2020 may not have offered many reasons to celebrate, but StreetMedia Group is cashing in on one of the few. Wrapping up construction last November of a double-sided digital billboard on Harmony Road at I-25 in Fort Collins has owners Gary Young and Troy Hammond smiling about the future. The new structure is located near the traffic light on the northwest corner of the interchange and has replaced a handful of older wooden billboards in the surrounding area.
In a deal struck with Larimer County to retire a number of older billboard assets, StreetMedia is excited for the opportunity to help beautify the community while adding a more sustainable piece of inventory at one of the busiest commercial locations in the front range. Serving as Fort Collins’ main gateway, Harmony Road averages daily traffic counts of over 53,000 vehicles at this specific location. Close proximity to the interstate is attractive to national advertisers targeting commuters along the I-25 corridor, while local advertisers are able to reach high volumes of consumers in Fort Collins and surrounding communities like Loveland, Timnath, Severance, Windsor, and Wellington. A multitude of restaurants and shopping options in the immediate area attract a particularly high number of motivated spenders on a regular basis.
Aubrey Williamson, a Senior Account Executive with SMG, specializes in national sales as well as targeted local advertisers in northern Colorado. “Ever since the moment the sign faces were placed, advertisers are constantly calling me. They see it and they love it!”
In addition to the removal of eight older billboards, a percentage of every advertising contract associated with the new digital sign will be offered to the State Land Board, who owns the property. This revenue share should generate over a million dollars for Colorado schools over the life of the lease. Owner Troy Hammond further shared, “StreetMedia is committed to using the new billboard to benefit the community, offering ad space to Larimer County to promote local events, public service, and emergency messaging. And local authorities will have direct access to the billboard’s scheduling platform, allowing them to reach the community in real time.”
The new digital faces, manufactured by Media Resources, utilize exciting new light trespass mitigation technology. SightlineTM is designed to allow screen visibility only for intended oncoming audiences, while eliminating visibility and light emission outside of the desired viewing angles. This allows StreetMedia the ability to zero in on consumers in the marketplace, while not intruding on local neighborhoods or surrounding natural areas.
Dave Menk, another of SMG’s Senior Account Executives, is optimistic. “What excites me most about this new addition is that it is in a highly desirable spot for our clients. Traffic is extremely heavy there and viewers’ attention is enhanced by the traffic lights next to both sides of the display. Most importantly this location bridges a significant gap that has existed for our clients to their potential customers that live, work, and play nearby. As such, activity and interest has been high thus far from small local business to large national advertisers– at unforeseen levels from previous new location launches.”
As so many businesses navigate the lingering challenges from 2020, StreetMedia is proud to offer a new tool to reach customers. Ad space is limited, so be sure to reach out right away if you’re ready to…
BE BOLD. BE SEEN.