The A.M.-P.M. Billboard
In 2002, Cincinnati's WCPO-TV was a ratings blip; now it's the No. 3 ABC affiliate in the nation. One big reason? A digital billboard on a local freeway. In a groundbreaking trial with Lamar Advertising in 2003, WCPO promoted different programming depending on the time of day. When early-evening news was plugged during the afternoon, ratings often spiked. For the full story from Business 2.0, click here.