Weather and sports are the most used digital billboard content feeds according to our Billboard Insider poll. 28% of our readers use a weather content feed, 20% of our readers use a sports content feed and 8% use a digital art content feed. 20% of our readers don’t use any content feeds with digital billboards.
Why do you think the numbers are so low? Email davewestburg@billboardinsider.com or use our comment box and we’ll do a followup.
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Been working with digital OOH since 2007 since first rolled out. My experience has been the following factors contribute to the low % of dynamic content usage:
–lack of training/follow thru on the dynamic content DOOH benefits with sales staff(thus intimidated and not really presenting)
–lack of manpower/commitment from the advertiser/agency(on the design side)
These programs require someone to manage through the process from selling the concept to execution. I believe many A/E’s are under-trained in this area and don’t understand how/why these applications are uniquely inherent to DOOH and can make it an “have to” as opposed to another version of a static display. We have gotten lazy as a whole and settle for run of the mill executions. Once upon a time, we trained hard in this area. As a whole, we’ve likely gone away from this as the media has now been around for 17 years.