Ask the Board – August 10, 2020 | CHRISTINA RADIGAN

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“How have you been advising clients to change their digital signage messaging, if at all, during this pandemic?”


Amid the COVID-19 crisis, our clients have leveraged their digital signage to change copy to be contextually relevant.  We have seen clients use Digital Out-of-Home (DOOH) to drive awareness for COVID-19 related charities and transition messaging to delivery services or online ordering, while others have stayed the course with their awareness messaging given the demand their business has experienced during this time.

The OAAA partnership with the CDC that resulted in critical COVID-19 health guidelines being posted on thousands of DOOH screens nationwide was not only a testament to the unification of our industry for the greater good, but it also demonstrated the power and nimbleness of DOOH.  Likewise, my company, Outdoor Media Group, worked with the American Red Cross and dozens of DOOH network operators to socialize the dire need for blood. Within days, donations were on the rise. 

As we see states and cities lift ‘shelter-in-place’ orders, vehicular traffic is increasing substantially and OOH media impressions are following in lockstep.  In terms of rebounding, digital outdoor will likely lead, while the need and desire for flexible OOH buying will also help to fuel future programmatic transactions.

American Red Cross campaign was featured on the City Post Network represented by Capitol Outdoor in Little Rock, Arkansas.

 

About Author

Managing Director, Marketing & Communications
Outdoor Media Group

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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