Auto dealerships have always been an environment well suited to digital signage. There are a lot of things to talk about and sell, and a lot of interest and buying comes down to things like the visual and emotional appeal of the vehicles.
Guy Tonti’s company, Unified Brand, spends a lot of its time working with dealerships developing what amounts to custom television channels that are tuned to the dealer environment. Based in Phoenix, the company has carved out a nice, steadily growing niche in the sector, bolstered by work it also does with other locations and regional businesses.
The channels, using digital signage tech, are revenue-producing, customer-centric content plays that are used as an alternative to the TVs you’ll still find in many, many auto dealer service area lounges. That idea doesn’t work all that well, as competitors’ ads might run on a broadcast channel, and U.S. politics is getting so polarized just running CNN or Fox News on a waiting room TV may stir up arguments and complaints.
Intensely local digital signage is an interesting departure for Tonti, who joined and then bought the company after years working with networking giant Cisco, where he was director of worldwide practices for emerging technologies.
Tonti and I caught up in Phoenix, spending time talking about Unified Brand and touching a little bit on his brush with fame, when he was a four-day champ on Jeopardy. He can’t be THAT bright, because hey, he’s in digital signage.