The city of Gainesville is considering allowing digital billboards to be erected within the city limits, but concerns remain about how distracting such electronic signs might be to drivers. There are 67 billboards in Gainesville; all but one owned by Fairway Outdoor Advertising. Tim Hall, real estate representative with Fairway, said each digital billboard, which can cost between $100,000 and $250,000 to construct, has the capability of displaying six different advertisements.