Place-based networks have piqued the interest of traditional advertisers and are slowly beginning to take share away from online and mobile advertising as they continue to offer deeper insights into their audience and can deliver dynamic content based on time of day, weather, etc.
The growth in Digital Place-Based signage networks has been tremendous over the past several years, and there doesn’t appear to be an end in sight. Advertisers are given the opportunity to reach their target demographic on these digital networks at stadiums & arenas, movie theaters, shopping malls, health clubs, convenience stores, and a growing number of other non-traditional venues.
According to OAAA, there are over now over 1.25 million Digital Place-Based screens in the US alone, and that number is only going to increase as the effectiveness of these networks continues to be proven. The DPPA also states that this growth is outpacing all other major media forms like outdoor, cable TV, online and radio.
Place-based networks are not only growing into new venues, but they are also growing in size at locations that already have existing screen networks. As these existing networks grow, it can bring new challenges and added cost if the signage network was not originally built for scale. The hardware and installation cost of adding more digital endpoints is straightforward, but the cost and time burden from an IT and software perspective can quickly get out of hand.
These additional costs come in the form of added time burden for IT staff, increased server requirements, added network infrastructure and security, and of course the software cost of purchasing additional licenses.
If the venue is installing new display types, the complexity can be further increased as the existing software may or may not be able to power these new screens.
Clearly, as digital networks grow, the challenges become greater than just purchasing and installing new hardware. The good news is that many of the issues can be circumvented by choosing a software solution that is designed for scalability. This often comes in the form of a cloud-based signage software that offers no scale limitations, can power any digital screen type, and upholds the standards of security and reliability even as the network grows.
As you begin to thinking about what your digital network in the future will look like, it is important to lay a strong foundation for the best case scenario and plan for a network that is built to scale.