Media Planning

How to evaluate a digital network?

One of most difficult tasks facing media buyers is how to evaluate the different digital advertising networks on offer. In the near future it's likely a number of new digital networks offering advertising space will be established by different companies. Each network will potentially have a different rate card, target audience and dwell time so how do you choose which network/networks will work best for you.

Below are some guidelines which may help you when making a decision.

  • Screen position - it doesn't matter how large a potential audience is if no one can view the screens. Do the screens offer good visibility, i.e. are they positioned at eyelevel in optimum viewing areas.
  • Dwell time - running long duration messages on screens in environments which offer a limited dwell time is clearly not going to be effective. Despite Shell having a relatively long dwell time in-store and on the forecourt we have limited the advertising slots to a maximum of 15 seconds, to ensure viewer interest is maintained. We have research from Gas TV in the US which suggested brand recall and sales uplift increased on a 15 second advert over its 30 second counterpart.
  • Content - content is the key to the success of any digital network. Creating a playlist containing a continuous news ticker, regional weather and entertainment will attract and engage the consumer. In last year's research survey at Shell 73% of people (950,000 people each fortnight) could recall content. We attribute part of this outstanding result down to the interesting and informative playlist we have created.
  • Audio - audio clearly maximises impact. Both research surveys at Shell suggested audio added a significant increase in brand recall.
  • Research - everyone likes accountability, especially on what is a relatively new media. Does the network provider have any research specific to their network?
  • Coverage and Audience - is the network national, what is the audience size and do they have any demographic information they can provide you.
  • Sales - if it's a POS network is there any evidence to show it will drive sales.
  • Flexibility - how quickly can material be uploaded to the network, can you book in day parts or regionally to best suit your clients requirements.