Webology’s Guide to Monitoring and Control Solutions for Advertisers

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Digital out-of-home advertising is a powerful way to get relevant eyeballs on virtually any offer. It’s location-specific and can be triggered by many unique events that allow advertisers to dynamically change messaging depending on the viewer’s context.

That’s great, but chances are you’re nowhere near the spot your campaign’s running. So how do you even know if your ads are being delivered? That’s where digital signage software can help. With the right DOOH monitoring tool, you can know if your content is displaying the way it should 24/7.

Digital signage software helps you monitor every piece of digital content in real time, helping you make necessary adjustments whenever you need to.

However, not all digital signage tools are created equal, which means you need to have some criteria before choosing one for your advertising goals.

In this guide, we’ll get into the factors to consider before picking a DOOH monitoring tool.

This is going to be a deep dive into DOOH advertising and monitoring, making it the only article you need to read to move forward with confidence.

Let’s take control of our campaigns and get the most out of ad spend together.

What is Digital Signage Software?

Before diving into specific details, it’s important that you understand the DOOH advertising ecosystem.

A digital signage system essentially has two parts:

The hardware
The software

Digital signage software is what pushes the content to the display and monitors/controls everything.

It consists of a CMS (Content Management System) that lets you manage the network from one central dashboard.

It’s the backbone of the entire network. The hardware is a simple LED screen connected to networking equipment that allows for a remote connection. This is typically done through WiFi or cell networks.

Best DOOH Monitoring Tools – Use Cases

Here are some of the most common use cases of DOOH monitoring tools:

Using digital signage software, you can deliver content on DOOH screens in high-traffic areas
You can deliver ads to digital screens through digital signage software in a geofenced area
The technology also lets you deliver programmatic advertising campaigns based on real-world events like concerts or weather-triggering
And more

Important Features to Consider While Choosing a DOOH Monitoring Solution

Now, not all DOOH monitoring tools are created equal. Plus, some might be good overall, but may not satisfy your unique needs.

Here are the features you need to be aware of before selecting a DOOH monitoring tool.

You can also think of them as the benefits of investing in the right DOOH monitoring platform like the ability to identify screen downtime. These tools also allow you to schedule content playback according to specific time frames and locations. This ensures that your ads are reaching the right audience at the right time.

Support for Popular Media Formats

One of the first things to look at is the range of digital media formats the tool supports.

If you’re looking to showcase static images, the monitoring tool should be able to handle JPEG or PNG files.

For dynamic media, such as videos, you’ll have to make sure it supports mp4 files, at least.

Maybe you have a specific requirement, such as 4K video support. Double-check if the software supports that.

For dynamic content, HTML5 support would be needed.

Stability and Uptime

Display advertising requires consistent monitoring. You don’t want your content to disappear even for a few moments.

Errors, crashes, and other malfunctions can lead to downtime, which can negatively impact the overall experience.

Great uptime guarantees maximum ad exposure. Whereas, high stability prevents technical errors that could lead to campaign disruption.

The best DOOH software offers unwavering stability and uptime.

Security

A successful hacking attempt can render your digital advertising efforts useless.

Your digital content is in the public eye, making it vulnerable to bad actors.

Make sure your software solution is capable of locking out unauthorized access to your system. This not only protects your content but also builds trust with your audience.

The right DOOH software will have the necessary security measures in place to ensure the safety and integrity of your advertising content. From firewalls to encryption, robust security features are a must-have for any digital advertising campaign.

Scalability

Even the best DOOH monitoring tools can be problematic if they don’t meet your scalability requirements.

For instance, some digital signage software platforms only support up to 20 screens.

If you want to use more than that, you’ll have to use a tool that can scale with you.

Remote Monitoring

The ability to monitor your DOOH software from one centralized dashboard remotely can be a game-changer.

It not only saves time but also lets you make last-minute changes or adjust your strategy from anywhere you want.

So, you might want to prefer a DOOH monitoring tool that offers seamless and effective remote control.

Targeted Ad Serving

Targeted digital advertising offers the following benefits:

More relevant to the target audience
More cost-effective for buyers
More effective and result-oriented

A good DOOH management tool offers all those benefits through granular targeting.

What this means is that as an advertiser, you can define certain criteria for your ad, including:

The age and location of a prospect
The financial market data
Weather conditions
And more

This enables you to pick a perfect time to put your content in front of the right people.

Automated Content Delivery

Manually scheduling content can be a headache, especially if you have a large network.

Plus, if there’s a last-minute change, you may need to reschedule a bunch of content, which can be too much work.

With a DOOH monitoring tool, you can minimize the hassle. Just enter the parameters you want your content to show under and the tool will take care of the rest.

Expandability

At a certain point, you might want to expand your network and integrate other tools such as an audience analytics tool.

In order to run and manage industry-leading digital campaigns, you’ll need to make sure your software offers integration with other tools. DOOH monitoring tools often offer this integration, making it easier for you to expand and improve your network.

Multi-Screen Capabilities

A single digital screen is generally enough to put your digital content in front of your audience.

However, if you have the option to use multiple of them, you might not want to pass on that opportunity.

There are two ways you can use multiple screens:

Showcase a single content using multiple screens
Present your content on multiple screens separately like a mirror image

Content Caching

Seamless live content delivery is what you need with your DOOH solution.

However, it’s not always the right course of action.

For instance, you may encounter blank screens or slow content loading.

To overcome that challenge, you can use content caching.

Your software will cache the content a few minutes before the delivery to ensure a smooth experience.

Dynamic Content

Dynamic content is the type of content that changes based on factors, such as:

Traffic levels
Weather
And more

The issue is not every digital solution offers dynamic content support.

You’ll have to make sure the one you go with offers this feature.

Support for Programmatic Delivery

Another important factor to consider while choosing digital signage software is support for programmatic sales. With this feature, you won’t have to worry about picking the right advertisers for your displays as it’s handled by the tool.

You can use software to allocate spots for advertisers that fulfill certain requirements automatically.

Emergency Messaging Feature

Being able to communicate an important message, whether it’s good or bad, is of utmost importance in digital advertising.

You need to be able to interrupt a running campaign to showcase an important message that needs the instant attention of your audience.

A digital signage tool with a built-in emergency messaging feature allows you to send a quick message on the fly.

Here are a couple of the most prominent benefits of using the right DOOH monitoring system.

Advantage	Description
Ability to Monitor Uptime	Digital displays can be monitored remotely in real time, ensuring the advertisement is always active and visible, unlike traditional billboards which require manual checks.
Constantly Rotate Messaging	Digital displays allow for flexible, dynamic content changes without additional production costs, making it possible to rotate messages frequently to target different audiences or promote various products.

You can use DOOH advertising in a wide range of industries. Here’s a list of potential use cases for digital out-of-home advertising.

Brand Awareness Campaigns
Product Launches
Seasonal Promotions
Event Promotions
Tourism Advertising
Political Campaigns
Real Estate Advertising
Retail Advertising
Public Health Campaigns
Sports Events Advertising
Educational Campaigns
Automotive Advertising
Financial Services Marketing
Technology Product Promotion
Food and Beverage Advertising
Fashion and Apparel Marketing
Travel and Hospitality Promotions
Telecommunications Services Advertising
Charity and Social Awareness Campaigns
Corporate Announcements
Local Business Advertising
Malls and Shopping Centers Promotions
Festivals and Fairs Promotion
Theatrical Releases
Conference and Exhibition Advertising
Healthcare Services Marketing
Restaurant and Dining Promotions
New Store Openings
Fitness and Wellness Campaigns
Luxury Goods Advertising
Transportation Services Promotion
Government Announcements
Non-Profit Organization Campaigns
Job Fairs and Recruitment Drives
Agricultural Products Marketing
Environmental Campaigns
Subscription Services Advertising
Pharmaceutical Advertising

Important Metrics to Monitor with Digital Signage Software

There’s actually a bunch of information you should track to make sure your DOOH advertising campaign is running smoothly. Here’s a list of the most important ones in a table format:

Item to Monitor	Description	Importance	Monitoring Frequency	Tools/Methods
Screen Uptime	Ensuring the screen is active and displaying content as intended	High	Real-time	Network monitoring software
Power Losses	Recording and analyzing any power outages or interruptions	High	Real-time	UPS systems, power monitoring tools
Impressions	Tracking the number of times ads are displayed	High	Daily	Ad server analytics
Foot Traffic Data	Collecting data on the number of individuals passing by the display	Medium	Daily	People counters, sensor systems
Temperature	Monitoring the temperature of the display to prevent overheating	Medium	Hourly	Thermal sensors
Content Refresh Rate	Ensuring that the displayed content is updated regularly	Medium	Weekly	Content management system (CMS)
Network Connectivity	Ensuring continuous connectivity for content and data updates	High	Real-time	Network monitoring tools
Software Updates	Regular updates to software to ensure smooth operation	Medium	Monthly	Remote management tools
Interactive Engagement	Measuring user interaction with touch-screen features	Low	Weekly	Engagement analytics
Screen Brightness	Adjusting brightness based on ambient light conditions	Medium	Hourly	Built-in sensors

Learn More – Frequently Asked Questions (FAQ)

Let’s talk about some frequently asked questions about DOOH monitoring solutions.

Q: What is DOOH and how does it differ from traditional digital content solutions?

A: DOOH stands for Digital Out-Of-Home advertising. Unlike traditional digital content solutions that might target audiences via personal devices like smartphones or laptops, DOOH focuses on delivering engaging and dynamic content via public digital displays. This can include billboards, video screens in malls, and digital signage at bus stops or train stations.

Q: How do you measure DOOH?

To measure digital out-of-home advertising, you’d need to use a monitoring tool to track certain metrics such as viewer impressions, engagement rates, and conversion metrics. Digital signage tools track screen performance and campaign effectiveness, allowing you to optimize your efforts for a better ROI.

Q: How do you measure DOOH ROI?

To measure the ROI of your digital out-of-home advertising, monitor metrics like viewer impressions, engagement rates, and conversions. Compare your results with the total costs incurred and you’ll get your ROI.

Q: How does a DOOH monitoring software help improve my campaigns?

A: The right DOOH monitoring software provides real-time monitoring, data collection, and performance metrics for your digital content. This means you can track how well your content is performing, make on-the-fly adjustments, and optimize your campaigns to maximize engagement and impact.

Q: What kind of data and metrics can I track with digital signage tools?

A: Digital signage tools offer in-depth data insights, including audience measurement, content performance metrics, advertising impressions, and ROI analysis. By leveraging this data, you can generate comprehensive reports and make informed decisions.

Q: What industries can benefit from digital signage solutions?

A: Digital signage solutions are versatile and can cater to a range of industries including retail, hospitality, transportation, corporate communication, and more. These solutions help engage customers, manage traffic, and maximize exposure efficiently, making them invaluable across diverse verticals.

Make The Most Of Your Advertising Campaign

Digital out-of-home advertising allows you to reach a targeted audience and generate an attractive return on ad spend (ROAS). But, only if you use the right monitoring tools.

A digital monitoring tool helps you track display pixels and the effectiveness of your ad campaigns. It helps you ensure your efforts and investment are getting the desired outcome.

This article talks about the qualities of a digital monitoring tool you should be looking at before using it. By now, you should be able to pick the right tracking software for your needs.

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The Best DOOH Monitoring Tools & Digital Signage Software