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8 <br />Benefits: <br />Provided affordable advertising opportunities for local businesses, supporting economic <br />development. <br />Enhanced visibility for non-profit organizations and community initiatives. <br />Generated additional revenue for the city’s general fund. <br />Challenges: <br />Managing demand for billboard space, ensuring fair allocation between commercial, non-profit, <br />and city use. <br />Technical issues with maintaining and updating digital billboard content. <br />Outcome: <br />Strong support from local businesses and community organizations. <br />Sustainable revenue stream contributing to various city projects and services. <br />Case Study 3: City of Brisbane, Australia <br />Overview: <br />Brisbane adopted a unique approach by integrating art and advertising in its billboard strategy, <br />aiming to enhance the city’s cultural appeal. <br />Implementation: <br />The city installed digital billboards in key locations, with a portion of the content dedicated to <br />local artists and cultural promotions. <br />Partnered with art institutions and cultural organizations to curate content. <br />Benefits: <br />Elevated the city’s cultural profile by showcasing local art and cultural events. <br />Provided a dynamic and engaging visual experience for residents and visitors. <br />Generated revenue from commercial advertising to fund cultural programs. <br />Challenges: <br />Ensuring high-quality and diverse content to maintain public interest. <br />Balancing commercial advertising needs with cultural content priorities. <br />Outcome: <br />Widely praised for its innovative approach to urban advertising. <br />Strengthened the city’s identity as a cultural hub, attracting both tourists and new residents.