Lamar Advertising VP of digital growth Ian Dallimore says the low number of brands using digital billboard weather feeds is due to the following:
Lack of Connection Between Billboard Buyers and Creative Agencies:
– Disconnect in Collaboration: Billboard buyers and creative agencies often operate in silos, leading to missed opportunities for integrated campaigns. Without close collaboration, the innovative use of weather feeds may not be explored or executed effectively.
–Limited Communication: There may be insufficient communication channels or platforms for these parties to share ideas and plan cohesive campaigns that leverage real-time data like weather feeds.
Lack of Education on the Agency Side:
– Awareness and Training: Agencies may not be fully aware of the capabilities and potential of digital billboards with dynamic content such as weather feeds. Training and educational initiatives can help bridge this gap.
– Technical Knowledge: Understanding how to integrate and manage real-time data feeds into creative campaigns used to require technical expertise, there are plenty of companies that have emerged in this space that bridge that tech gap.
Storytelling and Advocacy:
– Industry Advocacy: Stakeholders in the digital billboard sector need to advocate more strongly for innovative uses of their platforms. This can involve showcasing examples at industry events, through publications, and via direct engagement with potential clients and creative agencies.Addressing these issues involves fostering better collaboration, enhancing education and technical training, and actively promoting the success stories and benefits of using weather feeds in digital billboards.
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