Ask the Board – February 6, 2017 | PAUL FLEURANGES

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As exterior LED displays become appropriate for more and more applications, what kind of innovation do you see on the horizon in terms of reinforcing your brand?”


I’m not sure it’s innovation that will help us reinforce our brand, as much as it will be deploying more digital screens across our system. Exterior LED displays provide brands with the ability to dynamically communicate with customers via Digital Out-of-Home (DOOH) screens and message relevant information to those customers at the appropriate point in their journey. In the case of a transit agency such as NYMTA, that’s at the bus stop as a customer waits for a bus or as a straphanger enters a subway station. For a retailer, it’s the right screen along the path to purchase that convinces a customer to visit a brick and mortar location to buy a product. The retailer will, if the DOOH messaging is tied in with mobile, be able to show product lift and Return on Investment (ROI), and that is good for the entire ecosystem.

About Author

Director of Corporate Initiatives
Friends of the New York Transit Museum

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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