As Time Goes By

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Technology allows outdoor signs to be changed quickly, enabling marketers to frequently update their information and creative.

Who's selling it: Lamar Advertising Company

The specs: LED roadside SmartBoards in traditional billboard sizes. Lamar has a fully networked system in Pittsburgh and a smattering of SmartBoards in other U.S. markets.

Who's using it: Specialty department store Parisian frequently posts new creative to advertise its seasonal sales.

Who's selling it: AdSpace Media Networks

The specs: Fully networked LCD screens in Loews Cinemas and Westfield Group shopping malls, with an average of 10 displays per mall.

Who's using it: Ruth's Chris Steakhouse runs a schedule heavy in the pre-dinner 3 p.m. to 6 p.m. day part.

Who's selling it: Clear Channel Outdoor

The specs: Weatherproof-encased LED screens over 78 New York subway entrances. Clear Channel launches digital roadside billboards in Cleveland this month.

Who's using it: CNN changed its messages every day at 4 p.m. to promote that evening's prime-time lineup.

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