How Does a Digital Signage Advertising Network Work?
Digital Signage has experienced phenomenal growth in recent years and has matured to become a leading form of advertising for businesses. In an ever-more connected world where we are always surrounded by information, digital signage is everywhere. Showing the latest news stories and important information at train stations, showcasing menus at bars and restaurants, and the latest deals at retail stores.
The global market for digital signage has been predicted to grow to $27.8 Billion annually by 2026. That’s an impressive increase of 11.2% between now and then.
High-quality video ads have been proven to be much more engaging than other forms of communication with a retention rate of around 90%, compared to about 10% for written posters.
What is a Digital Signage Advertising Network?
It is important to recognize the distinction between a Digital Signage Network and a Digital Signage Advertising Network. A digital signage network consists of a group of screens and projectors, used to share a message (image and video) with the audience. For example, a retail store with multiple screens to share the latest deals or services offered at the store with shoppers.
A digital signage advertising network on the other hand is a series of networked screens that can advertise different products and services with the opportunity to tap into an additional revenue stream.
Networks can partner with advertisers relevant to their audiences. These advertisers can then pay to have their ads shown on the advertising network displays if they want to reach this audience. Since screens are usually placed in prominent areas with great foot traffic opportunities, they are increasing in popularity as an advertising medium. And consequently, this is an opportunity for companies to monetize their screens and increase revenue through advertising.
Digital signage advertising networks can cater to different audiences who visit a location at different times of the day. For example, they may advertise a popular fast-food restaurant at lunchtime and a pharmaceutical sleep aid in the evening.
How do I get Started with a Digital Signage Network?
There are several major considerations to look at when getting started with a digital signage network. These include the technology to use, where to set the screens, and picking a Content Management System and Ad Serving solution that will make managing the screens as easy as possible.
In terms of technical considerations, it is always better to opt for at least a full-HD display. This will mean a screen resolution of 1920 x 1080 and this will allow for the best possible user experience. It is also worth noting that all display screens will either be in 16:9 or 9:16 format and that you should look to have all adverts designed accordingly.
You will then also need the right digital signage software to manage the screens remotely. Digital signage networks are powered by digital signage Content Management Systems (CMS) that allow for sophisticated network programming and targeting. The CMS can integrate with media players, connecting the content with the screens for full control.
As for the regular and advertising content displayed, it is important to set a duration and predetermined times when ads can play. Advertisers will ask for network activity reporting, so it’s key for the CMS to have a robust proof-of-play capability.
Benefits of Starting a Digital Signage Advertising Network
- Starting a Digital Signage Advertising Network allows you to monetize your screens. Helping to cover the cost of your digital screens and equipment and bringing a new stream of revenue.
- Advertise your own products and services when there is no external advertising inventory to show. This means that when you aren’t showing paid ads, you are showing relevant deals and offers to your customers. And as a result, driving sales at your locations.
How Can You Monetize a Digital Signage Network?
When thinking about how to monetize your digital signage network, the best way to do this while optimizing earnings is to use the right Content Management System. A good CMS, such as WovenManager, will allow you to carefully target adverts to specific customers or demographic groups thereof. This means that you can decide which ads to show at a particular time of day, depending on the audience who is most likely to be viewing them.
It is possible to create playlists channels and campaigns which can vary from store to store when it comes to companies with more than one location. A good CMS will handle video processing for external ads and ensure the smoothest presentation possible across multiple ad-serving platforms.
Team up with a Supply Side Partner (SSP) to tap into their large inventory of companies who are looking to advertise their products and services. This is similar to other advertising networks used in affiliate marketing or standard display advertising in the sense that they act as the link between advertisers and publishers.
Ready to Start your Digital Signage Network?
To start an operating digital signage advertising network, you need digital signage software that is robust, intuitive, and reliable. Our full-service digital signage software includes everything you need. From end-to-end network and infrastructure design service, to creating custom playlists and channels, and growing your revenue through advertising partnerships.
Get in touch with our team of experts today or sign up now for a free 30-day trial, with all features included, to see how it works.
