When your screens are located in retail spaces or other space with audiences that interests advertisers, you can take your part of a megatrend and create a new revenue source by selling your audiences attention to advertisers.
Unfortunately traditional digital signage (DS) systems only allow you to create and distribute content. A modern in-store retail media platform is able to monetize your audiences by converting them into target groups for advertising and automatically handle the presentation in a way that the right content is seen by the right audiences at the right time.
Digital signage systems have not been part of the digital transformation of the online world where personalization and targeted content have been a norm for over a decade. They’ve been developed separately for special purposes showing manually directed content on digital screens.
A modern digital signage system has been developed by the same experts that are building complex applications online and can offer the same abilities to target algorithmically content to different audiences by their attributes as would be done online.
To have your own platform to create target groups out of audiences as well as pricing and selling them to brands and other advertisers directly will set you free to make your own decisions and decide how much – or any – work you allocate your partners.
Selling in-store and out-of-home media have traditionally been in the hands of media sales companies that take a major share of profits. By using your own platform that automates the work done by middle man, you are in control to choose the sales partner you like and/or have your own team to do sales.
In the online world, the majority of media is sold programmatically meaning that buy-side and sell-side platforms conduct transactions automatically. Selling in-store and out-of-home audiences differ in many ways from online – not least because it is not a medium for a single person used via browser – and programmatic advertising is just only beginning.
Still, it is certain that a big part of audiences will be sold through programmatic because of its unquestionable benefits such as “unlimited” demand and comparability to other channels for advertisers. Your platform must be designed to work seamlessly with programmatic ecosystem when the time comes.