On this week’s Billboard Insider podcast Dave Westburg interviewed SignBird founder John James and Formetco Digital Billboard Sales Manager Britt McConnell about how to effectively market digital signs.
Podcast: Play in new window | Download (Duration: 17:18 — 23.8MB)
John, what’s in a good sign photo?
The common denominator that everybody can agree on is that…there should be traffic in every photo and brakelights. There should be cars in every photo because that is who we are trying to reach…That is so crucially important whether it’s a approach photo or a closeup photo or a glamour shot or a drone shot. The common denominator…is the traffic.
How do you capture traffic in a sign photo.
We mount a camera on the exterior of the vehicle. The reason we do the exterior is that windshields can get a little dirty and it’s hard to get rid of that on camera.
You use drones as well
It’s in our name. Signbird. A bird flies around a billboard…The drone aspect of Signbird is huge. It’s a big part of our service…
Tell us about the joint venture with Formetco.
That has been a partnership that we were working on for quite some time…We have been huge fans of Formetco…It started with Signbird is serving the out of home industry. So is Formetco. For very different reasons we were crossing paths…I was asking the question to Formetco “how can we serve your current clients”…and we came up with a…strategic partnership.
Britt, what trends are you seeing in digital billboard sales.
We’re seeing a lot of growth in the independent space. Local municipalities have been challenged a lot lately…they’re starting to allow digitals where they aren’t currently allowed. Resolution is definitely getting tighter and urban locations are on the rise. You’re seeing some trends towards 10 mil…There’s been a lot of unique builds…We’ve done some really neat three sided ones…We’ve also constructed a lot of four sided ones…You’re starting to see a lot of verticals. When a client has got an issue with a setback or a power line, you’re starting to see people go vertical…You’re also seeing some really neat structures with embellishments.
Talk about the Formetco/Signbird joint venture.
I’m always thinking of ways to help our customers…grow their business…This will give clients some great drone photos, ride sheets, amazing approach photos of their newly installed digital billboards…
If I buy a Formetco digital billboard do I get a Signbird promotional package?
Correct…We started that back in January. Every single digital billboard which is purchased from us will include that…it really helps the smaller operators who don’t have an artist department…the videos are so unique they can be embedded in an email signature…the drone video is really cool. The money shot is when you’re hovering about the billboard looking back at the traffic approaching…
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