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 works on the basis of playlists where media is scheduled and looped over a period of time. The more ads you insert in your programming, the fewer the number of loops or impressions throughout the day.
DooH relies on media planning to sell a specific number of impressions to advertisers, for example 4,500 daily impressions. This impression target must be met regardless of the number of ads sold, and ads must be spaced equally throughout the program.
QL Campaign Manager uses artificial intelligence to ensure ad impression targets are met regardless of the number of advertisers. It also delivers a preview report so advertisers always know at what time each ad will be shown on 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 is most often the result of a co-marketing agreement in which the owner of the premises where the screen is installed wishes to reserve part of the on-screen programming for his own use.
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?
Tags are assigned to each content item and each screen that is part of the DOOH network. Tags can be used to identify the type of screen (indoor or outdoor), or the type of location in a shopping mall. Once your tags have been assigned, screens will only show the correct type of content based on their tags.
Content tagged as “outdoors” will only play on screens that have a matching “outdoors” tag. You can also assign multiple tags, such as “portrait” and “outdoors”. In this case, you decide if both tags must be present for the content to play.
How to automate ad slot reservations and content publishing?
When advertising with digital signage, DooH network operators must sell a number of ad slots to meet their advertisers’ impression targets. QL’s user interface lets them see if a given ad slot is available or if it has been sold.
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?
Proof of playback reports can be accessed via the software’s user interface or the operator’s third-party software can use QL APIs to access the Campaign Manager module directly to produce automated reports. Reports can also be customized to provide only relevant information for one screen or an entire network and results can be filtered by period.
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.
How to generate proof of playback reports that include true audience metrics?
Navori Labs offers the AQUAJI computer vision software platform that analyses the audience and interacts with the QL digital signage software in real-time. By placing a camera above each screen, Campaign Manager can provide in-depth analytics about each ad’s performance, including the number of people who actually looked at the content, the period of engagement, and the audience’s demographic profile such as gender and age range.
If the ad content was displayed on an LED billboard next to a roadway, AQUAJI can also count the number of vehicles that drove by.
AQUAJI can transmit audience data to each digital signage advertising player software so it automatically adjusts the content based on the audience’s demographic profile.
