CBS Outdoor and Cox Media have partnered together to show highway drivers in Louisville what songs are being played on New Country Q103.1 (Cox Media’s WQNU-FM) — in real time. Utilizing the latest in digital technology, the digital billboard on Interstate 65 will instantly show songs being played on the station. The Louisville billboard, which hangs over the freeway from its perch inside the grounds of the Kentucky Fair and Exposition Center, will also feature promotional messages from the station, encouraging drivers to tune in.
“This is a call to action that offers instantaneous interactivity,” said Mike Sheehy, sales manager, CBS Outdoor/Louisville. “You rarely get this kind of real time opportunity to connect a client to the public. In addition to being a great vehicle for New Country 103.1, it’s a great service for commuters who can now be apprised of what’s playing on the radio that very second.”
RBR-TVBR observation: While these are competing forms of media (and competing companies), this is a new example of how they can be complimentary to each other. Another way to look at it is this is a tune-in ad on steroids. Nonetheless, with digital billboards becoming more ubiquitous, stations should utilize the technology—especially during ratings periods.