How to deliver Hivestack content through your digital signage?
In this article we will cover…
What is Hivestack? (✅)
What is Programmatic DOOH? (✅)
How to use Digital signage with Hivestack. (✅)
What is DOOH?: DOOH is the delivery of Digital out of home content. From digital signs to huge LED walls that exist in public spaces to advertise and engage passers by.
Creating a DOOH digital signage environment can become a complex mission to undertake. The key goal is to create quality, revenue generating content that matches your digital signage location and target audience.
Programmatic DOOH is becoming increasingly prevalent within the ecosystem. Programmatic DOOH allows the vendor to “plug-in” a raft of services that do the heavy lifting of generating the content, managing the relationships with the advertisers and structuring the schedule (like time allocation, cost and regularity).
So what is Hivestack and how can it work for me?
Hivestack is a one such Programmatic service that allows you to deliver a URL of content to whatever external service or device you wish. Hivestack have seen a meteoric rise in usage as advertising platform managers move from a traditional direct sales approach and instead, fill their Ad funnel with content that is provided by Hivestack and their range of entities that need that advertisement fulfilment.
Hivestack is the largest independent, global, full stack, marketing technology company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. Hivestack was founded in 2017 with headquarters in Montreal, Canada and operates in 25+ countries across the globe. For more information, please visit hivestack.com
Combining “tried and tested” with the “new and innovative”
The future of DOOH is still evolving and we can see that the need to target audiences is becoming more and more prevalent. DOOH accounted for 28.3% of all Out-of-home adverts in 2019. A lot of DOOH is managed by expensive content management tools that have to balance availability, asset/content duration, region, demographic, location (and more). In previous years you would have had two options.
…Roll up your sleeves and get calculating…
Managing one or two Ad campaigns on your digital signage wouldn’t be too much of a struggle. In a lot of cases there would be a set time rotation. In this case, let’s consider we have a 1-hour time slot that we would like to fill 2 different advertisers requesting 15-minutes each and pay for their slots. That leaves you with 30-minutes of unused air time that you need to fill.
“But is it really that easy?”
Well, in the real world, no. Ad campaigns can become complex very quickly and if you’re looking to create an impactful DOOH experience and combine this with your evergreen content, Programmatic DOOH might be the way forward for you.
Hivestack takes data from cookied applications (following GDPR guidelines) to gather data on how potential customers intersect with their advertising content. This allows the clients (the advertisers) to create super-targeted, on-time promotional content for what’s going in their location at any given time.
Hivestack CEO, Andreas Soupliotis explains more while being interviewed by Cheddar TV
…So what does this mean for me and my digital signage business?…
If you’re reading this and you’re running a digital signage business or looking to get started, Hivestack could be the tool to use when it comes to creating your DOOH experience.
By using Signagelive’s layout and scheduling capabilities, you can dictate how much time or space you want to allocate to your Hivestack marketing. Choose to present your own content in a zone or schedule a selection of Advertisement-heavy time periods where your signage focuses on generating revenue for your business.
The Hivestack App is now available in the Signagelive Marketplace for Free!
It’s like Google Ads for your signage
The closest comparison to what Hivestack and Programmatic DOOH are doing for the digital signage industry is Google Ads. Google Ads allows you to segment your advertisement requirements based on location, key terms, demographics (the list goes on).
What Programmatic DOOH platforms bring to the tablet is that variable control that gives the advertiser the freedom to control their spend to be as targeted as possible. This reduces the cost of advertising and increases how bespoke content can be.
Your digital signage
Building a DOOH empire doesn’t happen overnight and you may already be running regular content that isn’t Programmatic. That’s where Signagelive comes in. We’ve already been working in the DOOH environment for many years. Take a look at our DOOH article for a full list of features.
Some things to consider when choosing your CMS (Content Management System) are…
Can you track Proof of Play on non-programmatic content?
- As well as your Programmatic content, you may want to review and track metrics on your other content. Perhaps you’re looking to add some of your own clients’ adverts and need to prove that this content was displayed. Proof of Play can help you here.
Can you manage and monitor your devices from a range of players in the market?
- Content is king but without a stable platform to manage your devices and validate that your players are running and working as expected, you’ll never be confident in how your platform is running. Use the monitoring features to make sure your devices are at full health.
Need an extra layer of alerting?
Scheduling and validity
- Your Programmatic content comes with a slew of scheduling features but your own content won’t be left behind. Schedule and construct the most beneficial time for content to appear by using the scheduling features. Dictate where content can and cannot play by relying on the tagging functionality to be as granular as needed with your deployment.
By combining the Hivestack Programmatic DOOH platform with Signagelive, you can create a versatile tool for generating revenue, scheduling your content and managing your platform. Whether your a dedicated DOOH service or looking to add a feather to your cap on your current digital signage platform, the Signagelive/Hivestack combination gives you the tools to deliver an A* service that’s backed by 20 years of experience and a dedicated support team at your fingertips.