What, in your opinion, is the single most effective addition to your digital signage network since it launched and why?
The best investment that the Georgia World Congress Center Authority made to its digital signage network over the years was external billboards, no question. We added one 36-foot by 10.5-foot digital billboard more than six years ago, and the occupancy of that unit more than convinced us to purchase two 48-foot by 14-foot billboards. The billboards are located in high-traffic areas that both vehicle and foot-traffic see. Conventions and long-term commercial advertisers have seen the value of this digital inventory. Commercial advertisers use the billboards to attract the out-of-town visitors, and convention show management see the value of using digital over banners. The ROI on the billboards has been impressive, and more than paid for total investment of all three units.