Is your Digital Signage Network on a Burning Platform?

If you are a provider of professional digital signage solutions nothing could be more important to your business than betting on the right technology platform. Investing in a technology platform is a little like climbing a ladder….once in a while you should check to see that your ladder is on the right wall! To be successful you need a technology backbone that is cost-effective, future proof and scalable. You also need a business partner that understands your needs and has the financial backing to ensure its long term success.

We feel that ScreenScape offers network operators all of the above and more. If you feel that you may be building your business on a “burning platform” we would like to cordially invite you to consider switching to ScreenScape. New customers like Procter & Gamble, Meineke, and AIMIA are proof positive of the momentum we are gaining as the new leaders in place-based media

Special offer for Network Operators ready to switch to ScreenScape

We encourage you to discover the benefits of a truly network-centric approach to building digital signage networks that can help you to grow faster and lower your operating costs. If you’re willing to make a significant commitment to ScreenScape we’ll even share some of the switching costs. Network operators like Hearing News Network, Wakefield Canada, Synergy Screens, Optometry News Network, and many more have already made the switch and, along with thousands of other members of the ScreenScape Community, they are helping the platform to gain even more momentum. If you’re wondering what makes ScreenScape different and looking for reasons why a switch to ScreenScape is a move to a more stable, more progressive platform, read on.

The platforms that are struggling today tend to be private, closed networks

One of the key reasons we started ScreenScape was because we believed that new technology had arrived that showed a better, more cost-effective way to build and manage place-based media networks. Most of the companies that are struggling today base their technology and their business on a decidedly “closed” approach to building networks. The way they are built and the way they are managed are more reminiscent of the broadcasting era than the Internet age. The networks they build tend to serve one anchor tenant and they don’t mesh well with other would-be partner networks. Instead of sharing a common platform, the multitude of networks that are based on this approach tend to operate as separate, private broadcast systems.

Imagine one hundred networks each of them extending to a thousand physical sites (venues). Existing as a hundred different solitudes or trade zones, the most reach that any of these networks may offer any given marketer is limited by the reach of their physical network – which in this case is the traffic through one thousand sites. If these sites were independent businesses it would be like they were locked in their own small economy where trade is severely constrained by a central and rather inefficient regulator.

What if they were sharing a common platform?

If those same one hundred networks shared a common platform, with simple standards for connecting their venues into a single open network, with no additional investment in new equipment, each of those same hundred networks, under an internetworking model, would be able to offer a marketer access to audiences inside one hundred thousand venues (assuming 100 networks, each with 1000 sites). This would be something akin to removing the barriers imposed on businesses by strict trade zones to open up a broader global economy free of artificial constraints that stymie the natural matchmaking forces of supply and demand.

When you offer a standard, self-service way for marketers to participate in place-based marketing across what otherwise would have been private networks the natural advantages of a common or open model become even more obvious. The open model gives marketers a connect-once-access-many economic model. By standardizing the way marketers tap into place-based marketing you also allow networks that share the platform to tap into a collective roster of advertising partners that otherwise would not be so easily connected and not enabled to participate in their private network. So for example if each of those one hundred networks each had a roster of 500 advertising partners, each network operating on the common platform, with common business practices, would be able to offer their sites not to 500 but to 50,000 different ad partners! This results in profound gains of efficiency in the matching of marketers to placement opportunities that pool their target audience even though they may be connected through different physical networks. These efficiencies are enjoyed both as cost savings to the marketer and as profit margins for the matchmakers – the network operators.

Sharing unlocks efficiencies

We all know that business practices, and business terms, are not easy to standardize and that the ideal model of one common “free trade zone” is difficult to implement in practice. However, the efficiency of the open internetworking approach is enough to dramatically empower those who embrace it. The efficiency gains help them to share the cost and effort of enabling the network, to achieve web scale faster, and to effectively lower their cost-per-member as they extend their reach by meshing with other networks sharing the same platform. This truly network-centric offers massive gains in efficiency and unlocks a new network economics that benefits all participants. It makes digital signage networks more cost-effective to build, operate and grow.

Offer marketers reach, not hardware costs

Marketers aren’t interested in buying into or owning a hardware network. Who could blame them? Today’s current display hardware is destined to lose value – growing more obsolete with each passing day as new technology inevitably arrives on the scene.

Owning all the costs? Being bound by the limitations of your own physical network? These are the hallmarks of the old way of building media networks and they seem to be traits that are all to common among the digital signage networks that are struggling today.

ScreenScape’s solution to this problem has been to build a scalable B2B eco-system that loosely connects marketers with thousands of points-of-presence using the same techniques and the same principles that all Internet communities use. By logically connecting audiences inside thousands of physical places the ScreenScape Community serves as a powerful open place-based media network. It offers members a repository of community-shared content and a pool of targeted sales and marketing opportunities. The net effect is to make place-based media easier and more affordable to deliver and more effective as a tool for engaging with today’s connected consumer.

Are you on a burning platform? If so we have an offer for you

If you are a network operator that is having second thoughts about your platform we would like to speak with you about the relative advantages of using ScreenScape to power your network. We understand that there are switching costs associated with moving all of your nodes over to a new platform and are ready to share these costs. We can actively help to allay any concerns you may have and make the process of switching manageable and cost-effective.

If you are looking to the future and wondering if your ladder is on the right wall…give us a call. We’d be happy to welcome you to the ScreenScape Community.

For general inquiries email us at sales at screenscape dot net