Latin America. Go Digital/Traffic Media, an outdoor advertising company in El Salvador and Panama, and Viva Outdoor (www.vivaoutdoor.com), an El Salvador-based outdoor advertising company serving national and international brands, are the two Latin American companies that won the Gold Awards at the second edition of Watchfire's Digital Billboard Awards.
These awards were created to recognize digital display operators and advertisers who have demonstrated effectiveness in the design, entertainment and comprehensibility of digital display advertising in 2015.
In total, six companies were awarded, including Barnes Advertising Corporation of Zanesville, Ohio, which had the best demonstration in its advertising campaign with dynamic content for Finks Used Cars.
Go Digital was recognized for its campaign for the premiere of the Star Wars film. As the day approached, the ads featured several characters from the film to generate excitement and boost ticket sales. The flexibility of digital screens made it easier to change the art allowing different characters to be shown, something that could not have been done with a static billboard.
Viva Outdoor's work on behalf of a variety of brands was recognized, in particular, for the integration of social media into digital screens. For example, for the broadcast of the local morning radio program "Pencho y Aida", Viva Outdoor promoted a concert of the group Maná inviting listeners to look for the screen to see a message and enter it to the Facebook page of the program and win free tickets. This generated excitement on the fan page and increased the number of followers.
"As digital advertising advances, the use of creative and dynamic content continues to increase and improve, 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 advertising operators. We are proud to be able to highlight the innovation, engagement and capabilities of digital advertising and applaud those who are doing better."
For the full list of winners, visit: www.watchfiresigns.com/billboardawards
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