News

Watchfire announces winners of 2016 Digital Billboard Awards

May 5, 2016

A digital billboard advertising campaign featuring dynamic content for Fink's Used Cars, an independent car dealership, landed Barnes Advertising Corp. of Zanesville, Ohio, the Best of Show award in the 2016 Watchfire Digital Billboard Awards, according to a press release from Watchfire. The awards recognize digital billboard operators and advertisers who demonstrate effectiveness, design, entertainment and legibility in digital advertising campaigns.

Fink's Used Cars, also in Zanesville, receives new inventory regularly. As new vehicles are entered into stock, the VIN is scanned and sent to an RSS feed. Using Ignite OA software, Barnes Advertising was able to extract a portion of the RSS feed and display it on the digital billboard within a content page designed for the campaign, the release said. This method allowed newly added vehicles to be displayed immediately to the buying public. By changing content each time a new vehicle was scanned, Barnes Advertising generated more inquiries about available vehicles and increased traffic for the dealership.

"As the medium of digital advertising has advanced, the use of creative and dynamic content continues to emerge and improve, and we felt it was important to recognize campaigns that focus on the unique strengths of digital advertising," said Darrin Friskney, vice president of marketing at Watchfire. "The use of these tools has tangible effects on ROI for advertisers, and improves business practices for outdoor operators. We are proud to highlight the innovation, engagement and capabilities of digital advertising, and want to applaud those who are doing it best."

For a complete list of winners, visit http://www.watchfiresigns.com/billboardawards