New product doohfa, which provides off-the-shelf dynamic content for Digital Out Of Home (DOOH) networks, demonstrated its Instagram package at BEAMS Arts Festival on September 19. The cloud-based platform was used to curate Instagram images submitted in the BEAMS Arts Festival Instagram Competition on the night, and integrate them immediately for display on the digital screen in The Living Mall, Central Park Sydney.

"The BEAMS Instagram competition is a great example of how doohfa helps DOOH and social media to integrate effectively. People will see beautiful imagery taken minutes ago by festival visitors, not just on their phone but on a 15 metre digital screen right where they need to be to join in. It's fabulous advocacy - we're expecting BEAMS' Instagram following to grow significantly,” said Neice Waddington, doohfa's Operations Director.

doohfa has been developed to provide DOOH networks a simple way to deliver the benefits of social media integration to their clients, and leverage other advantages of digital display networks. It has been developed independently to overlay DOOH network ad scheduling systems to the advantage of both the networks and their advertisers.

"doohfa is designed to be simple for DOOH networks to deploy. It requires no new infrastructure or software, and we take care of research and development. doohfa evolves as social media evolves - like addressing Instagram's recent addition of portrait and landscape aspect images,” added Neice Waddington.

"With doohfa, brands can manage their content across multiple DOOH networks from the one web-based dashboard. They can truly avail themselves of the immediacy and dynamism of digital display networks - even updating their brand messaging from their mobile,” said Dave Petschack, doohfa's Managing Director.