"They're very attractive, they're eye catching and we think that it's a good way for us to promote our schools," said district spokesperson Rick Schaeffer.
The district's ad, promoting scholarship money awarded to graduating high school students, started running on three digital billboards earlier this month.
"That's a message we want to put out there, that our graduation rate is good, our students are doing well when they finish," Schaeffer said.
Springdale is the second largest school district in the state, and in a sea of thousands, administrators want to make sure every student and family feels important.
Schaeffer says, sometimes, you've got to think outside the box to do that.
"We're going to do this over a four week period trying to let the public know that doesn't always read the newspaper, maybe doesn't see it somewhere else, just to reemphasize the excellence in our schools."
"Well I think it's good that everybody can see it more bold, you know, instead of just these paper signs that people put up so I think that's great," said Sandy Brown.
Schaeffer says the district negotiated what it feels is a fair price for the ads..
"We felt like that was a very good investment but that's why we're going to look and say is this good long term or do we just want to do it short term?"
Administrators will evaluate the new approach at the end of the month.