On March 13, Destination Television quietly signed a digital signage reseller agreement with AccuWeather.com. Destination Television is best known for operating as a media production, promotion, and advertising company focusing primarily on the out-of-home digital signage industry here in the United States. Accuweather, as most are aware, delivers weather information and reports from a team comprised of 113 meteorologists around the country. AccuWeather.com provides the industry’s most accurate, localized, and entertaining branded forecasts and severe weather bulletins to over 110 million Americans each day via the Internet, mobile devices and IPTV, through the airwaves, in print and on digital signage.
So why is this such a winning strategy? Because Destination TV knows that by utilizing localized customizable content from AccuWeather, they will draw even more attention to their network television screens. This “captured attention” will improve the consumers’ retention of advertisements shown between the weather segments. The President and CEO of Destination TV, Mr. Scott Venters, stated, “Destination Television is excited about the addition of AccuWeather.com as our core content weather provider as we continue toward engineered digital signage solutions that work for our customers.”
Destination Television, Inc. (OTCBB:DSTV) is utilizing first-run Hollywood blockbuster movie trailers and new music videos together with dynamic digital advertisements to create its unique brand of “Advertainment” on its three major networks: Bar TV, Gym TV, and Hotel TV. The company is reaching millions of these “leisure destination” viewers every month, yet no matter how hot the music video, or how exciting the movie trailer, advertisers know that a well done “weather update” can literally stop traffic, they are truly that powerful.
When the casual viewer sees a local weather forecast, he or she is much more inclined to focus attention on the screen and concentrate on the message, literally blocking out background noise. Studies have shown that in the viewing time between weather updates, people tend to remember the products and services that were advertised much better. This is music to the advertiser’s ears, as brand recognition and calls to action cannot take place until the consumer takes notice of the display screens and focuses some attention on them.
Destination Television has made a significant advance by entering this agreement with AccuWeather, and it’s the advertisers who are expected to benefit with increased revenues and more brand recognition and loyalty. This is indeed a strategically important pact, and shows how well management understands the psychology of its advertising medium.
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