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Digital billboards light up along lincoln roads

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By DEENA WINTER / Lincoln Journal star

Monday, Jun 18, 2007 - 12:14:59 am CDT

You’re stopped at the light at 48th and Normal. You look up and see a crisp, TV-screen-like billboard touting Time Warner Cable.

You look back at the stoplight. It’s still red. You look up and the billboard has changed: now it’s advertising Bellevue University.

But it’s the same billboard.

And that’s when you realize digital billboards have arrived in Lincoln.

They’re lit up with light-emitting diodes, or LEDs, just like the jumbo video screens in Memorial Stadium.

Digital billboards are the hot new thing in outdoor advertising. Unlike the typical vinyl billboards, digital billboards can switch advertisements every few seconds through remote computer commands.

The billboards were legalized by the city in December, and Lamar Outdoor Advertising recently erected two in Lincoln with a third on the way.

The company hopes to have a half dozen up in Lincoln within a couple of years, a tiny percentage of the roughly 150 billboard structures Lamar has in Lincoln.

On Lamar’s digital billboards, a half dozen advertisers can make their pitch with one 10-second spot per minute. Lamar allows them to change the ad as often as they want, at no extra charge. The message can be changed, online, within minutes.

“They can advertise a breakfast special in the morning and a noon special at noon,” Lamar sales manager Scott Morton said.

That means more advertisers  (ie: revenue) on a single billboard, and the advertising company doesn’t have to send a crew of two or three workers to wrestle with 50- to 100-pound vinyl signs monthly.

But they’re expensive; Morton said the billboards require an initial investment of about $250,000.

“They’re extremely expensive and obviously when you put one of those up, it has to be an absolute marquee location and there aren’t an unlimited supply of those,” Morton said.

According to the Outdoor Advertising Association of America, there are about 500 digital billboards nationwide, compared to about 167,000 traditional billboards.

Jessica Yarmey, director of marketing research for the OAAA, said most digital billboards rotate through six to eight advertisers, at eight-second intervals.

Digital billboards are popping up nationwide, but the technology has met resistance in some jurisdictions where opponents worry that they’re too distracting to drivers. Some Lincoln residents opposed them for that reason.

But neither the city nor Lamar has received any complaints since they went up. 

Yarmey said the digital billboards are more like a power-point than a TV ad.

“They’re not moving messages,” she said. “It’s not a scrolling message. It’s not flashing lights. It’s a static sign just like the signs (that) exist right now.”

Mike Petersen, who handles sign permits for the city, said the digital billboards cannot blink, flash or be animated and must hold each “message” for at least 10 seconds.

“So in as much as they look like a TV screen, they can’t look like a TV screen,” he said.

That 10-second hold is longer than the national standard expected to be announced by the Outdoor Advertising Association later this month. (Yarmey said they’ll likely recommend at least a six-second hold.)

In Lincoln, digital billboards must be at least 5,000 feet apart and adhere to brightness standards. They’re required to be turned off between midnight and 5 a.m., except if they’re used for public emergency announcements, such as Amber Alerts.

Morton said Lamar is expected to double its number of digital billboards nationwide from about 300 a year ago to 600 by year’s end.

“In my opinion, it’s the wave of the future for our business,” he said.

Reach Deena Winter at 473-2642 or dwinter@journalstar.com.


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drill64 wrote on June 18, 2007 1:00 am:
" Awesome, how soon can we get some billboards up on blimps just like in Blade Runner? "
Dan wrote on June 18, 2007 8:34 am:
" It was five years ago in Vegas that I was traveling down the road and came across a digital sign. I looked at it as I was traveling down the road. Then I wrecked my car and ended up in the hospital. I hate digital signs. "
Nate wrote on June 18, 2007 8:39 am:
" Just a bunch of eyesores... Not like that will persuade the city council to do what is for the good of the public and not just the good of big business. "
Jim wrote on June 18, 2007 9:09 am:
" Oh, we'll wait til a couple dozen people are killed before we figure out whether its distracting or not!! Gosh, people can't drive and not kill you without looking at the digital signs. Yet cars can't have TVs for the front seat occupants, but they can watch the moving digital signs! Thsts the brains the American people have these days, it all for the money, more money, more money! "
think wrote on June 18, 2007 9:37 am:
" Billboards help people who are from out of town. Not that there's a lot to come here for at the rate we're going. But, people do come that have never been here before and would like to know what's available. People in Lincoln are a bunch of whiners. There's a give and take to everything. Billboards make people stop in town and spend they're dollars, so I'm okay with them. I'm sure the people that complain about them and any other kind of progress and development are the first to complain about higher taxes and cutting back. "
Mike Honcho wrote on June 18, 2007 9:49 am:
" One poster mentioned ending up in the hospital...which is unfortunate, but as a driver, your primary responsibility is to pay attention to the road. The digital sign did not make anybody crash, carelessness did. And as far as pandering to "big business"...the city is in a $9 million dollar budget crunch, if these signs bring big business more money and bring the city more tax revenue, then bring 'em on. We need the cash. "
jc wrote on June 18, 2007 10:01 am:
" They really don't look much different than regular billboards other than they're usually a bit smaller. They're just as lit up as the static ones - they just have the ability to show multiple adds. I barely notice the digital signs they have in bellevue because of the 10second holds. "
Sun Valley Boulevard and West P St wrote on June 18, 2007 10:34 am:
" Does the sign along Sun Valley and West P street fall under this grouping? If it were 1000 feet in the air on the side of a blimp, it would warrant being that bright, but as it is, it's blinding and obnoxious. If you're looking north, you can't see oncoming traffic if you want to turn left. "
CS wrote on June 18, 2007 10:42 am:
" Or maybe, just maybe, exercise a little willpower and don't look at them.Everyone wants an excuse. "
Get off the road wrote on June 18, 2007 10:52 am:
" If there are actually people on our streets that cannot maintain enough control of their vehicle simply by looking at a STATIC billboard, they should NOT have a valid liscence. These do NOT flash, no moving images. It's called progress people. Oh wait...we're in Lincoln NE. 'We don't need no progress in this town. I like things just the way they were 50 years ago.' Which is why most of the city hasn't changed in 50 years. I'm so sick and tired of that small-minded small town mentality. If you want to live in a small town, then move to one and let Lincoln grow. "
Informed wrote on June 18, 2007 11:03 am:
" If you were to actually drive by one of these sign you would realize it is nothing like a TV. They are still images that flip every 10 seconds, that are placed at intersects. There are plenty of other things in or around a car far more distracting then these digital billboards. "
Hey, Jim... wrote on June 18, 2007 11:05 am:
" Did you even read the article? The signs are not allowed to have moving images... as far as movement the are on par with the signs that have rotating parts that simply change the billboard image to a different advertisement. And Dan, it is also quite idiotic to blame a digital sign for your own inability to pay attention to your driving. I'm sure you'd blame crash victims if you were gawking at a recent accident and had one of your own. "
Common Sense wrote on June 18, 2007 11:09 am:
" Why does everyone think these signs are so terrible? It is not like there is video or moving text on them. It is a simple billboard, just using LED's instead of vinyl. They are now different than the billboards that are alreay up in the city that have 3-4 ads on them and rotate every minute or so mechanically. If people can't have enough common sense to drive and look at a billboard then the problem is with the people, not the sign. "
Susan wrote on June 18, 2007 11:19 am:
" Their AWFUL! "
Tired of the whining wrote on June 18, 2007 11:59 am:
" Come on, people. We can't have digital signs because people might be too distracted? Maybe more people in Lincoln should learn how to concentrate on the road. Are these people that might kill themselves watching the pretty lights of a flashing sign the same ones that cause accidents because they can't figure out how to drive and answer their phone? Or are they the ones that cause accidents from staring off at the pretty yellow contruction vehicles working on the side of the road as they drive by? When are more poeple in Lincoln going to realize the fact that the city council, making a good decision or bad, will never be able to please anyone in this eternally whining city until people actually start accepting responsibility for their own actions or neglect instead of blaming the government for their being easily distracted? If someone can't glance for a fraction of a second at a sign and still watch the road as they drive, good riddance I say. Get that gene pool cleared out before my children are old enough for me to worry about it, even if its just with pretty flashing signs. "
Bad Drivers wrote on June 18, 2007 12:19 pm:
" Ill bet anyone having a wreck within 5 miles of this sign will now blame the billboard for their bad driving. Is it that hard to drive and look at a (NON MOVING AD.) If this is the cae then every Bank that has a scrolling time and Temp better be stopped. Im sure none of these people making comments have ever looked at one of those while driving.The simple fact is if you are distracted by anything like a cell phone, a cigerette, the radio, putting make-up on, turning around to talk to your kids, eating, checking the time and temp on a bank, or planes, THEN KEEP YOUR EYES ON THE ROAD AND DONT DO ANY OF THESE THINGS. "
I'm Tired Too wrote on June 18, 2007 12:26 pm:
" I don't give the City Council a pass like "Tired of the whining" - some of the whining about our City Council is justified. But I do agree with him/her about this issue. These kinds of billboards are here to stay, and they are no more and no less distracting than anything else. You are in control of your vehicle, not some sign. Just pay attention to the road around you and you'll be fine. If you can't do that, maybe you shouldn't be driving. "
dont' t blame wrote on June 18, 2007 12:28 pm:
" the govt. t least I won't. People in Lincoln do need to learn how to drive before putting up these signs. "
Josh wrote on June 18, 2007 12:47 pm:
" Come on people- this is not a big deal. We already have billboards all over the city- some look rather messy- so if anything, at least switching a few of those to electronic signs will be an improvement. Otherwise, it doesn't matter that the image is a vinyl sign or an electronic one, it's just the way of the future, and is not a distraction to anyone who even remotely knows how to pay attention to the road when driving. "
a mom wrote on June 18, 2007 12:59 pm:
" I have seen both of the signs and they are near stop lights. If people can't tear their eyes away, at least hopefully it will be while they stopped. I think they look ok and aren't any more distracting than my kids fighting in the back seat or the radio playing or my cell phone ringing. Actually, quite a bit LESS distracting. "
Safe Driver wrote on June 18, 2007 1:33 pm:
" LOL, I agree with "Tired of the whining". I can see it now..."Oh look honey, there's a flashing sign on the side of the road." "Where?" WHAMMMM!....10 car accident. They say "multi-tasking" is the cause of many accidents on the roads these days. I say it’s a lack of common sense and the inability to be aware of your surroundings. I travel the same streets to work everyday. I know where there’s congestion everyday. I know that if I hit this light when it’s red, I won’t make the next one either. I know that a white Dodge Neon always turns at the next street, etc... Because of these things, I know when to FOCUS on the road and not stare off into “fantasy land”, even if there is a big, flashy thing over there. "
so...... wrote on June 18, 2007 1:37 pm:
" If I have an auto accident, can I sue the billboard company and the advertiser for distracting me from driving? "
Dale wrote on June 18, 2007 1:38 pm:
" Billboards are ugly, digital or not. Normal is a good example of a road that the city should strive to beautify given its route along parks and residential neighborhoods. But the city does not care. Lincoln lacks the vision and willingness to improve. "
Honda 919er wrote on June 18, 2007 1:40 pm:
" Hey Jim and Dan...These signs do NOT blink, and do NOT flash. If you can't look at a stationary billboard without wrecking your car, please do not ever get behind the wheel again in your life. For the safety of all the rest of us. "
Roger wrote on June 18, 2007 1:56 pm:
" I vote for putting all the new digital signs right outside Tired of the whining's house. "
All For It! wrote on June 18, 2007 2:02 pm:
" For those complaining, have you seen these billboards yet? They are not a moving picture. 10 seconds is a lot longer than you realize. I have driven by them on several occasions, and the only reason it caught my eye was because it was brighter than a traditional billboard. The only time I have actually seen one change was when I was stopped at the light. Otherwise, it is very subtle. If you were just driving by, the change isn't distracting enough to cause you to crash, and if it is, perhaps you should consider public transportation. As long as we don't get an excessive number of them, I think their great! And, I appreciate the fact that the city council has regulations in place limiting how frequently they can change, and that they have to be turned off at night. I think those are good compromises. "
Free lunch wrote on June 18, 2007 2:03 pm:
" Lincoln people would whine and bellyache if they were all given free lunch. If people don't like billboards, guess what? ...don't look. Just focus on the road. "
agree wrote on June 18, 2007 2:51 pm:
" get off the road"I'm so sick and tired of that small-minded small town mentality. If you want to live in a small town, then move to one and let Lincoln grow. " I agree with you 100% and could not have found a better way to say it. I work in Lincoln and wish it would build, build, build. It provides jobs, tax dollars, I by far think the good out ways the bad. I also wanted the small town life, so I moved. My commute takes no longer than when I lived in town driving in traffic and gas milage is just as good because it's hiway vs. city. I could never afford the house I live in or the quality of neighborhood in Lincoln. Instead of complaining I did something about it and couldn't be happier. Some of you should try it. "
Distracted_Driver wrote on June 18, 2007 3:24 pm:
" I was talking on my cell phone, changing songs on my iPod, eating a breakfast burrito, and wiping up the coffee I spilled in my lap while making a left turn and was so distracted by the digital billboard that I didn't see my arrow was red! "
eye sore wrote on June 18, 2007 3:29 pm:
" Dangerous distractions and yet one more ugly thing on the skyline. "
Weather Man wrote on June 18, 2007 4:33 pm:
" I don't see how they are any more distracting than signs that flash the time and temperature or written messages. They're just new. And if it's one thing people in Lincoln don't like: it's anything new. "
If it makes you that mad wrote on June 18, 2007 6:28 pm:
" Don't support the business' that use them!! I think technology is great and I'm impressed at our city council steeped out of the stone age and approved something to modernize our city... "
Unbelieveable! wrote on June 18, 2007 8:24 pm:
" It is absolutely unbelievable how many people have posted a comment whining about this horribly useless bit of information. I agree- "Lincolnites hate change"- hence the reason Lincoln Nebraska is one of the most boring places on the planet! "
nitemare wrote on June 18, 2007 10:19 pm:
" I agree with Unbelieveable! Does everyone here have problems walking and chewing bubble gum at the same time? It's great that Lamar put up the signs and I hope they put up 1000 more so that it can look like "Blade Runner". Wait..this is Lincoln. The rest of the universe will have progress while Lincoln residents will continue to argue the Truman vs. Dewey election and if the White Sox actually bet on the 1919 World Series. The signs are great for business and for Lincoln! Get with it people: if you can't look at a billboard and drive a car - please don't drive. "
The Flash wrote on June 18, 2007 10:39 pm:
" What about those ridiculous warning signs on O street and I-80? The ones that inform us of Amber Alerts and street closings. Those really cause traffic problems. NOT! "
tortis wrote on June 18, 2007 11:14 pm:
" All billboards should be bulldozed down "
whaaaa! wrote on June 19, 2007 12:43 am:
" I don't want anything new! I don't want progress! Whaaa! Why doesn't Lincoln just stay like 1955? "
B wrote on June 19, 2007 7:28 am:
" Dangerous distractions? Come on now, are you going to ban every weird vehicle or freak you see walking down the street because they are too distracting too? Or maybe a pretty girl in a short skirt? Or maybe some rare bird might fly by. You never know. Come on people, if you are driving, you need to learn how to control yourselves. Dangerous distracting obstacles are lurking outside and inside your vehicle EVERYWHERE. If you don't trust yourself to not look at the sign without driving into someone, then please, don't ever drive again. I can see the ticket now, "driving under the influence of a billboard"?????? "
AB wrote on June 19, 2007 11:32 am:
" " It was five years ago in Vegas that I was traveling down the road and came across a digital sign. I looked at it as I was traveling down the road. Then I wrecked my car and ended up in the hospital. I hate digital signs. " ...and I hate bad drivers. "
Pain wrote on June 19, 2007 1:13 pm:
" I live in Chicago, where they are EVERYWHERE! The bank on my quiet residential street put one up last year, now I have the lights from 5.25%!!! flashing in my living room all night. "
Bill wrote on June 19, 2007 2:50 pm:
" Sun Valley and West P is exactly correct. At one time I did habitat Prairie Life Center while living in Belmont and went through that intersection frequently. It was bad then trying to guage a open hole to move into the flow of traffic. Several days ago I went the same route and was surprised by that sign. Beleive me I won't go that road again. Giving a permit to put that sign there was stupid and simply bordering on something approaching what a mentally deranged individual would accept as normal. Can I come up with another explanation of my opinion ?....no! but I think there should be an explanation by the office that approved it. If it was not approved by a government office and just parked there then it should be moved immediately. Journal-Star send a reporter to that area and have them take a picture and put it in the newspaper. You would be doing a service to the community and people that are committed to that intersection and also may just bring a halt to such a breakdown in common sense. "
mike wrote on June 19, 2007 3:23 pm:
" If being distracted by bright objects is a problem for you then you should not be driving. Listen up people -- take responsibility for your own actions!!! "
free lunch? wrote on June 19, 2007 4:51 pm:
" I watched the sign change several times - even had to pull over, but NEVER saw ANYTHING about FREE LUNCH??? Where is there FREE LUNCH? "
Bill Again wrote on June 19, 2007 6:30 pm:
" I think some are complaining about my comments on the West P Street sign. If they are so be it. This is not a large billboard sign but rather at ground level making it necessary to look past the sign to see on-coming traffic. Imagine this...you are sitting at an intersection looking down the road and someone with a high intensity spotlight is about 30 feet from you with the light focused in your face. You say no problem..just tell me when you are on the road...I don't want to drive on the same streets as daydreamers. Yes, I can and probably will choose to ignore the digital billboards because I will be looking at the star-gazers viewing them or I might simply make a conscious choice to avoid all the advertisers paying for this service. "

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