Ask the Board – June 13, 2016 | IAN DALLIMORE


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.

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Vice President of Digital Growth
Lamar Advertising Company

Out-of-Home Network Council

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