Which digital signage features apply to DOOH advertising?

DooH is all about advertising in public places and the industry is gradually moving from paper to screens as its main visual communication medium. As this migration takes place, DooH network operators are looking for digital signage advertising software features that are specific to their industry. Seeing an opportunity, Navori Labs created a dedicated add-on module to support advertising applications. This product is available for Navori’s QL Professional digital signage software. Here are some unique characteristics of advertising using digital signage technologies.

Outdoor Digital Signage in the UK

How to achieve your impression targets regardless of the number of ad slots sold

Traditional digital signage works on the basis of playlists where media is scheduled and looped over a period of time. The more ads you insert in your programming, the fewer the number of loops or impressions throughout the day.

DooH relies on media planning to sell a specific number of impressions to advertisers, for example 4,500 daily impressions. This impression target must be met regardless of the number of ads sold, and ads must be spaced equally througout the program.

Navori’s Campaign Manager module use artificial intelligence to ensure ad impression targets are met regardless of the number of advertisers. It also delivers a preview report to advertisers so they always know at what time each ad will be shown on screen.

Program preview

What’s filler content used for?

Non-advertising, or filler content is meant to engage viewers. Filler content can be any type of content that is meant to inform or entertain. This is most often the result of a co-marketing agreement in which the owner of the premises where the screen is installed wishes to reserve part of the on-screen programming for his own use.

This type of content is also used to fill any empty ad slot within the daily programming cycle. For example, when your schedule calls for 10 ads and there are only 7 slots filled. The remaining slots will automatically be filled with non-advertising content.

How to program ads so they play in succession (ad bursts)?

As we mentioned, you can show ads and filler content on digital signage screens. Navori QL Professional’s Campaign Manager module lets end-users define how ads are mixed with filler content, and more importantly if ads are to be played in succession. It’s similar to how TV programming works where you have bursts of two or three ads interspaced over the course of a movie.

How does tagging work with dooh content programming?

Tags are assigned to each content item and each screen that is part of the DooH network. Tags can be used to identify the type of screen (indoor or outdoor), or the type of location in a shopping mall. Once your tags have been assigned, screens will only show the correct type of content based on their tags. Content tagged as “outdoors” will only play on screens that have a matching “outdoors” tag. You can also assign multiple tags, such as “portrait” and “outdoors”. In this case, you decide if both tags must be present for the content to play. By using tags, you ensure ads and filler content can only play on appropriate screens. This eliminates mistakes and streamlines your content programming.

How to automate ad slot reservations and content publishing?

Each DooH network operator must sell a number of ad slots to meet meet their advertisers’ impression targets. QL’s user interface lets them see if a given ad slot is available or if it has been sold.

Many DooH network operators rely on third-party software to manage their media planning. QL Professional’s API lets operators automate ad slot reservations, upload content, and publish their programming without any manual intervention.

How can you tell how many ad slots are available?

Ad slot reservations can be confirmed visually within the QL software’s user interface. If the DooH network operator doesn’t have a third-party ad reservation system, they can develop their own to interface with QL using our API.General Advertising

How to generate proof or playback reports for advertisers?

Proof of playback reports can be accessed via the software’s user interface or the operator’s third-party software can use Navori’s API to access the Campaign Manager module directly to produce automated reports. Reports can also be customized to provide only relevant information for one screen or an entire network and results can be filtered by period. The information includes the true number of impressions while the screens were turned on and operating.

How to generate proof of playback reports that include true audience metrics?

Navori Labs offers the AQUAJI computer vision software platform that analyses the audience and interacts with the QL digital signage software in real-time. By placing a camera above each screen, QL Campaign Manager can provide in-depth analytics about each ad’s performance, including the number of people who actually looked at the content, the period of engagement, and the audience’s demographic profile such as gender and age range. If the ad content was displayed on an LED billboard next to a roadway, AQUAJI can also count the number of vehicles that drove by.

AQUAJI can transmit audience data to each QL Player software at each screen so it automatically adjusts the content based on the audience’s demographic profile.

In conclusion

Dooh and digital signage advertising applications need a common set of technologies and features to function together. Navori Labs created QL Campaign Manager specifically for this.