“Why is there a bright billboard glowing up in my backyard?”

The newest addition of a digital billboard shines on the corner of U.S. 380 and Coit Road. Almost lighting the way to campus, Primary Media shared with us how billboards are installed and the City of Frisco ordinances regarding billboards. 

The billboard was installed in late December while being on the City of Frisco Limits. 

While the City of Frisco, has code enforcements regarding billboards and signs in city limits. 

Sign Ordinance 2022-5-17, section 70-18, there is a list of prohibited items that cannot be up in the City of Frisco regarding signs. Billboards and digital billboards are one of the items listed for the digital billboards. However, there are special exceptions to having a sign in the city of Frisco. 

In section 70-5 of the sign ordinance, there are permits that companies or individuals can apply for that are on the permitted list but require permits. However, there are no permits for the prohibited items. 

Primary Media is a digital and visual advertising company that works in the Northern region of Texas. Primary Media, uses both traditional vinyl or also known as static billboards and the new digital billboards on their advertising billboards. 

According to Mike Rodgers, who is the account manager at Primary Media, he states that even though there is no “mission statement,” at Primary Media’s, their goal is to help the local community, businesses and schools in marketing and outreach to get their message out. 

“The schools really enjoyed doing billboards and outdoor campaigns to make the school feel like they are part of the community,” Rodgers said. 

Furthermore, local schools can use the advertisement services to showcase upcoming events, the top ten class and upcoming sporting events. 

While Primary Media contacts local businesses and schools, the community can also contact Primary Media for their advertising needs.

“My opinion is that it could be a valuable advertising tool, a useful way to share information and advertise local businesses,” Assistant Principal Derrick Buckles said. 

According to Rodgers, billboard advertising is one of the most efficient ways to advertise because of the number of drivers on the roads across North Texas.

“Billboards have a strong, dominant presence where you could say, hey, listen, this is the work that the eyeballs look at the traffic in this area,” Rodgers said. 

With billboard advertising you can collect data on the traffic on who is viewing the medium compared to other forms of advertising in which these local communities get their message out.

“Having a digital billboard could benefit our community by promoting local events and businesses,” Buckles said. 

Billboards are determined to be built in areas that are beginning to grow fast like in the Prosper, Frisco, McKinney area.

“Being in an area that has a new population, a growing population and that’s really what you’re looking for as compared to other areas that aren’t growing and aren’t thriving the way that area is,” Rodgers said. 

The biggest thing that Primary Media gives back to the community with their advertisement services is letting the public know when there is an emergency that arises. 

“We are a part of the program that runs Amber Alerts,” Rodgers said.

The billboard was placed on a corner where most people did not think about it being there. 

There are also some push backs of the new billboard regarding residents in the area.

Neighborhoods near the billboard, including La Cima, Prestywick, and the Orion Prosper Apartments are affected with the brightness of the sign.

“I know for the people who live in the apartments near it and some of the houses that are a little closer to mine, you’re like, I’ve seen some bright lights,” Lewis said. 

While there are some drawbacks to the new billboard on the corner, there are some benefits of having the billboard including alerting the public during weather situations and emergencies. 

“I know that there is potential to run signs during weather situations,” Rodgers said, “it’s the opportunities there for these digital signs to not only be a part of the community, but also help the community.

You can contact Mike Rodgers at (214) 880-0440 or [email protected]. For City ordinances, contact City of Frisco Development Services at (972) 292-5300.