A diamond pendant, a Honda Accord, and laser hair removal now all have something in common.
All are being advertised on digital billboards, at times on the same one, which are springing up along the high-traffic U.S. 30 corridor.
"It's new, it's innovative, it lets you put several different images on a billboard," said Josh Halpern, president of Albert's Diamond Jewelers, in Schererville. "And the images are beautiful. They're crisp and clean."
A recent Albert's ad on a Lamar Advertising digital billboard on U.S. 30 showed off a sparkling heart-shaped pendant for $99. It told motorists to "tickle her pink" one minute and "give her your heart" the next.
Motorists are seeing more of the glitzy signs now, because the Indiana General Assembly lifted a general ban on digital billboards along state-controlled highways last year. Illinois passed new regulations allowing the signs in the fall of 2006.
A total of 38 states allow digital billboards along state-controlled roadways, according to Jeff Golimoski, a spokesman for the Outdoor Advertising Association of America.
However, some individual municipalities effectively have banned the signs. Local officials often complain the signs will make their community "look like Vegas" or distract motorists.
Lamar Advertising has erected four digital billboards in Northwest Indiana, working closely with town officials in Merrillville and Schererville to win approval. It has put up five on interstates around Chicago.
"What this does is it gives the advertiser the power to combine digital technology with the power of outdoor (advertising)," said Jon Terpstra, regional general manager for Lamar Advertising. "It will really revolutionize the industry."
View Outdoor Advertising, of Merrillville, recently won approval to construct one on the south side of U.S. 30 just west of the I-65 interchange.
The region was introduced to billboard-size digital signs four years ago when Merrillville-based Whiteco Inc. erected one on a high tower off Interstate 65 at the Star Plaza Theatre.
That sign is an "on-premise" sign, so it did not fall under regulations for billboards erected along state-controlled highways. The sign advertises upcoming acts at the Star Plaza Theatre and hotel offerings.
"It's really an impressive medium to use, to show those performers," said Larry Alt, who managed the project for Whiteco. "People can look up and say, 'It's Ron White. I'm going.'"
Digital billboards generally show an ad for 10 seconds, with a cycle of six ads every minute. That means each advertiser's message can pop up 1,300 times per day.
The digital billboard's are computer controlled and the displays are created by LED pixels.
"When it's done right, advertisers will change designs a lot," Terpstra said.
The newfangled, bright-faced billboards are not cheap. They cost about $250,000 to $350,000 to purchase and install, according to Golimoski. A traditional billboard costs about $50,000.
But the digital billboards offer increased revenues opportunities for the outdoor advertising companies.
A single digital billboard can bring in up to six times the revenue of a traditional one.
"That is definitely attractive," said Pete Schroeder, president of View Outdoor. "Whenever you can increase rates, and more importantly justify it to the client, that is something you're always looking for."
Outdoor recently won town approval for its first off-premise digital billboard in Merrillville. It will be located on the south side of U.S. 30 just west of I-65.
There are about 800 digital billboards in the United States, according to the Outdoor Advertising Association of America. That compares to 450,000 traditional billboards.
"There will never be a time where every billboard will be digital," Golimowski said.
That is because much of a digital billboard's effectiveness comes from the fact it is different from the rest of what's out there. Also, their expense means they are economically feasible only in high-traffic areas.
"You do want them to be the flashy thing that's out there, the new thing," Terpstra said.
