Digital Billboards: Harmful or Harmless?

by jneer 3. March 2010 04:06
I’ve been following a series in the New York Times called Driven to Distraction, which examines the risks of talking and texting behind the wheel.  It also explores the pressure people feel to stay connected while driving.  

The March 1 article “Digital Billboards, Diversions Drivers Can’t Escape” was particularly interesting to me.  Digital marketing is everywhere.  Marketers can send mobile texts and alerts at any time, maybe someone is driving, maybe they are not.  A consumer can chose to ignore them.  But the article makes a very strong argument that I agree with: it’s very hard to ignore a digital billboard.  Very early studies have shown that digital billboards do not change driving behavior but that was when digital billboards were still new and the number of billboards minimal (note: the study was financed by the billboard industry).  Even those researchers say the study needs to be examines further.

As more studies are being done on this and as state regulators are stepping in, it will be interesting to see where the line gets drawn.  In an era where marketers are doing all they can to engage the consumer, there should be a limit – especially when their safety is at risk.

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ABOUT THE AUTHORS:

Judy Neer
President, Pile and Company

Having led the Pile and Company Consulting group for twelve years, I'm acutely aware of how a volatile market can change the face of marketing communications. This is a big part of why it seemed time for a Pile Blog. Because our Agency Selection, Performance Evaluation and Financial Optimization services all call for a holistic understanding of the marcom world, we need to stay current on the industry and its ebbs and flows. We hope that the Pile Blog will help keep you abreast of what we're hearing and seeing in the industry. Full bio.

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Call it osmosis, but I think my fourteen years of working with marketing communications executives has brought me to the point where, as an Executive Recruiter, I truly appreciate the importance of blogging. For me, the benefits are two-fold. In my world of networking breakfasts, interviews and industry affiliations, I welcome any and all opportunities to make more connections with marketers. And we know now that online networking is rapidly becoming just as important as in-person networking. Secondly, if I can provide insight and information back to marketing job-seekers through a tool that is convenient and timely to them, I'm all for it. Full bio.