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DOOH keeps small business alive during COVID-19

Many small businesses are hurting due to COVID-19 restrictions. Some DOOH vendors, however, are helping them stay alive by offering free DOOH advertising to small businesses.

Photo: provided

April 14, 2020 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

As the coronavirus pandemic continues, many local, state and national governments have responded by shutting down nonessential businesses or by eliminating options such as dine-in for restaurants. In addition, many governments have ordered residents to stay home save for essential trips.

As a result, many small businesses are hurting as they simply cannot reach the same level of customers with curbside pickup, online, carry out or other options. DOOH advertising, however, can help provide just the tool to help these small businesses stay afloat and make it through this pandemic, and two companies in particular are offering it for free.

Orange Barrel Media, a smart city company, and sister company IKE Smart City are donating airtime on DOOH digital signage for local businesses. The companies have launched the #OBMsupportslocal initiative across 18 major U.S. cities as part of an effort to help these small businesses survive through this storm.

Digital Signage Today spoke Corey Favor, director of community engagement and strategic partnerships at Orange Barrel Media, to learn more about this initiative.

Q. When did you decide to do this initiative?

A. Our mission is to use media and smart city technology to improve lives in cities. Realizing the impact this crisis would have on our local merchants and non-profit communities, we wanted to reach out with support as quickly as possible. The #OBMsupportslocal initiative was launched on March 19th.

Q. What cities is it currently running in?

A. We launched #OBMsupportslocal in Los Angeles, Washington, Atlanta, Boston, Cleveland, Denver, Charlotte, St. Louis, Pittsburgh, Baltimore, San Antonio, Kansas City and Columbus. Pro bono ads are currently running in Columbus, Boston, Denver and Atlanta, and will begin to roll out in additional cities as we receive content. We are currently running COVID-19 communications in all of our markets.

Q. How can DOOH help businesses stay afloat during the coronavirus?

A. Even though their storefronts are closed to the public, many local businesses and organizations are still providing products and services in alternative ways. As they struggle to survive during this pandemic, communities must know these businesses are still open through things such as local delivery, pickup and e-commerce.

OBM's digital signage is a highly visible, dynamic, efficient and flexible medium that can very quickly drive awareness of those messages. In essence, there is not a minute to spare for these businesses. Our signs can run both static and full-motion content, are located in the heart of urban cities, and are operated by a dedicated content management team who can receive, adjust and post files within a few short hours.

Q. What can we do to support our local businesses during this outbreak?

A.There are several ways we can lend support to local and independent businesses, as well as community organizations, during this unprecedented time. The more of our spending we can send their way, the more likely it will be that they can stay afloat and take care of their employees. Order food for delivery or pickup. Shop online. Buy gift cards. Promote their messages on social media. Donate to their Go Fund Me requests. Volunteer your services. Encourage friends and family to support them. Anything and everything helps. These businesses constitute close to 50% of our workforce and make our cities unique. Our support is imperative to their survival. 

Q.How can a company qualify to be on your displays?

A.To participate, local and independent businesses, non-profits and community organizations located in the cities listed above can submit a request to obmsupportslocal@orangebarrelmedia.com. Requests should share a brief description of the company and how customers can continue to provide support during this time of need. We will try to accommodate as many of these requests as we can.

Q. What sort of displays do you have in your DOOH arsenal?

A. OBM inventory ranges from unique large format digital screens, static wallscapes and interactive digital kiosks called IKE. Uniquely, many of our digital displays, well as IKE kiosks, can run dynamic full-motion content. Our signage is located in highly visible urban downtown areas, and in many cities, IKE is the first and only street-level advertising platform available.

To read more about the virus' impact on digital signage, click here.

About Bradley Cooper

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Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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