Big or small, a digital signage network is nothing without a solid infrastructure.
Monetizing advertising inventory for programmatic revenue
A supply-side platform (SSP) is a powerful tool that connects buyers with DOOH operators and is essential to run a successful programmatic OOH business. An SSP can offer access to new revenue from national advertisers and leading demand-side platforms (DSP) and help media owners maintain control and transparency. In fact, depending on the venue type and scale of the network, they can earn up to millions in incremental revenue annually.
When evaluating an SSP, it is important to look for a programmatic dashboard that offers full transparency and control over monetizing inventory. Whether inventory is being sold on the open exchange or private marketplace, media owners should be able to determine the method of transacting, how much to charge, and what inventory to make available. Further, a valuable SSP will connect buyers and sellers, helping sellers increase the scale of brands they work with and opening up new digital sources of revenue.
The ‘digital future’
The “digital future” will only be referred to as the future for so much longer. As consumer behaviours continue to shift, brand marketers and advertisers will increasingly experiment with evolving targeting, measurement, and creative capabilities. With these expectations in place, owners of advertising space will need to place their own emphasis on a solid infrastructure, the ability to manage advertising and content easily on screens, and a connection to programmatic revenue. This focus on platform solutions will help these media owners stay on track for the “digital future” and further their advancement in the DOOH ecosystem.
Scott Mitchell is managing director for Canada at Vistar Media, a provider of programmatic and software solutions for digital out-of-home. Since joining Vistar in 2017, Mitchell has launched the Canadian office and grown operations. Prior to joining Vistar, he held positions at TubeMogul (now Adobe). Mitchell also worked at Yahoo! Canada, leading the consumer packaged goods vertical. For more information, email info@vistarmedia.com.
