Ask the Board – December 9, 2019 | PAUL FLEURANGES

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


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. That includes whether to be ad-supported or not. But a review of the content loop and reactions to the current playlist should be an ongoing process. I don’t believe in-home or internal networks are sacred territory, but including ads isn’t a one-size-fits-all solution. The decision to include ads is a difficult dance and should be approached delicately. On the one hand, keeping the network free of ads provides an unfettered communication channel to message with employees or visitors. On the other hand, the demographics of your network have intrinsic value that advertisers may find attractive, and running targeted ads could generate revenue to offset operating costs. The best way to know what impact including ads will have on your internal network is to run a well-defined test, do your research and make decisions accordingly.   

 

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SVP, Marketing
Pearl Media

MEMBER OF THE DSE ADVISORY BOARD
DOOH Networks Council

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