Digital advertising changed everything.
Advanced targeting. Real-time analytics. The elimination of paper-based transactions. It’s a different world and, for a while, digital signage was left behind. Until recently.
As an ad seller, you must provide detailed information about your inventory. This is essential to media buyers planning and analysis efforts (as you know.) Yet, it was previously near-impossible for DOOH to compete with the type of audience profiling available through online advertising channels.
Times have changed. And, if you want to embrace the increased revenue potential offered from DOOH programmatic advertising, so should you.
Your digital signage network can leverage new technologies to become smarter and therefore more useful to advertisers. Imagine providing analytics about your digital signage like how Google and Facebook do for their digital ads, with real-time traffic and demographic analytics. It would help media planners include your signage in their campaigns and give them the confidence they need to spend more budget with you. Pretty awesome, right?
How your data can make you more money
So, if you want to take advantage of programmatic on your network, you must be able to offer audience data segmentation in order to unlock the potential increase in spend that awaits you. (We can help! Book a chat with us here.)
Here are the top segmentation priorities most advertisers covet:
One of the most crucial components of ad buying is audience segmentation. Advertisers want to be able to reach their target audience to achieve more efficient advertising. For example, if you were to buy advertising for a new, student-focused product, you would want to make sure that students see your ad. Therefore, for DSPs to buy your inventory, you must be able to demonstrate that you can in fact reach students.
Another important component of advertising that DSPs and SSPs rely on is geographical segmentation. If you were to buy advertising for your west Toronto restaurant, you would want to advertise to people who live in West Toronto, wouldn’t you? Being able to prove where you’re advertising is important to advertisers. So, if you own digital screens in west Toronto, you should be able to prove it with playback reports from your content management system.
Now that you’re up to speed on what you’re expected to offer in terms of targeting, let’s go over (at a high-level) what’s expected in terms of reporting:
You need to prove how many people were exposed to the buyer’s ad while advertising on your screen. Most modern advertisers are not willing to pay for advertising unless you can prove how many impressions they have with dependable data. Being able to provide detailed, real-time reporting through an accessible dashboard is a differentiator your clients will appreciate and pay for, like Linkett.
At the end of the day, we understand the thought of “going programmatic” can be daunting. We’re here to help. Book a chat with us and we will show you how easy it is to get started.