ASK THE BOARD: Ads on In-Home Digital Networks?

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Could an in-home digital network have ads or is that sacred territory?
This week’s question is answered by members of the DSE Advisory Board
END USER COUNCIL

Read the Answer by Doug Anderson

“When considering advertising for private digital signage networks, the first thing that comes to mind is the audience.”
DOUG ANDERSON
Senior Director – Information Technology
LA Metro Transit
 

Read the Answer by Lawrence Chang

“Any in-house digital network can have ads. What you have to decide though, is what your end goal might be. Depending on what your use case for your signage network is … “
LAWRENCE CHANG
Director, IT – Calgary TELUS Convention Centre
 

Read the Answer by Frank Coccaro

“The answer isn’t yet clear when weighing the pros and cons for digital networks to have ads. By sponsoring programming, the viewer might want to watch … “
FRANK COCCARO
Executive Director of Multimedia
MGM Resorts International
 

Read the Answer by William Coffey

“I believe advertisements for an in-home digital network are possible. When you think of all of the different places that advertisement happen, I do not think this is a major leap.”
WILLIAM “WILL” COFFEY
Department Systems Administrator, Information Systems
McCarran International Airport
 

Read the Answer by Angel Cordero

“Whether you have a few or hundreds of screens in your business, it is not easy to decide if you would rather use your extra screen space to improve your core business vs. earning extra ad revenue.”
ANGEL CORDERO
Signage & Kiosk Solutions – Walt Disney Parks & Resorts
 

Read the Answer by Dr. Elizabeth Cornell

“For many higher education institutions, posting paid advertising on campus digital signage may be a boon that helps fund their system.”
DR. ELIZABETH CORNELL
Director of Internal Communications
Fordham IT
 

Read the Answer by Dominic DeSieno

“I believe that an in-house digital network is sacred territory and shouldn’t be “dirtied” with ads.”
DOMINIC DeSIENO
Digital Signage Technology Lead, Corporate Video Services Team
Wells Fargo
 

Read the Answer by Len Dudis

“The choice of whether or not to allow advertising on a private network is certainly an important one, and must be consistent with the brand and business objectives.”
LEN DUDIS
CIO – Grupo Vidanta
 

Read the Answer by Joshua Eftekhari-Asl

“If the value proposition is strong enough to the consumer, anything is possible. For example, we already see ads on digital networks used in airports and flights … “
JOSHUA EFTEKHARI-ASL
Senior Manager, Kiosk – Taco Bell
 

Read the Answer by Paul Fleuranges

“What content an end user decides to play on their digital signage network is usually decided in the planning stages of a project, and is based on the objectives of the network and what ROI or ROO stakeholders set.”
PAUL FLEURANGES
Director of Corporate Initiatives
Friends of the New York Transit Museum
 

Read the Answer by Cheryl Flohr

“I have mixed feelings about this. On one hand, we are generally desensitized to ads in every form of communication.”
CHERYL FLOHR
Director of Communications – Parker Aerospace
 

Read the Answer by Mark Geiger

“I believe an in-home digital network, in certain geographical areas, will be a reality in the next five years.”
MARK GEIGER, DSCE, DSDE, DCME
Advertising Manager
Georgia World Congress Center
 

Read the Answer by Joshua Goodwin

“There are reasons for placing advertising content within an in-home network. However,
it’s important to determine the right type of ads and whether the display location calls for it.”
JOSHUA GOODWIN
Digital Signage Administrator – Eileen Fisher, Inc.
 

Read the Answer by Gary Harris

“Advertising can be defined in different ways. Selling traditional paid advertising on your screens probably isn’t happening on most higher education campuses, but I have heard of some doing it.”
GARY HARRIS
Digital Video Engineer – Notre Dame
 

Read the Answer by Jerry Harris

“The short answer is yes. The long answer is that it depends on several factors as to whether you can or even should.”
JERRY HARRIS
Senior Director, Creative Services – Georgia Aquarium
 

Read the Answer by Chris King

“We do not sell any advertising for our (associate-facing) signage displays, but we do run quite a few ads.”
CHRIS KING
Kroger Television Operations Manager – The Kroger Co.
 

Read the Answer by Joseph McQueen

“It depends on the business. Some companies sell other companies’ products. In this case, it makes perfect sense to add revenue streams by offering to promote them for compensation.”
JOSEPH McQUEEN
Senior Manager of Network Services
American Eagle Outfitters
 

Read the Answer by Megan McSweeney

“As ‘in-home’ refers to employee-facing digital signage within a company or organization, ads are off-limits, and it is sacred territory.”
MEGAN MCSWEENEY
Senior Marketing Content Specialist
Nationwide Children’s Hospital
 

Read the Answer by Nate Morris

“It depends on the cost of the in-home network. A possibility could be something like a free subscription that is ad supported, like a free YouTube or Spotify account.”
NATE MORRIS
Manager, Enterprise Desktop Services
University of Nebraska
 

Read the Answer by Daniel Orme-Doutre

“Not sacred territory. If the ads are done with poise, grace and with the brand in mind, they could be good filler/evergreen content.”
DANIEL ORME-DOUTRE
Media Solution Architect – Microsoft
 

Read the Answer by David Saleme

“Unless absolutely necessary, an in-home digital network should be free of third-party advertising.”
DAVID SALEME
Senior Manager, Business Development
John Glenn Columbus International Airport
 

Read the Answer by Ralph Schorbach

“Is it time to get advertising on in-home digital networks? We seem to be bombarded with commercials anytime you do a web search … “
RALPH SCHORBACH
IT Manager – Fairplex
 

Read the Answer by Guy Silver

“While the temptation to monetize a cost center support function like internal communications is strong, selling ads is verboten for us at Costco.”
GUY SILVER
Communications Director
Costco
 

Read the Answer by Eliot Smith

“Ads in the at-home setting are already a regular thing across multiple devices and services. I have ads on my kindle, my Roku, cable TV, Fire TV, etc.”
ELIOT SMITH
Senior Technical Product Manager, Retail Technology
Starbucks
 

Read the Answer by Steve Chewie Stavar

“An in-home digital network should not carry advertisements for entities outside of those partnerships established by the host company.”
STEVE “CHEWIE” STAVAR
Digital Signage Specialist – West Virginia University
 

Read the Answer by Jessica Stevens

“I think that it could, it’s more about how it’s presented. If you make it look like regular ads, I’m not sure it will be successful.”
JESSICA STEVENS
Senior IT Deployment Manager – Best Buy
 

Read the Answer by Jason Stuehmer

“This is a loaded question, and it takes a bit to unpack the layers. The simple answer is that ads can be played on any network; the bigger question is SHOULD ads be played on any network?”
JASON STUEHMER
Digital Signage/Screens
Massachusetts Bay Transportation Authority
 

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