Digital Billboard Advertising - CBS Outdoor

cbsoutdoor.com 800.926.8834
DIGITAL
NETWORKS
cbsoutdoor.com 800.926.8834

COVERAGE
NATIONAL
TOPMarkets
With locations throughout the most
in-demand markets in the U.S., CBS
Outdoor’s LED signs have streamlined
the Outdoor advertising industry.
280+ &
CURRENT DIGITAL UNITS
many more going live in the coming months!
PRIMELocations
CBS Outdoor Digital Billboards are
strategically placed to cover high
profile locations on major highways
and interstates in key DMAs.
Market Coverage:
• Atlanta
• Cleveland (Canton)
• Chicago
• Columbus, GA
• Columbus, OH
• Dallas-Ft. Worth
• Dayton, OH
• Detroit
• Flint
• Ft. Lauderdale
• Grand Rapids
• Hartford/New Haven
• Indianapolis
• Houston (Beaumont)
• Kansas City
• Los Angeles
• Memphis
• Miami
• Minneapolis/St. Paul
• Nashville
• New Jersey
• New Orleans
• New York
• Orlando
• Philadelphia
• Phoenix
• Puerto Rico
• Sacramento
• San Francisco
• St. Louis
• Tampa
• West Palm Beach
cbsoutdoor.com 800.926.8834

WHY BUY
DIGITAL
FLEXIBLECOPY
Time-sensitive messages are now
possible, providing advertisers the
ultimate flexibility in every campaign
— multiple messages, day
parting, time-sensitive promotional
campaigns, a live Internet feed —
are now possible with endless creative
options.
LOWCOST
Production costs are no longer an
issue. Change copy within 24 hours
without any printing or installation
costs.
Digital Billboards have brought Out-of-Home advertising to a whole new level. With the latest eyecatching
LED technology and locations throughout the top U.S. markets, CBS Outdoor’s LED signs have
streamlined the Outdoor advertising industry. With messages that are easily changed, you can display
different ads at different times of the day during your advertising campaign, making your message not
only relevant but timely.
CBS Outdoor has a unique perspective on Digital Media and evolving technology. We continue to develop
new venues and creative media for our clients to promote their products and services.
cbsoutdoor.com 800.926.8834

DIGITAL
RESEARCH
Percentage of people who report that advertising on the media
catches their attention.
Percentage of people who report that advertising on the media
was interesting.
% %
Base: Among those who have seen ads in the media in the past 12 months
Base: Among those who have seen ads in the media in the past 12 months
Percentage of people who report that advertising on the media
was unique.
Percentage of people who report that advertising on the media
is entertaining.
ATTITUDES
CATCHES MY ATTENTION
UNIQUE
INTERESTING
ENTERTAINING
INFORMATIVE
CREDIBLE
RELEVANT
60%
54%
49%
44%
42%
20%
34%
Base: Among those who have seen ads in the media in the past 12 months
Percentage of people who report that advertising on the media
was informative.
% %
Base: Among those who have seen ads in the media in the past 12 months
Actions taken among total adults as a result of seeing advertising
on digital signage.
% %
Base: Among those who have seen ads in the media in the past 12 months
Base: Those who have seen digital signage in the last week
Source: SeeSaw Networks, “Engaging People with Digital Out-of-Home Media,” 2007
cbsoutdoor.com 800.926.8834

DYNAMIC
CONTENT
During the National League Championship Series, where the Los Angeles
Dodgers were facing the Philadelphia Phillies, Digital Billboards in Los
Angeles also kept a live count of the score to make sure Los Angelinos
did not miss a thing while stuck in traffic!
LEADERBOARD
Keep commuters updated in real
time utilizing HTML or RSS feeds.
FIFA World Cup Soccer used HTML to update fans with current times,
scores, country names/flags and which broadcasting networks the
games were on throughout the 2010 World Cup.
TIMELYINFO
Keep a live scoreboard! Perfect for
Large-Scale Sporting Events (i.e.,
PGAs, World Series, Super Bowls,
High School Rivalries), Sports Radio
and Sports Bars.
Burger King utilized an auto-resetting daily countdown (based on local
sign time) to feature their Happy Hour Drink Specials.
cbsoutdoor.com 800.926.8834

DYNAMIC
CONTENT
104.1 WMRQ radio station was one of the first to execute real-time tune
-in creative on their digital display.
HEAR ITNOW
Digital Billboards can read the playlist
of a radio station and display the
current song title and/or artist being
played.
100.3 The Sound radio station used XML and FTP sites to tell consumers
which songs were currently playing.
TUNEIN
Build listeners! Perfect for Radio advertisers.
106.5 ARCH radio station built listeners by telling drivers which songs
and artists were playing to peak their interests and tune-in.
cbsoutdoor.com 800.926.8834

DYNAMIC
CONTENT
Vitamin Water used HTML/RSS feeds to tell commuters the local surf
and weather conditions and remind them to stay hydrated.
NEWSNOW
Promote programming, personalities
and current news! Remind consumers
of the current days’ news
utilizing HTML and RSS feeds.
Michigan Lottery utilized RSS feeds to provide consumers with up-todate
jackpots and winners.
STAYRELEVANT
Perfect for Weather or Traffic related
products and services, Lottery,
ER Wait Times, Business, Real
Estate, Entertainment, Health, Political
& Financial News.
CBS used RSS feeds to provide consumers with breaking news that
commuters should tune into later.
cbsoutdoor.com 800.926.8834

DYNAMIC
CONTENT
To reconnect with fans in the St. Louis area, the Rams tapped into social
media by using its Twitter messages to reach fans in a new way — providing
information about purchasing tickets, in-game updates and event
promotion.
SOCIALMEDIA
Utilize Twitter, Facebook and other
social media sites (with an email
gatekeeper component) to spread
news about local events and commentary.
The University of South Florida wanted to promote season-ticket sales
for the “Bulls” upcoming football season. The university held a contest
to submit photos of themselves giving the “Bulls sign,” for a chance to
be featured on the digital display.
STREETCRED
Perfect for any product or service
utilizing social media, events, contests
and giveaways.
Pocono Mountain Visitor’s Bureau (PMVB) encouraged social media
followers to create their own “Life’s Greater” experience with PMVB’s
‘Greater Maker’ social media game. The game allowed fans to customize
their own Poconos artwork to share with fellow Facebook fans and
winning entries would be showcased on the digital display.
cbsoutdoor.com 800.926.8834

HOW DOES
IT WORK
1.
A shell is created for the design with space alloted for the updated content
and displays.
2.
TECHNOLOGY
FTP- An online space where clients
can upload content to be available
immediately.
Updated content and displays are selected from the clients website and
pulled directly from the HTML source.
3.
HTML- A way to enter existing website
content to be automatically displayed
on Digital Billboards.
XML- XML tags automatically capture
specific content from a website
and outputs it to a Digital board.
RSS- A method of pulling news
from online publishers and posting
it to your Digital Billboard, providing
fresh content to commuters.
HTML source data is applied to the creative shell and updated accordingly,
keeping your message fresh.
cbsoutdoor.com 800.926.8834

SUCCESS
STORIES
Target Audience: The driving population throughout the U.S.
Media Buy: Digital Billboards throughout Los Angeles, Dallas, New Jersey, Houston, Tampa, Atlanta, Orlando, Miami
& San Francisco
Overview: Ford wanted to drive web traffic to their Mustang Customizer website where fans could design their
dream car. After a user logged onto the site and customized their car, fans had the opportunity to save their custom
creation & ‘Opt-In’ to have their car displayed to the public via digital billboards.
Results: Over 140,000 ‘Fanmade’ custom designs were uploaded to a server and transmitted to 52 digital billboards
spanning 9 markets!
cbsoutdoor.com 800.926.8834

SUCCESS
STORIES
Target Audience: University of South Florida (USF) Bulls Fans
Media Buy: Bulletins and Digital Billboards in South Florida
Overview: The USF Athletic Department wanted to promote season ticket sales for the “Bulls” upcoming football
season. The USF Athletic Department decided to use Outdoor because it would be seen by a greater amount of
fans on their daily commute.
Results: The reaction was insane! Photos of the Bulletins appeared in all of the local newspapers and the campaign
was referenced by the local sports talk radio & TV shows. The University sold nearly twice as many season tickets
this year as they did the year prior and gave the credit to the Outdoor campaign. After all the success, the University
decided to extend their campaign on a Digital Billboard. The creative was inviting fans to send in photos of themselves
giving the “Bulls sign,” promising the winning entries that they would be inserted into the Billboard layout
and displayed on the new Digital display. As a result, the campaign generated massive awareness and received
several hundred entries.
- Ayo Taylor-Dixon - Associate Athletic Director (University of South Florida)
cbsoutdoor.com 800.926.8834

SUCCESS
STORIES
Target Audience: The General Market
Media Buy: Digital Billboards, Digital Urban Panels, Radio, Television, and Internet (all CBS properties) throughout
Atlanta, Chicago, New York, Denver and Seattle.
Rationale: ‘Turn the Town Truvia,’ aimed to persuade local businesses and consumers to use the natural, zero calorie
sweetener. This cross-platform, multi-market campaign directed people to a market-specific Truvia branded website
and Facebook page promoting the use of the sweetener instead of sugar in their drinks and food. Facebook fans
were encouraged to nominate their favorite local eateries to “Turn Truvia” — adopt Truvia as their new sweetener
of choice in recipes — and have a chance to win something sweet for themselves, including a $50 gift card and a
chance to win a $5,000 grand prize.
Results: The Outdoor inventory garnered over 20,000,000 OOH Impressions and spread the news! Truvia exceeded
its restaurant nomination goal, and boosted its Facebook fan base by 25%! Over 43,000 Facebook nominations
had been made in a 12-week span.
cbsoutdoor.com 800.926.8834

SUCCESS
STORIES
Target Audience: New York Commuters
Media Buy: Digital Billboards & Station Dominations throughout Times Square
Overview: Tropicana Mini Bottle Orange Juice’s ad campaign is one to which all NY commuters can relate. Incorporating
a social component, the ‘Tropicana Brightens Mornings’ sweepstakes on Twitter gave participants the chance
to be one of five weekly winners to receive a year’s supply of Tropicana orange juice when they follow and retweet
daily posts from @TropicanOJ!
Results: Real tweets from Twitter users — hashtagged #worstmorningever — were posted on the Digital Billboard
and all over Grand Central and Times Square stations, sharing real stories of morning nightmares. The campaign
extended right up to the point of purchase in retail locations throughout the city, encouraging consumers to “grab
a mini bottle” of Tropicana to brighten up those rough early hours.
cbsoutdoor.com 800.926.8834

SUCCESS
STORIES
Target Audience: The General Market
Media Buy: Digital Billboards in Philadelphia
Overview: Pocono Mountains Visitors Bureau (PMVB) took the term ‘make your own fun’ to a new level with its ‘How
You Make Life Greater’ social campaign. The campaign encouraged social media followers to tap into their creative
side by asking them to create their own “Life’s Greater” experience with the ‘Greater Maker’ social media game. The
game allowed fans to customize their own Poconos artwork to share with fellow Facebook fans and enter for the
chance to be showcased on digital billboards across the Philadelphia region.
Results: This campaign garnered thousands of “likes” for the Pocono Mountains Visitors Bureau Facebook page and
nearly 400 entries into the contest! By empowering its social media followers to create their own ‘greater’ activities,
PMVB helped spread awareness and remind residents and tourists of the many exciting activities that the Poconos
has to offer.
cbsoutdoor.com 800.926.8834

SUCCESS
STORIES
Target Audience: Potential Season Ticket Buyers
Media Buy: San Francisco Bay Area 20x60 LED Digital Display
Rationale: The University of California Football/CalBears.com wanted to launch their football season ticket sales
campaign in a new and innovative way. The University initially chose outdoor for the overall large viewing numbers.
By adding the dynamic images and flexibility of CBS Outdoor’s San Fran Bay Bridge LED Digital Display, it allowed
them to increase both their reach and impact amongst potential season ticket buyers throughout the market.
Results: “The day we went live with CBS Outdoor’s Bay Bridge LED Display our opening of season ticket sales
(March 15th) were the largest one day ticket sales in our entire history.”
-Jim Herrmann - Director of Ticket Sales (University of California - Berkeley)
cbsoutdoor.com 800.926.8834

SUCCESS
STORIES
Target Audience: The driving population throughout the U.S.
Media Buy: Digital Billboards throughout Orlando, Miami, Tampa, Detroit, and San Francisco.
Rationale: Ford Motor Co. wanted to introduce their new line of cars into the marketplace and be able to easily
specialize their message to the specific market. CBS Outdoor’s digital signage gave them the opportunity to send
multiple messages and uniquely target their desired audiences throughout the U.S.
Results: “The integration of high resolution digital signs into our Outdoor rotation provides us with tremendous
creative flexibility, and not only allows us to change creative to meet changing marketplace conditions, but the
opportunity to localize and geo-target our messaging like never before. The opportunity to present multiple messages
during a given contract allows outdoor advertisers to “tell a story” over time to regular passers-by and allows
the messaging to be clear and singularly focused I think it is a major plus for the industry that answers many of the
concerns some advertisers have about investing in the medium.”
-Mark A. Kaline - Global Media Manager (Ford Motor Company)
cbsoutdoor.com 800.926.8834