How Ryno Sign Is Rethinking Digital Billboard Advertising by Helping Advertisers Win
Ryno Signs owner Walter “Joss” Josselyn is proving that digital billboards don’t need massive scale to deliver results. He does it by simplifying ads, supporting advertisers and rethinking out-of-home strategy. Running a successful digital billboard operation doesn’t require a massive footprint. For Ryno Sign owner Walter “Joss” Josselyn, it comes down to smart strategy, simplified messaging and staying closely connected to advertisers. With two digital billboard structures and four total faces, Joss has built a profitable digital out-of-home (OOH) business by focusing on what matters most: helping advertisers succeed.
6/11/2026
Categories: Out of Home Advertising
A Hands-On Approach to Digital Billboards
Joss is primarily a contractor, realtor and insurance agent. He is a hands-on business owner who now manages every aspect of Ryno Sign’s digital billboard operation – from ad sales and pricing to creative support and customer communication. Rather than relying on third-party sales teams or outside agencies, he stays directly involved, giving him the flexibility to adapt quickly and keep advertisers informed.
That approach is paying off. With limited inventory, his two digital billboard locations are generating meaningful monthly revenue, bringing in $24,000 in a single month – something he described as “a pretty good side gig.”
Smart Rotation and Flexible Pricing
At the core of Ryno Sign’s success is a rotation strategy that’s simple and transparent. Each billboard face carries eight ads with equal rotation time, appearing around every 88 seconds throughout the day.
Rather than forcing advertisers into a one-size-fits-all package, Joss offers pricing tied to rotation volume. Adjusting daily flips makes digital billboard advertising more accessible while maintaining clear expectations.
Simplifying Creative to Improve Results
One of the biggest ways Joss sets Ryno Sign apart is how he approaches ad creative. Instead of waiting for advertisers to deliver artwork, he often builds ads for them, simplifying designs and focusing on readability.
By stripping ads down to their most essential elements, he helps advertisers communicate clearly in the few seconds drivers have to see a message. He also uses AI tools to refine visuals quickly, helping advertisers move from concept to display with confidence.
Building Long-Term Advertiser Relationships
Beyond pricing and creative, Joss places a strong emphasis on relationships. He listens closely to advertiser feedback and is careful about how changes to rotation or inventory are handled, especially when demand fluctuates.
When inventory isn’t fully sold, he works to keep ad rotations consistent so advertisers don’t feel shortchanged. He also knows many advertisers closely watch how often their ads appear, and some quickly notice even small changes in rotation.
That attentiveness reinforces trust and keeps conversations open – an approach that’s helped Ryno Sign retain advertisers and continue growing revenue despite operating a relatively small digital network.
What Ryno Sign Shows About Digital OOH Success
Joss Josselyn’s experience with Ryno Sign highlights an important truth about digital out-of-home advertising: success isn’t just about the size of the network. it’s about the strategy behind it.
By focusing on simplified content, flexible pricing and strong advertiser relationships, Ryno Sign demonstrates how digital billboards can deliver meaningful results for both operators and advertisers alike.
It’s a reminder that when digital billboards are treated as a partnership – not just ad space – they become a powerful tool for helping local businesses stand out and succeed.
Learn more about Daktronics DOOH solutions and explore Ryno Sign’s growing inventory.