Welcome to Arbitron’s evaluation of digital highway billboards. This survey is designed to measure travelers’ awareness and attitudes towards digital billboards on major highways and to gauge their level of engagement with billboard advertising messages....

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Some significant findings of the research include:

* More than half of all Cleveland travelers notice digital billboards and the more a person commutes, the more likely they are to be aware of the displays.

* Public reaction to digital signage is positive. The billboard’s ability to display timely news, traffic, weather advisories and AMBER Alert notices makes the vast majority of commuters (over 80%) feel the digital signs provide an important community service.

* Digital billboards are an effective advertising platform. Over eight out of 10 travelers could successfully recall at least one of the ads running during the survey period and the majority of commuters agree digital billboards are a “cool way to advertise.”

Description of Methodology

This case study focuses on seven digital billboards operating in Cleveland, OH. The digital displays are located on four interstate highways in the Cleveland, OH, area: I-77, I-90, I-271 and I-480. Arbitron Inc. conducted random digit dial (RDD) interviews between November 27 and December 3, 2007, with 402 persons 18 years of age and older in the Cleveland, OH, Arbitron-defined Metro. To qualify for the survey, respondents had to have traveled in a vehicle (car, truck, bus or taxi) on I-77, I- 90, I-271 or I-480 in the 30 days preceding the survey period.

The study was designed and conducted by Arbitron Inc. on behalf of the Outdoor Advertising Association of America. Data were weighed to reflect census figures and factored in the likelihood of each demographic group qualifying for the survey based on the above mentioned “roads traveled” screening criteria.

Digital Billboard Locations

1. I-271: west side, 125 feet south of Solon Road (facing north)

2. I-480: south side, 2 miles east of I-71 (facing east)

3. I-90 (Innerbelt Freeway): south side, 100 feet east of West 3rd Street (facing south)

4. I-77: west side, 0.3 miles south of Pershing Avenue (facing north)

5. I-90: south side, 70 feet east of West 55th Street (facing west)

6. I-90: south side, 0.5 miles west of Eddy Road (facing east)

7. I-480: north side, 0.5 miles east of Broadway (facing east)

Review entire Arbitron Digital Billboard Report: Cleveland Case Study..

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