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Loop vs. Playlist

• How to target your
• digital signage audience

Brian Dusho Executive VP Sales and Marketing
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Why the Loop? Why not the Playlist?

• Short Answer
• Digital Signage is not TV

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Television and Digital Signage What is the
Difference?

• Why is the Audience Watching?
• TV Shows/News

DS Products/Services
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Television and Digital Signage What is the
Difference?

• The Opportunity To See
• TV Low

DS High
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Television and Digital Signage What is the
Difference?

• Level of Accountability
• TV Signal was Sent

DS Display Showed Content
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Television and Digital Signage What is the
Difference?

• Targeting Method
• TV Playlist

DS?
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Ad Sales Workflow
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Digital Signage Network ExampleRetail Network
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Digital Signage Network ExampleMixed Network
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Custom Ad Campaigns
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Creating Insertion Orders and Playlists

• Fill in insertion order specifications

Insertion Orders

• Group insertion orders by week

• Associate ad copies with each schedule to create
  playlists

• Complete playlists by ordering ad copies in each
  schedule

Manual

• Enter playlists in the software

Feb. 1 to Feb. 14
Feb. 8 to Feb. 27
Jan. 1 to Feb. 27
Feb. 1 to Feb. 21
Feb. 10 to Feb. 17
Jan. 20 to Feb. 10

• Every last minute change requires that the whole
  process be restarted all over.

Schedules for Feb. 1 to Feb. 7
Software
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It gets worse before it gets betterWhat about
time-based buys?
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The Rule-Based Loop Automate the Playlist
Creation Process

• With the rule based loop, playlists are
• ordered dynamically
• customized for specific
• Location
• Moment in time

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What goes into Ordering Playlists?
1 2 3 4 5 6 7 8
Ads

• Content separation

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What goes into Ordering Playlists?
Ads

• Content Aggregation

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Playlist Flow
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Loop vs. Playlist Labor cost
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Rule-based Loop
Transform Digital Signage Traffic from an Art
Form to a Science!
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Questions?
Thank You For Your Attention!