Reaching customers with a message or call to action has always been difficult enough, but in recent years, this challenge has grown and mutated due to the sheer amount of screens out there competing for attention. If it’s not a smartphone or personal device, it’s some branch of the impending Internet of Things (IoT) or even good old-fashioned TV that monopolizes eyes. So brand spending in general, and in the Digital Out-of-Home (DOOH) space in particular, has shifted to focus on the point of purchase where a brief window of consumer attention is opened for new stimuli to enter. Ideally, businesses will employ their own digital screen at these critical junctures in order to impress a target audience.
Reflect, a leader in award-winning enterprise-level digital signage, large-scale LEDs, video walls, interactive applications and more, announced very recently that the company has been able to serve up more than one billion ads at on digital screens at strategic spots this year alone thanks to key advertising partnerships and the enhancement of its AdLogic management platform.
Launched in 2017, the AdLogic platform leverages automation to create a dynamic and scalable DOOH experience that integrates advertising with non-sponsored content as part of an overall brand strategy to engage consumers. Digital Signage Connection caught up with Mason Page, Reflect’s Executive Vice President of Strategic Business Planning, for some insight into AdLogic’s inception and its timely arrival on the industry scene.
The brainchild for AdLogic came from a market audit that was sparked by a request from client Cedar Fair, one of the world’s largest amusement-resort operators. They wanted to blend their guest entertainment content with paid placements. After an exhaustive search, Reflect realized that there was a serious industry need for a tool that allowed automated control of ad campaigns intermixed seamlessly with branded content, so they set out to create one.
Ad fatigue is a serious problem for all verticals, not to mention DOOH. It can be a tightrope walk between overserving and underserving, so Page stresses the importance of campaign metrics for maintaining that elusive balance. AdLogic allows digital signage network operators to properly balance the amount of brand content they play across their network so that content like brand storytelling, promoted products, loyalty callouts, and curated social content is expertly blended in with sponsored content for maximized revenue streams.
“Our clients are keenly focused on maximizing their company’s ROI through two key activities – increasing sales and reducing operating expenses (OPEX). Previously, there was not a platform available within industries like retail and entertainment that enabled businesses to increase their own sales while allowing a portion of the content playlist to feature sponsored content. The revenue generated from advertising and sponsorships is a bonus, a cherry on top of the natural sales lift that can be used to offset OPEX.”
Check out the video below to learn more about what AdLogic is bringing to the table: