Bored at the Border? Watch Commercials!

Amusement parts, fast-food restaurants and even the U.S. Postal service are using an new method of advertising provided by Las Vegas, Nev., based Border Billboards (BB). Like the giant multimedia advertisements shown in the movie Blade Runner, these advertising billboards placed along the U.S. and Mexico border feature LED video boards, tri-vision ad panels, amber ticker displays, backlit panels, audio messaging through radio transmission, and text messaging.

“BB is revolutionizing the billboard experience by introducing ‘multi-sensory’ LED Boards that are capturing the attention of every driver and passenger by making it an interactive experience — sight, sound and touch,” BB’s promotional website states.

According to, BB plans to have boards at all 13 crossings within the next five years. The boards are planned for the crossing between El Paso, Texas, and Ciudad Juarez, Mexico, where sees about 178,000 vehicles each month.

“Full video, captive audience, multi-sensory – the combination of those three is what makes it so exciting,” Jennifer Stefano, owner and CEO of BB, told AdAge.

“Nowadays, there are families living in Mexico while at the same time working in the U.S.,” said Sarrah Funtanilla, assistant account executive for Davis Elen Advertising, an agency that handled the account of amusement park Knott’s Berry Farm. “Sitting in line for several hours, they’ll be able to see our spot.”

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About the author

As The Genre Traveler, Carma Spence loves to view the world through Genre-Coloured glasses. In other words, she sees the world through a lens of science fiction, fantasy, and horror, where trash cans can be Daleks in disguise and neighborhood forests can harbor faeries and sprites. Magic realism is real! Or at least you can choose to see the world that way to add to the fun and awe of life.