For a digital signage owner, good content management ensures the right creatives are playing on the screens whether these are paid advertisements, weather updates, news, or any other information. Deciding on the content management system (CMS) that will power your network is crucial to ensuring you deliver the ideal experience for those viewing the screens. With the right CMS, you can streamline your operations, enhance viewer engagement, and maximize the return on your investment in digital signage.
A CMS is a platform or software that helps you deliver the right content to the right audience at the right time. With comprehensive digital signage software, you can create, alter, and distribute digital content remotely. This means you can manage and update the content displayed on your digital screens from anywhere, at any time. You’ll be able to keep track of all the digital screens in your network from a single computer or mobile device. This centralized control is essential for maintaining consistency and ensuring that your content is always up-to-date and relevant.
Choosing the right CMS is not a decision to be taken lightly. The right system can greatly enhance your ability to manage and deliver content effectively, while the wrong one can lead to inefficiencies and missed opportunities. Here are some key features and considerations to keep in mind when selecting a CMS for your digital out-of-home (DOOH) business.
How do you know if the software you have right now is compatible and suited to your needs? Or if you are contemplating getting one, what are the key features to look out for? To help you make an informed decision, let’s delve into the crucial aspects you should consider:
Let’s take a closer look at the points above.
Cloud-based platforms
A cloud-based or web-based platform gives you access to all its features by simply logging in on the web. It does not need any installation, making it a convenient and flexible solution. With a cloud-based CMS, campaign implementation and making operational calls anytime, anywhere is now a possibility. This eliminates your need for several systems and allows you to manage various screens on a large network in a simplified manner.
A cloud-based platform will help you save time and avoid unnecessary expenses associated with maintaining physical servers and infrastructure. Additionally, it offers scalability, so you can easily expand your digital signage network without worrying about technical limitations. The ability to access your CMS from any device with an internet connection means you can make real-time updates and adjustments, ensuring that your content is always current and relevant.
Automated Content Delivery Features
Dynamic and contextual content will increase audience engagement. That is what all advertisers aim for. Being able to deliver that will put you in a sweet spot as a media owner. Technology today allows you to display content that’ll change in response to triggers such as time of day, weather conditions, or audience demographics.
For example, in 2020, foodpanda Philippines ran a campaign that combined traffic and weather triggers to display relevant ads to commuters. Such contextual content resonates with audiences because it is timely and relevant. Studies have shown that personalized content significantly boosts engagement and conversion rates. According to a survey, 80% of consumers said that they would make a purchase when met with personalized ads. That is the end goal of all advertisers. Having a system that supports features like this prepares you for the future.
Automated content delivery features also reduce the workload on your team by eliminating the need for manual updates. Once the rules and triggers are set, the CMS will automatically adjust the content based on real-time data, ensuring that your screens always display the most relevant information.
Programmatic Advertising support
CMS software that incorporates programmatic integrations natively helps with inventory monetization. Programmatic advertising allows advertisers to purchase ad space in real-time, based on specific criteria such as audience demographics, location, and behavior. This means that advertisers will have real-time access to your inventory and can make transactions that meet their requirements.
Programmatic advertising measures geolocation data based on audience movement patterns and activates the DOOH inventory in real-time. This makes it easier for media buyers to spot your inventory and place their ads strategically. By offering programmatic capabilities, you can attract more advertisers and increase your revenue potential.
Moreover, programmatic advertising provides valuable insights into the performance of your ad inventory. You can track metrics such as impressions, engagement rates, and conversions, allowing you to optimize your content and improve your ROI.
Investing in the right CMS increases your operational efficiency and delivery of cutting-edge content. One such CMS that offers all the features mentioned above and more is LMX Content. This software runs across multiple networks and technology stacks, allowing you to manage all your screens, even if they run on different technologies.
With LMX Content, you can manage your schedule settings, and the software will handle the rest. It will distribute your content accurately and ensure that it is displayed at the right time and place. This level of automation and control can significantly enhance the effectiveness of your digital signage network.
Investing in the right CMS software will safeguard the future of your business. It will enable you to deliver high-quality, engaging content consistently, attract more advertisers, and optimize your operations. By choosing a CMS that supports cloud-based management, automated content delivery, and programmatic advertising, you can stay ahead of the competition and ensure the long-term success of your DOOH business.
For more information on how to choose the right CMS and maximize the potential of your digital signage network, download our comprehensive eBook. This resource provides in-depth insights into the features and benefits of different CMS platforms, helping you make an informed decision that aligns with your business goals.
Want to attract more advertisers to your OOH inventory? Discover LMX.