Signs of the Times - November 2017 - 39
Signs of the Times - November 2017 - A Rising Tide
Signs of the Times - November 2017 - 41
Signs of the Times - November 2017 - 42
Signs of the Times - November 2017 - 43
Signs of the Times - November 2017 - Strictly Wholesale: When in Rome
Signs of the Times - November 2017 - 45
Signs of the Times - November 2017 - 46
Signs of the Times - November 2017 - 47
Signs of the Times - November 2017 - New Products
Signs of the Times - November 2017 - 49
Signs of the Times - November 2017 - 50
Signs of the Times - November 2017 - 51
Signs of the Times - November 2017 - 52
Signs of the Times - November 2017 - 53
Signs of the Times - November 2017 - 54
Signs of the Times - November 2017 - 55
Signs of the Times - November 2017 - 56
Signs of the Times - November 2017 - 57
Signs of the Times - November 2017 - The Cutting Edge
Signs of the Times - November 2017 - 59
Signs of the Times - November 2017 - 60
Signs of the Times - November 2017 - 61
Signs of the Times - November 2017 - 62
Signs of the Times - November 2017 - 63
Signs of the Times - November 2017 - 64
Signs of the Times - November 2017 - 65
Signs of the Times - November 2017 - A Known Quantity
Signs of the Times - November 2017 - 67
Signs of the Times - November 2017 - 68
Signs of the Times - November 2017 - 69
Signs of the Times - November 2017 - Engraving New Products
Signs of the Times - November 2017 - 71
Signs of the Times - November 2017 - 72
Signs of the Times - November 2017 - 73
Signs of the Times - November 2017 - 74
Signs of the Times - November 2017 - 75
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Signs of the Times - November 2017 - 92
Signs of the Times - November 2017 - 93
Signs of the Times - November 2017 - 94
Signs of the Times - November 2017 - Advertising Index
Signs of the Times - November 2017 - Last Look
Signs of the Times - November 2017 - Cover3
Signs of the Times - November 2017 - Cover4
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