Digital billboard technology brought innovation to the billboard advertising landscape by offering additional value for advertisers by splitting costs and allowing for greater campaign control. 

For instance, Macy’s department store ran billboard ads for yearly sales like Memorial Day or Black Friday, and they ran ads for several days, with each one showcasing unique products and adding intrigue to a holiday shopping deadline. Traditional billboards can’t reasonably run this kind of promotion without serious vinyl printing and hanging costs. Because of the onset of digital billboards, Macy’s ads—and many others since—have been able to run dynamic ads that are easily changed.