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.

We started this series with the premis that there are 4 cornerstones that must be present to have a successful mobile digital billboard business: a quality LED truck, a profitable and scalable model, an effective sales system to sell media within the model, and a salesperson who can close media deals.

This weeks issue addresses the model, but I will warn you up front that this is the most complex cornerstone and we won’t even scratch the surface but I do go a little deeper in an exclusive video inside the Digital Display Insiders Facebook Group. Link is at the bottom.

So let’s dive in!

M.D.B. Startup Focus

The Second Cornerstone of Mobile Digital Billboard Success: A Scalable and Profitable Model

Back in 2014, when I first entered the mobile digital billboard industry, there were fewer than two dozen LED trucks in operation across the entire United States. This meant that information on how to successfully run this type of business was scarce, and there were few models to follow.

Like many who get into this business, I dreamed of working with iconic national brands—Budweiser, Sprint, Pepsi—all of them had my attention. By late 2015, my focus shifted to the national stage, just as the 2016 election cycle was kicking off, with 18 Republican candidates throwing their hats in the ring.

Over the next seven years, we grew our fleet to six LED trucks, running campaigns for Fortune 500 brands and political candidates across the country, covering 30+ states per year. On top of that, we brokered hundreds of thousands of dollars in additional deals. Our model was the same as most operators in the business: what we call the Exclusive Model. In this model, a single client books the truck for a day, week, or month, and their ads are the only ones displayed. They have full control over the location and route. Operators using the exclusive model typically work regionally, traveling up to 500-800 miles for different campaigns.

For a new operator, this is often the easiest model to start with. Aside from the truck payment and insurance, most operational costs are variable—meaning they only come into play if the truck is running. However, the downside is that this model can become a trap, with significant challenges that make it tough to transition out once you're committed.

The other option is the Local Shared Model, which is similar to how traditional digital billboards operate. Instead of a single client controlling the truck, you establish a daily route, and multiple advertisers share the screen, rotating through as the truck drives around. We call this the Shared Route Model.

In my opinion, the local shared route model is the best long-term choice by far, but it’s also the most challenging to implement. It requires a longer runway to get off the ground compared to the exclusive model. With this approach, you have to determine how many clients to include in each rotation, how long each ad should display (dwell time), how to price each spot, how to design a route that appeals to a broad audience, and how to collect impression data to prove ROI to your clients—and that's just scratching the surface.

So, which model should you choose? It depends on several factors unique to your circumstances. This isn’t a one-size-fits-all decision. Your choice of operating model is the single most important decision you’ll make at the start, and getting this cornerstone wrong could have a six- or even seven-figure impact on your business.

If this has left you with more questions than answers, that’s a good sign—it means you’re open to exploring your options. That’s where I can help. If you want to dive deeper into the pros and cons of each model and figure out which one is right for you, I’d be happy to guide you through that process in a consulting call. Just click the banner below to schedule an Industry Discovery Call.

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Cool LED Technology

LED Poster Banners: The Flexible Solution for Eye-Catching Indoor Advertising

Imagine having a lightweight, portable advertising solution that you can set up in minutes and easily control from anywhere. That’s exactly what LED poster banners bring to the table. These vertical LED screens are designed to make an impact in any indoor environment—retail stores, trade shows, malls, you name it. With sharp resolutions as low as P1.9, these banners offer crystal-clear visuals, ensuring that your message stands out with vivid colors and sharp details.

The real power of LED poster banners lies in their flexibility. Whether you need a single display for a storefront or a series of banners tiled together for a larger, unified message, these units can adapt to any situation. They are ideal for everything from promoting sales and upcoming events to delivering dynamic visual content that keeps your audience engaged. When you need an advertising tool that’s flexible, easy to use, and guaranteed to grab attention, LED poster banners are the answer.

If you’re looking to elevate your indoor advertising game, these banners could be the perfect fit. Interested in learning more? Click below to find out how they can work for you.

M.D.B. Campaigns

Promoting "All Eyez On Me" for Lionsgate Studios

This week’s campaign highlight takes us back to April 2017, when Lionsgate Studios partnered with us to promote their highly anticipated film, All Eyez On Me, the story of the legendary rapper Tupac Shakur. This was a unique opportunity to put our mobile digital billboard trucks to work in some of the most iconic locations across the United States.

In addition to traditional billboard advertising, Lionsgate deployed our custom-wrapped LED trucks to Brooklyn, Manhattan, Los Angeles, and Coachella, where they played the movie trailer on loop. Our trucks were designed to create a buzz, but we went beyond just visuals. The trucks featured dynamic audio, and we handed out branded t-shirts to build excitement and connection with the crowds. The Coachella stop was particularly memorable—not only because of the massive crowd, but because Demetrius Shipp Jr., who portrayed Tupac in the film, was there. I even got a picture with him, adding a personal touch to an already electric campaign.

The campaign was a massive success, with bystanders in Times Square, Brooklyn, Coachella, and the beaches of Los Angeles stopping in their tracks to watch the trailer. Our LED trucks stood out in the crowded streets and festival scene, drawing in crowds wherever they went. The response was exactly what Lionsgate wanted—people were captivated by the trailer, and as soon as we pulled out the t-shirts, lines started forming.

This campaign is a perfect example of how mobile digital billboards can bring an event to life and deliver a message that gets people excited. Whether it’s a movie launch, a product release, or a community event, there’s nothing like an LED truck to engage your audience in real time, with real impact.

Bonus Content

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Equipment For Sale

2020 Legion 613 LED Trailer