ASK THE BOARD: What Makes Ad Space Worth Purchasing?

Besides dwell time and price, how do you decide if digital signage ad space is worth purchasing?

This week’s question is answered by members of the DSE Advisory Board
ADVERTISING & BRAND COUNCIL

“Dwell time and price are but a few of the several dimensions that are taken into account when evaluating the value of digital OOH ad space. The other criteria that are brought into the consideration set are location, demographics and the opportunity for…”

MANOLO ALMAGRO
Senior Managing Director, Innovation + Technology
TPN

“Advertisers want to reach consumers with the right message at the right time and in the right place. In an omnichannel world, that can bring new opportunities and challenges for brands and their agencies as they try to reach their audience and influence…”

PHIL LENGER
President & Creative Director
Show + Tell

“Most likely, dwell time and price have been determined by the audience served, but it is important to be given as much detail and background information about the audience as possible. Their reason for being at the location of the digital screen,…”

PATRICIA MITRANO
Director of Visual Communications
Newark Beth Israel Medical Center

“There’s a complex decision matrix at work—a mix of hard science coupled with art and instinct. The baseline costs of entry are in the core facts: geography, impressions, audience demography, screen size, spot length, etc., all of which are usually the top-line filter.”

RICK ROBINSON
Partner/Chief Operating Officer
Billups

“There are a few other very important factors to consider when evaluated digital signage for advertising purposes. First and foremost, does the signage deliver to the audience that our client is trying to target, or to put another way,…”

DANIEL WILKINS
Chief Client Officer
Agency 672