Digital billboards stand out in a time when many other forms of advertising can be skipped, blocked or avoided through technology. Critics say that’s a bad thing.
media research unit. That’s up from the 17% share that digital commanded in the U.S. in 2015, the firm said.
“I don’t think this is something the industry should worry too much about,” Mr. Létang said of the regulatory pressure. But electronic signs do bring concerns about energy consumption, he said. Media consumption is so fragmented “and [with] so much of advertising, especially in a digital environment, it’s a mass message to individual consumers,” he said. “Out-of-home is still one of the few mediums left where you can have one ad go to many people…They can’t easily turn off those messages like you can with TV or pick up your mobile phone or do whatever. They’re hard to avoid.
A federal appeals court this year cited the Austin case as it upheld a digital-billboard ban in Madison, Wis.
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