EDA reviews $10,000 digital billboard advertising proposal from OutFront Media

OutFront Media presented a targeted digital billboard proposal to the Sherburne County EDA on Jan. 15, outlining a Digital Direct Advertising (DDA) package that would concentrate a $10,000 annual buy on a subset of high‑performing digital boards.

An OutFront representative described DDA as a platform that uses audience and impression data to prioritize boards most likely to reach the EDA’s target — small and medium business decision‑makers — and to day‑part placements during peak commute times. "We created this platform called DDA... it essentially allows us to utilize up to our entire market coverage," the presenter explained, summarizing targeting and buying efficiencies and noting the option to narrow placements to 13 boards to preserve repeat impressions while maintaining the advertised total of about 2,500,000 impressions annually.

Board members asked whether the estimate included repeat impressions and what the typical repeat rate per target individual would be; the presenter said audience‑level repeat estimates were not available in the meeting packet but that the data shows a high concentration of business owners on the selected boards and that the campaign could be tuned during the year.

Staff asked the board to consider whether to proceed with the $10,000 plan as pitched or suggest modifications; the board discussed taking up a vote at a near‑term meeting (two weeks). Staff also said they had contacted cities about contributing but that some municipalities want to see their community represented in the creative before committing funds.

What happens next: staff will bring the proposal back for formal consideration at the next meeting and will share any supplemental audience data provided by OutFront Media.