The Impact of Technology and Cellular Outages on Digital Billboard Companies
In today’s fast-paced, technology-driven world, digital billboards are a cornerstone of outdoor advertising, offering dynamic content that captures attention and drives engagement. However, technology’s reliance on connectivity exposes these billboards to significant vulnerabilities during cellular outages, such as the ones that occurred on February 22, 2024, and July 19, 2024. These disruptions can hinder the ability to update and manage billboard content, impacting both the advertisers and the digital billboard companies.
The Impact of Outages
During cellular outages, digital billboards can be stuck displaying outdated content, reducing the effectiveness of advertising campaigns. Advertisers rely on timely updates to reflect sales, promotions, or current events. When these updates can’t be made, it can lead to frustration and a potential loss of revenue for both advertisers and billboard operators. Additionally, prolonged outages can damage the reputation of digital billboard companies, making it crucial to have robust contingency plans.
Preparation Strategies
- Backup Connectivity: Digital billboard companies should invest in backup connectivity options, such as satellite internet or redundant cellular networks, to ensure continuous operation during outages.
- Pre-Scheduled Content: Having a library of pre-approved, evergreen content that can be displayed during outages ensures that the billboards remain relevant and engaging, even when updates can’t be made in real time.
- Automated Monitoring Systems: Implementing automated systems to monitor connectivity and performance can provide immediate alerts when an outage occurs, allowing for faster response and mitigation.
Response Plan
Having a clear response plan is essential for maintaining advertiser trust and minimizing the impact of outages. This plan should include a prepared statement to communicate transparently with advertisers.
Sample Statement to Advertisers:
“Dear Valued Advertiser,
We regret to inform you that due to a recent cellular outage, we are temporarily unable to update the digital billboard content for your campaign. Our team is actively working to resolve the issue and restore full functionality as quickly as possible. In the meantime, we have ensured that pre-approved content is being displayed to maintain visibility for your brand.
We apologize for any inconvenience this may cause and appreciate your understanding and patience during this time. Please do not hesitate to contact our support team for any further assistance.
Sincerely, [Your Company Name]”
By preparing for outages with backup systems, pre-scheduled content, and a clear communication plan, digital billboard companies can mitigate the impact of connectivity disruptions and maintain strong relationships with their advertisers.
