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Print billboards are being retrofitted with their digital counterparts.
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As outdoor-advertising companies introduce or expand their digital-billboard inventories, they face the challenge of where to install them along existing highway routes. What’s true in real estate is true for outdoor-advertising placement: location, location, location.
However, where do you place digital boards when print boards already occupy the best placement? One solution is to “swap out” a premium, print-billboard location and replace with its digital counterpart.
This article shows how a structural engineer and two outdoor-advertising companies discuss how they transformed static billboard structures to handle their digital-billboard counterparts.
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