Digital Signposts: Advertising on the Enterprise NetworkCorporations anxious to receive a return on their digital signage investments are seeking innovative ways to not only fund their networks, but to perhaps turn them into revenue streams as well. 10/22/2012 6:24 AM Eastern
Digital Signposts: Advertising on the Enterprise Network
Oct 22, 2012 10:24 AM, By Vern Freedlander
Corporations anxious to receive a return on their digital signage investments are seeking innovative ways to not only fund their networks, but to perhaps turn them into revenue streams as well. Enterprise network operators are now realizing that perhaps the answer lies in advertising. Many readers may find this idea way off base. Selling products and services to employees within a corporation may seem farfetched, but what if there was a way to place advertising on corporate networks in a tasteful, informative way? Years ago this idea would be unheard of, but today network operators in the enterprise are more open-minded and ad placement services appear to be more interested in the possibilities. If the numbers are there, advertisers may consider these networks as possible new ways to reach potential customers.
Here are some ideas of how this could work. First, corporate networks would have to have full control over what ads would appear and the format of those ads. Logo placement would most likely work better than 30-second spots, and ads would have to placed as an added feature and not be a prominent part of the content. Second, ads would have to be highly focused. If a leading retailer happens to be located in the same neighborhood as the company, those ads would resonate extremely well with a corporate audience. Third, there is an interesting opportunity for a PR play. If the enterprise is beginning a new relationship with a vendor or supplier, that vendor may welcome the idea of reaching out to enterprise employees to help communicate the relationship and strengthen the partnership. The vendor/supplier may even pay for that privilege.
The advantage to advertisers is equally compelling: access to an audience of thousands, impeccable demographic data, and the prestige of being associated with a corporate network. It may be time for enterprise-based networks that have the numbers to take a more serious look at the advertising possibilities and see how their networks can be transformed into a revenue stream.
Vern Freedlander is vice president of production services for Montréal-based X2O Media, a full-service provider of technology, network management, and content services for professional digital signage applications. With more than 20 years of broadcast television experience as a producer, director, and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at firstname.lastname@example.org