The Digital Signage Insider

Survey: How Do You Buy and Sell DOOH Advertising?

Published on: 2011-10-26

After 11 years of giving advice on how hard it is to start an advertising-funded digital signage network without ad in-house sales experience, it's become pretty clear that a lot of people are just going to do it anyway (which is fine by me, since they all need software). Whether these folks are starry-eyed startup entrepreneurs or seasoned veterans of some other field looking for new and unique ways to grow, most feel that they have what it takes to succeed, and pay no mind to the long lists of failed networks and burned out businessmen who just couldn't hack it. However, even those who have experience and know the ropes may come up short when trying to estimate the market value for their inventory. Likewise, even seasoned advertising veterans have a hard time figuring out what they should be paying to get their clients' spots onto DOOH screens. I'd like to see if we can change that.

Yes, it's another survey

We've been blogging for a long time, and some of our most popular series come from analyzing the results of surveys that we ask our readers (and anyone else we can cajole) to participate in. In the past, we've mostly focused on budgeting for digital signage networks and the like. And to be honest, I don't really love the idea of doing lots more surveys because they are a LOT of work. However, it's hard to ignore the number of people out there who are just looking for data on how much an ad insertion should cost, or what a typical CPM for a digital signage network is. So today, I'd like to tap the wisdom of the DOOH crowds to see if we can start answering some of the most pressing questions in the industry, namely:

  • How much does DOOH advertising cost,

  • How are most people buying and selling it,

  • How would they prefer to buy and sell it, and

  • Which factors make inventory more or less valuable

Why should you spend 3 minutes on this survey?

In short, even if you subscribe to all of the industry association newsletters, buy the research reports and regularly chat with our industry bigwigs, you want to see this data. By contributing your time, you will be rewarded with a picture of how your peers and partners perceive the DOOH advertising ecosystem, including where the value lies. As with all of our surveys, if you provide your email address on the survey form, I'll send you all of the data once it closes.

Who should fill it out?

Who should fill out this survey? You, your coworkers, your clients, and your friends! In fact, feel free to pass along this article to anyone you think might be interested.

How do you fill out the survey?

If you're reading this article in a web browser, the survey should appear below. If you don't see it, simply click this link to take the survey.

When can you expect to see results?

The poll will run until some time in November, and we're planning to publish a series of blog articles with results and analysis shortly therafter. But if you leave your email address in the survey form, I'll email you the results as soon as they're ready. If you're new to the site and want to see what our typical survey results look like, I recommend you check out some of the pricing studies that we've published in the past.

We're always on the lookout for new topics to cover in future surveys and blog articles. Got any you'd like to share? Leave a comment and let us know!


0 # David Van Epps 2011-11-03 22:55
What we expect and what we receive are often very different. I'll be interested in the data from this survey.
+1 # Neil Steiner 2011-11-05 09:41
You should be doing this survey (as an intercept) at the CETW next week.

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