SignEdge Display Network – A big leap towards DOOH advertising

While different stakeholders offer varying insights, it is the customers who provides the most valuable and unique ones. I remember being in a meeting with one such customer who invests in Digital Outdoor screens. The cause of concern for the company was to bring more advertisement on their installed screens to enable faster ROI. To make this happen, we equipped their screens with Panasonic SignEdge solutions and manage their content centrally. They were happy with the seamless operations of the solutions but the fill ratio was not up to the mark.

This sparked us with the idea of addressing this issue by bridging the gap. We began to think about ways to enable a system which can identify the vacant slots and help the screen owners generate more revenues from the screens. This sounded like a problem which many Indian screen owners have been facing as the DOOH space is yet to evolve completely and may require several streams of revenue. Before developing a solution, it was important to analyze several aspects of the problem through a magnifying glass. Not only did the solution have to bring in additional revenue from the unutilized slots, but also work as a smart solution capable of an auto switch when the opportunity demanded. Most importantly, it had to empower the screen owner with complete protection and brand control. The advantage that we had was the in house developed, state-of-the-art 'Digital SignEdge Solution' - a content management platform. This enabled us to think of an integration which can be carried out despite the various complexities.

This led to the origin of SignEdge Display Network which was seamlessly integrated with the DSP engine to offer programmatic advertising. This integration was opened at the other end to the whole new world of advertisers through the programmatic channel. This platform focused on enabling more ROI by allowing advertisers to browse and select a whole array of digital screens from different screen owners. This increases the operational efficiency as increasing the number of advertisers for the same screens at the same place proves beneficial for digital screen retail owners. All that the screen owners have to do, is simply onboard the screens on the SignEdge Display Network and the screens will be visible to the advertisers who are always in the lookout for a different set of digital screens to showcase their ads.

As per industry reports, on an average, not more than 50% of the screens that get occupied up with ads for monetization and the major reason for that is the missing reach of the sales team to sell these vacant screen spots. This finds a synergy with the growth of the DOOH industry wherein programmatic advertising is the next big thing that enables marketers to do captive advertising. I believe our SignEdge Display Network has the potential towards a big leap towards DOOH advertising by streamlining the business operations for digital screen retailers and creating additional revenue streams. Who knew one meeting could lead us to developing such a solution!