Digital-out-of-Home, or DooH is all about advertising in public places and this sector is gradually moving from paper to screens as its main visual communication medium. As this migration takes place, DooH network operators are looking for digital signage advertising software features that are specific to their industry.
Seeing an opportunity, Navori Labs created a dedicated add-on module to support DooH digital signage advertising applications. This product is available with the QL Professional digital signage software. Here are some unique characteristics of advertising using digital signage technologies.
How to hit impression targets regardless of the number of ad slots sold
Traditional digital signage operates by using playlists to schedule and repeat media content over a certain time period. The more ads you include in your programming, the fewer times they will be shown throughout the day.
DooH (Digital out-of-home) relies on media planning to sell a specific number of ad views to advertisers. This view target must be met no matter how many ads are sold, and the ads need to be evenly spaced out during the program.
QL Campaign Manager uses artificial intelligence to ensure that the ad view targets are met, regardless of the number of advertisers. It also provides a preview report so advertisers know exactly when each ad will appear on the screen.
Proof of play and analytics
Leverage the built-in analytics reporting toolset to quickly generate detailed playback reports for your advertisers. Any report generated in the CMS can be exported to Excel/CSV with a single click. It has never been easier to summarize playback reports and leverage it as proof of play data for your advertisers.
What’s filler content used for?
Non-advertising, or filler content is meant to engage viewers. Filler content can be any media that is meant to inform or entertain.
This type of content is also used to fill any empty ad slot within the daily programming cycle. For example, when your schedule calls for 10 ads and there are only 7 slots filled. The remaining slots will automatically be filled with non-advertising content.
How to program ads so they play in succession?
As we mentioned, you can show ads and filler content on digital signage screens. QL Professional’s Campaign Manager module lets end-users define how ads are mixed with filler content, and more importantly if ads are to be played in succession. It’s similar to how TV programming works where you have bursts of two or three ads interspaced over the course of a movie.
How does tagging work with DOOH content programming?
The DOOH network assigns tags to each content item and screen. These tags serve the purpose of identifying the screen type, such as indoor or outdoor, or the specific location within a shopping mall. Once the tags are assigned, screens exclusively display content that aligns with their designated tags.
For example, content labeled as “outdoors” will only play on screens with the corresponding “outdoors” tag. It is also possible to assign multiple tags, such as “portrait” and “outdoors”. In such cases, you have the flexibility to decide whether both tags are necessary for the content to be displayed.
How to automate ad slot reservations and content publishing?
When advertising with digital signage, DooH network operators need to sell a specific number of ad slots to fulfill their advertisers’ impression targets. The user interface of QL allows them to check the availability of a particular ad slot and determine whether it has been sold or not.
Many DooH network operators rely on third-party software to manage their media planning. QL Professional’s API lets operators automate ad slot reservations, upload content, and publish their programming without any manual intervention.
How to generate proof of playback reports for advertisers?
You can access proof of playback reports through the software’s user interface. Alternatively, operators can use QL APIs to directly access the Campaign Manager module and generate automated reports using third-party software. These reports can be customized to display relevant information for a single screen or an entire network. Additionally, results can be filtered by a specific period to focus on the desired timeframe.
How can you tell how many ad slots are available?
Ad slot reservations can be confirmed visually within the QL software’s user interface. If the DooH network operator doesn’t have a third-party ad reservation system, they can develop their own to interface with QL using our API.
Navori Labs offers the AQUAJI computer vision software platform to generate proof of playback reports with accurate audience metrics. This platform actively analyzes the audience and interacts with the QL digital signage software in real-time. By installing a camera above each screen, the Campaign Manager can access comprehensive analytics about the performance of each ad. These analytics include metrics such as the number of viewers, engagement duration, and demographic data such as gender and age range.
When it comes to displaying ad content on an LED billboard next to a road, AQUAJI can even count the number of passing vehicles.
AQUAJI can transmit audience data to each digital signage advertising player software, allowing for automatic content adjustments based on the demographic profile of the audience.
