Signage aggregation. Part three.


Продолжение предыдущей статьи.


Problem description

There are many small ad networks, comprised of video screens, which are installed in public places (further on we shall call them indoor networks). Generally these networks are segmented by niches and the installation locations (for example, in “Shokoladnitsa” cafe chain) These networks often lack the management tools for advertising screens and video panels (i.e. the content is changed by a courier, using a flash memory card). Because of their small size these networks have problems with filling their broadcasting time with advertising. We have developed the technologies, enabling an operator to manage the screens remotely via our cloud service. But this technology does not solve the problem of filling the airtime. We’ve started developing a cloud aggregator platform that allows us to combine multiple screens from different advertising networks into a single virtual advertising network. The advertisers will have an access to this network and will be able to centrally broadcast their advertising on a large number of ad screens. This will ensure the full utilization of screen time with the advertising. For example, the Coca-Cola company wouldn’t be interested in broadcasting its ads on a small network of screens, while on 10 000 screens it is more than ready. Accordingly, the owners of small networks will be able to receive large-scale advertising budgets of major companies, if they are merged into a larger network.

Many regional and niche Indoor networks (the owners of video screens) do not render a full range of services (video editing, control over ad placements, statistics). Often they cannot even provide an advertiser with an articulate presentation of their ad network and venue capabilities. Therefore, advertising agencies and clients are forced to resort to the services of advertising resellers (agents). Resellers take on all of these functions, but take away a significant part of the advertising budget. High final cost for an advertiser and lower margins for a network owner hinders greatly the development of the market.

In the healthy developing market, the speculators are squeezed out, and new service providers (aggregators and exchanges) appear that connect small local or niche networks into a single infrastructure (network of networks), allowing the inventory owners to maximize the amount of broadcast advertising, and advertisers to gain access to networks of maximum coverage. Abroad they try to solve the problem of combining indoor-market with the help of the booking system (order via website), by analogy with the tourism industry. The goal of VISIOBOX is to create such services for the advertising market in Russia and to become a leading Digital OOH virtual operator in Russia and CIS-countries.

By analogy with the Google AdSense and Yandex Direct service, the entrepreneurs will gain convenient and cheaper tool in order to increase the targeting relevance of the advertising, which will provide additional capacity and incentives to the development of small and medium-sized businesses. Our products’ implementation will lead to an increase in demand on advertising .

Best Regards,
Mikhail Andriyashin.