Has your business been racing to keep up with rapidly emerging technological advances? Are you in a field that needs to incorporate innovative developments into a historically traditional operation? Here is encouraging news for those in the newspaper industry and others searching for ways to optimize business using digital technology:
Honolulu Star-Advertiser: Innovation Award for Digital Billboard Network
The annual Mega-Conference, the only major newspaper industry conference of 2018, selected the Honolulu Star-Advertiser as the winner of its Innovation Award for the creation and successful execution of its Digital Billboard Network (DBN), a new type of digital out-of-home (DOOH) broadcast system that generated more than $1.2 million in incremental revenue during the first year. The Mega-Conference was held February 26-28 in San Diego.
Recognizing the challenges and impact that new technology has had on the media landscape for media outlets and advertisers, the Honolulu Star-Advertiser identified an opportunity to use the new DBN technology to provide clients with an innovative digital out-of-home advertising option that is measurable, engages customers and creates awareness of their products and services.
Positive Impact of Digital Technology on Anticipated Revenue
Digital technology has made a positive impact on the DOOH market globally, which is expected to reach $26.21 billion by 2023. Advertisers are recognizing the value of this new DOOH solution as substantiated by recent statistics stating the Honolulu Star-Advertiser’s DBN system is among the top five traditional broadcasters in the state of Hawaii.
DBN features a computer screen that sits on top of an existing Honolulu Star-Advertiser newspaper rack and runs a 7-minute loop of news, point-of-sale messaging and 15-second advertising commercials in more than 100 high-traffic retail areas on Oahu. The screens use a facial detection technology called SiteView that can distinguish the gender and age bracket of the viewer to create a demographic profile that provides retailers with the number of times the content is viewed and traffic flow by different parts of the day at each DBN location.
Additional Recognition and Nominations for Global Media Awards
The Honolulu Star-Advertiser Digital Billboard Network was also recognized by Editor & Publisher® as one of the “10 Newspapers That Do It Right 2018,” and was nominated in four categories for the INMA (International News Media Association) Global Media Awards. The final INMA competition takes place on June 4, 2018, in Washington, D.C.