CASE STUDY: Using Blindspot to generate up to +54% revenue per month per digital billboard

In case you’re new here, let us introduce ourselves: Blindspot is a software solution for Digital Out of Home (DOOH) that allows companies to execute dynamic advertising (using public, proprietary or client data) on digital screens and offers enhanced analytics in order to track and improve performance.

Blindspot is a Techstars company and with offices in New York, Seoul, Dubai and Bucharest.

As many people in the DOOH industry know, the ramp up process in this industry is extremely long. A good way to shorten this is to provide technology both to network operators and advertisers, which is exactly what we specialise in.

For network operators: comprehensive analytics and cameras that can offer real time data such as demographics and more

For advertisers: custom dynamic delivery, easy planning, minimum 1 hour buy in and comprehensive analytics

As we currently work with over 1 Million digital screens in 25 countries, focusing on unsold inventory, we wanted to showcase some of the benefits of networks working directly with Blindspot.

Looking at outdoor digital billboards, we first wanted to look at some international benchmarks. In Outfront Media’s 2018 earnings call, they reported having 1015 digital billboards and averaging $13,760 revenue per screen, a very slight increase compared to 2017 (source).

Our model is entirely different, since we do not own any screens, but simply use technology to enhance the performance of DOOH. Interesting enough, when comparing our average results for a network that worked with us to those of Outfront Media, we saw a huge difference:

Simply put, we saw a 54% increase in average monthly revenue per digital billboard for one of our partner networks a few months after they added our tech stack — which comes at no cost.

We know, it seems too good to be true. So we went deeper. Our analysis showed there are 3 key factors that contributed to the high revenue per screen:

· Crowd personalisation to increase ad efficiency (our solution focuses on making sure you serve the right message at, the right time, to the right audience)

· Real time data & custom integration with client data (making performance much easier to measure)

· Minimum 1 hour buy in (making the medium available to SMBs and other small players who can use part of their digital budgets on DOOH)

Interesting enough, over 50% of our clients have never advertised on outdoor (digital or classic) before. This is where the real opportunity is, not going after the classic “outdoor budget”, but offering complex, yet easy to use solutions, to clients which are more performance based. These advertisers are willing to use any channel as long as its impact and efficiency is measurable and scalable.

If you’re a network trying to diversify your revenue streams, we’d love to help — our model offers you all the tech and none of the financial risk.

If you’re an advertiser trying to get better (or at least measurable) results from your campaigns, keep in mind that online advertising isn’t the only channel that offers metrics and analytics anymore.

You’d be surprised how well diversifying channels can work for your brand, all you need is the right know how and technology to be able to spend smart and track your results.