The average driver travels 10,000 miles in town each year and contributes $324 in taxes and direct fees. The cost to the public, including direct costs and externalities, is a whopping $3,360.
”It’s a very flexible, very responsible medium and very impactful,” said Ron Cooper, chief executive of Clear Channel Outdoor, which has 450 digital billboards and plans to add 150 more this year. Big corporations that have used them include ABC, AT&T, Coca-Cola, McDonald’s, General Mills, Ford and Verizon. “Consumers report seeing it, remembering the brand, remembering the advertisers.”
He and others in the industry say they have been careful to make the signs memorable but not distracting. They say the “television on a stick” label is an exaggeration.