Users of the latest version of BroadSign's network management software can tell precisely how many times each ad was played on each screen. Proof of Performance Reports will then compare achieved exposures against the planned ones, so advertisers will not be billed for the ads not delivered due to a technical problem.
The new software version, released on July 28, takes into account the business hours, holidays and days off at each location, and will turn off screens when a location is closed. Among other enhancements the BroadSign Digital Media Logistics Suite 5.0 (DMLS 5.0) enables advertisers to target their campaigns according to demographic and geographic criteria. Network operators will have complete flexibility in how to configure their network and which criteria to assign to each screen, area, site, location or market. For instance, a camera film ad may be directed selectively to only those supermarket screens that have film processing stands, or a print cartridge ad can be targeted to the screens near printer sections. In another example, MP3 player ads can be scheduled to the areas in shopping malls frequented by 21-35 year olds with medium-to-high income.
DMLS 5.0 gives operators the tools to make sure the screens are on and play exactly what has been scheduled to each of them. The application monitors screens and playback PCs, reports problems and has remote troubleshooting mechanisms, a functionality sought particularly by managers of large networks.
The latest edition of the software further facilitates measurement of sales uplift resulting from ad campaigns, as retailers can analyze detailed play logs against the point-of-sale data. The 5.0 version of DMLS has a more user-friendly interface and offers higher stability and security standards than its already powerful predecessor 4.4.
Migrating to the 5.0 has been done remotely and seamlessly for most existing clients from the Network Operations Center in Montreal, and all new customers have been receiving the new version as of July 31.