Ask the Board – December 9, 2019 | JOSHUA GOODWIN

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“Could an in-home digital network have ads or is that sacred territory?”


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.

Having a private broadcast network for your business is not only a great way to relay information to both your employees and clients, but it can be used to generate additional revenue by selling ad time. If the network is contained within the company location, ads should be geared toward the employee population and align with your company’s strategies and objectives. For example, if your business is a B-Corp business, you might want to play ads that show other B-Corp companies or ads that talk about environmental awareness. If your business is a sports apparel company, you might want have ads that talk about athletic equipment. By showing ads that align with your business focus, employees can get an idea of what your competitors are doing and how some of those strategies might help your business.

Alternatively, displaying ads that are not thoughtfully planned may deter employees and clients from even dwelling in front of your displays. This undermines the whole reason for a digital network. 

While I see advertising as having a place in inter-office broadcast networks, to intersperse ads to displays in retail or wholesale locations facing customers might be confusing for viewers. Forward-facing content is meant to further your brand, not someone else’s. While one might entertain the idea of broadcasting other advertising content on their network, careful attention should be paid to the type of content shown and exactly where the content is to be played.

 

About Author

Digital Video Specialist / Digital Signage Administrator

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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