GO DIGITAL!Lamar’s Digital Display is the next generation of advertising. Its futuristic technology gives you the freedom to update your message daily, hourly, even up-to-the-minute, creating advertising that is vibrant, flexible and always on time. Change the way you advertise.....Go Digital.

LAMAR ADVERTISING COMPANY

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KNOXVILLE, TN

CHANGE THE WAY YOU ADVERTISEGO DIGITAL.

In the Knoxville, TN market, there are currently 10 Digital

Displays. They rotate between 6 di�erent messages holding each

one 8 seconds. So, in one minute, you should see all 6 messages at least one time.

With 10 digital displaysin Knoxville, we have the

potential to reach over 306,370 people per day!

WHAT IS A DIGITAL DISPLAY?Lamar’s Digital Display is the next generation of advertising. Its futuristic technology gives you the freedom to update your message daily, hourly, even up-to-the-minute, creating advertising that is vibrant, �exible and always on time. Change the way you advertise....Go Digital!

A digital display is a computer controlled electronic billboard. It uses Light Emitting Diode (LED) Display technology to carry one advertier’s message for 8 seconds before changing to the next message.

In the Knoxville, TN market, there are currently 10 Digital Displays. They rotate between 6 di�erent messages holding each one 8 seconds. So, in one minute, you should see all 6 messages at least one time.

DIGITAL TERMINOLOGY:• LED - Light Emitting Diode. LED's contain di�erent chemical compounds that emit light when an electrical current passes through. LED's do not burn out. Clusters of LED's form pixels (short for "picture element")

• PITCH - Pitch (resolution) is the distance between the LED clusters or pixels. The smaller the pitch, the higher the resolution.

• NOC - The NOC is Lamar's very own Network Operating Center located in Baton Rouge, LA, that monitors the system 24/7/365.

FEATURES & BENEFITS• Flexibility - Flexibility to say what you want, when you want. For the �rst time, the customer is in COMPLETE CONTROL of their advertising. Customers have the ability to upload and schedule new creative at will. No limits.

• Speed - Get a message up quicker than any other form of media. If your business has a sense of urgency, this will be the perfect promotional tool for you.

• Control - Lamar has developed it's own custom web-based software to schedule and manage content for each Digital Display location. Each client OR Lamar o�ce submits artwork through the system onto their Digital Display. Our system is monitored by our NOC (Network Operating Center) 24/7/365.

• No Production - That's right! No production costs, no working around operational schedules.

• Cost - Digital advertising costs are comparable to traditional outdoor advertising. Still costing less than all other forms of media.

• Location- Our Digital Display units are positioned in the most traveled, highly visible areas in Knoxville, TN.

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12943 - I-40W .5 MI W/O MABRY HOOD

6416 - LOVELL RD S/O I-40 WS-FN

15700 - 9711 KINGSTON PIKE NS-FE

20812 - 10408 KINGSTON PIKE SS-FW

12753 - ALCOA HWY 500' S/O MALONEY

KNOXVILLE, TN MAP & LOCATION LIST

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5483 - 6620 CHAPMAN HIGHWAY NS FE

20082 - 7121 MAYNARDVILLE HWY WS-FN

11024 - CLINTON HWY @ CALLAHAN SS FE

6004 - ST 61 .2 MI N/O BURCHFIELD ES FN

6003 - ST 61 .2 MI N/O BURCHFIELD ES FS

POSTER

BULLETIN

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KNOXVILLE DIGITAL RATECARD2009

| LAMAR OF KNOXVILLE | 3009 W. Industrial Pkwy | Knoxville, TN 37921 | PH: 800.283.5011 | F: 865.637.4603

SINGLE PANEL investment options WHITE network• Panel 11024: Clinton Hwy • Panel 6004: Solway• Panel 15700: Kingston Pk• Panel 6416: Lovell Road• Panel 12753: Alcoa Hwy• Panel 5483: Chapman Hwy

GREEN network• Panel 20082: Maynardville Hwy• Panel 11024: Clinton Hwy• Panel 12943: I-40 & Mabry Hood• Panel 20812: Kingston Pk• Panel 12753: Alcoa Hwy• Panel 5483: Chapman Hwy

NETWORK investment options• 52 Weeks: $16,600 / 4-weeks• 4 Weeks: $22,000 / 4-weeks• One Week: $9,300• Weekend: $5,700• Daily: $1,900

Outdoor costs 3X less than radio and magazines, 7X less than newspaper and 9X less

than network television.

Digital Displays are an exclusive technology that gives an advertiser the opportunity to showcase their product or service on one of the most highly visible and heavily traveled billboards in the market. This product also allows the advertiser the �exibility to use multiple creative designs and to change creative with no added production costs. With 69 spots per hour, 1,665 spots per day, 44,620 spots per 4-week, that’s 606,060 spots per year with just one single panel. Digital o�ers creative �exibility with your message seen over and over again. GO DIGITAL.

WHAT IS AN LDD?

Panel # Location 52 Weeks 4 Weeks 1 Week Daily

1294314’ x 48’

641614’ x 48’

1570014’ x 48’

2081210’6” x 36’

1275314’ x 48’

548314’ x 48’

2008214’ x 28’

1102414’ x 28’

600414’ x 28’

600314’ x 28’

I-40W .5 Mi W/O Mabry Hood Rd. NS FW

Lovelle Rd. South of I-40 WS FN

9711 Kingston Pk. @ Ben Franklin Mtrs NS FE

10480 Kingston Pk.SS FW

Alcoa Hwy. 500’ SO Maloney WS FS

Chapman Hwy. @ City Limits ES FN

7121 MaynardvilleHwy. WS FN

Clinton Hwy. @ Callahan WS FS

ST 61.2 Mi N/O Burchfield ES FN

ST 61 .2 Mi N/O Burchfield ES FS

$5,000per 4-wks

$4,000per 4-wks

$4,000per 4-wks

$3,500per 4-wks

$4,000per 4-wks

$4,000per 4-wks

$1,700per 4-wks

$1,700per 4-wks

$1,700per 4-wks

$1,700per 4-wks

$6,500

$5,000

$5,000

$4,500

$5,000

$5,000

$2,000

$2,000

$2,000

$2,000

$2,500

$2,000

$2,000

$1,750

$2,000

$2,000

$850

$850

$850

$850

$500

$400

$400

$350

$400

$400

$170

$170

$170

$170

GREEN DIGITAL NETWORK2009

| LAMAR OF KNOXVILLE | 3009 W. Industrial Pkwy | Knoxville, TN 37921 | PH: 800.283.5011 | F: 865.637.4603

NETWORK investment options52 Weeks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $16,600 / 4wks

4 Weeks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $22,000

1 Week . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $9,300

Weekend . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,700

Daily . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,900

LOCATION specs

Digital Displays are an exclusive technology that gives an

advertiser the opportunity to showcase their product or service

on one of the most highly visible and heavily traveled billboards

in the market. This product also allows the advertiser the

flexibility to use multiple creative designs and to change creative

with no added production costs. Digital offers creative flexibility

with your message seen over and over again. GO DIGITAL.

WHAT IS AN LDD?

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9990SPOTS/DAY 5¢

AS LOW AS

PER SPOT

Panel #: 12943 | DEC: 75,002Location: I-40W .5 MI W/O Mabry Hood facing West | Size: 14’ x 48’

Panel #: 20812 | DEC: 17,501Location: 10408 Kingston Pike SS-FWfacing West | Size: 10’6” x 36’

Panel #: 12753 | DEC: 33,172Location: Alcoa Hwy 500' S/O Maloney facing South | Size: 14’ x 48’

Panel #: 05483 | DEC: 25,074Location: 6620 Chapman Hwy NS FE facing East | Size: 14’ x 48’

Panel #: 20082 | DEC: 19,928Location: 7121 Maynardville Hwy WS-FN facing North | Size: 14’ x 28’

Panel #: 11024 | DEC: 24,342Location: Clinton Hwy @ Callahan SS FE facing East | Size: 14’ x 28’

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WHITE DIGITAL NETWORK2009

| LAMAR OF KNOXVILLE | 3009 W. Industrial Pkwy | Knoxville, TN 37921 | PH: 800.283.5011 | F: 865.637.4603

NETWORK investment options52 Weeks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $16,600 / 4wks

4 Weeks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $22,000

1 Week . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $9,300

Weekend . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,700

Daily . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,900

LOCATION specs

Digital Displays are an exclusive technology that gives an

advertiser the opportunity to showcase their product or service

on one of the most highly visible and heavily traveled billboards

in the market. This product also allows the advertiser the

flexibility to use multiple creative designs and to change creative

with no added production costs. Digital offers creative flexibility

with your message seen over and over again. GO DIGITAL.

WHAT IS AN LDD?

9990SPOTS/DAY 5¢

AS LOW AS

PER SPOT

Panel #: 11024 | DEC: 24,342Location: Clinton Hwy @ CallahanSS FE facing East | Size: 14’ x 28’

Panel #: 06004 | DEC: 32,097Location: St 61.2 MI N/O BurchfieldES FN facing North | Size: 14’ x 28’

Panel #: 15700 | DEC: 25,074Location: 9711 Kingston Pike NS-FEfacing East | Size: 14’ x 48’

Panel #: 06416 | DEC: 25,590Location: Lovell Rd S/O I-40 WS-FNfacing North | Size: 14’ x 48’

Panel #: 12753 | DEC: 33.172Location: Alcoa Hwy 500‘ S/O Maloney facing South | Size: 14’ x 48’

Panel #: 05483 | DEC: 25,074Location: 6620 Chapman Hwy NS FE facing East | Size: 14’ x 48’

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KNOXVILLERESIDENTS EMBRACE TECHNOLOGY, THEY ARE:

• 71.6% more likely to have wireless / cellular service

• 70.6% more likely to own a PC or Mac computer

• 56.9% more likely to own a DVD player

• 30.6% more likely to own a Digital Video Recorder (DVR)

KNOXVILLE

RESEARCH

Source: Scarborough USA Plus - Release 2 2008 12 Month

POWERFUL SPENDING POTENTIAL.Knoxville consumers that are heavily exposed to digital displays are most likely to buy the following in the next year:

• Furniture • Desktop Computer • Mattress • High De�nition Television • Digital Camera • Major Appliances • Wireless/Cellular Services • MP3 Player • Video Game System • Wireless / Cable Services

TIME SPENT OUTDOOR.Knoxville commuting habits are higher than the average US commuter. 1 out of 4 Knoxville consumers are heavy commuters. They spend 20 minutes or more each day commuting to and from work, making them a captive audience for digital display advertising.

30%

25%

20%

15%

10%

5%

0%Less than 10 minutes

10.4%

22.1%24.4%

10-19 minutes 20 or more minutes

YourAd

DID YOU KNOW THAT 2 OUT OF 5 KNOXVILLE CONSUMERS DID NOT READ THE NEWSPAPER YESTERDAY?

Because of the flexibility that Digital Displays offer, we often find ourselves competing heavily with the newspaper industry. Similar to newspaper, your ad can change on a daily basis. Actually, with Digital, your ad can change more often and usually for less money that you’d be spending for a newspaper ad. You owe it to yourself and your advertising budget to take a look at the comparisons below.

NEWSPAPER1/4 Page, Black & White, 3 columns x 10”

DIGITAL DISPLAYSingle Spot (14’ x 48’), full color

• Cost per Week ............... $3,825• Weekly Circulation ........ 265,652• Impressions per $ ........... 69

NEWSPAPER VS. DIGITAL DISPLAY

• Cost per Week ............... $2,500• Weekly Circulation ........ 525,014• Impressions per $ .......... 210

TECHNICAL SPECS

DIGITAL DISPLAY GAMUT

Setting up a digital �le for the LDD is simple. Knowing the physical size of your LDD structure and the display pixel pitch, you can use the table below to determine the dimensions in which your �le should be set. Remember, all �les must be set up at 72 ppi in RBG format. The preferred pro�le is (sRGB).

The Digital Display does not have the same high end color reproductive capabilities of a TV or a computer

monitor. The range of contrast on digital displays lies mainly in the middle of the

color spectrum. High Delta colors within the 224 to 255 color range in RGB are

indistinguishable in luminance and hue. Dark colors will turn black around 44 in RGB scale. This is demonstrated by the

Levels histogram below. You basically lose contrast in the high and low end of the

color spectrum. Take this into account in the design stage, minimal contrast can

translate into no contrast at all.

PIXEL/RESOLUTION CHART

POSTERAspect Ratio .......... 2:1:1

Dimensions ............ 400 H x 840 W

Resolution .............. 72

BULLETINAspect Ratio .......... 3:5:1

Dimensions ............ 400 H x 1400 W

Resolution .............. 72

HELPFUL HINTSFiles may be submitted as a TIF, BMP, GIF, JPG or PNG. It’s important to convert all PMS colors to RGB. Also, when creating black, make sure your values are R-0, G-0 and B-0.

RGBALL FILESMUST BE

LAMAR ADVERTISING COMPANY

CREATING AN EFFECTIVE DESIGN

Day: Night:

vs.

White on Digital White on Vinyl

Hold it right there Picasso! Before you start working on your masterpiece, there are just a few simple rules that will turn your creation into an e�ective piece of outdoor genius.

Choose one message or idea. The key to e�ective outdoor is brevity. Because our audience is mobile, you have to decide what’s most important and put that on your board.

Use readable fonts. Choose fonts that will be easily read at various distances. Fonts that are extremely thick or thin or ornate can be di�cult to read. Upper and lower case work better also.

Use contrasting colors. The stronger the contrast between background color and the copy, the easier to read at a distance. Remember, strong contrast equals better readability.

SO, WHAT’S DIFFERENT ABOUT DESIGNING FOR THEDIGITAL DISPLAY?

Lastly, you’ve got the �exibility, USE IT!!! Take advantage of this innovative medium. With NO production charges and no installation schedule, you have freedom like never before! Change your message weekly, daily or even hourly. Design a creative strategy to keep viewers coming back for more.

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DESIGNING A DIGITAL DISPLAY IS A LOT LIKE DESIGNING FOR OUTDOOR.

FOLLOW THE SAME BASIC RULES:

Avoid white backgrounds when possible. Because in LED technology, white is a mixture of color rather than an absence of color, it has a tendency to look subdued. It doesn’t carry the same pop or vibrance that other colors carry.

Watch your font sizes. Readable text should be at least 15” in height.

Choose graphic elements with a strong focal point. Busy photos typically do not work well.

Rich, bold background colors work better during the day, while pastel backgrounds are more vibrant at night.

GO DIGITAL.

LAMAR DIGITAL DISPLAYS | WHY CHANGE CREATIVE?

WWW.LAMAR.COM

KEEP FLIPPING TO HEAR FROM CUSTOMERS JUST LIKE YOU...

CHANGE THE WAY YOU ADVERTISE.

DAYTIME

PRIMETIME

ALL OF THE TIME

Use this display as a promotional

tool and let it go to work for you. If

you’re a restaurant you can advertise a

breakfast item during morning drive

time, a sandwich during the lunch rush and dinner specials that evening. The

flexibility, urgency, and freedom is unrivaled and

cannot be matched.

With digital displays, for the first time the

advertiser is in complete control of their advertising.

Never before have you had the flexibility

to change your message as often as you’d like. Change it weekly, daily or even

hourly. Design a creative strategy to

keep viewers coming back for more. This technology is virtual

storytelling.

WHYCHANGE

CREATIVE?

WWW.LAMAR.COM

We have seen the positive results that clients receive when they use the digital display the way it was meant to be used. Our clients that use the flexibility to their advantage and change their creative often are so pleased, they’re speaking out. Here’s what a few of them had to say...

“The digital billboards were really a no brainer for us. They gave us the ability to keep our message fresh with a rotation of layouts on the same sign. They also gave us the opportunity to keep our message timely, re�ecting our current homestands, day of the week promotions, etc. made the digital billboards hugely successful for us. We could never have done that with the standard billboards. The production costs would have made it economically impossible.”

“After a month of being up on the digital display board, our response from the public was overwhelming. We received more business during that one month than any other advertising we have done in the past. The major bene�ts of the new board are that its prime time; everyone sees it, and the novelty of the new technology. Most of the calls, stop-ins and comments from the digital board were all brand new customers.”

“Digital billboards work well for the automobile business. In our advertising e�orts there are challenges that are probably common to many businesses. For example, we need to change a message quick because of a new rebate program or 0% �nancing for a limited time. Or, we want to advertise a di�erent pre-owned vehicle every day for a week at a time. Digital billboards allow you to change messages as often as you like. We have been very pleased with the way that the billboards have worked for us.”

“Our clients have been the largest bene�ciaries of such technology, both in terms of costs, messaging and response time. We as their agency can now provide new artwork/messages within a matter of minutes. This allows our clients to take advantage of opportunities immediately.”

“The digital board allows me the freedom to create my own ads and instantly relay the message I want to get to my customers. Not only does this allow us to instantly change our message, but it allows us to be a better community oriented business.”

“Before digital boards, I could only use your company for brand awareness campaigns. NOW…I have moved outdoor as a staple to my marketing plans, allowing me to give my clients visibility in the community AND a viable means of communicating the latest o�ers my clients want to advertise.”

“I have always been a strong advocate for billboard campaigns, and the digital boards have taken that even further. The ability to change ads within hours along with running various ads at the same time allows us to promote not only the church in general but also speci�c ministries and events, such as our Recreation Outreach Center, Easter Sunday, Preschool, Children’s Ministries, etc.”

LAMAR DIGITAL DISPLAYS

The ReadingPhillies

Unique CycleSupplies

Rex PerryAutoplex

CatalystAdvertising, LLC

Pioneer BuildingSupply, Inc.

Robert GilliardVisual Marketing

Cottage HillBaptist Church