How Do You Buy And Sell DOOH Advertising?

Guest Contributor, Bill Gerba

After 11 years of giving advice on how hard it is to start an advertising-funded digital signage network without ad in-house sales experience, it’s become pretty clear that a lot of people are just going to do it anyway (which is fine by me, since they all need software).

Bill Gerba Sings The Survey

Whether these folks are starry-eyed startup entrepreneurs or seasoned veterans of some other field looking for new and unique ways to grow, most feel that they have what it takes to succeed, and pay no mind to the long lists of failed networks and burned out businessmen who just couldn’t hack it.

However, even those who have experience and know the ropes may come up short when trying to estimate the market value for their inventory. Likewise, even seasoned advertising veterans have a hard time figuring out what they should be paying to get their clients’ spots onto DOOH screens. I’d like to see if we can change that.

Yes, it’s another survey…

We’ve been blogging for a long time, and some of our most popular series come from analyzing the results of surveys that we ask our readers (and anyone else we can cajole) to participate in.

In the past, we’ve mostly focused on budgeting for digital signage networks and the like. And to be honest, I don’t really love the idea of doing lots more surveys because they are a LOT of work.

However, it’s hard to ignore the number of people out there who are just looking for data on how much an ad insertion should cost, or what a typical CPM for a digital signage network is. So today, I’d like to tap the wisdom of the DOOH crowds to see if we can start answering some of the most pressing questions in the industry, namely:

  1. How much does DOOH advertising cost
  2. How are most people buying and selling it
  3. How would they prefer to buy and sell it
  4. Which factors make inventory more or less valuable

Finally, why should you spend 3 minutes on this survey?

Well, in short, even if you subscribe to all of the industry association newsletters, buy the research reports and regularly chat with our industry bigwigs, you will want to see this data.

By contributing your time, you will be rewarded with a picture of how your peers and partners perceive the DOOH advertising ecosystem, including where the value lies.

As with all of Wirespring’s surveys, if you provide your email address on the survey form, I’ll send you all of the data once it closes.

Click here to take the survey (it shouldn’t take more than three minutes).

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