Billboard stars
Originally from the print world, Simon Jerard fell in love with LED billboards in an almost poetic fashion, leading him on a quest around the world to find out as much as he possibly could about them.
Travelling to trade shows in the USA, Europe, and China, Simon discovered the transformative potential of LED billboards. While the US and China had already embraced this technology extensively, boasting 500 billboards in the US by 2006, New Zealand took a bit longer to join the digital revolution, unveiling its first roadside digital billboard on Queen Street, Auckland, in 2013.
In 2015, fuelled by passion, he sold his print business and started Bekon Media, and marked his foray into Christchurch’s digital roadside billboard industry with his inaugural site at 295 Brougham Street. This was a time when digital billboards were still a rarity in the city.
Almost a decade later, the city now has 100- plus digital roadside billboards, six of them Bekon’s, with more in the pipeline. Bekon has also expanded its advertising footprint to include two sites in Auckland, one in Wellington, and another in Queenstown.
Reflecting on the industry’s evolution, Simon acknowledges the substantial changes over the years. The freedom that roadside advertising provides clients is evident, with affordability and dynamism being key factors.
Ben Hanna, the graphic designer, has been an integral part of the small team since the business’s inception. Monique Robertson, the business development manager, mentions their commitment to client satisfaction as a reason for their success.
“We care about our clients and ensuring they get value for money. Going that extra mile is crucial for us. When they’re happy, we’re happy. We share in their excitement when their ads light up the billboards.”
Simon mentions that New Zealand is still a bit behind in the industry with consents expensive and misunderstandings about roadside LED billboard safety, but he’s confident for the future.
“We will keep doing what we love. We have a couple of cool sites lined up for the future and are looking at other LED products to bring to the market. DOOH (Digital Out Of Home) is a growth industry – and may it continue.”