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from The Keys to Deploying an Optimal DOOH Network series, week 3

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

Now let’s talk about the importance of scalability and reliability.

Consideration 3:  Scalability and Reliability

Anyone with a laptop, a screen, and PowerPoint can put content on a screen. It is simple enough, and you can even replicate it to a few screens. When you need to do it on 10, 100, 1000, and more, it becomes increasingly more difficult. Therefore, choosing a platform designed for scale and reliability are critical for deployment success.

Managing large collections of media endpoints require purpose-built tools that enable functions specifically tailored for the customer’s needs. The power of an advanced CMS platform is the ability to intelligently filter, segment, and smartly distribute content that meets real-world business needs.

For example, a large retail network can generate and assign campaigns at all stores, even when restrictions need to be enforced at on a store-by-store level.

The power to divide up media networks by virtual groups (for instance, marketing DMAs, state lines, zip codes, regions, etc.), when combined with location sensitive player technology, gives you the ability to ensure that the right content is always sent to and played in the right place.

This type of intelligent CMS logic can also tie to intelligent applications that consume CMS information about locations, marketing regions, etc. to deliver tailored experiences without any specialty scheduling.

When used in tandem with powerful dayparting, time restrictions, and scheduling features applied at the playlist or individual content piece level, managing large networks with varying needs can be relatively simple.

Stay tuned, next week we will discuss content!

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