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		<title>Want to Hedge Your Media Buys? Try Digital Signage Advertising</title>
		<description>Discuss Want to Hedge Your Media Buys? Try Digital Signage Advertising</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising</link>
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			<title>Douglas DeRosa says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-710</link>
			<description><![CDATA[Hi Bill, In my area of NY and the demograghics I have found a sharp difference from radio, TV, billboard, phonebooks, and newspaper ads to Website SEO and google ads. The cost to properly SEO your own site (with a little education) along with properly targeted google ads have produced results in impression and phone calls to the level you describe above. I believe the world is moving to a move digital information based way of life. We are doing to try digital ads in area locations this month. We are anticipating great results if only to increase our name recognition. Do you see this type of marketing getting as costly as to older versions as time progesses? Thanks for yur great insites!]]></description>
			<dc:creator>Douglas DeRosa</dc:creator>
			<pubDate>Sun, 04 Apr 2010 01:46:35 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-710</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-709</link>
			<description><![CDATA[Hi Viv,
Am I doing my math wrong?
Say an average of 8 paid spots per screen, at our ideal rate of $130/month, halfway between the $110 and $150 I mentioned. That would turn into:
$130 * 8 = $1,040/month.
( (1040-917)/917 ) * 100 = 13.4%
13.4% isn't huge in my mind. Especially when you consider that at the lower end of our estimate range 8 * 110 = 880, which is of course 4% below the $917 mark.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 21 Aug 2009 14:00:33 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-709</guid>
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			<title>Viv says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-708</link>
			<description><![CDATA[Hi Bill,
Isn't $110-$150/month number for one ad per screen. Assuming that a reasonable sized network would attract 5-8 ads per month, the annual advertising revenue per screen would be
much higher than the $917 number that Mel L
refers to.
May be I am missing something here. I am new to the industry and still figuring out the financial aspect of it.]]></description>
			<dc:creator>Viv</dc:creator>
			<pubDate>Wed, 19 Aug 2009 21:26:53 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-708</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-707</link>
			<description><![CDATA[Hi Mel,
I certainly can't vouch for everyone's network, but my feeling -- based on anecdotal evidence as well as a spot-check of some networks I'm close to -- is that this isn't too far off the mark. We've done a number of models based on impressions, CPM and the like, and found that the average screen on a "good" network can draw in somewhere between $110 and $150/month, which puts it above your $917, but not by a huge amount. Especially when you consider that there are still a lot more "bad" networks with poor sales characteristics that make up for the "good" ones.
Prices will start trending up soon, though. There's an over-supply of inventory, and under-demand (fueled by difficulty buying, lack of agency awareness, etc.). That's already starting to change, so I'd expect that $917 to double to an industry average closer to the $1800 that a "good" network can achieve today in the next 3-5 years.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Tue, 12 May 2009 14:09:12 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-707</guid>
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			<title>Mel L. says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-706</link>
			<description><![CDATA[Hi Bill. Quick question- If $1.3B represents total market of US DOOH and only $330M of that represents advertising revenue- and I assume (based on industry news) as of 2008, there were approximately 837K total screens in the US- approximately 43% (or 359,910) of them ad supported, that means each of these ad supported screens only accounts for $917.00 per screen? Am I missing something? I would think DS ad revenue would be much higher.
Any insight? Thanks for the blog- best spot for DS education by far!]]></description>
			<dc:creator>Mel L.</dc:creator>
			<pubDate>Mon, 11 May 2009 19:31:38 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-706</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-705</link>
			<description><![CDATA[Hi Gaurang,
Part of our problem is that ad performance is very inconsistent, partly because the networks themselves are inconsistent, and partly because much of the content being produced today is still pretty bad (TV advertisers have had 50 years to perfect their skills. We haven't ... yet.)
The 400% example I cited was from a client of ours - Bass Pro Shops, which are a chain of sporting goods stores that are about 200,000 sq.ft. (VERY big), and have very loyal shoppers. This particular case was for a type of fishing line, which was on the shelf with approximately 30 other similarly-packaged types of fishing line. When advertised on the in-store network, sales of the product jumped 400% versus other brands of fishing line, none of which were advertised. The ad ran in 22 stores, and was not featured in another 25, yielding a statistically significant result.
Was it typical? No, of course not. Most ads in that chain had nowhere near that kind of impact. But it does show what's possible.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Mon, 02 Mar 2009 21:54:12 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-705</guid>
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			<title>Gaurang Shah says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-704</link>
			<description><![CDATA[hi bill
tks for your post. while we all talk of declining ad revenues across the board, and propose moving budgets from traditional to newer media for better efficiencies, i have yet to find few really good case studies that we can show our advertisers the merits of our medium/industry. You mentioned that from your own experience you think the return is 7-8% with sometimes even 300-400% - could you provide some details on these cases? for e.g. we've done work in India where we worked with advertisers to double the traffic to their website in 2 weeks what they could not achieve in 2 months.
Would be great to get your thoughts!
best,
Gaurang]]></description>
			<dc:creator>Gaurang Shah</dc:creator>
			<pubDate>Sun, 22 Feb 2009 09:10:21 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-704</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-703</link>
			<description><![CDATA[Hi Mary Anne,
Thanks for the info. I'm not surprised to hear that your clients have been cutting their ad budgets, but rest assured it's across-the-board and not exclusive to digital signage, in-store media, or alternative media (not that that should make you feel any better :)
I agree, 80% retention is excellent, and surely that should help you to build strong, long-term relationships with your advertisers. I also **do** believe that more companies will experiment with digital media, which is relatively cheap compared to above-the-line media buys, and has consistently shown better returns in the past few years.
Good luck!]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Tue, 14 Oct 2008 15:03:55 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-703</guid>
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			<title>mary anne fleisher says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-702</link>
			<description><![CDATA[speaking from a completely different level of digital signage (cpg's verses local advertising) the economy today has set our revenue back a bit. But it has really set back revenue for radio, tv and newspaper. For the first time in history radio revenue is going backward. Layoffs are huge and their big ego's are shrinking. We are doing a great job taking a share and as you pointed out even a 10% share can be big even with local advertising. Its a hard way to go the revenue generating digital signage, but testing the results is very exciting. The best thing going for us is 80% retention.]]></description>
			<dc:creator>mary anne fleisher</dc:creator>
			<pubDate>Tue, 14 Oct 2008 11:18:41 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/681-want-to-hedge-your-media-buys-try-digital-signage-advertising#comment-702</guid>
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