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.

Based upon the results of this survey, an Attention Value was calculated. 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 sell someone 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 your billboard advertising program.