Park Outdoor Grows Its Digital Billboard Footprint with Daktronics

Advertising and community-focused messaging added to New York State

Passersby in Chemung County, New York, will notice a change in their daily commute. Park Outdoor Advertising installed two double-sided, 16-millimeter digital billboards from Daktronics along College Avenue and the intersection of  East Water Street and Madison Avenue in Elmira, New York.

“The signs, offer local businesses a flexible advertising medium that also runs community awareness content,” says Kerry Leipold, vice president of the Fingers Lake division.

According to Leipold, Elmira is working hard to stimulate its economy, and Park Outdoor feels that providing local and regional advertisers access to this new technology will boost the effort. Both locations receive significant traffic, making them the ideal locations for the relevant and timley messaging that digital billboards provide.

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“The new signs’ advertising flexibility allows clients to run their messages from various locations every eight seconds, and at an affordable price,” says Leipold. “It’s a cost-effective way for clients to get their messages in front of potential customers.”

“Daktronics appreciates its partnership with Park Outdoor. It’s a fantastic testament to the power of Digital Out of Home when our partners harness the technology to display real-time, creative content for their advertisers, as well as community announcements,” says Joni Schmeichel, Daktronics OOH Marketing Strategist.

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In addition to using the displays as an advertising medium, Park Outdoor plans for them to run community messages. Before installation, Leipold worked with the area police, the fire department and the downtown development organization, discussing how to get the word out about community events, education, community members, alerts and PSAs. “Anything we can do to pay forward and help the community, we will try to do,” says Leipold.

When asked about the future of the digital billboard industry, Leipold says, “All you need to do is look back at the past—posters nailed to fences, then glued and brushed, paint signs, vinyl, tri-visions, and now to digital. OOH continues to re-invent itself. And it’s been a fun ride that isn’t over yet.”

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