By Wyatt Goolsby
For most West Texans heading down old Highway 80, they can see the technological change right in front of their eyes. It's from the older billboards, to the newer digital screens.
"It's kind of like having a giant plasma TV on a steel pole over on Wall Street," said Guy V. Speck, the general manager at Midland's Lamar Outdoor Advertising.
That's what people have said to Speck about Lamar's new, digital display system. Speck said the new billboard went up in mid-June. Equipped with a digital screen, two air conditioning systems, and a camera, this thing is state-of-the-art.
"We're fortunate that we were able to bring this new, futuristic technology to the Permian basin, and be one of the first ones with it," explained Speck.
With multiple messages that can be shown on the screen, companies in West Texas have already shown interest in putting their image up on the screen. Joe Hancock, the president of the Hancock Advertising Group, said that one of his clients, Rogers Ford, immediately saw the benefits of a digital display.
"The flexibility of the messages that can be programmed in, it's all digital images. That avails a lot of flexibility in the types of messages that can be delivered, and also the instantaneous way they can be changed," explained Hancock.
That's right. Everything displayed on the screen can be changed with a click of a button back at the Lamar office.
"You can change it daily or hourly or just real quick, like every minute," said Speck.