This survey of 335 independent billboard operators found that 22% currently operate digital billboards, with 35% of the remaining 78% planning to convert to digital in the next year. Most operators do not currently receive ad revenue from national media buyers or brands. While 98% said they would join an alliance concept to help operators work with national advertisers, and 96% said competitors being involved would not prevent them from joining, only 2% were willing to pay an annual fee per billboard. The majority were interested in receiving information on future educational seminars and trade shows.