Make your digital signage network profitable

💰Transform your screens into a digital signage advertising network and generate revenue.

Your digital signage network is a valuable tool. If you use it to reach a large audience that is attracted to your offers, why wouldn't other businesses do the same?

Learn how to turn your screens into a digital signage advertising network and generate additional revenue.

In this article, we will discuss:

• The features you need
• Data to provide to your advertisers
• How to assess the value and price of your advertising space

To illustrate, you will be able to discover the use case of VanDB, the French franchise of wine and beer cellars, a customer of Cenareo which uses its display network made up of more than 180 screens to promote new drink brands.

🤝 Double benefits: for you and for advertisers

Every business has an audience of current and potential customers that other businesses want to reach as well. If you have set up a digital signage network to communicate with your audience, it means that you already have a digital signage advertising network ready to be operated.

By opening it up to appropriate brands, you could fully cover the costs of running the network, allowing you to use it for free. Depending on the speaking time you are willing to allocate to your advertisers and their size, your network may even allow you to create profits.

Customers who come to your establishment are already planning to make purchases. For your advertisers, this means having access to an audience that is already listening, as close as possible to the act of purchase. Whether they are to increase sales or increase brand awareness, the advertisements broadcast on your screens will affect a highly qualified target. This is the case, for example, when a pharmacy chain broadcasts its ads within a network of medical offices or when a taxi company broadcasts its ads in movie theaters.

🔁 Automation & Reporting: two essential functionalities

To start offering your communication spaces to your advertisers, it is essential to have a tool that centralizes the management of your screens (CMS). Si you already have a digital signage solution, you probably have everything you need for transform your screen fleet into an advertising network.

To meet the expectations of advertisers who want to broadcast content on your screens at specific times and places, you need to have a content management platform equipped with tools for: programming And of Reporting, simple and usable remotely. You will then be able to maintain your screens remotely and check centrally that they are working properly. Then, you'll be able to provide advertisers with proofs of diffusion, in order to show them that their content was broadcast at the agreed times and places. You need to be equipped with a solution that can provide you with detailed reports of your broadcasts.

📅 The programming of advertising content

When programming content, the usual rules apply: it's about spreading the right message at the right time, with a good knowledge of the target audience.

• Update ads by displaying a variety of content.
• Be sure to change them according to the days and the seasons.
• Make sure the tone and message are appropriate for the time of day.

Another point to define in order to transform your digital signage network into an advertising network is to determine how much time you want to allocate to advertisers. How much time do you want to keep for yourself? Some hours of the day will have more valuable than others ; do you want to keep some of these slots or sell them at a higher price?

📈 How much should I charge?

The price of ads on your network depends on the number of people in your audience.

• Your price won't be the same throughout the day; you can charge more during peak hours attendance and less during quiet periods.
• Same depending on posturing of your screens and their Rate of passage.
• The price will also depend on the amounts that your partners will be, in your opinion, ready to spend.
• You can also calculate how much you need to cover operating costs of your digital signage solution, divided by the number of screens and time slots, then use that amount as a base.

For your part, target only relevant brands and explain to them how appearing on your network will be an advantage for them. Test your prices in order to determine the rates most suited to your situation.

You can also consider different types of payments, depending on your business. Is there a reciprocal commercial operation that could be useful for your business? This strategy can be just as valid in the long term. Often locations are negotiated at the same time as the price of the goods.

🍷🍺 Monetize your screens and promote new brands

Cenareo customer, VanDB is a chain of wine and beer cellars managed by franchisees, whose ambition is to introduce its customers to new flavors and allow them to share good times. Thanks to its network of more than 200 stores, VanDB counts 860,000 customers among its contacts. The company estimated that its in-store digital signage screens (viewed by 9.5 million customers annually) would be an ideal advertising network for new beverage brands.. She was already aware that presenting products on her screens could increase sales tenfold. Seeing this as a commercial opportunity, VanDB sold communication slots on its screens. The company thus offers its suppliers the opportunity to reach a very targeted audience.

This is a boost for franchisees who, thanks to the financial income generated by these activities, offset some of the costs of deploying their screens. They are thus doubly successful: in addition to taking advantage of screens at a lower cost, they benefit from tailor-made, relevant and controlled communication and from precise stock management (the sales of certain brands being linked to their appearance on the screen). VanDB has managed to make a profit from its screens, while continuing to use them to broadcast messages about its own brand.

Contact us for more tips on how to make money with your digital signage network. Easy to use, the Cenareo content management system integrates all the functionalities needed to transform your digital signage solution into an advertising network. We can also work with you to develop tailor-made solutions.