What is digital advertising ?

I - Definition of Digital Signage

The media industry is not exempt from the digitization of communication devices and platforms. Indeed, traditional media is modernizing and adapting to new means of communication.

What about these new devices?

This is what we call digital signage.

Digital signage, as opposed to traditional signage or print signage, is a digital display that allows advertisers (companies) to communicate through video formats. It comes in the form of digital advertising panels placed indoors or outdoors. They are often used by cities to revitalize and modernize their communication.

Digital signage is actually referred to by several other names, such as: digital display, digital advertising, OOH (Out Of Home), or DOOH (Digital Out Of Home).

II - Similarities between Digital Signage and Traditional Signage

Shared Devices

Some aspects of booking this type of signage are similar to traditional signage.

To reserve a network, you will need to go through the advertising agency that owns it.

It is important to note that in digital signage, as with some traditional advertising networks (scrolling panels), your display time is naturally shared! You are part of a loop of advertisers that scrolls indefinitely based on your reservation times and the legal time slots for broadcasting on this network.

Choosing Locations

As with traditional signage, digital signage offers numerous options:

• The devices are both indoors and outdoors,
• The screen dimensions are multiple,
• Public places and everyday living areas are heavily invested: city centers, public transportation, gas stations, supermarkets and hypermarkets, shopping malls, banks, and more.

This multitude of alternatives allows each advertiser to communicate effectively according to their objectives and budget.

What Is the Price of Digital advertising?

To be effective and certain to choose the right device, it is important here as well to calculate your cost per contact. Contacts, also called ODV (Opportunity to See), represent the number of views of your message, i.e., the cumulative audience across all the different panels on a network.

Cost per contact is a crucial indicator that will allow you to assess the performance of each selected network. However, it is not the only factor to consider, nor the most important one!

III- How Does Digital Signage Work: Prices, Distribution Methods...

Calculate Your CPM

One of the key indicators in booking digital signage is the CPM!

The CPM or Cost Per Mille allows you to calculate the price of the device for 1,000 spots. It can be likened to the determining index of traditional signage, namely the cost per face.

When requesting quotes, advertisers will offer you a specific number of appearances. This is the number of spots that will be broadcast during your campaign. This is where the CPM comes in; you need to calculate how much it costs to broadcast 1,000 spots. This will allow you to compare each offer (in addition to the cost per contact that you will have also determined).

Choose Your Broadcast Calendar

A notable feature of these devices, which makes them a powerful and efficient medium, is that digital signage allows you to choose between being in full time (appearing on every panel throughout the day) or part time (choosing the best broadcasting time slots for you).

In addition to your choice, you also have the opportunity to select your broadcasting days as broadly as possible. One day a week, every two days, on specific dates, and so on.

Determine the Duration of Your Digital Sign Spot

As mentioned earlier, this signage works like scrolling billboards: multiple advertisers appear on a predefined loop that runs automatically throughout the day.

To be more precise and to better understand:

It's up to you to choose the format of the advertising spot you want to broadcast; you will then choose the duration of this spot. Generally, spots have durations ranging from 6 seconds to 30 seconds. Of course, it is possible to go longer if your creative content requires it.

Each advertiser will position the different advertisers who wish to communicate at the same time in a loop of defined duration.

Here's a typical example to help you visualize:

You are advertiser X and want to advertise in the city of Bordeaux using digital signage with a 10-second spot. To make your choice, you will have asked the advertising agencies you have contacted for:

• The most relevant devices to reach your target audience (if you have not already chosen your communication location precisely) and estimated quotes.
• A map of these devices with the location of each panel, in order to get a precise idea of the extent of these networks.

Now it's time to get out your calculator! Yes, without numbers, there's no effective comparison.

You now need to calculate your cost per contact and cost per mille.

Don't forget to include spot creation costs. Some advertising agencies are able to create this advertising spot for you, which will, of course, need to be paid for.

After analyzing the various devices available and the offers you have received, you can make your choice based on your criteria.

You are now well-informed about digital signage. Don't forget to monitor your campaign by requesting proof of posting (photo evidence of your signage) and evaluate its performance over the long term.

Choosing the right digital signage device for your communication campaign is not an easy task. We want to give you the keys to achieve your goals and improve your communication throughout the communication process submit your brief.

Written by Marine Collet