DOOH ads in photo booths deliver measurable results for advertisers
Guest post by Mel Stott
Wednesday, September 26, 2018
Digital Experiential Media Network (DEMN) is the digital out-of-home ( DOOH ) advertising arm of Innovative Foto, operator of in-venue photo booth kiosks equipped with digital signs.
Joel Martin, director of media sales and innovation, told Mel Stott about how his company delivers successful DOOH campaigns.
In what types of venues are your digital signs located?
Innovative Foto has been operating more than 2,400 booths in North America, in indoor and outdoor venues, since 1995. The digital signage-equipped booths are installed in malls, shopping centers, retail chains, movie theaters, amusement parks, zoos, aquariums, museums and tourist destinations. Our photo booths yield nearly 30 million registered interactions annually.
Our partnerships with the largest movie theater chains and the largest malls give us an unmatched network of venues in every major DMA. In these locations we reach some of the prime advertising demographics, in big numbers. For example, our 200 zoos and aquariums reach decision makers and have higher visitor numbers than the NFL, NBA and MLB combined.
What is your business model?
The Innovative Foto’s business model is based on revenue sharing. We own 100% of the photo booths in the field. In terms of quality, we have the most efficient and reliable imaging network in the USA, serviced by 375 technicians.
DEMN sells free branded experiences, which means that people use photo booths free of charge. Brands and agencies can take over the paid IF kiosk and make them free for use by the guests at those venues. Our sponsored campaigns have shown an increase of 200% engagement with the ad-based model over paid vending.
The sponsored model has proven to be better for the venues and for the advertisers because of the higher engagement rate between the brand and the guests.
Here’s a YouTube video that shows the branding capabilities of our kiosks.
Do the venues pay you to install your digital signs? Do they share in ad revenue?
There is no cost to the venues.
We share both the vending and advertising revenue with our venue partners.
Who are some of your advertisers?
We are working with some major brands, including soda companies, Planet Fitness and Swedish Fish, just to name a few.
How do you measure your DOOH audience?
We use our exterior cameras with Quividi Camera Analytics Software to detect and measure audiences. In addition, we have different ways of measuring engagement, such as post-picture analysis using Microsoft Cognitive Services.
We can also provide video testimonials, social media interaction data, polls, surveys, enter-to-win and more.
We give advertisers real engagement and demographics data including age, gender, mood, attention, SMS delivery, and a mobile phone number.
How do you measure success for your advertisers?
In five months since launching, we have been able to achieve the goals of all our advertisers. From simple branding campaigns to tracking interactions, our software gives us the flexibility to adapt to each request. We customize the experience to meet client KPI’s on the campaign. Our DOOH kiosks engage and provide a memorable experience for less than the cost of a regular screen campaign in venues.
About Innovative Foto:
Innovative Foto (IF) and Digital Experiential Network (DEMN) are subsidiaries of Dai Nippon Printing Co., Ltd. (DNP), a publicly traded company established in 1876 with $15 billion in annual revenue and 45,000 global employees. Headquartered in Tokyo, DNP is known worldwide for its printers and imaging technology.
Innovative Foto is a subsidiary of DNP North America. Based in Salem, New Hampshire, Innovative Foto has 80% of U.S. market share of in-venue photo kiosks.
Officially launched in March 2018, Digital Experiential Media Network DEMN is the advertising arm of Innovative Foto. DEMN is responsible for ad agency campaigns, experiential activations, digital programmatic advertising and business development including new augmented reality (AR) and mixed reality (MR) experience sales on the kiosk network.
The DEMN team is headed by Stephen Williams, senior business development director, and Joel Martin, director of media sales and innovation.