When Destination Television developed the concept of creating media content targeting high-volume, leisure destinations such as bars, gyms, and hotels, it was clear they understood the benefits of a “captive” audience. In fact, Gordon Scott Venters, the CEO of Destination Television, had this to say recently: “We offer our advertisers what traditional TV cannot: we reach the hard-to-get high income viewers when they are away from home or work and at a fraction of TV’s ad cost.” But simply having a captive audience wasn’t the end of the story. The management team decided that since they are focused on a niche demographic, allowing the programming loop to be custom designed by the advertiser was key to continued success.
With that in mind, Destination TV decided to chose BroadSign International’s software as their service solution, and BroadSign’s Suite to operate their networks of digital screens in out-of-home leisure venues. Destination Television and its affiliates comprise one of the nation’s largest digital signage network operators, and the programming loops feature a mix of the latest movie trailers, music videos, advertising and useful local information. The loop content and length are adjusted to customer demographics and dwell times at each location. The company serves local, regional and national advertisers and also produces content in-house.
“The ability to easily customize loop content and schedules to each day at each location in a vast network is critical for targeting our niche demographics and this is where BroadSign’s application perfectly fits our needs,” Scott Venters said.
By using BroadSign’s Suite, Destination Television’s networks can schedule and ensure content playback on each particular screen, monitor the network and campaign performance, and produce proof-of-play reports for advertisers. The enterprise-scale software also makes it easy to manage media space inventory and target campaigns by demographic and geographic criteria from one central location.
This is the Holy Grail of target marketing. By understanding the demographics and pattern profiles of their target clientèle, advertisers can custom build advertising campaigns that are specific to that particular customer. For instance, let us assume that an advertiser sells a brand of beer that is very popular with the male 20 to 25-year-old age group. With Destination TV’s integration of BroadSigns’s operation technology, this advertiser can craft his message to address that age group, and to play on those bar TV networks in locations that cater to a younger crowd. They can also figure in exact start times, number of views they would like, and even monitor campaign performance via the amount of that product purchased during the production times. It’s an advertiser’s dream come true.
This is by far the gold standard for “out-of-home” advertising, and Destination Television is taking it to a whole new level. With customizable and scalable capabilities, DSTV has broken the barriers to targeting the leisure destination consumer. The wise investor would do well to take notice.
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