Three things media owners and operators need to know about their outdoor assets

Johan Holst

By Johan Holst

For those of you who are just starting out, establishing and operating your DOOH portfolio is a straight forward investment.

Decent screens with a decent player and a stable internet connection managed by an intelligent, automated platform to sell, operate and monetize your real estate.

Modern OOH network management systems, designed by experienced media owners for media owners, work because the ecosystem puts every single LED screen at your fingertips, from connectivity to occupancy, live scheduling to revenue performance.

DOOH is a brand safe medium which is built on trust. And in this day and age, 100% work flow transparency should be non-negotiable because clients want to know they are getting what they pay for.    

Imagine then what happens when you don’t have eyes and ears right across your digital inventory? When legacy systems and out dated ways of working not only hinder company performance but are actively preventing OOH from taking a bigger share of total ad revenue.

Because that’s the reality. And we should know.

So here’s the first three things OOH media owners and operators need to know about their assets to improve yield and performance.

  • Understand the technical infrastructure of DOOH. To deliver campaigns you need to have your Screens, PCs and player software up and running online with a super stable 24/7 internet connection which isn’t affected by bad connectivity or firewalls if the player is, for example, sitting in the basement of a shopping mall. Otherwise your campaigns will under deliver, and that won’t be the fault of your CMS.
  • Service Level management. Media owners need to be better informed about how their inventory is performing. We can measure live how a campaign is delivering in real time and our system will send out an email alert if something goes wrong, such as when a screen is offline. But it’s up to you, the media owner / service provider, to act on that information. 
  • Change your mindset. Modern DOOH isn’t about selling pre-defined slots in a loop. Dynamic selling is a new way of thinking. It’s about selling more slots for either less share of voice or number of playouts, effectively accommodating even more advertisers with smaller ad budgets to access OOH inventory according to what they can afford. Landlords can earn more money this way, but it’s about changing your mindset, using a sophisticated automated platform, rather than manual scheduling, to accommodate more ads of variable lengths from more advertisers.

One more thing.

Everyone working in the digital out of home industry is effectively doing the same thing, right? We sell and serve time on LED ad screens or surfaces in different formats and environments.

In reality, you wouldn’t believe how many different ways there are to sell that surface.

Everyone is calling it different things, selling it in different ways. Honestly, you could talk to five different companies and you would never know they are selling the same slots on the same screens.

What’s with all the confusion? It’s high time DOOH adopted a simple, common language and a unified form of trading.

Supercharge your OOH assets  

Johan has spent 15 years in the DOOH industry, working in sales, ad ops and software development. He began his media career selling space on LED screens before becoming an art director, specialising in full motion DOOH. Johan now oversees client onboarding, customer service and technical support and development.

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