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.
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.
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.
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.