!["It's doing more for us than anything has done for us in years and years and years," she said. Not only has the organization been able to adopt out more animals, it has gotten calls from people offering to volunteer and make donations. The technology allowing the shelters to update their own digital billboard ads was developed by a North Dakota based software company, Lucit. Adams has been using the technology for almost two years, but the local office of Adams is still in the experimental stage having worked with a couple of local car dealerships and some real estate firms. Eric Kubischta, co-founder of Lucit, said the idea behind the web app is pretty simple. Advertisers have been able to control much of their digital advertising on sites like Facebook for years, but they haven't had such control over billboard advertising. "It had always been that the customer would send the ad to a rep and it would run [on a billboard] for six months;' Kubischta said. With the growing popularity of digital billboards, he saw no reason why advertisers couldn't have the same control over their outdoor advertising. "These billboards are really just giant computer screens on sticks on the side of the road;' he said. Using the Lucit technology, the customer doesn't have to go through a rep to get an ad changed. They can change their own ads. He gave the example of a small bar posting their specials or what band would be performing there that weekend. He also pointed to a ski resort that needed to close because of inclement weather. The operators were able to change their billboard advertising to let people know they would be closed that day. Cioffi said Adams is hoping to expand the service to a wide variety of its clients after its initial rollout. He said the technology proved to be helpful especially with Adams' used car clients who were able to post ads with photos on billboards of individual cars they had for sale. The dealers could control what zip code the billboards would appear in to target people who were actually close to where the car was for sale. They also had the ability to take a car down if it had been sold. "That was really successful. People could buy preowned cars right off the billboard;' Cioffi said. Realtors had the ability to promote open houses and post photos of available homes, with the same control over what, where and when they post. "The advertiser has control of changing up content within minutes. There's no wait;' he said. A growth area he said Adams is looking to expand into is retail sales and digital coupons. He said retailers like Big Lots, which have a large rotating inventory, could promote products that are on special that they are trying to sell. Grocery stores could also promote their latest offerings. As for the pet adoption campaign, the main push is for the month of February, but Cioffi said because of the popularity of the campaign, Adams is looking to run similar promotions in the future and is looking to partner with more animal rescue organizations and sponsors. "](https://static.wixstatic.com/media/482424_ec07f737fda84807882874001a9cdbb5~mv2.jpg/v1/fill/w_980,h_1249,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/482424_ec07f737fda84807882874001a9cdbb5~mv2.jpg)
Resources:
Wescoe, S. (2023, February 27). A doggone good idea: Adams outdoor helps animals get adopted. LVB. Retrieved March 1, 2023, from https://lvb.com/a-doggone-good-idea-adams-outdoor-helps-animals-get-adopted/
Lucit featured in Lehigh Valley Business Journal