Yesterday Billboard Insider wrote about a Toyota dealer who uses a smartphone app to program ads on digital billboards. Here are the details on the company which developed the app.
Company: Lucit
Address: 314 E Thayer Ave, Suite, Bismarck, ND 58501
Email: gina@lucitagency.com
Phone: 701-770-2012
Lucit is a digital marketing and ad agency located in Bismarck North Dakota. The company was founded in 2019. Gina Gordon is President. Eric Kubischta is CTO. Insider talked with Kubischta.
What gave you the idea for the product.
This is a great story! – My business partner Gina Gordon and I come from an “online” background where we integrated automotive inventory systems into a large regional online classified marketplace website – So we have a tech/sales background in Automotive / Ag / Recreational, etc. Last fall, my wife and I were sitting in in the drive-through of a fast food restaurant, and I saw a digital billboard advertising for a local radio station (This was an iDigital board) – And I noticed that the creative was was showing the currently playing song. So I asked my wife to quick turn the radio to that station (Hot 97.5 Bismarck) and sure-enough, the same song was playing (A Billie Eilish song I believe). And at that instant, everything clicked : We can send data, in real-time, to those digital boards. With that revelation, and based on my tech background in integrating with Automotive CRM systems, I knew that we could send dealer inventory to those boards in real-time. Fast forward to today, we built the back-end to connect the systems together, and the front-end app for users to manage their inventory.
Which out of home companies…
We have run campaigns with 3 OOH companies (and 3 different auto dealers) (all in North Dakota)
- iDigital (Apparatix)
- Dakota Outdoor (Apparatix)
- Newman (Watchfire / Visiconn )
Is there any cost to the out of home company?
There is no cost to the operator, pricing for dealers is on an annual subscription for the complete service and is charged directly to the dealership
What digital billboards and operating systems does the product work with?
We currently integrate with Apparatix and any downstream billboards that they control. Outside of Apparatix, we have tested loading our inventory feeds with Watchfire and Daktronics. Additional manufacturers we can bring online as we bring up an operator running one of those boards
What are the systems Benefits to Auto Dealers
- Automated inventory creatives are everywhere, except for Digital Billboards – Our application brings the promotion of inventory full circle to the OOH Space
- When vehicles sell, our system is notified, items automatically come down from the digital board rotation
- Sold notifications sent to dealer automatically when a vehicle comes down off of the board (reinforcing the effectiveness of their billboards)
- If a price drops, our system automatically re-generates the creative image
- We provide real-time play stats on their creatives directly in-app to the dealer
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