Outdoor billboards are going digital. Lamar Outdoor Advertising is converting some traditional billboards to computerized screens.

Lamar says companies now have options when it comes to advertising. Lamar still has vinyl billboards, but now has two, 14-foot by 48-foot computerized display billboards that are new to the Rochester market.

There is one on Interstate 390 near Rochester International Airport and on Interstate 490 near Mt. Read Boulevard.

The billboards rotate images every eight seconds. There are six advertisers on one billboard and the messages can change every day, even every minute if needed.

"If you are having a promotion you can use a promotion,” said Jim Newton, GM of Lamar Outdoor Advertising in Rochester. “Traditionally we sold in 30-day increments and with the digital billboards we are selling 30-day, week and even three-day increments."

These billboards are also a tool for law enforcement. The FBI and police can use them for Amber Alerts to locate abducted children.

Lamar was founded in 1902 in Baton Rouge. Louisiana. Locally, the company employs 18 and operates 650 billboards.

Lamar Outdoor Advertising