Watchfire has announced a series of updates for its digital billboard portfolio designed to help operators reduce operating costs, improve network management and increase advertising revenue. The updates include new energy-efficient display technology, connectivity enhancements and new capabilities for the company’s Ignite OA content management platform.
According to Watchfire, its new digital billboard technology can reduce power consumption by up to 30%, lowering one of the largest ongoing operating expenses for billboard owners. The company also introduced updates to its cellular hardware, data plans and customer support services to help reduce communication costs while improving network reliability and visibility into display performance.
Watchfire also expanded the capabilities of Ignite OA, its content management platform, which is included with the company’s digital billboards. New features include one-click integration with programmatic advertising platforms such as Blip, Vistar and Perion/Hivestack, as well as rotary campaigns that automatically rotate advertising across multiple displays and conditional content that can trigger messages based on factors such as time of day or weather. According to Watchfire, the updates are designed to help operators better manage advertising inventory and create new revenue opportunities.
