6 Different Ways to Sell Your Digital Billboard Space
Every billboard and out-of-home company needs sales to sustain its business. There are several methods you can consider for selling your digital billboard space. Here are six different approaches:
- Direct Sales: This involves selling your digital billboard space directly to local, regional, and national advertisers. You can reach out to potential clients, and provide them with details about your billboard’s location, audience demographics, and pricing options. This method allows you to negotiate deals and have more control over the sales process.
. - Programmatic Advertising: Programmatic advertising involves using automated systems and real-time bidding to sell ad space. You can connect your digital billboard inventory to an ad exchange or demand-side platform (DSP) where advertisers can bid on available impressions. This method offers efficiency and scalability, as the buying process is automated.
. - Out-of-Home (OOH/DOOH) Agencies: Listing your inventory with national billboard agencies allows them to sell your space using their own network of clients. Once your inventory is in their system, they can send you request for proposals (RFPs), which can turn into larger brands advertising on your billboards. Some agencies will request a slightly discounted rate or simply mark up your current billboard rate when selling to their clients. They also submit their own artwork, so all you have to do is schedule/post it. This method often takes longer for you to get paid, since there are more parties involved.
. - Joint Ventures or Partnerships: Consider partnering with advertising agencies, media companies, and online advertising companies to sell your digital billboard space. This collaboration allows you to tap into their existing client base and industry expertise, leveraging their sales capabilities to reach a wider range of advertisers. In one case we are familiar with, a small billboard company in Wisconsin, partnered with a regional online news organization that also sold online ad space. They negotiated a deal to allow the news organization to package their billboard with their online advertising sales.
. - Ad Networks or Brokers: Collaborate with ad networks or brokers specializing in digital out-of-home advertising sales. These intermediaries have established relationships with advertisers and media buyers, and they can connect your digital billboard space with relevant campaigns. They handle the sales process and take a commission or fee for their services.
. - Sell your Available Space to the Public: Companies like Billboard4Me list your digital billboard inventory on their platforms allowing the general public to buy space for birthday billboards, anniversary billboards, congratulatory billboards, and more. This method does not interfere or compete with your current and local advertisers as they only sell personal types of messages. Similar to programmatic advertising, you don’t have to do any work to get these sales.
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Remember, the most effective method will depend on factors such as your capabilities, sales staff, location, competition, and your desired level of involvement in the sales process. It’s often beneficial to combine multiple methods to maximize your digital billboard’s revenue potential. Happy selling!
