Raising revenue
Benefiting from a shift in Subaru’s marketing spending away from POP materials, brochures and newspaper ads, the digital signage network is now considered a self-funding system. To raise more revenue to buy syndicated content, however, the company began looking into using Scala’s Ad Manager software.

“There has been some disagreement over whether or not we should show syndicated content and sell ads to pay for it,” says Hamin, “so we are going to run it by our dealers to get their thoughts.”

Advantages would include gaining access to a vast amount of new content daily, which would keep the programming fresh, and the opportunity for highly targeted advertising to improve Subaru’s brand position, particularly ads for third-party products the company resells, such as tires and roof racks.

“We will see,” Hamin says.

With files from Subaru Canada and 10net Managed Solutions. For more information, visit www.subaru.ca and www.10net.net.