What, in your opinion, is the single most effective addition to your digital signage network since it launched and why?
Over the past 12+ years since we rolled out our first large-format digital bulletin screen, we’ve added some extremely strong additions, but in my opinion, it’s mobile. Over the past two and a half years, we have found that click-through rates rise 56 percent above the industry average when we pair mobile with OOH. The continuation of one screen to the next allows us to extend the life of a campaign beyond just a roadside digital. It allows the brand to tell a strong creative story with beautiful and dynamic creative in OOH. The mobile connection allows for that same creative campaign to be geo-fenced to the mobile device, but on a deeper level. Our medium is a one-to-many or one-to-targeted demo. Mobile allows for that many or demographic to become one to one. It also gives us the data and campaign results beyond just impression-based but now to a CPC/CPE level. I feel that mobile + OOH and data are the future of our medium for today and will only grow in the years to come.