Saturday, July 13, 2024

Hurdle Three (Seven Hurdles to Success of Digital Signage Advertising)

By Nurlan Urazbaev,
Editor-in-Chief, Digital Signage Pulse

Tuesday, October 9, 2012

3. Lack of comprehensive, reliable media buying tools.

A media buyer instructed to research and propose DOOH ad space for a campaign faces severe challenges at every stage of the job:

– consumer media behavior research and audience research (studies are scarce);

– selecting the right networks (information is insufficient and incomplete);

– getting quotes (pricing criteria and media currencies are not standardized);

– placing a purchase/insertion order (workflows are not standardized across networks);

– monitoring campaigns (reporting systems are deficient and not standardized)

– and finally, judging the success of the campaign (post-buy analysis tools are non-existent or poor).

The real mainstream ad dollars will not flow into digital signage/DOOH until the above challenges are resolved on the industry-wide scale. Agency-endorsed digital-signage-specific media buying tools need to be developed.

Published on Tuesday, October 9, 2012 at 1:27 AM

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