Selling Advertising on Digital Signage

This is where Mike Strand, President of StrandVision Digital Signage takes a few minutes to share his thoughts on business, marketing, employee communications and the digital signage industry.
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Selling Advertising on Digital Signage

Postby mjstrand » Wed Dec 16, 2009 11:54 pm

The Christmas season is a time where lots of consumers are out shopping and businesses are spending the last of their current year budgets. The volume of people out and about is tremendous, and a great opportunity for manufacturers to get low cost, high return impact on their advertising dollars.

As a digital signage owner, you may not think about making a profit from your screens. They typically are used to deliver your own message to customers or employees. The nice part is that it is not very difficult to pay for your equipment and a year's worth of signage delivery in a couple of months. All it takes is to have someone who talks with your suppliers (a purchasing person normally) to re-focus one hour per week (initially) to not only talk about the usual orders, but also to see if they would be willing to advertise on your signs.

If you have a large viewership (more than 50 customers walking by or employees in a break room per hour), you can probably get $250 to $500 per month for a 30 second video ciip or 5 static pages (ads). If you have at least 50 viewers per business day, you should be able to get $100 per month. If it is less than that, you can probably get $25 to $50 per month. Always ask for the higher amount first if it is a big company since they have a higher advertising budget and spend way more than these amounts for their impressions.

Once you get them confirmed as an advertiser, they will work with their graphic design team to create the content and you add them to your signage loop. Typically these vendors will repeat their advertising, so enter them as a monthly bill to keep billing easy. Then start the process of profiting from your signage - with just a small change in the normal communications that your staff do.
Mike is president of StrandVision Digital Signage and also does business marketing consulting through MikeStrand.com.

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