Editors Note

Welcome to this issue of Digital Display Insider. In this issue, we will be giving you valuable information as you navigate the mobile digital billboard (M.D.B.) startup process.

When I first stepped into the Mobile Digital Billboard world, I had no idea there were two entirely different businesses hiding behind the same LED truck.

In the beginning, I operated like most new owners do—chasing agency jobs, bidding for exclusive use campaigns, and thinking the more hours I ran, the more successful I’d be. But what I learned over time is that the model you choose determines everything: your cash flow, your stress levels, your scalability, and your profitability.

This week’s article is for those of you who are asking, “Is this business actually profitable?” The answer? It depends entirely on how you structure it.

In this issue, I break down the Exclusive Use Model (what most of the industry does) versus the Total360 Local Model I’ve developed over years of trial, error, and course correction. I’ll show you real numbers, real strategies, and how choosing the right model can be the difference between building a side hustle or building a company that supports your family for the long haul.

Let’s dig in.

M.D.B. Startup Focus

Are Mobile Digital Billboards Profitable?

When I started in the LED truck business, I thought I had found the ultimate opportunity.

At the time, I was just rebuilding my life—my marriage had recently been restored, I was rebuilding my car shipping business, and I was trying to create something that could support my family for the long haul. The LED truck was supposed to be a side hustle, a way to generate local revenue while I kept building Mr. Car Shipper back to health. But what I didn’t expect was that this “side hustle” would become the foundation of a completely new business model in advertising.

What started with a borrowed $140,000 truck turned into years of hard lessons learned, dozens of pivots, and ultimately, a profitable and scalable advertising company. But it didn’t start that way.

I tried the Exclusive Use Model, like most do. I learned the hard way just how volatile that path can be. After several years of the Exclusive roller coaster, I decided to make a massive shift and go 100% local. Through this journey, we developed the Total360 Local Model, which changed everything. And today, I want to walk you through what I’ve learned by comparing these two very different approaches—because the difference between them isn’t just about strategy.

It’s about profitability, sustainability, and whether or not you make it past your first year.

Two Models, Two Very Different Businesses

If you want to understand profitability in the Mobile Digital Billboard (MDB) business, you have to start with the model you're running.

Most new operators default to the Exclusive Use Model, and they get stuck. It’s what most truck sellers pitch and what most people assume is the “normal” way to run an LED truck business.

In this model, you charge a flat rate to a single advertiser for exclusive use of the truck—usually for a day, a weekend, or a short-term campaign. These jobs typically come from agencies, brokers, or direct outreach to event planners or corporate marketers.

The standard rate? About $150/hour, or $1,200 for an 8-hour day. Do that five days a week and you’re looking at:

• $1,200 x 5 = $6,000/week

• $6,000 x 4 = ~$24,000/month (gross revenue)

Sounds good, right? Until it isn’t.

Falling Margins & Unstable Cash Flow

The issue with the Exclusive Use Model is how quickly it turns into a race to the bottom. You’re often bidding against other operators. And because the service is sold as a commodity—“just rent the truck”—many operators feel pressured to discount.

But your costs only go up:

• Fuel

• Driver pay

• Hotels, meals, and per diem

• Insurance and wear-and-tear

• Maintenance (which always costs more than you think)

If you start discounting to $125/hour or $100/hour to win a job, the difference comes out of your profit. One big breakdown or late-paying client and you’re upside down. We operated this way for years, and I can tell you firsthand—it’s not scalable. It’s feast or famine, and most of the time, your feast still leaves you hungry.

Oh, and did I mention slow pay? Our average payment terms when working with agencies and big brands were 180+ days. That’s six months of floating costs and overhead with no guarantee the next job is around the corner.

The Total360 Local Model: Built for Long-Term Profitability

Eventually, I realized that if I was going to make this business work, I had to stop selling a commodity and start selling a solution. That’s when we built what eventually became our Total360 Local Model.

Rather than renting the truck by the hour, we built recurring, retainer-style advertising packages. We created three tiers of service, priced between $995/month and $3,495/month, and structured them around 3, 6, and 12-month contracts.

These packages were built on the idea of rotating ads across consistent daily routes in specific geographical areas. Advertisers knew where their ads would be shown, how often, and for how long. We delivered real ROI, consistent visibility, and built real relationships—not one-off jobs.

A fully sold route brings in $25,000–$30,000/month in recurring revenue and a single truck can do more than a single route. No dependency on agencies, no bidding wars with other operators, no race to the bottom. And because we control the model, we control the margins. That’s the difference.

And here’s the other big win—once the route is full, you’re not reselling 100% of your space every month. You’re only replacing the clients who don’t renew. That means you’re selling to attrition, not starting from zero every month. The grind is upfront… the payoff is long-term stability.

Add-On Revenue with Special Event Packages (SEPs)

On top of that recurring base, we layered Special Event Packages (SEPs)—high-impact, short-term campaigns for concerts, sporting events, festivals, political rallies, etc. that also utilizes a shared model to reduce your risk and increase your profits.

And finally, in the Total360 Local Model, our Exclusive Use offering is actually the most premium product we sell, not the default. We charged $300–$400/hour for exclusive campaigns, depending on the duration. The exclusives and SEPs are add-ons, not the foundation. That’s why they’re so profitable.

Before we made the switch, we’d charge $150/hour at an event like the College World Series and come away with $15,000 in total revenue for the 11 day event. After the switch, we sold packages over the same duration and generated $38,000+—same truck, same event, better model.

Why Value Beats Price—Every Time

Last week in Issue #23, we talked about the power of Offer Stacking—creating premium, value-rich packages that stand out from commodity pricing. Instead of discounting your core service, you increase the value of what’s included.

In our case, we added:

• 2-hour exclusives each month

• Professional photographs of the client’s ad in-market

• Social media exposure

• Priority access to SEPs

• Artwork creation and revisions

And we bundled that into a premium package that no other competitor could match—because we were selling an offer, not a truck rental.

That strategy completely changed our business. We went from chasing short-term jobs to building long-term cash flow. And when you have margin, you have options. You can pay for leads. You can invest in growth. And best of all—you can sleep at night.

So, Are MDBs Profitable?

If you’re asking that question, I’ll give you the real answer:

• YES, if you structure your business right.

• YES, if you build recurring revenue.

• YES, if you control your offer and pricing.

• NO, if you sell a commodity and discount to stay busy.

Mobile Digital Billboards can be an incredible business model. But only if you stop selling a truck and start selling a system.

Choose the right model, build the right offers, and you won’t just be profitable—you’ll be unstoppable.

LED Truck Financing Options

Financing Options: Lease Your LED Truck with Currency

I’m excited to announce that Legion LED Trucks has partnered with Currency to offer flexible financing and lease options for both new and used LED trucks! Whether you’re looking to start or grow your MDB business, these leasing plans provide an affordable way to get on the road with minimal upfront investment.

Leasing is an excellent option for operators who want to keep cash flow steady while upgrading their equipment regularly. With 36-, 48-, and 60-month turnback leases available, you can keep your fleet up to date without the commitment of long-term ownership. For example:

• Lease a $150,000 truck for $4,665/month on a 36-month term or $3,626/month on a 48-month term.

• A $200,000 truck can be leased for $6,221/month on a 36-month term, $4,835/month on a 48-month term, or $4,007/month on a 60-month term.

• Payments can be customized based on your needs, with turnback options at the end of the lease.

To qualify, applicants need a minimum 670+ credit score and three months of bank statements. Additional requirements may apply. Financing is subject to credit approval, and terms may vary based on creditworthiness and truck selection.

This partnership is designed to make it easier than ever to grow your business without tying up capital. For more information or to explore your leasing options, contact us today!

NOW AVAILABLE ON AMAZON AND KINDLE!!!

Update, expanded, and largly re-written, “How To Start A Mobile Digital Billboard Busines Without Losing $100k” is now available on Amazon.

CLICK THE PICTURE TO SEE IT ON AMAZON

If you are on the fence about starting a MDB business, this book will give you valuable information that you can’t find on Google.

Bonus Content

Check out the Bonus Video on Youtube for more information on this topic

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