Ask the Board – June 13, 2016 | IAN DALLIMORE

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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.

About Author

Director, Growth
Lamar Advertising Company

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

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