Outdoor Advertising
The Future of Outdoor Advertising is Digital

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Angie Smith
December 7, 2020

Reliable, simple, and effective brands have relied on large-format outdoor billboards to reach a local audience for centuries. Today, Outdoor is moving Digital. With new options and capabilities, out of home media has never been more flexible with the opportunity to be creative with your billboards.

How Do Digital Billboards Work?

Understanding digital billboards, it is important to acknowledge the two sides to digital out of home – planning and creative.

Digital creative is of course, completely virtual. An agency works with a client to develop the vision and execute it in a digital format.  With no need to print a creative, and simply being able to upload a new creative, lead times are reduced and the ability to update and adapt a creative over time becomes far more straightforward.

Digital planning exists for both traditional and digital formats. It allows agencies to use big data to pinpoint and plan media activity to specific locations based on where your target audience over-index, or where locations are highly relevant for your service offering.

However, for digital formats, the planning can go even deeper. By planning for different times of day, and bringing in wider data sets such as weather or news events, a digital creative can be updated on the spot to stay relevant and grab attention. Increasingly, advanced technology is being introduced including beacons, virtual reality, and augmented reality that turn this mass-reach format into a highly personalized and adaptable channel.

As our society makes new strides and innovations in technology, the marketing landscape has changed for most platforms. Outdoor advertising is no exception.

The Benefits of Outdoor Advertising

Embrace digital out of home advertising as an integrated part of your overall marketing strategy.

Strategic Flexibility

One of the greatest benefits of digital outdoor advertising is strategic flexibility. With the help of an experienced media agency, businesses can easily alter the time of day and location that they want their ads displayed.

This gives businesses the freedom to change their strategy based on the time of day, along with the weather and temperature in the region they’re advertising in. 

For example, if a region is expected to experience a drop in temperature for a week or two, businesses can temporarily relocate their digital ads to a region where people are more likely to be outside. 

Display Multiple Ads

Unlike static print advertisements, businesses can have multiple ads displayed on one surface, such as a digital sign or billboard.

The ads can be set up to transition every set number of minutes or seconds. This allows businesses to communicate more information about their services and products to potential customers.


Digital outdoor is more affordable than its traditional brother. Not only is the process of simply uploading a new ad far more affordable and less time-consuming than putting up a print sign or a billboard, but signage can also be shared to reduce the overall costs of owning a position.


The visibility of digital outdoor ads far surpasses their print counterpart. Digital ads are much more dynamic as they can incorporate movement and be adjusted to accommodate the weather and current events.

They’re also far brighter, with many using bright LED lights to catch the attention of cars and people passing by.

MediaSmiths Specialises in Outdoor Digital Advertising

MediaSmiths is an independent media agency, proudly based in Sydney, Australia. We’ve spent the last 15 years helping businesses of all sizes achieve their goals through a variety of marketing strategies, including outdoor digital advertising.

If you’re interested in advertising your business using outdoor media, developing a unique marketing strategy, or have any other questions, please contact us today. You can reach us by calling (02) 9460 0177 or by filling out our online form. We look forward to hearing from you.

About Angie Smith
Before founding independent agency MediaSmiths in 2007, Angela had worked on the agency, broadcast, and publishing sides of the media industry and has an incredible insight into how each world works. Since then, Angela has worked across numerous well-known brands covering the whole spectrum of media, and leverages this know-how with her experienced wider team to get the best results for clients.

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