Issue #415 October 21 2016

Digital billboards and posters are a highly effective way to build brand recognition and communicate your message to a wide audience. However, unlike the world of online advertising, which offers a whole host of tools to help you reach your audience, it can be difficult to effectively target and track the results of your out-of-home marketing campaign. How can you ensure that your digital poster is reaching the right people and bringing you a good Return-on-Investment?

Creating a successful out-of-home marketing campaign doesn’t need to be a guessing game. With careful planning, you can develop a strategy and target your campaign in a way that ensures the best possible ROI for your digital poster. Targeting the right people at the right place in the right way and at the right time will guarantee you a better ROI on your digital billboard or poster.
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DANVILLE, Ill. – (October 4, 2016) – Owners of Watchfire digital billboards and on premise LED signs can download free widgets that allow marketers to integrate real-time baseball scores for teams in the post-season.

“Playoff games generate a lot of excitement for those who follow America’s pastime, and we believe that these RSS feeds are a fun and engaging way to help our customers draw additional interest to their digital billboards and LED signs,” said Darrin Friskney, vice president at Watchfire Signs.

Watchfire digital billboard owners can download the free file, which contains the data feed as well as artwork fitting the most common Watchfire billboard sizes. The file works exclusively with Watchfire Ignite OA, Watchfire’s proprietary content management software for billboard operators. Watchfire on premise sign owners using other versions of Ignite can also use the RSS feed for free, combining it with their own background image.

The playoff widget campaign is the latest program from Watchfire designed to make it easy for Watchfire’s customers to implement dynamic campaigns on their digital billboards and on premise signs. The company has provided free templates for events like Mother’s Day, college commencements, and medal counts for the summer games that allow operators and advertisers to take advantage of the unique dynamic capabilities that digital outdoor provides.

“The free widgets provided by Watchfire are a great tool to engage our advertisers,” says Eric Lambert with Independent Outdoor in Greenwich, Connecticut. “We have several advertisers who benefit from the sports market and Watchfire helps us provide extra incentive for them to use outdoor advertising to reach their consumers. This turn-key content lets us generate excitement from the communities following the playoffs. “

In preparing a news story, reporters are taught to answer five questions: “who, what, where, when and why.” This formula ensures that the reader is given the complete picture of what occurred.

Without the answers to each of those questions, it’s very possible that readers will lose the meaning of, or draw incorrect conclusions from, the incomplete set of facts.

The same is true for the use of data in advertising. Advertisers must think like reporters employing the five W’s and gathering deep, granular, and accurate information to build effective advertising campaigns and strategies. The quest for ever increasing “data fidelity” is part of the effort to drive more accurate and thus value-conscious marketing.

Of course, advertisers do not need nor want to know exactly “who” someone is by name, instead the sale of media to advertisers has been largely focused on “what” a person is – i.e. female, millennial, New Yorker, etc. Modern advertising engines and mixed media models are building “digital avatars” of potential customers and audiences on an aggregated and anonymous basis.

But “what” someone is does not tell the whole story. Where, when, and why that individual will react to a marketer’s message is as important and could change the conclusions that were originally drawn from the “what” information alone. To understand these remaining elements and complete the story, advertisers must look to location data.
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