Outdoor advertising signage provider Target Signs, Gillette, Wyo., has recently converted six static-face billboards into digital billboards from Watchfire Digital Outdoor, Danville, Ill., further expanding the growth of digital LED signage.
“These were the first digital billboards in the area,” says Ken Musser, owner of Target Signs. “We’re a large mining town and a lot of people travel Highway 59, aka the Coal Miner 500. Ten minutes after we switched the billboards on, the phones started ringing off the hook.”
The new digital billboards installed are Watchfire True-16mm and True-19mm 10' x 30' boards, strategically placed along a mile-and-a-half stretch of the main commuter route through Gillette.
“I had six billboard locations in that area, and it was time to change them out,” says Musser. “So it was almost a perfect fit: take them all down at once and replace them with LED billboards.”
The impact of the digital boards was instant, and Target Signs is on track to meet the occupancy goal right out of the gate. “Demand has been so strong that we can choose our customers,” he says. “Digital ads have a way of building momentum because people see them more than once. Advertisers love them because they can deliver flexible, timely marketing messages.”