WHAT ADVERTISERS FIND VALUABLE
Ultimately, efficiency is what advertisers find most valuable in any advertising or marketing campaign they choose to execute. This is why interactive platforms are so valuable-they are highly measureable, they can reach their audience in a state of contextual relevance-and capture them in a setting in which they will be more likely to purchase a product.
But digital signage is currently not efficient for them, simply because networks are so fragmented, so disparate, that even if the media vehicle has an impressive footprint, targeting the right audience is still a challenge. The other challenge is that they will be burdened with having to create dozens of versions of a single digital asset since each network has their own content management system. The process becomes highly inefficient.
Entourage removes these two bottlenecks to evolve the digital out-of-home industry. Value will be intrinsic to the process for advertisers. This solution eliminates the rest of the pain points and challenges that advertisers face: digital signage would no longer be too expensive, because wasted impressions would be limited, collaboration between departments would be synchronized and more efficient processes will be put in place.
Imagine an advertiser being able to simply build a campaign on our web-based portal—Entourage Advertising, through which they could hyper-target select screens in any given network, your network, based on their specific audience profiles. This is intrinsically valuable to advertisers.
This is how we connect your network to advertisers, bringing value to them, and revenues to you.
FIND OUT MORE
PROFILING YOUR NETWORK VENUES AND SCREENS
Profiling your network properly will ensure that advertisers are getting the most out of their media plans. This stage can be challenging because you have to know key details about your screens, and the demographic information of your audience per venue. Once we have a deeper understanding of your reach and targeting capabilities, and once you have a general feel for how to update your information, your network will be more robust and more valuable from an advertiser's perspective.
Once you've registered your network, we encourage you to update your information on a regular basis so we can develop our profiling methodologies more effectively. Profiling is one of the most critical pieces to our network, because the information is processed to help advertisers profile their audiences on the other end.
We will help you step by step through this process and we are pleased to provide you with the most advanced network profiling tools possible, but we need your help to make this process even better. Help us create new ways to identify audiences by having an intimate knowledge of your media platform.
Be sure you enter the exact information for each of your screens down to the size and resolution. This is essential for us to be able to distribute content across multiple networks and platforms.
This is just the beginning of a revolutionary transformation of the digital industry. The first step always comes down to profiling accurate information. The aggregation and dissemination of your network's database is a key piece to delivering efficiency to advertisers. If you have any questions about how to better profile your network, feel free to give us a call. We will help you make your network more efficient and powerful.
FIND OUT MORE
UNDERSTANDING YOUR AUDIENCE
When you have activated your account, your network is now plugged in to Entourage's larger virtual network of digital destinations. This equates to more business but we must stay focused on what drives that business to our networks. Advertisers value efficiency and their agencies know this. This is why your network's ability to measure your audience is critical to its success. Depending on where you are in developing audience measurement tools may determine how your venues and screens get selected for a media plan on Entourage Advertising.
The Out-of-Home Video Advertising Bureau (OVAB) has developed a comprehensive set of guidelines to help networks and media companies measure their audiences using key metrics, which they call "average unit audience". AUA essentially determines the amount of people viewing a unique message at one time. The guidelines also take into account these variables:
- Presence — In the vehicle zone, where the screen is both visible and, if appropriate, audible.
- Notice — Evidence that the screen has been noticed.
- Dwell time — Time in the vehicle zone.
You can download the complete set of guidelines here. We recommend networks to incorporate these guidelines at some level as you profile your venues.
We are in the process of building sophisticated measurement tools to help foster the kind of metric and granular credibility advertisers value. With every network profiled, the more intelligent our solution becomes. We are intent on developing evolutionary tools for the digital destination advertising industry.
We have designed Entourage to be an intuitive platform that consolidates information to help advertisers reach their audiences more efficiently. Being able to do that entails having a deep understanding of our network's reach. Your network is a valued component of the Entourage, so we have developed a unique profiling capability to help you understand your audience better.
When you add venue information on your account, be sure that your data is as accurate as possible. Make sure that your venue's classification is a spot-on match to the choices provided in the drop down menu. Also, feel free to provide us with your master spreadsheets, which will give us an even deeper understanding of how you profile your audience. To do this, go to:
Helping advertisers to understand your network's reach and platform distribution is a key piece to delivering efficiency. This allows advertisers to justify allocating media budgets to a campaign created using our portal, because those campaigns are created more efficiently and have a more comprehensive targeting method.
Entourage enables us to create plans that simply make sense for an advertiser. Understanding your audience in a more sophisticated way creates more opportunity to drive business.
FIND OUT MORE