Guess who is one of the biggest buyers of digital billboards?

A top buyer of digital billboards is other media. Print and broadcast outlets exploit the nimble capabilities of high-tech out of home formats to reach consumers and to stay relevant. Long touted as the Medium's Medium Digital has increased the use of other media in outdoor. Many markets will have local newspapers, the three TV stations, and radio outlets buy advertising on digital billboards. Digital billboards’ ability to display timely news, traffic, weather advisories, and emergency information helps make most commuters view digital billboards as an important community service, according to Arbitron research on public opinion.

Newspapers - A growing number of newspapers display current headlines on digital billboards, as well as branding their web sites. The Los Angeles Times changes its billboard copy up to 20 times a day, directly from its newsroom. “In today’s rapid news environment, informing the highly mobile society constitutes a great challenge for many ‘old media.’ Digital billboards are seen as one of the most effective ways of solving this problem.” The daily newspaper in Harrisburg, PA, uses digital billboards to attract consumers to its online auction.

Radio - Thanks to new web technology, a digital billboard can “read” the playlist of a radio station and display the current song title being played. “This is a great way for the radio station to build listeners, especially during sweeps.”

Television - Network affiliates and cable companies advertise on digital billboards to promote programming, personalities, and news. One of the first customers on most new Digital units are the local FOX station. In Harrisburg the ABC affiliate informs commuters about the stories that will run on the newscasts later that evening. Seven categories of information the TV stations regularly display on digital boards: weather, news programming, network programming, public service, promotion of simulcast local TV news on local radio, promotion of events such as a Wedding Expo, and live election results. National TV networks also exploit the flexibility of digital billboards. FOX tailored its multicity promotion of NFL Sunday with marketspecific
creative, which changed weekly in each market.

Being the media for media is what makes us say we aren't a Medium we are a Large!