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The United States Dept of Transportation (USDOT) has awarded Blue Line Media the task of placing digital billboards in various cities nationwide. Blue Line Media was the successful bidder in a competitive bidding process.
The billboards remind their target audience to call 811 before digging to ensure that it is safe to dig (i.e., to ensure that no obstructions lie underground that can be damaged). It's the law in almost every state.
The billboards are in the following 13 states:
The digital billboards are placed on busy highways and freeways near home improvement centers, such as Home Depots and Lowes, to ensure that construction workers and do-it-yourselfers see the ads.
The following map represents the billboards and nearest home improvement stores.
Green T = DOT Billboard
Blue Dot =
Orange Dot =
The billboards rotate over 10 different creatives allowing USDOT to convey different messages with no additional printing costs. Spanish creative was also included in Hispanic areas. And because the creative for digital boards can be switched out easily, the USDOT was able to change out the rotation at no extra cost.