Today Billboard Insider interviews Gene Hamm, co-founder of Digichief to learn why live feeds are unused by out of home companies.
What does Digichief do and how can it help out of home companies?
Digichief provides licensed content feeds for DOOH campaigns, such as weather forecasts and conditions, pollen Index, air quality, uv index, sports scores/stats, social media and more. Instead of having to source and integrate each of these feeds from multiple providers, we are able to offer one solution. Our clients can pick a la carte from our various feeds for a campaign, whether one digital board or thousands. The information can in many cases be hyper-local, down to the zip code or Latitude/Longitude.
Why are live feeds underused by out of home companies?
I think many times it just comes down to education on the various dynamic feeds available. I speak with Account Executives around the country, and they are often unfamiliar with the options available to them. Once they see examples of some of the campaign tie-ins with data points, I think a light bulb goes off on how they can use to help their advertisers.
I think another factor could be the integration. There is a misconception perhaps that it is a heavy lift, but typically the process is very straight forward. For example, using a dynamic condition builder, the operator could apply true/false statements, and trigger off numerical data (temperatures, live scores etc.) to “change” or “trigger” a specific scene. The content feeds we deliver are basically agnostic to most Content Management Systems.
Can you give a real-life example of an effective use of a live feed to a digital billboard?
After a Milwaukee Brewers win, creative is automatically triggered featuring Palermo’s Screamin’ Sicilian Pizza. The creative uses data points within our sports feed to confirm the Brewers won the game soon after the conclusion. It’s a great tie-in and of course there are a lot of hungry sports fans after a long baseball game!
Weather always drives interest for advertisers. Another effective campaign uses current temperature readings between two cities in order to promote air travel during winter months. For example, a campaign pulls in a current temperature reading for Chicago in February, to a current temperature in Tampa. The campaign promotes an airline’s direct flights out of town to the sunshine state. Where would you rather be in February
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