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DOOH networks: Leveraging your partners

May 22, 2012 by Joe Matriss — Editor, DOOH.com

There are many pieces that must come together to create a functioning digital out-of-home network. Sometimes those pieces come together nicely, enabling advertisers to come on board quickly. Other times, networks skimp on costs in order to keep the budget down, and over time they pay the consequences. If yours is a new DOOH network working to establish itself across the greater advertising landscape, you need ins. A good place to start is your technology partners.

Though it is trumpeted frequently across DOOH and digital signage media, there is no one-stop shopping for digital signage. There can be a partner who takes the lead through the process, or a consultant who organizes everything for you. But the strongest combination is one the operator builds his or herself. Working with established digital signage companies dealing with hardware, software and connectivity has added benefits besides reputation and know-how. They also have connections.

Just as social media is revolutionizing how people interact with each other through their networks, a DOOH network can leverage its technology partners to be introduced to other successful DOOH networks. If a DOOH network works with, say, a digital signage software company, the network would do well to ask the software company not just who some of their other clients are, but if they would be able to facilitate an introduction. There is not enough cross talk and sharing going on in this space; a fledgling network that could avoid some of the pitfalls that more experienced networks have already seen stands a lot to gain.

Also, do not be afraid to push your partners; you are, after all, their client. Explain to them very simply that you are not making a one-time buy from them (everything in the DOOH business model needs to be repurchased either on a monthly, yearly or tri-annual basis) but are creating a relationship, one that is mutually beneficial. Send an email or give a call to your account manager, and ask them, "Who are other networks that you work with that are similar and can you introduce us?"

All networks are seeking more revenue. All networks approach advertisers who turn them down because a few components are missing such as demographic, impressions, CPM too high, etc. All networks could recommend advertisers to other networks that might be a better fit, if only there were more sharing of information, knowledge and connections. A rising tide raises all boats, except those that are still out at sea.

About Joe Matriss

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