Signs of the Times - July 2016 - (Page 34)

The M o v i ng Me ssag e By Bill Dundas Adapting to the Media Milieu Bill Dundas is a sign-industry consultant and the former manager of technical and regulatory affairs for the Intl. Sign Assn. In an age of pervasive messaging, electronic signage meets expectations. F or those old enough to recall life during the 1960's and '70's, today's proliferation of electronic information often seems mindboggling. It's difficult to find a casual restaurant or tavern these days that doesn't have an array of flat-screen TVs viewable from almost every seat in the house. Add to this the panoply of smartphones, tablets or mini-laptops, and it's a safe bet that you'll never be starved for mass media, regardless of the setting. Given today's saturation of electronic displays and information, it's a curiosity that outdoor digital signs often are portrayed as the unwanted stepchildren of our media age. But both literally and figuratively, a number of public authorities formerly opposing these signs have begun to see the light. In May 2016, the Fresno Bee reported that Outfront Media (NYC) is negotiating with officials in Fresno, CA to lease various sites owned by the city for installation of new digital billboards. Annual lease payments to Fresno would be tied to gross advertising proceeds from the proposed billboards. Under the proposed agreement, it's estimated that Fresno's share would exceed $4 million during the initial 10-year lease period. According to Fresno City Manager Bruce Rudd, this proposal wasn't the result of any lobbying efforts by the billboard industry. The city launched the initiative independently when it requested bids for leasing city properties affording excellent freeway visibility - those Street-level, digital signage represents a key element in the ongoing shift away from static-message billboards and posters in the UK market. 34 SIGNS OF THE TIMES July 2016 well-suited for advertising. "This was an effort to find a creative way to augment or add general fund revenue," Rudd said. Not only would the proposed deal generate a new and important source of income for Fresno, but it would also address the city's commitment to aesthetics. Under the proposal's terms, Outfront Media would be obliged to remove 50 existing static-message billboards located in other parts of the city. Additionally, the city would receive advertising time on the proposed digital billboards free of charge or at discounted rates. This would help Fresno promote various city events or post other types of public information. On a more modest scale, the Philadelphia Inquirer reported recently that Catalyst Outdoor (Newtown Square, PA) has reached an agreement with the Borough of Downingtown (PA), which will pay the municipality $25,000 annually from digital-signage revenue, plus an additional $25,000 worth of advertising time. Far from the perception of outdoor, digital signage as a regulatory obstacle, local communities today are beginning to recognize that the same benefits accruing to outdoor advertisers can also be shared by public organizations. But what does the public think about digital signage? In July 2015, Nielsen (NYC) released results from its survey of consumer attitudes about digital billboards. Encompassing five large US cities and 1,256 adult respondents, the study found that 72% of those surveyed described digital billboards as "a cool way to advertise." Another 65% believe these billboards are a good way to learn about new businesses in their local areas.

Table of Contents for the Digital Edition of Signs of the Times - July 2016

Signs of the Times - July 2016
Columns & Departments
ST Update
Technology Update
Integrating High-End Effects in Your Design
Vinyl Apps
Strictly Commercial
Lighting Techniques
Moving Message
Technology Review - Computerized Cutters’ Accu-Form
Technology Review - Cyrious software
Design Matters
New Products
Signs that Invite
Horseshoe-Shaped Window Graphics
Driving West
State of the Industry
Returns to Glory
Enter ST’s Vehicle Graphics Contest
Advertising Index
Editorially Speaking

Signs of the Times - July 2016