Generating Revenue Through Advertising on Digital Signage Kiosks: A Guide for Commercial Property Management Companies

In today’s competitive commercial real estate market, property management companies are continually seeking innovative ways to enhance revenue streams. One effective strategy is to leverage digital signage kiosks for OOHA (out of home advertising). This not only generates revenue but also provides valuable exposure for local businesses. Here’s a step-by-step guide on how to implement this strategy successfully, along with examples of ideal advertisers.

Step 1: Assess Your Digital Signage Infrastructure

Before launching an advertising program, evaluate your existing digital signage kiosks. Consider factors such as:

• Location: Are the kiosks in high-traffic areas where they can capture the attention of tenants and visitors?
• Display Quality: Are the screens high-definition and capable of showcasing vibrant advertisements?
• Connectivity: Do the kiosks have reliable internet connections for content updates?

A thorough assessment will help determine the potential for generating advertising revenue.

Step 2: Develop an Advertising Strategy

Create a comprehensive advertising strategy that outlines:

• Target Audience: Identify the demographics of your tenants and visitors. This will guide you in selecting suitable advertisers.
• Ad Formats: Decide on the types of advertisements you will accept (e.g., static images, videos, promotions).
• Pricing Structure: Establish a pricing model based on ad duration, frequency, and placement. Consider offering package deals for longer commitments.

Step 3: Create Advertising Policies and Guidelines

Develop clear policies and guidelines to ensure that all advertisements align with your property’s brand and values. Consider the following:

• Content Standards: Outline acceptable content, including prohibitions on controversial or inappropriate ads.
• Approval Process: Set up a process for reviewing and approving advertisements to maintain quality and relevance.
• Duration and Rotation: Define how long each advertisement will run and how frequently they will rotate.

Step 4: Reach Out to Potential Advertisers

Identify and approach potential advertisers who would benefit from exposure to your audience. Good candidates include:

Local Businesses

1. Restaurants and Cafés: Promote local dining options to tenants and visitors, especially if they offer takeout or catering.
2. Fitness Centers: Gyms and wellness centers can attract individuals looking to maintain a healthy lifestyle.

Professional Services

1. Real Estate Agents: Local agents can showcase listings, open houses, or special promotions.
2. Financial Advisors: Financial services can offer workshops or seminars relevant to your tenant demographic.

Retail Stores

1. Boutiques and Shops: Local retailers can advertise seasonal sales or new arrivals to attract foot traffic.
2. Furniture, Decor and Office Supply Stores: These businesses can promote DIY workshops or special deals, particularly if your building attracts remote workers and shared office users.

Health and Wellness Providers

1. Medical Practices: Doctors, dentists, and wellness providers can promote services or community health events.
2. Spas and Salons: Beauty services can attract tenants looking for relaxation or self-care options.

Step 5: Promote the Advertising Opportunity

Once you have developed your advertising program, promote it through various channels:

• Email Marketing: Send targeted emails to local businesses to introduce the advertising opportunity.
• Networking Events: Attend local business events and present your digital signage as a promotional platform.
• Social Media: Use your property’s social media channels to highlight the benefits of advertising on your kiosks.

Step 6: Manage and Optimize the Program

Once your advertising program is up and running, continuously monitor its performance:

• Track Engagement: Use analytics to assess how well advertisements are performing. Metrics such as impressions and engagement rates can help gauge effectiveness.
• Solicit Feedback: Regularly check in with advertisers to gather feedback on their experience and effectiveness.
• Adjust Strategies: Based on data and feedback, adjust pricing, formats, or promotional strategies to enhance revenue and advertiser satisfaction.

Conclusion

By leveraging digital signage kiosks for advertising, commercial property management companies can create a lucrative revenue stream while supporting local businesses. With a well-structured program that prioritizes quality and relevance, property managers can enhance the value of their properties and foster a vibrant community atmosphere. This strategic approach not only benefits the bottom line but also enriches the experience for tenants and visitors alike.