pDOOH stands for "Digital Out-Of-Home" advertising. It refers to the programmatic digital media content displayed on digital screens in public places such as transportation hubs, shopping malls, stadiums, and other locations where people gather. pDOOH can include digital billboards, interactive kiosks, and displays in elevators, subways, or a business's front windows.
pDOOH allows advertisers to deliver targeted, dynamic content to specific audiences in real time. There are many ways to buy programmatically and several different pieces of technology that make up the programmatic ecosystem. The common thread is that “advertising transactions” are conducted through automation with limited human interaction rather than through a series of manual steps involving many people.
Programmatic buying is often transacted in an auction-based marketplace or exchange, like the stock market. Outdoor advertising companies that build displays or “supply” for content delivery provide their available inventory to this marketplace or exchange. Brands or Advertising Buyers or “demand” can evaluate and bid on inventory in real-time based on business rules such as audience criteria, location, price, etc.
(Traditional Outdoor Advertising Transaction Process)
Imagine you want to buy a billboard on the side of a road. This traditional transaction would take at least 10 steps over a period of several weeks:
- Call the company who owns the billboard.
- Find out if it is available and at what price.
- Negotiate a price for the billboard space and how long the term is.
- Sign a contract for the space.
- Design content for your advertisement.
- Hire company to print your advertisement.
- Have your printed advertisement shipped to the billboard company to post.
- Billboard company schedules the posting of your billboard, 3-person team required.
- Salesperson takes a picture of your billboard as proof it has been posted.
- Billboard company request payment for billboard advertising contract.
(Programmatic Outdoor Advertising Transaction Process)
Now imagine you want to buy a digital display on the side of a road. This programmatic transaction would take at least 2 steps over a period of minutes:
- Upload your digital advertisement and set price, location, audience etc.
- Press click to activate, your advertisement finds the correct programmatically enabled display and plays your advertisement in real-time based on the criteria you setup.
- AGGREGATE SUPPLY: Programmatic technology provides you with a single access point for all inventory, which serves as a centralized place to purchase different types of ad placements. This type of transaction usually provides additional transparency into budgeting and campaign performance metrics.
- EFFICIENT WORKFLOW: With programmatic buying, you won’t need to manage multiple contracts and insertion orders. Instead, everything can be done through a single platform, which allows even the smallest teams to handle large, complex campaigns by being more dynamic and efficient with how they spend their time.
- DATA-INFORMED PURCHASING: Programmatic platforms use data to inform buying decisions for every single ad placement at the impression or spot level. Whether using audience segments, weather triggers or other data to guide a campaign, marketers can make more efficient buys and ultimately eliminate wasted campaign spending.
- AGGREGATE MEASUREMENT: With programmatic buying, you can apply overarching measurement techniques to understand the impact of your DOOH campaigns across all inventory types. Instead of measuring each publisher on an individualized basis, you can evaluate your campaigns more holistically and optimize spending based on your learning.
- You can earn new recurring revenue that is management free.
- You can deploy new digital displays to advertise your own messaging and announcements.
- You can gain new data insights from the display to help you understand your traffic better.
All physical real estate and infrastructure with pedestrian and vehicular traffic have inherent media value. Just like all mediums: online visits, social media interactions, mobile app usage, broadcast viewing, radio listening, and newspaper reading, are all done by people.
Although the physical world has an advantage over all these other mediums. The consumer controls these other mediums and can turn off their phone, TV, and radio or throw away newspapers or magazines. Although in the physical world they can’t, they do not control the advertising displays in the physical world. The other advantage is traffic.
All other mediums must drive traffic to their advertising channels to succeed. Real Estate already has built-in traffic that can be quantified and monetized through programmatic advertising. A digital display is needed to deliver the advertising content to that traffic.
Smartify Media is a technology and digital media company at its core. An industry-changing opportunity exists at the crossroads of the virtual and physical worlds. Smartify Media is a group of technology, real estate, and advertising industry leaders that understand how to create value within the intersection of these two worlds. They are connecting physical real estate, retailers, and outdoor audiences together through digital media, programmatic advertising, and community messaging to create recurring revenue for business owners of all types.
ABOUT THE SOLUTION
Smartify Media manages all ad placements via their own advertising platform.
Smartify Media has developed the Media Monetization Platform for business owners, which produces MRR or Monthly Recurring Revenue for business owners that hang or mount the digital display screens in the windows of their businesses.
Smartify has several programs that allow business owners to leverage digital signage technology for monetization, advertising, dynamic messaging, and displaying a business owner's own ads and promotions on the screens for up to 50% of the time.
Smartify has built an end-to-end digital marketing solution allowing business owners to easily activate their networks and endpoints programmatically and across multiple ad channels. Every digital display has a Smartify support person assisting in managing the advertisements on your screens.
Smartify’s primary digital displays are Samsung OMN/OMN-D Series. These are 55” double-sided or single-sided displays (54” vertical, 29” horizontal). The units are designed for optimum performance during bright conditions (3,000-4,000 NITS).
- New recurring revenue that is management free.
- New digital display to advertise your own messaging and announcements.
- New data insights from the display to help you understand your traffic better.
The audiences within the physical world can now be transacted upon just like website traffic, Facebook social media followers or mobile app users. The buyers of this physical world traffic can transact within a standard format just like online, mobile, and social.
It allows your business to instantly monetize the media value of your location into a new recurrent revenue stream. If you have a good foot and/or vehicular traffic location, you are likely paying a rent premium for that media value. It’s a decision and an investment that you have already made. Smartify allows you to instantly monetize that investment by activating your storefront to generate ad revenue money, even after your store is closed.
The Smartify solution transforms your storefront into a dynamic and beautiful marketing platform to communicate and engage with the street-side consumer. Customers like PEX Gym in Boston report new walk-ins and sign-ups simply due to engaging and creative content on their stunning displays.
Smartify displays allow you to connect across the entire Smartify network of businesses within your market and open up new cross-marketing opportunities to synergistic audiences.
Smartify has a network of installers from border to border and shore to shore to install your pDOOH solution.
You will need to complete a “Site-survey,” a 10-minute process in which you will provide basic site information, measurements, and photos. This information will confirm that the window can support a display and help the installers plan the installation. We have an online Site Survey that walks you through the entire site survey step by step.
Our distributor, BlueStar, will ship the complete hardware solution to your location. You choose your install date. On the installation date, you will need to make sure the site is prepared for the installation (i.e., clear of any extraneous objections, all signs and decals removed from the windows, etc.) Certified technicians will arrive on the scheduled installation date and install an average of 2 hours.
Yes, the solution requires an active Internet connection as well as 110V power outlet to plug power the screen.
We recommend a hard-wired internet connection, but the unit also works via WiFi or data modem. If the screen cannot use your current internet connection, you will have to supply WIFI connection and plan on your own.
In most cases, one to two window displays per location is recommended. In some rare cases, when the available window space is large enough or on a corner, you may have three or more displays. This is a great way to double or triple your Monthly Recurring Revenue per location.
Here is the link to some of them:
ADS & PROMOTIONS
Your dedicated client success representative will provide a simple file format and submission requirements and facilitate prompt publication of your content. The most common window display is double-sided. Meaning there is a screen on each side of the hanging unit. One screen is facing toward the inside of the business, and the other display is facing the outside of the business. The inside and outside facing screens can display different or similar ad content. Most commonly, it is different content.
Yes, business owners can regulate the advertisers to appear on their displays. Smartify’s Client Success Team works with you to pre-configure filters to preclude any advertisers that would be competitive to your business, or non-desired categories (e.g. political or gambling.) In addition, each campaign requires a final review and approval by a Smartify digital media analyst. We work to protect your business from incompatible advertising and to direct synergistic campaigns.
Yes, you can display your own promotions, sales, products, and messaging on the screens. Smartify can allocate up to 50% of screen time to house content, including your business advertising and promotions, local community information, or other custom messaging.
Yes, but only if you want to allow them to display their ads. There is a cost for your neighbors to advertise on your screen, and it becomes part of your monthly recurring revenue for every ad they run.
By the way, this type of advertising is called Hyperlocal, and Smartify has an online portal to make this a simple and easy process to place neighbors' ads on your screens and help you earn additional revenues.
MONTHLY RECURRING REVENUE
Advertising can appear on your screens as soon as we register and activate the unit on the advertising exchanges; when it's finished. Most Smartify Media customers often see ads within 24 hours of installation.
Revenue checks are distributed monthly by Smartify Media. Smartify also generates and sends revenue reports each month, so you can see all the activity for the past month for pDOOH ads that have appeared on each installed display.
Please note the first 2 or 3 months, the ad revenue will be lower than most months as the screens become available to the advertisers. Remember, most advertisers set their budgets and advertisement spending months in advance. Thus. The advertisers need to know the screen is available when they are setting their advertisement spend and budgets.
Revenue = CPM x (Number of Impressions/1,000) x Occupancy where
- CPM – Cost / 1,000 Impressions
- Impression – Opportunity to view the ad from foot or vehicular traffic
- Occupancy – Rate which advertisements actually fill available ad slots
What to know how much for your business? Fill out the form on this website, and we will get back to you within 24-48 hours with a monthly high and low Monthly Recurring Revenue Rate.
As they say in Real Estate…Location, Location, and Location is everything. Every location is different, with factors such as market and traffic driving revenue. The more foot and vehicle traffic in front of your business, the more recurring revenue the displays will develop. Locations with consistent traffic in major markets will be the most successful pDOOH locations.
All types of businesses can earn additional MRR Monthly Recurring Revenue from installing a pDOOH Solution. This includes all types of retail and hospitality locations, healthcare facilities, office buildings, entertainment complexes, theaters, and parking structures at airports, train stations, government buildings, and universities, to name a few.
All physical real estate and infrastructure with pedestrian and vehicular traffic has inherent media value. Just like all mediums: online visits, social media interactions, mobile app usage,
broadcast viewing, radio listening, newspaper reading, are all done by people. Although the physical world has an advantage over all these other mediums. The consumer controls these other mediums, they can turn off their phone, TV, radio or throw away newspapers or magazines. Although in the physical world they can’t, they do not control the advertising displays in the physical world. The other advantage is traffic. All other mediums need to drive traffic to their advertising channels to be successful. Real Estate already has built-in traffic that can be quantified and monetized through programmatic advertising. All that is needed is a digital display so that the advertising content can be delivered to that traffic.
Yes, you will need to sign a general Smartify Media Revenue Agreement, which will be supplied to you for your review after you have submitted your physical address to the location where the digital signage will be installed. This document covers all of the general information about the installation location, including licensing, term of the agreement, termination, condition of the premise, utilities, network, leasehold improvements, monthly recurring revenue payments, as well as the rules, regulations, and list of locations.