How Do Digital Signage Advertising Networks Work?


When it comes to digital signage there are two main types of networks - a digital signage network and a digital signage advertising network. There are many companies who might not consider themselves as a digital signage network but are. A digital signage network is made up of a group of digital screens that are used to convey a message to an audience. Retailers are using screens to let customers know about discounts or promotions. Entertainment venues are using screens to display important information to patrons. As companies increase the number of screens in their facilities they shift towards becoming a fully-functioning digital signage network. 

However, every company uses digital signage in unique ways and some are also taking advantage of the opportunity to turn their screens into an additional revenue stream. There is a huge opportunity to increase overall company revenue when networks take the extra step of working with advertisers who are relevant to their audiences. When a network starts bringing in money through advertising, they might start to consider themselves a Digital Signage Advertising Network. Let’s dive in a little deeper. 


What is a Digital Signage Advertising Network? 


A Digital Signage Advertising Network is any group of digital screens whose primary or secondary function is to increase revenue through advertising. If a company only uses their screens to display information about their own services and does not work with advertisers, they might be considered a digital signage network, but not a digital signage advertising network. The keyword here is advertising. 


How Do I Get Started with Digital Signage Advertising? 


Maybe your company has digital screens, and you want to become more of an advertising network, but you’re not sure where to get started. This happens a lot. One great place to start if you have not worked with advertisers before is to work with a supply-side platform (SSP) to connect your network to an open exchange. There are many open exchanges to choose from so you want to make sure you are choosing the right SSP partner. You should work with one who has years of experience working with advertisers and can automatically set you up with advertisers that are looking to programmatically buy digital out-of-home inventory. To ensure the advertisers are a good fit for your screens, you can set parameters around the types of ad content you would like to see on your screens and also put certain types of ad content “off limits” if it would not be appropriate for your given audience. 


How Do I Get These New Ads To Show Up on My Screens? 


If you are already operating a somewhat sophisticated digital signage network, you most likely already have a CMS or Content Management System that you use to set up loops of content on your screen. Most likely, the exchange you work with will be able to integrate with your existing CMS. However, if you don’t have a CMS in place or you are planning to expand on your current network and need something more flexible than the CMS you’re already using, there are several content management systems that are built with scale in mind. Lastly, if you are looking to manage both your loop based ad schedule and programmatic ads an ad serving solution might be best for you. 

In conclusion, taking a network of screens to the next level and becoming a digital signage advertising network may seem daunting at first, but can be a great way to increase revenue and provide your audience with relevant ads based on what type of company you are. There are several networks who have been through this process before and have seen success with monetizing their screens. Interested in learning more? Check out this case study from Topgolf Entertainment.

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