Why/How You Should Sell Your Digital Signage Advertising Space?

Digital signage let you spread the message of your business. But spreading the messages of others with your own digital signage can be just as opportune! In fact, these two options are by no means exclusive. You can find a comfortable balance between the two. The beauty of digital signage advertising is that it can rotate a large quantity of content. This allows you to provide advertising space for multiple clients as well as display your own content throughout its runtime.

Digital signage advertising

Selling advertising space isn’t a difficult matter to grasp. Third party advertising can be incorporated in your campaigns quite easily, especially if you’re using a good digital signage software. First, let’s discuss whether or not you should sell the digital signage space you have for advertising purposes. Then, we’ll have a look at the two main ways to sell. And thirdly, how to proceed once you’ve decided which one of the two suits you best.

To sell or not to sell?

In order to make the decision of selling or not selling advertising space, establish the potential of profitability. Is it more profitable for you to fully make use of your digital signage for yourself? Or is it more profitable to sell it to others for advertising purposes? Don't forget, you need to also account for the operational time and costs that come with it. If you’re able to come up with digital signage campaigns beneficial to your business, by all means, keep it for yourself. Why sell parts of something which can be more benefitial to your own business goals? If you are guided by the desire to keep your branding clean, renting out space to others is not in your interest.

Perhaps you have a different dilemma, though. Maybe you don’t want to or simply can’t invest time and money in extensive digital signage campaigns. Or it could be that you simply wish to diversify your narrow digital signage content and sell advertising space as a way to include more content alongside your regular campaigns while at the same time generating additional revenue.

The advertising space selling options below will tell you which one suits you best.

Collaborate with local businesses

This method of selling advertising space gives greater diversity to your content. It incorporates advertising from other businesses into your digital signage campaigns. This means people who are viewing your digital signage will see your messages, but also receive third party advertising in short bursts. Naturally, you determine the amount of advertising you want to show.

There are some guidelines to this method. Good advertising aims to reach a target audience based on relevant criteria for the product or service advertised. This is why digital signage owners collaborate with businesses of products their audiences are likely to be interested in. Thus, this will result in more purchases. One such example is advertising for school supplies on digital displays at schools or campuses. Another is digital signage at airports or bus stops advertising for local restaurants visitors would like to try out. Meanwhile, if you advertise for gardening equipment or kitchen appliances at a tourist location, unlikely will you witness a profit spike.

As you can see, it’s not collaboration based solely on physical location. This is because the audience exposed to the digital displays is specific; it’s not everyone. However, there are some exceptions where all sorts of advertising are possible. This exception typically applies to locations with extremely high traffic. Billboards, for example, are seen by many different audience types, and they can advertise all sorts of businesses. This is then a separate business model in itself almost exclusively showcasing other businesses’ campaigns.

Sell advertising space full-time

This business model might be the easiest to handle. You need to bring in a little bit of creativity for campaigns. It is challenging to set up, though. People are willing to pay for advertising space only if it actually promises to work. Simply put, if your signage location gets a lot of traffic, and the advertisers see a good return on their ad spent, your signage real estate will be in high demand. Selling advertising space on a barren residential street will hardly yield you any profit.

The standard example for this are digital billboards as already mentioned. Note, however, that you should think twice before buying digital billboards for this purpose. While they’re amazing at spreading messages, they require great positioning to ensure success. This is especially important as they’re expensive to maintain and use up a lot of energy working 24/7. To cover these costs, they need to be able to pull their weight.

How do you sell advertising space?

Once you’ve decided to sell advertising space with either of the aforementioned models, what do you do next? To bring your plan into action, you need to gather information and insights about what you’re offering. This will help you attract advertisers who need advertising space.

To successfully sell advertising space, you need to understand how it works and present it to potential clients with clarity. Establish how well the ads work for the locations they’re placed in. If you have multiple locations, break down information about them individually. This starts with the traffic they get, the demographic that is likely to see them and when, etc. In short, try to analyse and specify the audience most likely to see the advertising at each location, at any given time.

Some companies will want to advertise to the retail industry to a specific subgroup of people with a specific style. Others will aim at travelers or a specific demographic like best agers or young families with kids. Make sure to specify which of these pass by which location. This way, it becomes immediately clear to companies looking for advertising space how they can use it.

This is only the beginning of a wider picture of selling advertising space. Possibilities are vast, and you can carry out many variations, such as offer clients lower rates based on certain criteria. You can give special price advantages if a client takes up multiple advertising locations. There are businesses who are interested in minimal advertising of only a few minutes per day. With that in mind, you can sell based on minutes or seconds of advertising space consumed.

Keep your clients informed throughout the process

When selling advertising space, you should give your clients a breakdown of how it performed after a period of time. You can highlight how many times in the past week or month a campaign was shown and at what times. You can combine this information with data about how many people frequented the location. Software like OnSign TV can help you achieve this. Detailed reporting takes time, so this mainly applied for larger operations of selling advertising space.

Business types and desires will also vary, and you may encounter some who are sceptical on the power of advertising. Ideally, you must understand the power your digital signage has and present it to businesses interested in it. Also, make sure you can explain the status of the digital signage industry and how well it’s doing today, as well as in the projected future.

4 Greatest Threats To Your Digital Signage

Digital signage is an exquisite instrument for mass communication, but once unboxed and placed in the open, it turns into a fragile instrument. There are many threats to the safety of your digital technology, be it indoors or outside. Factors like harsh weather conditions, sunlight, rainfall, dust and, of course, people are to be watched out for. Protect digital signage from all these elements, and ensure your investment doesn’t fall to pieces. First, let’s take a look at the threats to digital signage in the outdoors.

1. The wrath of nature

Regretfully, if your area gets a direct visit from a tornado or a hurricane, there really isn’t much you can do to protect digital signage outdoors other than take it inside if physically possible and you have enough time to prepare. Your own safety should always have priority. During other milder forces of nature however, like heavy rainfall, winds and storms, physical protection will certainly help. Look for digital signage casing, screen protection, etc.  

Additionally, shutting off your digital signage during harsh weather conditions can prevent damage caused by intense moisture or a cover of dust brought by the heavy winds.

2. The worst of humanity

Outdoor digital signage needs protection from the elements of nature, but no element is as threatening as the presence of a human. If your digital signage is not attended by a staff member, you must make sure it can’t be stolen. There are other ways people can threaten your technology, but stealing is the worst.

Ensure your digital signage can’t be removed, be it carefully or forcefully. In most cases, if your displays aren’t touchscreens, there is no need for them to be within hand’s reach of your audience. Place them in your store window, or if they must be in the open, make sure they’re placed high, beyond reach. Afterall, the eye level is where the attention is.

Additional methods for keeping bad people at bay include using proximity alarms, device trackers, screen protectors and more!

Examine the physical properties of your digital signage

In what ways can a user interact with your digital signage?

If you’re using a touchscreen to provide interaction, there is no need to allow users to connect their phones to it. For example, if your display or player has Bluetooth capabilities, make sure they’re turned off, unless you’re using them. This is only one of many ways someone might interact with your signage in a way you don’t want them to.

Is your digital signage content fed through a USB port? If so, consider the possibility of someone walking up and and replacing your USB drive with their own?

Limit the access to your system

Examine which other loopholes of unwanted interaction exist for your digital signage and shut them off. A good test is to try to access your content through unauthorized means yourself. If you successfully change your content without having to apply your admin authority, your software is compromised.

Protect digital signage from security threats

Ideally, the user should not be able to access anything other than what you want them to. Make sure you system has a password in place and can’t be overridden in any way. Of course, no defense is impenetrable, but the vast majority of people with bad intentions can be stopped with a few simple countermeasures.

Protect digital signage indoors too!

Indoors, there aren’t as many physical dangers as there are outdoors, but they certainly do exist.

Let’s talk about our fellow humans again, and move them to an indoor environment. If people are looking to steal you digital signage indoors, a massive display will already prove a challenge just by size, especially when mounted. However, smaller displays and tablet devices are easier target. This is why digital signage tablets and displays are either mounted on walls, screwed on an attachment or part of heavy stands as kiosks.

Now that the cleptomaniacs are fought off, let’s talk about other threats for indoor digital signage.

3. Flying too close to the sun

Short of natural disasters, sunlight is the one power of nature which penetrates the indoors. UV damage can be quite threatening to LCD displays, leading to isotopic failure. In a nutshell, this means your displays will gradually turn black through prolonged exposure to sunlight.

Protect digital signage from isotopic failure

Isotopic failure can’t be fixed, and if it occurs, you will need to get a new display to turn the light back on.

A solution is to keep the display in the shade, or to get commercial displays specifically designed to prevent sunlight glare. LED displays are a great option for this, which is why they’re often used outdoors. If there is plenty of exposure to sunlight, they are certainly something for the indoors as well.

Be careful, though. Certain displays designed to deflect the glare from sunlight can’t be seen by people who wear polarized sunglasses. As polarized eyewear blocks sunlight, it may do the same to the display image. You may have noticed this when looking at some smartphone displays through polarized sunglasses.

4. It’s getting hot in here

High temperatures can cause damage, not only to displays but to players as well. Now you may be thinking players aren’t usually exposed to sunlight. You’re right! They are usually tucked away from view, but exactly that can be the problem.

Digital signage players generate heat, but if they’re in tight spaces with no air circulation, they can’t cool down. Temperatures keep rising, and the player performance drops. Resolve this issue by changing the placement of players, or if that isn’t an options, get players with a cooling system.

Protect digital signage and your technology

Digital signage faces threats on many fronts, as we’ve seen. Starting from long term exposure to the elements of nature, or short term exposure to bad people, it needs to be protected. Make sure you protect digital signage with these guidelines, and you are guaranteed many years of optimal use and the best rewards this amazing tool has to offer.

Digital Signage News: Grim Reaper of DOOH, Digital Signage at FIFA World Cup, and more!

Should the DOOH world be worried as one fright inducing threat emerges in the tech-improving travel industry? Well, not really, but we do have interesting news about that, and more in this month’s recap of digital signage life. We have the ups and downs on digital signage, the unison of digital signage and the 2018 FIFA World Cup, a look into unspent potential of digital OOH and plenty more news for you!

Is this the grim reaper of OOH?

A recent article from OOH Today discussed a matter which might threaten success of Out Of Home advertising: autonomous cars.

With the driver control aspect taken out of the equation, travelers won’t need to look out the window anymore. It means that indeed, autonomous cars, should they become the common means of transportation in the quickly-changing future, will make billboards less effective. This situation brings to mind the impact the internet had on newspaper. An entire field of media remained  in the shadows, and it is likely going to be a real possibility the same might happen to outdoor advertising at the hands of autonomous transportation.

Although a future possibility, this is certainly not the major concern for advertisers and digital billboard users at the moment. Autonomous cars are far beyond reach for the majority of the population. Also, most drivers won’t give up the instinct of paying attention so easily at first even when they sit behind the autopilot wheel.

Coca-Cola celebrates FIFA World Cup through augmented reality

Coca-Cola is celebrating the FIFA World Cup in an eye-catching augmented-reality campaign in Switzerland. The AR experience at Zürich’s main train station allows fans to interact with Switzerland’s very own Xherdan Shaqiri. The campaign is a new and exciting experience for football, i.e. soccer, fans.

"It's the perfect way to get people into a perfect football mood right at the beginning of the FIFA World Cup 2018," said Robert Percze, Senior Brand Manager for Coca-Cola Switzerland.

$1 in OOH advertising = $5.97 in sales

One dollar spent on OOH advertising generates an average of $5.97 in product sales. Quite an astounding figure to read from anyone seeking profit. But, according to a new report released by the Outdoor Advertising Association of America (OAAA), it is true!

When compared to other methods of advertising, OOH has shown to produce a healthier return on investment than any other. The keyword here is not higher, but healthier because according to the study, while media outlets such as radio and television are high in returns, those returns often diminish moving forward. Meanwhile, OOH offers consistent ROI growth year after year.

If this doesn’t convince you that OOH is the way to go, then there’s nothing in the world that will. For more details about the study, read here!

The unspent potential of DOOH revealed!

There is a significant gap between the capabilities of DOOH and the methods of its use around the world. We try to point these out in most of our articles, but this week, we've stumbled onto quite a compelling read on the subject.

Said article essentially points out the main differences and ways digital signage could learn from social media. Today, especially during events such as the 2018 FIFA World Cup, social media is swarming with up-to-date messages from across the globe, charged with emotions raging on the whole spectrum from sadness to cheer. Meanwhile, DOOH stands still for days or weeks at a time with the same rotisserie of content.

It’s quite funny, as people delve deeper into the capabilities of digital signage, they often get surprised by what it is capable of. One can view this as going down the rabbit hole or even better a loophole at the moment meant to be taken advantage of. You see, most people who acquire digital signage, stick to the standard norm: make some sort of slide, an ad or two, rotate and you're done. What they don't know is that they shouldn't follow the norm and instead treat DOOH the way they do social media channels. This means by keeping it fluent - creative and interesting - they could well obliterate the competition using the same media outlet.

This is why creative campaigns are so successful, and most of them aren’t really too complicated. Don’t let it intimidate you. Take a look at McDonald’s. They’ve just done a “Follow the arches” campaign which directed drivers to their restaurant. The signs used were simple, intriguing, and most importantly worked! The campaign also won an award.

Shopify on digital signage

If you’ve decided against digital signage as part of your marketing arsenal, this might change your mind. Shopify has recently published an article on the subject. Primarily, it's pointing out how digital signage is one of the newer and better ways to connect with in-store consumers.

For a start, 68% of customers saying digital signage influences their purchases is appealing any retailer. Another astonishing number are the 44% of them who stated it would influence them to buy an advertised product instead of the one they had already planned to buy.

We wrote about retail digital signage in the past, and it’s obvious how helpful it can be, but as we move forward, it’s picking up momentum and becoming a mandatory tool to keep up with the Waltons. Even industry giants are recognizing its value rather than just playing around with it! For more details from the retailer's point of view, as well as examples, head over to Shopify!

This week, we’ve seen threats to the DOOH world but even more proof of how successful digital is. Above all, quite a few interesting reads are emerging as we’re cutting 2018 in half.

We didn’t talk too much about quarterly updates and numbers recently. It’s been becoming clearer and clearer that digital signage is successful and on an upward climb. However, we will cover them in upcoming articles and see how certain predictions from the year’s start are holding up. With this in mind, we’ll certainly get plenty of interesting news and stats in the upcoming months!

Hyper Air Travel Coming In: Mind Your Digital Signage Campaigns!

Major airports in the United States have experienced significant increase in air traffic over the last five years, and 2018 is no exception. Intuitively, the summer months are prime time for travel. Compared to 2017, air travel is estimated to increase by 3.7% between June 1st and August 31st.

To any airport digital signage owner, these numbers are a clear indicator to step up the signage game. To spark your imagination, below are a few reminders and ideas on how to do just that. Improving your airport digital signage campaigns promises to bring in return as air traffic is about to skyrocket in these upcoming months.

Airport digital signage means more than flight information

The sky is the limit, but that does not mean you should limit your displays to mere flight information. With the world growing accustomed to the act of flying (growing being the keyword here), standard flight information isn’t as important as it used to be. Yes, fliers still look for updates on their departure gate or whether boarding has already started and they should skip ordering the extra drink at the bar. However, as passengers become more seasoned and flight updates more widespread across the premises, signage applications have evolved past that!

Passengers of course need flight information, but this need only holds a fraction of the power digital signage has to offer. If used solely for flight information, valuable signage potential remains unspent. A while ago, we focused on specific ways airport digital signage can be used. Here’s a quick refresher course to remind you:

  • Inform travelers about scheduled flights and eventual changes
  • Enhance with interactivity for easier browsing
  • Advertise or sell advertising space
  • Entertain through non-commercial content to lower boredom and perceived waiting time
  • Smoothen communication for both the external and internal audience

These are elementary ways to use digital signage at an airport. Now let’s take a look at the bigger picture and see how the growth of air traffic impacts your airport digital signage campaigns.

Airports have matured into cities!

As they expand, one might view airports as smaller cities. Many airports now are vast hubs, where the transportation isn’t limited to flying. Taxis, shuttles, trains or buses are an integral part of the airport “city”, meaning people have plenty more to look out for than just flight information.

Digital signage can display a variety of content and rotate between different sets of information. With the city-themed idea in mind, it’s clear that airport digital signage should utilize this feature to the max!

In between showing the status and information of specified flights, airport digital signage can show departure times and destinations of nearby buses or trains, for instance, or ads for the closest restaurant or hotel.

Provide advanced wayfinding to travelers

Wayfinding at airports is a common concept. However, the method of its application has changed quite a bit, and continues in fact to be still changing. You may opt to provide wayfinding via a video wall or a set of displays which simply tell the traveler where they should go if they want to get to the immigration hall or the baggage claim. This application is great by itself, but there is more you can do when in wayfinding.

Airports are places with more than just check-in lines. Despite obviously being in the traveling industry, there are many aspects of hospitality which have taken over. With the requirement to check in considerable time prior to boarding, there is a lot of free time.

Airports aim to meet all travelers’ needs, be it shopping, dining, entertainment etc. Wayfinding can make all these easily accessible to any traveler. Not only does it increase passenger/customer satisfaction, it opens the doors to more profit both for the businesses they visit as well as the digital signage owner who sells the ad space.

Boost check-in, security and boarding efficiency

With the staggering numbers of travelers turning around this summer, it becomes a challenge to maintain efficiency at an optimal level. Let’s be honest, it can even be a little bit intimidating with so many people in one confined space when there is a hold up.

Check in is just in the open departure hall, but there are many other lines at the airport. Security can be tiresome, with constantly increased security measures. There are so many steps in the process like taking out your hand luggage, separating your laptop from your bag, taking liquids of specific package size and placing them in a clear zip lock bag, removing your belt, your shoes etc. Once it’s done, you must collect your belongings without causing a hold up. Sadly hold ups do happen when passengers are not prepared for a particular security procedure.

Enhance the passenger journey

Airport digital signage can help simplify and speed up the passenger journey. Keeping passengers informed can ensure they're moving in the right location and performing the right actions without the need of individual instructions. As airport traffic keeps increasing rapidly, so does the need for innovation and adaptation. This is where advanced uses such as robotics and AI could come into play.

The efficiency boost provided by airport digital signage doesn't only raise passenger satisfaction. It also helps employees do their jobs easier and with less frustration. Another way to enhance efficiency can be through unique uses reserved to airport kiosks. These may include interactive wayfinding and information browsing, as well as alternative locations where passengers can check in or update their boarding passes if changes have occurred mid-journey.

Efficiency and passenger satisfaction are more important than ever, as the air travel industry keeps expanding. Although there are spikes in air traffic each summer, it’s important to remember that the annual traffic grows, too. With these projections in mind, it will become very challenging to maintain efficiency on such a massive scale.

The air travel industry is moving forward, and airport digital signage is now an integral part of it. More of its advancements will most certainly ensue. At the rate of its development, we won’t have to wait long to experience them.

5 Simplest Guidelines To Understand How Your Customers Think!

It takes more than a low price and a good product to attract customers these days, unfortunately. Today, the market sizes of every industry are enormous. To stand out and achieve relative success, methods of customer influence must be used.

Digital signage is an excellent outlet to influence your audience, but only by understanding your customers' way of thinking will your content have the deciding effect. Let’s take a look at only a few of the principal elements which drive your customer to approach your business over another and make that purchase.

1. Understand the customer identity, and appeal to it

This guideline essentially means “know who you talk to”. Besides broad demographics there is a deeper level which makes up identity. Why does identity matter? Because today the vast majority chooses products which fit their identity. How does your service or product bring them closer to being the person who they wish to be and goals they wish to achieve?

Understanding your customers' identity can sound like a heavy psychological brainstorm, but it certainly works. Take teenagers for example. If a teenager believes they’ll be the coolest kid on the block if they get your product, be it a particular shirt, backpack or drink, they’ll buy it. Essentially, understand and show what your audience ultimately wants.

2. Understand your customers’ values

Values vary from person to person, almost as much as tastes. Target audiences, however, typically share similar values. One example are costly watches people buy. There is hardly any technological innovation in this segment. The values for the most part is not on functionality. Instead, materials, brand names and long lasting worth are used as signs and preservation of status and wealth. Thus, advertising the function, in this case, won’t have a strong effect.

Understanding your customers' identity

Understanding customers’ values obviously allows you to better talk to them. If their values are recognized, they are motivated to approach the source of that value. For example, you can see one particular example of value in many industries of today’s time. Customer service is an important tie-breaker between competition these days. Instead of highlighting technical advantages, businesses draw in more people by showcasing superior customer service, and proof of it. This is where the next guideline ties in.

3. Don’t neglect reviews and feedback

As you may be aware, a dominating majority of consumers relies on reviews before making a purchase decision. Typically, people gather information online, but despite reviews being a democratic field beyond your individual reach, you can certainly influence it. For instance, you can add an RSS feed from your social media. Encouraging people to leave reviews through social media can be a great way to show what they think about your business.

Note, also, that negativity shouldn’t be fully filtered. If there are both pros and cons out there, the review seems more genuine and believable.

4. Awaking emotions

Human beings, as hard as some try to be, are not objective by nature. Their daily decisions and thoughts are very much subjective. If this weren’t true, all ads you’d see would simply state the product, price and location where it can be bought. There wouldn’t be a place for spokespeople, models, colours or music in them. Sounds quite dull.

The most influential ads are the ones which evoke an emotional response in a person. When have an emotional connection with a purchasing decision, it’s very difficult to break it off. This is why personalized content like ads or special offers based on previous customer behaviour work so well.

The amazing thing about emotional connections is that people tend to rationalize them with objective facts. In a way, they’re attempting to mask the fact that the decision was an emotional one. Emotional decisions are like a crack in the customer’s armor. If exposed to the right content, consumers create an emotional connection which you can appeal to as the person behind the screen is seen.

5. Listen to what the customers are saying

The simplest way to listen to your customers is through your own brand channels, such as emails or phone calls. This direct communication provides the easiest way to understand what your customers want, and improve upon it.

Social media channels, on the other hand, is a much richer way to listen in on what drives your audience. People share their preferences on trends, brands and many other things which appeal to them. Paying attention to these channels of communication can provide you with great insight into how your customer thinks.

Speaking of trends, this is a particular field where you’d want to listen really closely if you want to stay on top of which trends are dominating at the moment, especially in the field of digital signage.

Understanding your customers can be a challenge

Hopefully now you have an idea on which steps to take to understand your customer base better. The identity, values and preferences of your target audience is always gradually shifting, especially when new trends emerge. Trends are a clear example why it’s important to always be aware of what speaks to people. Use that knowledge to take the power of influence into your owns hands.