The digitalization trend in Ukrainian outdoor advertising is gaining wraps. There are more and more digital media on the streets every month.
The best advertising spaces are transformed into high-tech led screens. Advertisers are happy to place their stories on such media, and it is probably one of the priority types of media in advertising planning. Reservation of such media in the course of time stably exceeds 80 percent and is weakly deposited due to seasonality.

First of all, it is the ability to dynamically display an advertising plot, it is the speed of content delivery to the place of placement, it is the ability to manage content, either manually or using software triggers, it is the predictability and transparency of advertising displays, it is efficiency in terms of audience coverage.

It is possible to list the advantages of placement on digital media for a long time, but how such media work, who is on the other side of the screen and controls the content, how the content gets on the screen – all these questions need to be clarified.

Let’s consider several examples of managing content on the screen and delivering content to the screen. The basic element of every screen is a media player whose task is to broadcast videos. A media player is an ordinary computer that is connected to a digital screen and, in fact, a large digital screen acts as a monitor, and the computer broadcasts an image to such a monitor.

Images can be downloaded to the media player from a flash drive, can be transferred over a local network, or via Wi-Fi/Bluetooth technologies, and you can use high-speed mobile Internet.

Probably, today most of the big players in outdoor digital advertising connect with the screens either through a dedicated channel (laid separately) or with the help of high-speed mobile Internet. Very few people drive with flash drives. If we have a digital media, or several digital media, we can normally, without outside help, download content to media players and broadcast advertising, it seems not difficult.

From the office, we connected to the media player – downloaded the content to the folder, launched the folder on the player, turned on the repetition of the playlist – and that’s it – the advertisement is broadcast.

There are quite a few free cloud based digital solutions for such a task, you can choose according to your preference of interface and ease of use. And it will be free. Even in addition to screen equipment, manufacturers offer screen control complexes, the principle of operation of which is described above.

And if more and more digital media appear on the network, controlling content using free cloud based digital solutions becomes a difficult task, and an almost impossible task – synchronization of digital content, integration of digital media into the network, broadcasting of technologically complex content, obtaining playback statistics impressions for an advertising campaign where more than 100 screens are involved, and this is only a small part of what is impossible or very difficult to do.

And the conversation about synchronization or combination of the screen management system with the sales systems of operators cannot be raised in such a situation. This problem is easily solved with cloud based digital solutions.

“At the stage of development of the network of digital media, each of the operators asks the question – how to manage content, how to make the delivery of content on digital media convenient and understandable, how to protect digital media from unauthorized access in their work, how to combine sales and broadcasting of advertising, how to ensure the transfer of statistics broadcasting of advertising from digital media to client reports. These and many other issues can be resolved using commercial content management solutions on digital media (cloud based digital solutions).

After a year of testing commercial solutions for content management, both foreign and domestic developers, we settled on Advision cloud based digital solutions  – a complex developed by a domestic team. This cloud based digital solutions is currently fully integrated into the company’s software products, the exchange of information with digital media (downloading videos, playlists, uploading statistics) takes place via API, which allows to minimize the time for content delivery to the screens and avoid human errors when forming broadcast schedules.

That is, the manager booked a time for the client on selected digital media, downloaded a video from the client, and the magic of exchange and schedule formation already occurs according to the programmed algorithm.

Also, thanks to the technology of the advision software solution, it became possible for clients to offer complex but interesting solutions in content broadcasting (How it works?). Yes, we are talking about triggers and programmatic advertising on digital media. We already have experience in developing and integrating complex digital advertising products for clients.

This is a big step in the development of digital outdoor advertising. We gladly share our experience and developments with other market players, because we believe that useful technologies should be open and actively used, this develops the field of digital outdoor advertising.” – comments on the implementation of such a software complex, Vadim Husachenko – the head of the information and analytical department of the Octagon Outdoor company.

Advision is a cloud cross-platform Digital Signage software. We help offline business and advertising companies to implement reliable Digital Signage infrastructure using our own software and hardware solutions. Advision is used for DOOH advertising networks, digital signage at points of sale (retail), in the fast food industry for digital menus, and corporate TV. Customization of software functions is possible to meet the client’s specific requirements. Contact us, and we will help you implement the most modern technologies to solve your tasks!