Frequently Asked Questions
Why should I advertise on one of your moving billboards?
A non moving fixed face billboard is referred to as a "static" sign. A moving face billboard is referred to as an "Automatic Changeable Message Sign". Our automatic changeable message signs each have three advertising messages. Each message will be showing for a minimum of 6 seconds (State and County law) and it takes about 1 second to change from one message to the next.
If you advertise on 1 of the 3 faces on an automatic changeable message sign, you get 4 X's more bang for the buck! Read the following and you will understand why.
Capital Communications Group was asked to do a survey on the attention value of an automatic changeable message face sign. A triple face automatic changeable message sign was placed inside the entrance hall of a large shopping mall. The graphics used for each sign face was eye catching and colorful, but completely unrelated. At first the triple face automatic changeable message sign structure was not activated, the sign was static.
Capital Communications interviewed 946 people after they passed the sign while the sign was stationary, it was not rotating. Of the 946 people that were interview, only 19% could recall the advertisement on the static sign.
Another survey was conducted, this time with the triple face automatic changeable message sign activated, the faces were rotating. Capital Communications interviewed 1,168 people after they passed the sign, while it was rotating.
Incredibly, of the 1,168 people that were interviewed, 91 % could recall at least one of the advertisements. Perhaps even more amazing was that of the 1,168 people that were interviewed; 69% could recall the advertisements that were on two of the faces and 16% could recall the advertisements that were on all three faces.
It was determined that when the triple face automatic changeable message sign was activated and rotating, 81.7% of the advertisements were seen and could be recalled in the interview compared to only 19% for the static sign. The advertising effect of being on one face of a triple face automatic changeable message sign was 4.3 times higher than advertising on a static sign. These results are similar to informal surveys completed around the country, including Florida.
Given the same location or traffic counts, for each $1,000 in outdoor advertising expenditures that your business budgets for advertising on a triple face automatic changeable message sign, you would need to budget $4,300 on static signs to reach the same number of potential customers. In summary: If you allocated $600 for advertising on a triple face automatic changeable messages sign, to reach the same number of potential customers along that stretch of highway, you would need to advertise on at least 4 static signs. If the average static sign cost $350, you would need to allocate $1,400 for your advertising campaign to reach the same number of potential customers that would be reached with the automatic changeable message sign costing $600!
In addition, there are two other factors to consider. First, if the static signs are not lighted, you loose out on 30% of the potential customers driving by that location. Secondly, there is a savings on the total cost of the art work (printing and installing the vinyl) when comparing costs associated with 4 signs vs. the cost associated with 1 sign.
It is much easier to make the decision to rent billboard space that has a lower monthly rent. However, most of the time, the lower monthly rent adds up to a much higher cost when you look at the effectiveness of the billboard advertising program that uses static billboards.
What is D.E.C. or Daily Effective Circulation
The Daily Effective Circulation, also known as D.E.C. is the average number of people, age 18+, potentially exposed to a billboard advertising display for either 12 hours (if non-illuminated: 6:00am - 6:00pm); 18 hours (if illuminated till midnight) or 24 hours (if illuminated continuously).
There are on average approximately 1.35 adults, 18 years of age or older, per vehicle.
Billboards that are lighted until midnight will be seen by 95% of the traffic at that location.
Billboard that are not lighted will only be seen by 65% of the traffic at that location.
The D.E.C. is a formula taking into consideration the traffic count, the number of people 18 years of age or older, and the illumination or non-illumination of the billboard. These numbers determine what the "cost" of your advertisement will be when compared to other billboards and forms of advertisements (newspapers, radio, etc.).
It is standard practice to include both vehicular circulation and pedestrian circulation. All of the D.E.C. numbers we use are based upon vehicular circulation only. Any pedestrian circulation is just icing on the cake.
We use the traffic counts calculated by the State Of Florida DOT or Citrus County Traffic Monitoring Program, not from a hired third party.