News

Georgia digital billboard firm getting creative

Media management software provider Dot2Dot Communications has been working closely with long-time client Adams Outdoor in Roswell, Georgia, to enable media buys using Ad Manager and Scala digital signage software.

April 14, 2015

Media management software provider Dot2Dot Communications has been working closely with long-time client Adams Outdoor in Roswell, Georgia, to enable media buys using Ad Manager and Scala digital signage software, according to an announcement from Dot2Dot.

The project aims to bring new media opportunities and new business growth to Adams with a Dot2Dot-delivered solution that will manage 175 digital boards in 14 markets running five different digital billboard manufacturers.

Adams has embraced the new technology, leveraging its functionality to push the needle with offering clients dynamic campaigns using sources such as Twitter to display dynamic content, or weather patterns to change client's creative in real-time, the company said. Adams is even having an in-house competition for its in-house creative teams to design creative digital content ideas.

Ad Manager's integration with Scala allows each Adams' market to determine its availability, fulfill its own scheduling, manage campaigns, and deliver playlists and POP reports using one system. Also, digital campaigns can be scheduled on the same contract as a static media campaign ensuring clients receive only one invoice.

"We needed a common platform for our digital network that allowed us the greatest flexibility in scheduling and creation of dynamic content," said Patrick Frawley, corporate services and marketing coordinator for Adams Outdoor, in the announcement. "The platform had to work with all of our displays regardless of supplier, from traditional roadside digital displays to urban digital kiosks with full video motion and sound. Ad Manager and Scala simplify and clarify the entire process."

"Our approach allows media companies to choose the digital billboard manufacturers that best meet their needs," said John Devonshire, manager of client services, Dot2Dot Communications. "Preferred vendors may change over time, as functionality and pricing are constantly changing. Ad Manager and Scala allow the media company to select what's best for them without having to worry about the impact it will have on managing and scheduling their campaigns. Our combined platforms are flexible and readily available to staff in one system."