Ask the Board – January 22, 2018 | MARGIT KITTRIDGE

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Is content still king for DOOH? Why or why not?”


The convergence of data and technology makes it possible for digital signage networks to complement a customer’s daily journey in truly meaningful ways by delivering content that matters in the physical world.  Whether displaying real-time updates on train arrivals or the latest scores of local sports teams, neighborhood-specific content drives a deeper connection with viewers everywhere. For example, Intersection partnered with Streeteasy to deliver neighborhood-specific apartment listings to New Yorkers updated throughout the day via dynamic advertising messages (Streeteasy’s neighborhood specific apartment listing on LinkNYC DOOH kiosks).

No matter where the digital display is located, advanced technology features of most digital signage networks now allow marketers and operators to take advantage of location-based data and context-aware capabilities to keep content fresh and relevant across the entire network. Another great example of taking advantage of Intersection’s digital capabilities within Charlotte Douglas International Airport (CLT) is how Bank of America made inconvenient moments and flight delays in airport concourses a more pleasant experience by offering Free Wi-Fi and showcasing sunny destinations accessible from CLT (Improving the airport experience to drive brand love using DOOH).

 

About Author

Vice President, Digital Director
Intersection

MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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