Goa joint managing director Chris Tyquin told ProPrint the company was currently in the process of rolling out a network of electronic billboards.
It has already installed three electronic billboards in Brisbane, in the suburbs of Bowen Hills, Kedron and East Brisbane.
Tyquin said the LED billboards has been “overwhelmingly popular” with advertisers.
“The message can change every hour, offering advertisers unprecedented creative flexibility and the ability to showcase multiple products, prices and promotions,” he said.
“We’re also offering more flexible options with booking and lead times. Advertisers can book a display period of just one week, and our shorter lead times mean they can effectively book today and be showing tomorrow.”
Tyquin told ProPrint he doesn’t expect every advertiser to suddenly migrate from static print advertising to electronic.
“You need to think about the circumstances of the client and their objectives. If it’s one message they want to drive home, the best option is to buy static.
“But if the client needs options for regular copy change, then the LED option is the way to go,” he said.
But Tyquin doesn’t expect electronic billboard technology to usurp large-format print any time soon.
“In the short term, I don’t think these will replace digital print altogether. The capital costs are going to make that prohibitive,” he said.
“There’s also a lot of learning to be done; we’ve been working on this for three years.”
He did, however, observe that the trend towards electronic technology would inevitably encroach on large-format printing.
“My impression of the companies we deal with is that over recent years is they’ve spent a lot of effort to broaden their own base, not just using billboards but also smaller-format work.
“The days of the printer just doing large format are over. You have to think that as times go on, the emergence of electronic technology will have an impact.”
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