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from The Keys to Deploying an Optimal DOOH Network series, week 4

Overview

At the heart of any out-of-home network is a purpose for it to exist, and content for it present. As digital out-of-home, also known as DOOH, networks have become more widespread, powerful, and capable, the tech behind driving and controlling it has evolved considerably.

In this blog series, we have been discussing keys to deploying an optimal DOOH network.  We will present key factors and features to consider when making your next move in the digital media world, whether it is the launch of a new network or an upgrade to your existing systems.

So far, we covered:

  1. OOH vs. Web Platforms
  2. Cloud vs. On-Site
  3. Scalability and Reliability

Consideration 4:  Content Redefined

Content for digital networks can mean different things to different people, but a high-quality CMS can handle a wide range of content types, and a quality CMS provider will help you design and build a strategy for how to best create and present content for maximum return.

Digital content originated as simple graphics and videos, but has now gone from passive media types to a content-code software hybrid that uses technologies like HTML5 to allow content to be dynamic, adaptive, and interactive.

Creative teams can now build and deploy an amazing array of media assets tailored to the specific needs of a network or even a specific screen within a network.

Full-featured CMS platforms can seamlessly consume, manage, play, and report on content like images, videos, dynamic applications (for instance, weather or news feeds), and interactive applications (touch maps, product catalogs, etc.) from a single system.

World-class software platforms can handle a range of professionally created passive, dynamic and interactive media content and use them all together in a single system.

The ability to easily and flexibly use dynamic and interactive content is one of the most important capabilities of a modern CMS. If content is dynamically updated and managed automatically, the system stays current and interesting on its own, which ultimately saves employees time and reduces operating costs.

Another feature of advanced CMS platforms is the ability to integrate social media feeds, allowing viewers to actively engage with the brand by generating user content. This type of integrative marketing is only growing, and can be most fully utilized when combined with a great CMS platform to power creative content.

As content management system platforms evolve, they are allowing dynamically created data to be shown through applications, and are allowing those applications to be dynamically planned and shown based on external data.

This integration of intelligent content and intelligent scheduling provides amazing benefits and represents the cutting edge of out-of-home tech.

When you choose a CMS partner, be sure to consider their ability to design and build apps that work well with their platform. A platform-first strategy will save you from the common mistake of designing apps first, then trying to wedge them into a CMS for distribution, updates, and management.

Applications are highly visible, but neglecting their underlying support system is like buying wheels and paint first, then trying to find a car where they will fit.

Choose the right functional platform first, then design the visible elements to fit that ecosystem. CMS providers who do things right will can design and build applications that fit your brand standards, amaze your customers, and are easy to update and manage via CMS functions.

Stay tuned, next week we will discuss network monetization!

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