Ask the Board – May 30, 2016 | RICK ROBINSON

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


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. The “softer” and more elegant “art and instinct” attributes are qualitative: context, viewing experience, venue, intercept purpose, editorial content, screen layout, space interior design, mood, etc. The challenge for any OOH planner/buyer is to find the perfect merger of content and context that harmonizes with the creative message. Once all those planets are aligned, then price comes back into play as a negotiation. In the end, it’s usually not all one factor. It’s their overall relationship to the brand, the campaign strategy and often other specific variables.

About Author

Partner, Chief Strategy Officer
Billups

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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