As veteran’s of the Digital Out-Of-Home (DOOH) industry for the past 14 years, we are excited about the trajectory of the Digital Signage (DS) space and often repeat out loud that… “we have been waiting 13 years for this perfect storm to happen”.
Interest in DOOH has never been more top of mind. Through years of experimentation, DS Network operators are now delivering high quality experiences in a multitude of venues. Screens/Touchpoints are going up faster than ever and the creative content on them has never looked so good.
The cost of rolling out and launching DS Networks has never been so low and the software platforms are more solid than ever but the challenge of selling advertising still persists.
"Our industry needs to add more “digital” to Digital Out-Of-Home
or take a major chunk of the analog out."
It’s daunting. Have you ever tried to run an advertising campaign on the Internet? The process to find which high quality website to promote your brand or service on, while staying with a reasonable yet measurable budget, can take thousands of hours. Worldwide, 80,000 new websites go live each day and this is why Internet advertisers and publishers utilize Ad Exchanges and Ad Networks. In fact, Ad Networks use Ad Exchanges to place media.
The difference between an Ad Exchange and an Ad Network is simple. Ad Exchanges are transparent, thus the communication between the advertisers and the network destinations is seamless.
The fundamental difference between and Ad Exchange and an Ad Network is that an Ad Network contracts for discounted inventory and resells it, i.e. they aggregate. Ad Exchanges assist in keeping high quality inventory high quality.
Ad Exchanges assist in the planning, executing and reporting all while generating revenue for a flat fee on the buy side. That makes it easy and understandable for everyone. That is also what makes buying through an Exchange less expensive that buying direct.
DS Networks, imagine the day where you are making advertising sales without having to sell. This is the automated business model that Internet sites (Publishers) have flourished on and that rVue was designed to provide for DOOH.
You’ve taken the major risks with capital and technology yet you rely on an analog approach to promote your high quality, highly targeted opportunities to advertisers and agencies. The same agencies that use Ad Exchanges today for the Internet are interested in DOOH but they don’t take meetings, they use the internet to search, plan and execute A to Z. But that’s a topic for another story.
Jason Kates
Chief Executive Officer
