Patent ID: 7098870

Claim:
A method of billboard advertising comprising the steps of: a) providing a passive content display unit, wherein said passive content display unit is configured to retain a viewable image when not being actively written to or addressed; b) providing a display controller, wherein said display controller is configured to provide dynamic-content to said content display unit; c) providing a plurality of servers, wherein each of said servers is in communication with said display controller, wherein each of said servers stores dynamic-content, wherein each server of said plurality of servers is configured to transmit at least a portion of its stored dynamic-content, wherein said plurality of servers comprises a first server and a second server; d) using a hierarchy to select one server from said plurality of servers for providing dynamic-content from the selected server by the display controller to the passive content display unit, wherein the hierarchy provides a higher priority to the first server than the second server, wherein the display controller is configured to select dynamic-content transmitted from the first server over dynamic-content transmitted from the second server in accordance with the hierarchy when the first server and second server transmit content that is to be displayed at a same certain time; e) selecting dynamic content from the selected server; and f) displaying the selected dynamic-content on said content display unit.