Harris involved in digital signage rollout for Automotive Broadcasting Network
Paul Milligan, March 6, 2013
The Automotive Broadcasting Network (ABN) is several months into a large-scale, digital signage network rollout at car dealerships across the United States. A Harris Digital Out-Of-Home system serves as the core network architecture, with the company’s InfoCaster suite of hardware and software products supporting all content creation, network management and targeted media playout functions. Harris Digital Out-Of-Home is also providing on-site installation and managed services from its network operation centre.
“We have more than 600 media players deployed, powering well over 1000 screens in 42 states,” said Jerry Daniels, president and CEO of Automotive Broadcasting Network.
Honda of Superstition Springs in Phoenix is one location that has reported a rise in sales since increasing its in-house advertising efforts.
The ABN network delivers customised, targeted content to the dealership’s showroom, parts boutique and service areas.
This includes digital menu boards in the parts and service departments that offer price lists and customer discounts, as well as other promotional content and TV entertainment delivered via ABN’s flagship Dealer TV programming.
“We spend between $75,000 and $100,000 a month on advertising, traditionally targeting television, radio, direct mail and other external methods,” said Honda Superstition Springs executive manager Christopher Zamora. “I thought it made sense to bring more of that in-house and generate a response that we could measure. My philosophy is that the best customers to buy cars, services and parts are in your dealership already. We’ve had the screens up for four months, and we just had our best January on record.”
ABN launched its Dealer TV service in 2008 to enhance the automotive retail experience for customers and better control sales environments.