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habit #1
they automate as much as possible • Rules-based content programming (sometimes called
“loops”), instead of playlists. When content is scheduled
If we had to list just one strategy, this would be it. Auto- and played according to rules, schedulers make neces-
mation is, hands-down, the most important thing leading sary adjustments for thousands of players with a few
DOOH media owners have deployed throughout their busi- clicks. They’re not updating every single playlist. Rather
nesses. than 20 schedulers to manage 100 screens, some top
DOOH media companies have only one or two schedul-
Automation can make any company more profitable, but it ers for thousands of screens.
is particularly important in DOOH. By taking out long and
repetitive tasks, automation frees up your team so they • Integrated sales and operations. Sales teams that have
can focus on managing business growth and maximizing real-time access to inventory availability are able to
profitability. quickly respond to customer inquiries and generate
quotes for eager buyers. And once a booking is con-
Magna Global predicts global DOOH ad sales will grow firmed, information automatically flows to schedulers,
15% in 2018, with places like the UK seeing 50% of all so they know how and what to schedule, without prolifer-
OOH spending going toward digital. To keep pace with the ating email chains and spreadsheets.
growth, companies often put process improvements on
the back burner as they scramble just to meet customer • Automatic content rebalancing. In the event of down-
requirements. But DOOH media companies that ignore time or scheduling bumps, ad revenue is protected with
internal operations too long do so at their own peril. automated schedule adjustments across the network to
ensure that campaigns hit their targets and that make-
Workarounds and manual processes grow exponentially as goods are avoided whenever possible.
you add more screens, which increase errors, add hidden
and staffing costs, and freeze sales and growth. • Programmatic sales. Both direct and programmatically
sold inventory can be automatically scheduled.
The world's leading DOOH media companies are continually Operations doesn’t need to keep making adjustments for
optimizing and automating. For example: every sale, which makes even last-minute sales possible.
the 7 habits of highly effective dooh media owners 4
screens
time
habit #2
they plan for growth
Along with more automated processes, leading companies also think about scaling for growth.
For example, how many more schedulers and operations staff will they need as their screen
count grows? If they’re running their own servers, what additional hardware, maintenance and
cooling will they require? And, if they’re not already using a hosted service, they are seriously
investigating it. As leaders, they plan ahead for the additional processing and labor requirements
they’ll need to grow.
In addition to being able to accommodate new digital screen growth, leading media companies
think about how to integrate their various business systems, for a complete sales, content deliv-
ery and ERP solution. They make sure data and systems don’t get stuck in silos throughout their
organization as they expand.
Essentially this means ensuring that their DOOH content management system comes with a
comprehensive API, which permits easy integration with other business systems. They get the
best solution for each job, and integrate them together for a more complete workflow and a
360-degree view of their business.
the 7 habits of highly effective dooh media owners 5
habit #3
they make security a priority
habit #4
they know how to engage viewers
Today’s leading DOOH companies are just as concerned • Keeping content fresh. They update content regularly
about the engagement of their viewers as they are about and ensure that viewers are not exposed to too much
the number of viewers. The very reason for the success of repetition during the expected dwell time.
digital displays is their ability to respond quickly and to be
immediately relevant to their location. Treating them like • Showing up-to-date, high-value information specific to
static displays misses an opportunity to engage viewers in the screen location. This could be branded or unbranded
new ways. One academic study found that, similar to the weather and traffic updates, sports and cultural high-
effect of banner blindness on the web, if audiences expect lights, transit schedules or any other relevant content
uninteresting content the displays are often ignored. that can be triggered by a data feed.
To keep audience attention, the world’s top media compa- • Making content location-specific. Many even provide
nies make the most of the responsive nature of their digital local offices or storefronts with capabilities for adding
displays. They do this by: their own information (like opening hours, staff updates)
while maintaining brand guidelines.
• Using dynamic and interactive content. DOOH media
owners can work with advertisers and their agencies to Greater engagement from viewers means greater advertise-
provide content that is on a new level of creativity, espe- ment efficacy for brands. Consider the recent Nielsen study
cially with the arrival of so many inexpensive sensors. A that found 71 percent of viewers felt digital billboards stood
nice example is the Swedish billboard campaign from a out more than online ads. DOOH media owners can provide
pharmacy that “coughed” at smokers nearby. better ROI on their displays with more engaged viewers.
the 7 habits of highly effective dooh media owners 7
habit #5
they build advertiser trust
habit #6
they enable their sales teams with the
right tools
habit #7
they keep an eye on new technology IoT devices are proliferating, and DOOH will transform as a
developments result. Electronic location data, advanced facial detection,
time-of-day, motion detection, air quality sensors, and traffic
Innovation pretty much defines DOOH. Outdoor signs counting are just a few examples of data points that can be
have been around since the early Egyptians, but not since combined to enable responsive advertising and messages.
the printing press was invented has out-of-home signage A whole new level of exciting interactions is now available
undergone such a transformation. Digital displays and new to brands.
data gathering methods have opened up a huge range of
possibilities and savvy media owners are preparing for the For media owners, all this data allows for more accurate
fast-coming future. audience measurement and thus more potential for maxi-
mizing yield from real estate. It also raises concerns about
Programmatic sales are moving in. Currently, programmatic privacy. Top media owners are working with companies
sales make up 80 percent of digital online/mobile adver- that know how to maintain anonymity while collecting
tising transactions, and the practice is gaining traction meaningful information. They deploy privacy standards
in DOOH. Media owners can achieve several goals with such as aggregation of data, using visual cues, facial detec-
programmatic sales, including: tion (and not facial recognition) technology, and real-time
• Gaining access to digital media budgets. Magna pre- video processing (which precludes the need to record or
dicts digital media sales will reach 44% of total ad sales transmit).
in 2018 and 50% by 2020, compared to 6% for out-of-
home. With more sophisticated data, DOOH media owners can
• Reaching buyers who only buy through programmatic ad deliver more precision on targets. This means media
platforms. owners can now increase the yield from their screens by
• Increasing efficiency as buyers become more self-suf- selling more targeted time slots while reaching the same
ficient over time (ie., creating repeatable campaigns or brand goals, be they for demographic targets, time-of-day,
the ability to increase/decrease campaign reach based traffic speed, a combination thereof, or in combination with
on budget or market conditions). yet-undiscovered data points.
the 7 habits of highly effective dooh media owners 10
conclusion
DOOH has seen dramatic changes in the last two decades.
In that time, DOOH media owners have grown both organi-
cally and through mergers and acquisitions. Efficient com-
panies operating on industry best practices outpace those
that lag behind and make for attractive potential partners or
acquisitions. Our customers know it because they’ve lived it.
about broadsign
Broadsign is the leading digital out-of-home (DOOH) market-
ing platform that enables brands, agencies and DOOH media
publishers to buy, sell, and deliver DOOH campaigns effi-
ciently, reliably and securely. Lighting up airports, shopping
malls, health clinics, street corners and more, the Broadsign
platform powers screens at the heart of people’s lives and
delivers more than 11 billion ads and 30 billion impressions
per month.