Adage.com reports that last year, Coca-Cola started to roll out a group of 28 electronic billboards in 27 markets that the company owns and operates -14 feet by 48 feet LED screens.

Owning the digital bill boards will also enable Coca-Cola to offer screen time to its retail partners. Coca-Cola has also promoted charity partners on their digital billboards including rotating in messages to support The Red Cross' texting campaign to benefit Haiti.

This move will also allow Coca-Cola to get some close at hand research into what marketing messages and what frequency to change the messages along side timing of messages works most effectively for their campaigns.

Have you seen a Coca-Cola digital billboard yet?