ASK THE BOARD: Content/Ad Balance

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What is the “perfect” breakdown between content and ads on your network and why?
This week’s question is answered by members of the DSE Advisory Board
OUT-OF-HOME NETWORK COUNCIL

Read the Answer by Joshua Eftekhari-Asl

“The answer to this is highly dependent on the intent of the signage. For example, if you are using signage to create a Digital Menu Board (DMB)…”
JOSHUA EFTEKHARI-ASL
Manager of Technology Delivery – Taco Bell
 

Read the Answer by Paul Fleuranges

“The best feature of an ad-supported digital signage network is the advertising and the revenue it generates. The worst feature of an ad supported network? The ads. Yes, I know, this sounds schizophrenic.”
PAUL FLEURANGES
Vice President, Corporate Communications – New York City Transit Authority
 

Read the Answer by Mark Geiger

“I’m not sure if I’ve found the “perfect” breakdown of advertising and content, but the current loop time we run works great for our environment.”
MARK GEIGER
Advertising Sales Manager of Products and Services
Georgia World Congress Center
 

Read the Answer by Travis Kemp

“Outcome Health’s platform drives positive health outcomes during the moments of care by delivering engaging health information and content custom-tailored to the specific disease state that each practice, hospital or health system treats.”
TRAVIS KEMP
Director of Product Development – Outcome Health
 

Read the Answer by Margit Kittridge

“Marketers have seen the importance of providing valuable content everywhere within the digital ecosystem. Digital place-based networks like Intersection’s interactive transit kiosks…”
MARGIT KITTRIDGE
Vice President, Digital Director – Intersection
 

Read the Answer by Chris Mackenzie

“At Clear Channel Outdoor, we are 100 percent ad-driven. The only time we play non-advertiser creative is either for PSA/alerts or if we want to showcase a dynamic capability.”
CHRIS MACKENZIE
Vice President of Digital Advertising Operations
Clear Channel Outdoor
 

Read the Answer by Scott Marden

“Captivate’s content in the elevator is meant to be consumed in 15-second intervals with the average viewer watching four screens per ride. Since our audience of business professionals is so valuable…”
SCOTT MARDEN
Chief Marketing Officer – Captivate
 

Read the Answer by Brad Savage

“This is a question we frequently hear when speaking with clients, and there is really no “perfect” answer. The frequency of content items, be it ads or information, is based on the host location.”
BRAD SAVAGE
Vice President and Executive Director
Motor Vehicle Network
 

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