Self-Service Display Advertising: Why Self-Service Advertising Works

June 30, 2022

Self-service display advertising is a strategy that’s growing in popularity among media buyers. It leverages connected devices to engage with audiences, providing customized experiences, valuable tools, and meaningful messages that encourage additional brand interaction and upsell opportunities. There are several benefits to self-service service advertising, and future-thinking businesses are beginning to pay attention to the effectiveness of these systems.

What is Self-Service Display Advertising?

What is self-service advertising? Self-service advertising is a form of advertising that gives the marketer freedom to create their own advertisement placements without having to work with a third party to run the ads. Self-service performance advertising puts more power in the hands of the business and gives them the opportunity to create the ads they want and deploy them with their desired strategy. With the help of connected devices, businesses have more power than ever to make an impact on their audience.

Self-Service Advertising: The Rise of DOOH

Digital out-of-home, or DOOH, refers to the media used for advertising out of the home. Over the years, technology has led this advertising to become highly impactful – with advanced analytics, interactive elements, and eye-catching, dynamic messaging. The ambient nature of this advertising allows users to discover your brand in a more organic, less forced way.

Other popular forms of advertising, like social media and banner ads have a negative association among users. Meanwhile, they are controlled largely by big-name social platforms that can control the final product. While they can be a valuable part of a marketing mix, there is a ton of value of building advertising strategies within your content management systems. Digital out-of-home media solutions provide a platform to speak to your audience, test new campaigns, and get ahead in your industry.

Self-Service Performance Advertising System Benefits

What are the primary benefits to self-service performance advertising? Ultimately, it comes down to empowering your team to do more and make a stronger impression on your audience. See how it’s done with the benefits of a self-service advertising system below:

You Have Control
Risk-Free Testing
Own Accurate Analytics
Reach Your Audience
Personalized Experiences
Interactive Elements
Get Ahead with Tech

You Have Control

With self-service performance advertising, your team has control over which ads you activate, as well as when, where, and who they get delivered to. While various platforms give you certain freedoms within advertising, you must work within their set parameters. When working with custom DOOH advertising technology, you can choose exactly how you want to engage with your audiences. These solutions provide a highly flexible and scalable inventory that gets results for any industry, from hospitality, to airlines, connected vehicles, entertainment, sports, and beyond.

Risk-Free Testing

You don’t know if an ad campaign works until you test it. Unfortunately, most marketers know media buys can really add up over time – especially when you’re testing multiple concepts to see what lands best with audiences. With a self-service advertising system, you have the freedom to test various concepts with your audience to see what truly resonates – without handing your entire media budget over to the Metaverse. Meanwhile, detailed, minute-by-minute analytics deliver in-depth reports on your marketing performance.

Own Accurate Analytics

Analytics are a key component to building a strong advertising strategy. Understanding what is and isn’t working is key to growing your brand. Self-service display advertising technology empowers businesses to see the real-time data from their campaigns, with insights into how people engage and whether they convert. Our cloud content management system architecture comes with a detailed analytics dashboard so decision-makers can view performance and make more informed decisions.

Reach Your Audience

Custom cloud content management systems provide a clear path to your audience, so you can grow your business. White labeled interactive devices add a ton of value to their experience with your brand. With more touch points between you and your personas, you create opportunities to upsell, build brand awareness, and see what they respond to. Edison ensures 100% viewability for all ads, so they have visibility at all times for optimal results.

Personalized Experiences

Chances are your brand has more than one audience architype, and it benefits business to personalize messages to those unique segments. With admin control over your devices, you can build personalized experiences to activate specific users, by geolocation, demographics, and beyond. It gives you the power to deploy unique offers, deals, and campaigns to those people to enable optimized outcomes. Edison’s geo-fencing capabilities allows your team to advertise within assigned zones, so you can reach local or global audiences. Ultimately, you can customize every aspect of the interaction – and turn it off and on at any time.

Interactive Elements

The goal of any campaign is engagement with your brand. When you own the self-service display advertising device, your customers can easily interact with your messaging and calls to action without the distraction of a personal device. You can also control the elements that users can tap and engage with, allowing for easy optimization. Fully interactive digital touch screens draw in customers with games, surveys, sign up, and more, so you can lead them through your marketing funnel.

You can see these features in action with the Shark Experience presented by Verizon. This device empowers golfers to get more out of their game, through a connected golf cart. Some of the personalized features include dynamic GPS, interactive scorecards, music streaming, golf tips, and hole flyovers – essentially everything you need to play a game of golf. Because these devices are so uniquely catered to the audience and provide a ton of value, people naturally engage with it throughout their game. This provides a lot of opportunity to deploy advertising that’s relevant to these individuals. Ultimately, it provides a natural, seamless engagement with your audience that leads to more sales.

Get Ahead with Tech

For forward-thinking businesses, the next step in growth is to leverage self-service display advertising. Looking at the latest digital out-of-home statistics and trends, it’s abundantly clear that this is the future of effective audience engagement. It’s a highly effective, unsaturated approach to advertising that cuts through the clutter of media that people view every day. Plus, Passenger Verification technology ensures customer data is protected, eliminating the risk of fraud – a growing concern for businesses and consumers. Together, all of these features take your business to the next level with high-value customer experience solutions. Digital signage software companies provide the technology to outperform competitors from every advertising angle.

Embrace Self-Service Performance Advertising

It’s time to empower your business with interactive software that gets measurable results. With so much data pointing to the effectiveness of self-service display advertising, more and more brands are embracing it as a tool to grow business. Edison Interactive is an interactive technology company that delivers world-class, white-labeled cloud content management systems to businesses to build stronger customer experiences. See our customer success stories to discover how we brought some of the biggest brands into the future with smart cloud technology.

Get Started with Your Self-Service Advertising System

Ready to discuss self-service advertising systems for your business? Edison Interactive can help. Work with our team to identify solutions that support your business goals, improve customer experiences, and activate your advertising strategy. Contact our team today to start planning the ideal platform to engage your audience and grow your business.