Primesight's new Inlink offering reaches far and wide

Consolidation of OOH can simplify. But so can tech

This week’s news that our friends Primesight and Outdoor Plus have been bought by Global Media and Entertainment to form Global Outdoor comes after much talk of consolidation of OOH. This, of course, follows Ocean Outdoor’s acquisition of Forest earlier in the year.

The advantages are clear. Consolidation of OOH media owners gives them more ammunition in the fight against other mediums for the advertiser’s purse. While for agencies, fewer owners – with larger individual inventory – makes for a far simpler and more enticing buying proposition.

Consolidation also helps in the quest for truly automated trading. The OOH ecosystem is a highly diverse and intensely fragmented one. Each media owner and agency is pushing their own automation solutions, while new platforms pop up on both the demand and sell sides offering different ways to solve the problem.

Consolidation of OOH means buyers can access Primesight's far reaching inventory and Outdoor Plus' premium site Cheyne Walk

Image via Outdoor Plus

The result is a myriad of different platforms that do not seamlessly integrate or connect. They all speak different technological languages, call things different names (you say panel, I say frame) and this is even before they change and evolve according to their own priorities.

In the end, the connections are possible but in a fragmented market, those connections are hugely time consuming and expensive to set-up and maintain.

So, industry-wide consolidation is one way of simplifying the market. In this week’s example, buyers can now make one simple connection with Global Outdoor and take advantage of Primesight’s broad range of inventory across the country, while leveraging Outdoor Plus’ premium London based sites.

But there is also a way to reap the many of the benefits of consolidation, without the need to sign your commercials into the hands of someone else.

Consolidation of OOH means buyers can access Primesight's far reaching inventory

Image via Primesight

By employing a technology partner, you can do away with the complexity of making multiple unique connections. Once you’ve agreed on the commercials, you can deploy software that not only creates seamless connectivity with your buyer but acts as a pass-through, translating requests on your behalf, and delivering them to your existing systems. Better yet, not only does the software handle these existing requests, but it also manages future changes in the way your buyers make them.

It takes a lot of resources to create and handle these connections. Consolidation of OOH is one way we can, as an industry, simplify to connect and automate. But technology is another and has the added bonus of making your life easier and your business more attractive. So, if you’d rather hang onto commercial control, software that eliminates complexity in your connections, future-proof your business and prevents a headache is nearly here. Get in touch or watch this space for details.

Open ecommerce for OOH store

What could ecommerce for OOH look like?

From flights to fast food, everything we could ever want or need is available online, just a few taps away.

But not D/OOH advertising.

Traditionally, purchasing digital and classic OOH has been a cumbersome process for advertisers and media owners alike. Sales teams rely on spreadsheets and advertisers make phone calls (within business hours!) every time they need price and availability. With advertising increasingly bought by the click-to-purchase generation, media owners must meet their demand to buy D/OOH from anywhere at any time. Enter, automated online purchasing and e-commerce for OOH.

Open ecommerce for OOH store

A ready-built e-commerce store can get you ahead

With the big players moving slowly in the race to automate, there is a real opportunity for smaller, more nimble media owners to get ahead. Through white-label, cloud-based software, media owners can quickly power an e-commerce storefront that automates the planning and purchase of D/OOH to supercharge sales, transform long tail purchases into profitable sales, and overcome boundaries like time zones, language or currency.

While automation is sometimes met with reservation from media owners, software developers are responding better than ever with tailored solutions that allow media owners to remain in complete control.

For some, however, automation still feels like jumping off a cliff into the unknown. But it certainly doesn’t have to start with a great leap of faith. We recommend a stepped approach to transition your OOH media business to full e-commerce. Start (or even stay!) at step one or dive in where you feel comfortable.

1. Launch a private OOH e-commerce store

For media owners only interested in sharing their inventory with those they know, this option is perfect.

  • A closed online platform branded to look like you.
  • Only accessible privately to those you have created an account for.
  • Live D/OOH price and availability on an easy to search map.
  • Pick and choose which panels are listed (and for what price).
  • Create secure logins for staff to quickly check price and availability and manage orders.
  • Choose to create secure logins for regular clients, empowering them to self-serve from price and availability check to purchase, payment and artwork upload.

Private ecommerce store behind a login

2. Launch an OOH e-commerce store where users must create an account to gain access

Capture valuable long tail purchases and build a list of potential leads by keeping your inventory behind a login wall. Perfect for media owners seeing success with option one who are ready to open up their inventory (but not completely!) to untapped markets.

  • Online store accessible to users who create an account and log in.
  • Capture the name, company and email address of valuable leads for your sales team to chase and well as opportunities to cross and upsell.
  • Linked from your existing website and branded to look like you.
  • Live D/OOH price and availability on an easy to search map.
  • Pick and choose which panels are listed (and for what price).
  • Customise the price and availability shown to certain clients.
  • Create secure logins for staff to quickly check price and availability and manage customer orders.

3. Launch a fully open, e-commerce store (think Amazon for OOH!)

  • Open an online store where anyone can search price and availability, but they must create an account to purchase.
  • Linked from your existing website and branded to look like you.
  • Live D/OOH price and availability on an easy to search map.
  • Pick and choose which panels are listed (and for what price).
  • Customise the price and availability shown to certain clients.
  • Create secure logins for staff to quickly check price and availability and manage customer orders.
  • Capture full advertiser details.

It is this scenario many media owners have in mind when staring off that cliff. But operating open e-commerce for OOH isn’t like abandoning your open ledger book at a bar on Friday night. Using software to list your inventory online allows new customers to search, find and buy, while you retain full control over which panels are displayed, and for what price. You can even offer tailored pricing to certain clients, allowing them to benefit from national buying power, at the local level.

With good marketing, opening an e-commerce platform for OOH holds unlimited potential to boost your sales success. Better yet, it brings D/OOH to the click-to-purchase generation ensuring you are open for business 24 hours a day, 7 days a week, in whichever language, currency or time zone they prefer. But the best part for media owners is the flexibility of automation software that means you don’t have to go full monty to get ahead in the race to automate.

If that sounds like an option worth exploring, take a look at Console, Signkick’s white-label e-commerce storefront for OOH media owners or get in touch with the team.