PROGRAMMATIC ADVERTISING, ADBOOKING, ONLINE MARKETING, CHEAP AND EFFICIENT MEDIA, ARE THE SAVING GRACE FOR SMALL AND MEDIUM DIGITAL SIGNAGE NETWORKS IN BRAZIL
With the growth of foreign capital entering the Brazilian market, the sector presents an abundance of opportunities for investors. Based on the pillars scale, growth potential and low acquisition cost, great investment funds started to acquire and merge groups of out-of-home media in Brazil.
According to an article of Meio Mensagem of February of 2016, executives in the sector believe that the national market should consolidate into five major players. A mirror of what happened in the US, and especially Europe, in 2010. But what happens to you, small and medium entrepreneur who owns a Digital Signage network?
As we’ve mentioned here, one of the main factors that prevent the growth of small and medium networks in Brazil is exactly the high cost of media marketing. This is due especially to the fact that companies come with a high operating cost from the get-go, on top of having to count on a sales team to attract advertisers. As if all of that were not enough, the small network is unattractive for big brands and too expensive for small advertisers. It looks like a catastrophic picture with no way out, which would be true, had technology not advanced.
In 2010, when the European market began to merge into four or five big networks, 90% of out-of-home media was not digital. Today, the picture is quite different: 53,4% of out-of-home media in Brazil is already digital. But what does that change?
The main advantage of having a digital system for the MOOH market is scalability. A few years ago, when an MOOH campaign was sold by a network, extremely complicated and costly logistics came into play, which severely limited market competition. On the other hand, nowadays, with a much more developed infrastructure, advertising campaigns can be released to the streets within minutes, democratizing and stimulating the market even more.
Continuing the technological advancement, companies worldwide have brought innovation to the market, in order to make it more attractive and competitive.
But how can technology save small and medium networks?
It’s very simple: with technological development, the costs to maintain a Digital Signage network tend to drop, software licenses tend to become cheaper or free, equipment tends to be made more accessible, etc. Another important factor is the new forms of media marketing, as cited in the beginning of this text. Media sales is one of the factors that is hindering the growth of small and medium businesses in the market. To resolve this, in the momentum of programmatic advertising, adMooH seems to be presenting a solution, democratizing and facilitating sales and purchase of digital out-of-home media in Brazil.
How can small and medium networks become attractive to big advertisers? Together, without losing their identity. On the other hand, how can these networks reduce the price of their operation and have a competitive value? Selling online! Understand more about this concept by reading the following article:
Just as hotels no longer worry about attracting guests, since Booking.com does it for them, Digital Signage networks can use adMooH to find advertisers. Understand more about this concept by reading the following article: Think of your Digital Signage network as a hotel
The fact is, the more technologies enter the market to facilitate and reduce operating costs, increase impact and help the marketing of media, the better for everyone.
So keep an eye on the market and on new technologies for it. We assure you that by doing so, your business will have great possibilities to grow and stabilize on the current market of out-of-home media. Good luck!