Video billboards have moved beyond Times Square and the Sunset Strip to become one of the hottest out-of-home venues in markets across the country. As with traditional billboards, the emphasis has been on the superior visual images.

Now there's a new element, sound.

That's a feature of new video billboards in Washington, D.C., as it happens the city's first. They offer audio to go along with their crisper visuals.

To find out how to get your client’s message seen and heard on the streets of the nation’s capital, read on.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Advertising on outdoor video screens with audio capability.

Who
Pharris Media of Irvine, Calif.

How it works
Ads are displayed on a bank of three LED video billboards on the exterior of the downtown Gallery Place shopping, dining and office development at Seventh and H streets Northwest.

An audio system broadcasts at street level.

Ads can be delivered by daypart. For instance, Coca-Cola or some other beverage could run a spot at noon to target the lunch crowd.

Advertisers provide creative, which can be video, animation or text. Says president Patrick Pharris: “We try to encourage advertisers to put up original content that’s entertaining.”

Up to three advertisers share screen time for 22 hours a day, from 5 a.m. until 3 a.m. Each advertiser’s message appears on all three screens simultaneously. Advertisers rotate every two minutes for a six-minute loop.

The program is primarily for national advertisers, though local ads can run.

Other signage at Gallery Place can be packaged with the video billboards. They include:

- Event banners. A total of 14 banners are available, ranging in size from 30 inches high and 6 inches wide to 60 inches high and 6 inches wide and displayed on the exterior of the building. They are available on a monthly basis.

- Sidewalk billboards. They measure 7 feet high by 4 feet wide and are double-sided and illuminated. These are new and will be available in January. They will be placed near the curb and be visible to cars and pedestrians.

- An illuminated wedge billboard. This will measure 60 feet high and 8 feet wide and is being mounted on the exterior of Gallery Place above the three digital signs. The two-sided billboard also becomes available in January.

Markets
Washington, D.C.

Numbers
Pedestrian traffic at the intersection averages 19,219 a day, while vehicular traffic averages 55,500, according to the city.

How it is measured
Impressions are estimated from pedestrian and vehicular traffic counts at the intersection as provided by the city.

Advertisers are provided reports detailing the day, time and duration of each spot as it runs.

What product categories do well
Automobiles, soft drinks, telecommunications, retail, apparel and entertainment are top categories.

Demographics
The foot and vehicular traffic passing though the Seventh and H intersection cuts a wide demographic swath. Says Pharris: “You get local business people plus sports fans going to the Verizon Center, tourists going to the national monuments, and you’re also close to the new convention center and Chinatown.”

Making the buy
Lead time is one week. The cost is $50,000 per month per advertiser for the initial three video billboards.

The cost for campaigns combining the video billboards with other signage varies in price depending on the elements.

Who’s already on video billboards in Washington, D.C.
The program launched in November with advertisers Coca-Cola and AT&T.

What they’re saying
“Using audio is unique There’s nothing like it. So the location and the capability for interactive experiences are a special opportunity for us.” – Dorie Silverman, vice president sales for Coca-Cola’s Northeast region

Web site info
Pharris Media at http://www.pharrismedia.com