Product News | October 11, 2021

How Airports Maximise Ad Revenue with a Digital Signage Network

While the idea of living on the edge and arriving at the airport 30 minutes before a flight sounds appealing, most of us find ourselves sitting at the gate with hours to spare. The truth is, most of the time at the airport is spent waiting.

As a matter of fact, Airports Council International reported that global airport wait time is an average of 137 minutes. However, 47% of this time is wasted. This means many airports are missing out on a significant amount of advertising revenues.

With little to do while waiting for their flight, passengers are a very captive audience. This, when combined with a strong digital signage network, makes it easy for airports to capitalize on those extra 64 minutes.

Unlike online, TV and radio, where AdBlock, PVR and Spotify allow consumers to skip ads altogether, travelers can’t board a plane early. When combined with eye-catching and creative campaigns, this results in great ROI for advertisers.

As a matter of fact, Jameson’s 2016 St-Patrick’s Day campaign in London Gatwick Airport is a prime example of the impact a successful airport campaign can have.

Along with their photo booth, Jameson took over the terminal’s screens to broadcast live content and accompanying ads. More than 100,000 travelers viewed the campaign over a three day period. This contributed to a 39% sales uplift of Jameson at the duty-free store.

To accommodate creative campaigns like Jameson’s and pique advertisers’ interest, airports need to have a flexible solution in place. Static billboards simply won’t cut it and hundreds of individual digital screens will be difficult to manage.

This is where a digital signage network comes in

With a digital signage network in place, campaigns are launched across hundreds of screens in a matter of minutes. Digital signage software automates each screen’s scheduling based on target audience, specified reach, time of day and other custom criteria. This way, every ad is played in the right context, which is a benefit for viewers and advertisers alike.

Connecting each screen to a central location also speeds up the ad sales process. Teams can quickly scan available inventory within the sales software rather than sifting through massive spreadsheets. Proposals can also be generated automatically, so potential advertisers receive a reply within the hour. To fill any remaining ad space, airports can also work with a supply-side platform (SSP) which gives programmatic media buyers the opportunity to advertise on airport screens.

Ready for 64 more minutes of ad revenue?

With thousands of jet-set business people and curious globetrotters flowing through your gates, advertising opportunities are endless. Interactive and exciting campaigns are a great fit for airports, so it is key to have the right infrastructure in place. While static billboards and individual screens are a good start, an integrated digital signage network will help make the most of each advertising minute.

Product News | October 11, 2021

What’s new in the Broadsign Platform: Sophisticated targeting, creative management and UI improvements

Spring has finally sprung, which means fresh air, greenery, and, most importantly, fresh updates to the Broadsign Platform. This season, we are bringing you sophisticated targeting tools, streamlined creative management, and major UI improvements to make the campaign planning and management process for directly-sold campaigns as seamless as possible for campaign planners.

Why does this matter? While the activation process for digital out-of-home (DOOH) may only require a couple of minutes, the campaign planning and management process often requires much more time. Discovering available and relevant inventory, collecting data to prove the medium’s effectiveness in meeting campaign goals, and managing campaign creatives are all time-consuming tasks.

The new spring updates introduce a new level of automation that not only reduces the time and complexities of getting DOOH campaigns out the door but also helps make out-of-home (OOH) a competitive and attractive medium for buyers. Let’s dive in!

Sophisticated targeting tools that find the best inventory

Granular targeting shouldn’t be exclusive to programmatic. That’s why last year, we introduced targeting tools for directly sold campaigns executed through the Broadsign Platform, giving campaign planners the same flexibility and comprehensive targeting capabilities as online and programmatic media buyers.

The targeting tools included the ability to filter your inventory by location and key points of interest (POIs), enabling campaign planners to find the most relevant inventory for each campaign at the click of a button. An intuitive map view was also introduced, allowing you to better visualize your inventory with quick filtering options by area, support for bulk location uploads, and setting radius parameters.

This year, we’re introducing two powerful targeting upgrades for directly sold campaigns: demographics and criteria targeting. With demographics targeting, you can filter inventory by attributes like age, gender, or occupation to find the screens that will maximize campaign impact. We’ve also enhanced criteria targeting, giving you more granular control over inclusion and exclusion rules. For example, when building a proposal for an alcohol brand, you can now quickly exclude screens that don’t allow alcohol ads from your inventory search in just a few clicks.

These new additions to the Broadsign Platform not only reduce the manual work required for inventory discovery but also give your team the opportunity to be a more strategic partner to buyers. We’re also excited to share that these enhanced targeting capabilities are now available to Broadsign customers worldwide!

Simplified creative management and centralized campaign planning

Media owners juggle multiple campaigns and creatives at the same time, and without the right tools, the creative management process can become complex and stressful for your teams. Last year, we released our in-platform creative management tools, which allowed you to create, edit, manage, and assign campaign creatives with ease. On top of that, we also made it possible for you to push your campaigns live through the Broadsign Platform, eliminating the need to go through Broadsign’s desktop tools.

In this latest update to the Broadsign Platform, we’re introducing creative scheduling. You’ll now be able to apply multiple scheduling options to your creatives, making it easier than ever to deliver the right message at the right time. You can also target your content by time of day or event, making it easier than ever to adapt your messaging to dayparts or changing campaign goals. Finally, you can update your creatives in real-time, allowing you to plan and deliver up to 55% of your campaigns in one unified workflow directly in-platform.

Additional management tools for an improved user experience

Along with comprehensive creative management and targeting tools for directly-sold campaigns, additional tools and UI enhancements have been added to improve the usability and user experience of the Broadsign Platform:

Inventory package accessibility

Access inventory packages effortlessly through the platform’s updated navigation bar, enhancing efficiency and ease of use.

Centralized settings management

Administrators can now adjust and manage all necessary settings for digital and static inventory, user management, and more directly within the platform’s web-based UI through a centralized hub for control and configuration.

Campaign monitoring enhancements

With the newly implemented progress indicator, real-time monitoring of campaign pacing is now possible, giving immediate insight into campaign performance. This allows for quick adjustments to be made, as needed, to meet campaign goals effectively.

Search functionality and filters

An improved search mechanism, complemented by additional filters like campaign, client or contract names, enables quicker and more accurate campaign retrieval, saving time and improving workflow.

Line item list

You can now access a list of all line items directly through the navigation bar. Operations teams now have a more precise and comprehensive view of all bookings made on your network.

Dashboard customization

Tailor the platform’s dashboard to meet individual needs, ensuring that the most relevant and important information is always front and center.

Month: August 2017