The fall in the hardware costs and the love showered by brands on DOOH as an advertising medium is contributing to the rise of DOOH Ad networks. Some of the interesting trends in DOOH space are:
- Self-Serve Advertising
- Customized Advertising based on user profile
- Accurate Audience Analytics
Our focus for this article is Self Serve Advertising. Most DOOH companies currently operate screens using a cloud-based CMS. The CMS operator is usually responsible for uploading the Ads and broadcasting it to the displays according to the slot booking info provided by the sales team. This is a manual cumbersome process for signage networks the size of 1000+ screens.
This is where a Self-Serve Advertising Portal (SSAP) comes in to automate the business process and makes it efficient with limited human intervention.
SSAP automates the entire process of slot creation to slot booking and integrating it with CMS. This automation will leave only the content approval task to the CMS operator and the entire process of creating a playlist and associating it to displays will happen automatically.
3 main steps in the Self-Serve Advertising process.
- Brands use the portal to book the Ad slots, upload content and make the payment
- The DOOH content reviewer checks the creative and approves it
- The integration plugin will take care of pushing the Ads to the displays according to the slots booked
Proof Of Play reports can be extracted from the portal available to the brands. Very few Digital Signage Software Providers offer self-serve advertising capability. However, there is a high possibility it becomes a standard for DOOH in the coming years.
Add to SSAP, trends like Customized Advertising based on user profile and Accurate Audience Analytics if effectively addressed can change the fate of DOOH Industry as a whole.