Normally, digital ad billboards by the side of major highways cycle through different ads every few seconds. Often you won’t really notice them unless you’re stuck in traffic: perhaps a slip-and-fall law firm one moment, a call to avoid hell via religious repentance the next.

On Monday, Temple University will halt the cycle in five-minute blocks during rush hours across a half a dozen Philly highways (I-95, Route 30 and PA Turnpike, among others) to display its logo and succinct messaging as part of a new marketing campaign.

Emily Spitale, Temple’s associate VP of strategic marketing and communications, will cede that digital billboards themselves aren’t anything new, but they’re a flexible medium to shore up the school’s brand.

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