Ask the Board – August 22, 2016 | MARGIT KITTRIDGE


What are the criteria for picking a CMS amongst the myriad of options out there?

For example, CMS requirements for a retail store or a university can be vastly different from running a digital out-of-home network on the streets of New York or in a transit station in Chicago. The most advanced digital-of-home (DOOH) CMS/ad serving platforms not only manage your content on screen, but also help with your digital inventory utilization and revenue generation. In the ever changing world of digital signage and digital out-of-home, you also have to take into consideration future technology solutions and the ability to support a growing network across multiple markets and screen formats.

The following checklist includes the key attributes for advertising-supported digital signage software solution that is scalable, relevant and future-proof:

o   Cloud-based back-end infrastructure

o   Content/device management platform with flexible API integrations

o   Compatibility with all OS systems

o   Open-source infrastructure for easy integration with third-party vendors

o   Supports latest technology for dynamic ad serving – HTML5, full motion, interactivity

      proximity sensors

o   Ability to ingest data for enhanced audience targeting

o   Automated ad serving platform for efficient selling and buying process


About Author

Vice President, Digital Director

Out-of-Home Network Council

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