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The Key to a Successful Digital Billboard Campaign

Billboards continue to be a massive part of modern-day advertising for many businesses. They are a great tool to help optimize the connections being made for new potential customers daily. Digital Out-of-Home has made the advertising industry more cost-efficient and effective.

Although it is very similar to a traditional billboard, there are a few key factors to keep in mind when designing a digital billboard. The Durden Digital Network reaches over 1.3 million cars daily across six markets. With that many impressions, your design is key to running a successful campaign. We have put together some of the best practices we use here at Durden Outdoor Displays, Inc. when creating digital ads.

Simplicity is Key

Creating an effective digital billboard design starts with readability. The best designs are of no use if they are not legible from a distance. Legibility should be the first priority to create a successful design. The average driver has approximately 6-7 seconds to view a billboard. It is crucial to have a simple design that fully tells your brand’s story and also drives the consumer to your business.

Be Bold

Using bold fonts makes the message easier to read from the road. Big, bold lettering helps drivers comprehend your message quickly and retain information for later.

Tell A Story

While the saying “a picture is worth a thousand words” may be cliché, it does ring true. Images help make an emotional connection to those who view it. We suggest adapting the idea that less is more and using an image to convey the message that won’t fit into words.

Stay Consistent

To communicate your message more effectively, you must hone in on one key element that will stick with the audience. You only have, on average, about 4 seconds to gain their attention. It’s best not to stack your ad with multiple messages at once but rather a single message to draw in your potential customer. In addition, you should keep your message concise and consistent throughout all mediums that you are using.

Image is Everything

Picking the right images for your message is highly important. We recommend keeping the visual elements to a minimum and avoid making the design busy or crowded. A single image or graphic with bold wording will allow your consumer to absorb the information being presented to them easily.

Digital Capabilities

A great way to reach a consumer is making your advertisement relevant. With digital billboards, this is easy to achieve. Digital advertising allows clients to plan in a shorter time frame with quick turnaround times. It gives your business the flexibility to change your design up with the season and even promote daily specials if desired. Flexibility is key in an ever changing environment.

By implementing these best practices with your digital billboard campaign, your business will be set up for success. Are you interested in the Durden Digital Network to gain more exposure? Check out our inventory by clicking HERE. Contact a FAMOUS Maker today to learn more about our products and services by calling (334) 792-5056.

Links to design tips and other related articles:

The Ultimate Famous Maker Passes

The Out-of-Home industry grieves the loss of one of their own. Frankie Stone, Sales Director of Durden Outdoor Displays, Inc., died Thursday, February 4, 2021 due to complications from COVID-19. Frankie began his career as a FAMOUSMaker in 1988 at the ripe young age of 19. He started out on the panel crew at minimum wage before working himself up the ranks over the years to Production Manager. One day, he approached President, Earl Durden, and expressed his interest in sales. While that didn’t quite work out at first, Mr. Durden allowed him to hustle sales on his off days. After proving himself, he finally moved into the sales department, later becoming Sales Director in the early 2000’s managing over 1000 billboard faces. Frankie was one of the most dedicated and loyal individuals that you will ever meet. He enjoyed visiting with people, learning more about their business and helping them become FAMOUS throughout Durden’s 10 county coverage area in southeast Alabama and northwest Florida. He simply loved people. “He was born with a gift of class and a fighting spirit exemplified every day of his 33 year career with our company,” says Earl Durden, president and founder of Durden Outdoor. Frankie was a foster child growing up but would later learn to foster others. He was a mentor to many people who had the privilege of working with him. He always made time for employees and would drop what he was doing to listen and offer advice. He treated his customers the same way. He never was truly “off the clock.” There were many times when he sat in a treestand on Saturday mornings waiting for the perfect buck to come out all while responding to emails, putting proposals together and handling last minute requests that were time sensitive. Frankie was passionate about his work and always put others before himself. “Posting glue ran thru his veins, pumped from a heart full of grace and sincerity” says Bill Durden, Vice President of Durden Outdoor.  “The chemistry Frankie Stone brought to our work family was irreplaceable and he will be sorely missed by many.” Frankie Stone was a frequent attendee of many IBO conferences since 2017.  He leaves behind his wife, Jill, and daughter Hannah who also works as a graphic artist / digital scheduler at Durden Outdoor. Read the full obituary HERE.

Billboards Increase Sales for Eufaula Restaurants

Recently, one of Durden Outdoor Displays, Inc.’s long time clients, River City Grill in Eufaula, Alabama, approached us about advertising a new pizza restaurant they were opening. Our creative department got to work and came up with a campaign that would feature River City Grill and what would become the new hotspot of Eufaula, Graffiti’s Pizza Joint. Both of these restaurants are located in beautiful Downtown Eufaula. After working through a couple of designs and tweaks, the creative was installed on three major artery bulletins, targeting northbound and southbound traffic into Eufaula on Hwy 431. The billboards not only served as top of the mind awareness but also as a directional for non-local traffic headed to Columbus and Atlanta or to the beaches. Stephanie Ryan, partner and marketing director of Graffiti’s, said they have seen a significant increase in traffic and sales since their billboards went up. “We receive compliments everyday,” stated Ryan.

If you are in the Eufaula area and have a craving for a fresh New York-style pizza, steak and shrimp or just a great sandwich, check out our friends at River City Grill & Graffiti’s Pizza Joint, where you are sure to leave full and happy.

Durden Outdoor Displays, Inc. offers bulletins, rotary posters, and digital billboard advertising in the Barbour County market. If you would like to be made FAMOUS through out the Wiregrass area, give one of our FAMOUS Makers a call today at (334) 792-5056 or you may email us at sales@durdenoutdoor.com.

GOD SPEAKS BILLBOARDS SHOW UP ON DURDEN DIGITAL NETWORK

Interruption………….. An interruption is typically viewed as an unwelcome pause on progress. However, last week Durden Outdoor launched a Digital Campaign directed at doing just that. In light of months of societal unrest, we felt as if the Wiregrass needed an interruption. These “Signs from God” serve as a ray of hope designed to focus hurried, rush-hour thoughts on God in a creative and thought provoking way. The #FAMOUS MAKERS decided the best platform for this message was the Durden Digital Network. It is the largest digital billboard network in Southeast Alabama with 28+ boards. These boards reach over ONE MILLION+ cars daily in Dothan, Ozark, Enterprise, Eufaula, and Troy. Durden’s “Signs from God” campaign is specifically designed to serve as a positive interruption from the daily commute through entertaining and inspiring content. FinalCollage  

DIGITAL BILLBOARD NETWORK IN ENTERPRISE, AL

Enterprise Alabama Digtial Network Enterprise-DigtialNetwork_MapDigital Billboards have brought Out-of-Home advertising to a whole new level. Digital technology allows you to display multiple messages. Plus, with messages that are easily changed, you can display different ads on specific days as well as at different times of the day, making your message not only relevant but timely. With the latest eye-catching LED technology and multiple locations, Durden Outdoor is proud to introduce our NEW DIGITAL NETWORK to the Enterprise area. With seven different locations, more than 180,000 vehicles passing them daily and the ability to rotate to different locations every four weeks, the Durden Digital Network is the only network of it’s kind in the Enterprise Market. The Displays in the Enterprise Digital Family are listed below:
  • Ft Rucker – located at the Enterprise/Fort Rucker Gate, this display catches traffic heading west on Rucker BLVD. More than 16,000 vehicles pass this location daily and they are coming from the military base of Fort Rucker which has one of the highest hourly-rate wages in the state.
  • Cube – “The Cube” is located on the corner of Hwy 84 and the Enterprise Bypass (Boll Weevil Circle). It has a captured audience at this intersection and sees more than 42,000 cars a day pass by!!! People traveling to Dothan from Enterprise and back are likely to see this highly visible display.
  • Hwy 27S RHR – Hwy 27 South is part of a two-sided display located at the Publix shopping center in Enterprise. With more than 38,000 vehicles passing by here daily, your message is sure to be seen when you’re on either side of this prime location.
  • Hwy 27N LHR – Hwy 27 North is the other side of the two-sided display located at the Publix shopping center in Enterprise. Again, with more than 38,000 vehicles passing by here daily, your message is sure to be seen when you’re on either side of this prime location. This side catches anyone heading towards Mellow Mushroom, Lowes and Highway 167 to Troy.
  • *NEW* Hwy 167 S – Hwy 167 South is one of our newest family members and sits on the corner of Hwy 167 and the Boll Weevil Circle, located near ESCC. Nearly 16,000 cars daily pass by this location and that number is sure to increase with the growth going on on that side of town.
  • *NEW*  Hwy 167 N – Hwy 167 North is also one of our newest additions to the Enterprise Digital family. Located on the Boll Weevil Circle and Hwy 167 North across from Lowes, this location is perfect for targeting traffic headed to Troy and the high school.
  • *NEW*  HWY 27S – This location is the third of three new locations Durden Outdoor has added to the Enterprise Digital Network. Located at the intersection of Boll Weevil Circle and Hwy 27 on the Southwest side of town, this display has a traffic count of more than 10,000 vehicles daily. With the growth that is occurring on this side of town, this location is soon to be a prime spot for your message to be seen.
Durden Outdoor Displays is the only electronic, Outdoor-sign vendor able to accommodate an audience in the Wiregrass area with a network of unavoidable LED billboards – with many new electronic LED billboards going live in the coming months! Our current Network covering the Wiregrass consists of more than 20 digital billboards scattered throughout Dothan, Enterprise, Ozark and Eufaula and offers local advertisers multiple opportunities to get their brands up in lights!

Extra Large Jason Aldean Teaser | Answer Billboard gets huge response for a local Wrangler retailer

Jason Aldean TEASER_ANSWER Billboard The power of one billboard can be huge if the message is right.  Durden Outdoor teamed up with local Wrangler retailer THE BARN for this awesome TEASER | ANSWER board. THE GOAL:  The client wanted to let locals & through traffic know that they are the BOOT & JEAN Capital of Alabama. THE IDEA:   Build a 25 foot tall cowboy (in jeans) and put him on a billboard smack dab in the center of Dothan, AL. THE SIZZLE:  The 2013 TOADLICK Music Festival was approaching April 11,12,13 and THE BARN was a sponsor of the event.  We spoke to the festival promoters and they had tried to book country music star JASON ALDEAN because of popular demand, but were unable to book him for their 2013 event.  So, how cool would it be if THE BARN could bring him to town? J THE TEASER:  We put up a billboard for 4 weeks that simply said “JASON ALDEAN IS COMING HERE.” THE ANSWER:  Our production team designed, built and installed a 25’ tall JASON ALDEAN on a low height billboard located on a major through fair (Hwy 231) in Dothan, AL with 38,000+ cars per day. THE RESULT:  Huge Local Response & PR for our client. NEXT QUESTION:  How can TEAM DURDEN make your next campaign FAMOUS? Jason Aldean has set the stage in country music. The singer has sold more than 7 million records and went double platinum with his 2010 album “My Kinda Party.” The recent release of his new album Night Train has everyone buzzing. His first single from this album, “Take a Little Ride,” has hit a three week streak at No. 1. You can read more about him on his website www.jasonaldean.com. The Barn, a local business, has been providing western and casual clothing to the surrounding area for more than 30 years. They carry top brands of clothes, shoes, boots, hats, and accessories for the entire family. With Jason Aldean being the face of Wrangler jeans, The Barn decided they wanted to be a part of all the hype. The Kreative team at Durden designed a campaign to market their products successfully. The Durden rotary poster, displayed for a couple of weeks, next to Conestoga Steak House on HWY 231 N, kept the Wiregrass pondering and curious about the artist’s where-abouts. Through social media motorists have been trying to find the answers. Will Jason Aldean come to Toadlick? The Durden team knows what he is up to. Stay tuned!

Leigh Anne Tuohy of The Blind Side speaking in Dothan

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Leigh Anne Tuohy is coming to Dothan, Alabama! The Dothan Education Foundation is pleased to announce the inspirational matriarch of the family to Alabama. The real-life mom from the hit movie, “The Blind Side” [featuring Sandra Bullock, Quinton Aaron and Tim McGraw] has been invited to voice her inspiring story on March 7th, 2013 at 7:00 p.m at the Dothan Civic Center, in Dothan, Alabama. Leigh Anne is energetically involved in many civic and faith-based organizations, including Grace Evangelical Church, of which she founded. She inspires spectators through her public speaking to analyze the full potential of people in their community and to find worth in those individuals who society has deemed insignificant. This woman views potential and value in every person and emphasizes how we can impact a person’s life with a little help. Leigh Anne will be sharing her personal journey she underwent with Michael Oher and how the experience changed her as a person.
“He had a much greater impact on our lives than we did on his,” says Touhy.
The family took in Mike when he was a teenager and pushed this man to his full potential. Michael Oher, an offensive lineman for the Baltimore Ravens, won his first Super Bowl in the Big Easy against the San Francisco 49ers this year. Broadcasting the success of this young man has encouraged audiences to think “What can I do?” The Dothan Education Foundation has promoted the Blind Side Speaking Event through a multitude of advertising outlets from radio to TV and billboards to social media. DEF is associated with Yes We Can and Adopt-A-School located at 2431 West Main Street (Westwood Office Complex), Suite 301 in Dothan, AL. The missions of the three affiliated organizations remain alike but structurally, they are becoming more active in the community. The three establishments are merging to becoming one organization to combine the history with the achievements and grassroots support of YWCD and AASD. The goals of these establishments are to improve student achievement for Dothan City students, maintain school improvement, and engage citizens of Dothan with its public schools. You can learn more about DEF and what they are about at dothaneducationfoundation.org With Durden Outdoor, they chose to promote on our Durden Digital Network, focusing mainly on the Dothan Market. This is the first time the Dothan Education Foundation has extended out to the community for financial support. All proceeds will help fund and develop special projects for Dothan City Schools through the foundation. Leigh Anne Tuohy (The Blind Side) Tickets:
  • Upper Level: $25
  • Lower Level: $40
  • Ground Level- Meet & Greet: $75
  • Ground Level – Dinner: $100
  • Ground Level- Table (8): $800
If you would like to Hear the Real Story of Leigh Anne Tuohy, tickets can be purchased by calling DEF at (334)-794-6585 or emailing the Executive Director, Tami Culver, at tami@dothaneducationfoundation.org.

Happy Halloween from Durden

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If you happen to be near one of our 20 digital billboards today you might see this message!

Happy Halloween from the Durden Team!

Featured Article about Durden Outdoor

Durden Outdoor was featured online at Sign Builder Illustrated. They wrote about the most recent digital addition to our family, The Eufaula Digital Lighthouse. The three-sided billboard structure located in Eufaula, Alabama, is anchored by a 19mm twelve-foot-by-twenty-four foot digital billboard manufactured by Watchfire Digital Outdoor. The digital billboard is flanked by two static billboards. Traffic counts are up in Eufaula generating a perfect opportunity for local businesses to capture market share from those passing through the area as well as locals. Digital billboards are the perfect for building awareness for upcoming sales, events, community functions, and more. The display is in close proximity to some of the following businesses and communities in Eufaula, Alabama:
  •     New Super Wal-Mart
  •     Chevron
  •     Local restaurants
  •     Hi Residential Area
  •     Eufaula Industrial Park (Hummingbird Corporation, American Buildings)
  •     Wallace Community College – Eufaula Campus
  •     Billy Lawerence GMC
  •     MiCasa Mexican Restaurant
  •     Lake Eufaula
Thank you to Sign Builder Illustrated for recognizing our structure. Contact Durden Outdoor Displays today for more information and to get special rates to advertise on this beautiful display.  You can visit out Rates and Information page for more info. Lighthouse

ALDOT Traffic Count in Alabama

SEE FREE ALDOT MAP WITH TRAFFIC COUNT CLICK HERE

What is the traffic count in front of your business or where you have your outdoor advertising placed? Location, location, location is something I have heard from business owners and other advertisers countless times over the years when referring to the potential for business success. Often times getting the buying decision from a potential customer is all about being in the right place at the right time. Whether it is getting the impulse buy in a retail environment or by influencing a purchasing decision through effective ad placement. With this said location refers to more than your business’s physical location it also implies having the best possible locations for your marketing message. Determining your message and location to display it effectively is an important choice for a successful marketing campaign. Educating yourself on traffic count in your target market will make choosing your overall campaign strategy easier. Keep in mind there is more to it than picking the roads with the highest traffic count.  In some cases you may want to consider captive audiences at traffic lights or perhaps congested areas. Outdoor advertising is the only traditional marketing platform to remain unchanged with advances in technology. Technology has changed the way we all read magazines for current information, watch television, read the news, and search for local businesses. For instance Smart Phones are effecting more than one might think. A study was recently done looking at smart phone usage as people watch tv. More often than not those with smart phones are distracted during commercials with other activities like Facebook, checking email, or surfing the web than watching commercials. This is just one example how technology has effected marketing. If you would like to read more on this subject you CLICK HERE. As long as humans are driving vehicles to and from their destination billboard advertising will remain strong. Distractions from listening to music on an iPod or talking on the phone do little to distract to marketing messages lining the sides busy streets around the world. Simply put, you can not tune out outdoor advertising. Higher traffic count areas yield higher returns based on the average number of people viewing the display. Traffic count is not super top secret information reserved for big business or people in the know. In Alabama traffic count information is gathered and published by ALDOT. The information is found online. You can look at traffic patterns in your area to determine the best possible place to reach potential clients. Billboard location is no different than prime real estate. The higher the traffic count and visibility the higher the cost will be. So be sure to understand what suits your needs and potential for gaining market share. Dothan, Ozark, Enterprise, Troy, and Eufuala are all key markets within Durden Outdoor’s network of displays. All of these areas have seen traffic count increases over the past 5 years. The traffic count increases range from 5% – 25% depending on the market, new construction, and other factors. Be sure to visit ALDOT by clicking the banner ad below.  You can research traffic count information for free.