Content is a ubiquitous term that pervades modern life. Everywhere we look, we encounter some form of content, whether browsing our phones, scrolling through social media, or reading articles on topics that interest us. Content is all around us.
Now, let’s consider the role of content in the Digital Out-of-Home (DOOH) industry. This medium has stood the test of time and continues to thrive today, with screens following us everywhere we go. What was once a dystopian vision of the future is now our reality.
The DOOH industry has traditionally been used to promote products and services, raise brand awareness, and make public announcements – in short, to send a particular message to the masses. With its wide reach, DOOH advertising is unaffected by third-party cookies or ad-blockers, and the industry is constantly evolving to meet the needs of advertisers.
In a world where digital marketing can target users based on their demographics, DOOH is stepping up its game to offer targeted advertising too. Thanks to ad-tech companies, advertisers can now book campaigns that target audiences based on demographics such as age, interests, location, and more. This demonstrates that the OOH industry will overcome any challenge in its path with the determination of a bull.
Other industries have also followed suit with this trend, displaying content related to their brands and products like the latest deals and fresh releases can be seen on screens in physical stores and locations like restaurants, banks, universities, and fuel stations.
But what does this mean for digital signage owners? What content display capabilities do these screens need to have?
In today’s ever-changing landscape of digital signage, screen owners face several modern-day challenges that demand the adoption of new technology to enhance their digital signage game. With brands and advertisers now demanding effective targeting, media owners need to offer a range of campaigns that go beyond the traditional, straightforward approach. This has given rise to direct deals, programmatically booked campaigns, dayparting ads, and various creatives displayed based on specific rules.
While the audience may be impressed by interactive and dynamic outdoor advertisements, it is not the end of the journey for media owners. This is where a content management system (CMS) plays a crucial role. DOOH ad serving requirements go beyond merely scheduling creatives. There are now creative rules, verification, and programmatic connections, requiring media owners to use tools and software to manage campaign bookings effectively. The CMS ensures that ads displayed are accurate and follow the schedule, with the ability to make real-time edits or switch creatives, supporting all formats to avoid any hiccups.
Content distribution is also prevalent in other locations, such as retail stores, restaurants, banks, and more as mentioned above.. These locations create a unique experience for their visitors by displaying their latest deals and products, attracting their target audience at the point of purchase and storefronts.
Therefore, a CMS is an essential tool that screen owners cannot overlook in these industries. It is software that tracks all digital screens on a network, managing advertising material distribution from a single central access point. Its primary function is to display digital material on a network of screens while ensuring the network runs correctly across all locations and devices. With a CMS in place, screen owners can manage various campaign and creative types, including day-parted, programmatic, and direct bookings, ensuring their inventory meets their needs and those of their clients effectively.
A good CMS system can enhance the experience for all stakeholders by leveraging several features. One of the most important features is the use of cloud-based platforms, which eliminates the need for complex installations and allows easy access to all features through a simple login. This saves time and money, enables users to manage various screens on a large network with ease, and makes operational calls from anywhere at any time.
Another important feature is the ability to support automated content delivery, which enables media owners to display dynamic and contextual content that responds to triggers. This feature can create personalized ads that resonate with audiences, resulting in increased engagement and more purchases. The example of Aqua’s DOOH campaign in Indonesia illustrates how programmatic capabilities and changes in weather patterns can be used to keep audiences hydrated and healthy, a feat that would not have been possible without a CMS.
Programmatic advertising support is also crucial for a CMS system, as it allows media owners to monetize their inventory and provide real-time access to advertisers. Programmatic uses geolocation data to measure audience movement patterns, helping media buyers purchase inventory more easily. LMX’s CMS, known as LMX Content, meets all the above features and more. It is a cloud-based content management system that allows users to upload, schedule, and publish multimedia content to thousands of screens across countries.
The CMS supports various media formats, including videos, audio, images, HTML, zip, and PDFs, and allows users to add widgets such as URLs, RSS feeds, weather, temperature, PSI, camera, and live scores. It also enables users to specify the start and end time of their content, control the volume and brightness of their screens, remotely capture and restart screens, and monitor devices online and offline. The solution is a plug-and-play one that automatically upgrades every two to three months, and users receive instant alerts when necessary.
In conclusion, LMX Content is a comprehensive and user-friendly solution for managing digital signage content. By utilizing a variety of powerful features, media owners can streamline operations, increase engagement, and generate more revenue.