Watchfire (Danville, IL) has announced a series of updates designed to help digital billboard operators reduce operating costs, increase revenue and improve day-to-day efficiency, according to a press release.
“The challenge isn’t managing screens, it’s consistently filling them with paying advertisers,” Kyle Dines, vice president of outdoor advertising at Watchfire, is quoted in the press release. “Our focus is simple, help operators spend less and make more.”
Leading the announcement is Watchfire’s new energy-efficient digital billboard technology that reduces power consumption by as much as 30%. With energy representing one of the largest ongoing expenses in the industry, this provides an immediate and measurable opportunity to lower operating costs without compromising performance, per the release.
Watchfire has also focused on reducing the total cost of ownership by improving connectivity. Upgrades to cellular hardware, data plans and customer support reduce monthly communication costs while improving network reliability and providing better visibility into display performance.
“Cellular costs can add up quickly across a network,” Dines is further quoted in the press release. “In many cases, we can help operators lower those costs while improving service and response times.”
Watchfire also continues to invest in Ignite OA, its proprietary content management platform, which is included for the life of the display at no additional cost. Purpose-built for digital billboard operators, Ignite OA now offers direct, one-click connections to leading programmatic platforms, including Blip, Vistar, and Perion/Hivestack, giving operators access to a broader pool of advertisers and helping improve fill rates — also according to the press release.
Ignite OA goes beyond scheduling content by giving operators tools to better sell and manage their advertising inventory. Rotary campaigns give advertisers market-wide reach through a single campaign that rotates across multiple displays, maximizing inventory utilization, while simplifying campaign execution. Conditional content allows operators to deliver messages based on factors such as time of day, weather, or other real-world triggers.
“These aren’t just features, they directly impact how operators sell and how much they can generate from each board,” Dines is further quoted. “At the end of the day, if we can help our customers reduce costs, sell more effectively, and operate more efficiently, we’re doing our job.”
For more information, visit watchfire.com.