How Connecting Independent OOH Operators is Accelerating Revenues
Connect and Promote OOH Industry Unity
Accelerating Your Digital OOH Revenue
with the Right Software
Formetco F360 Software Connects Independents and Promotes Industry Unity
At this year’s Digital Sign Expo in Las Vegas, one of the top Tuesday sessions of the DOOH Strategy Summit, discussed the many different networks, platforms, technologies and standards which comprises the Digital Out of Home ecosystem. The message was clear; embrace open architecture software design for OOH.
Titled, ‘Why Open Systems, API Toolkits & Networks Collaboration will Accelerate Ad Revenue for DOOH’, the session was led by David Pal of Ads on Top and Sheldon Silverman of Smartbomb Media Group. The crux of the discussion was collaboration to overcoming ‘black box’ development strategies, thereby bringing all parties working on OOH software, together. The goal is to create scalable networks for seller and buyer in an open system to advance the Industry and OOH revenues.
“Opening up the tools to make OOH easy to buy is good for the Independent operators and the entire OOH industry from vendors to buying agencies to brands.”
Preceding the summit, sharing similar sentiments, Formetco rolled out new enterprise grade software as a collaborative solution to OOH. The software is called F360 CMS. Evolving from the IBO Fusion initiative, F360 allows all digital manufacturers to coexist on one platform providing operators the tools typically designed for the largest outdoor operators in the billboard industry. It is estimated there are over 1000 Independent OOH owners and at least a quarter of them have multiple digital screen brands. A fusion could have a dramatically positive effect on #OOH planning and buying.
The F360 software’s open architecture design, connects independent operators, turning many small OOH operations across the country, into a larger group with a stronger voice. F360 allows Independent operators access to an array of services that cannot be easily obtained without the support of being part of a united front. For example, Demand Side Platforms (DSP’s) will easily connect to simplify the participation of operators and assist both sell and buy parties embracing programmatic buying. The results increase the Independents’ inventory footprint in answering advertisers’ needs and maximize operator revenues and buyers’ time in planning and placing buys.
“the days of forcing an operator to use one digital manufacturer’s software or charging big fees to switch software is a thing of the past.”
Formetco’s VP of Sales, Jock Gibb said, “Opening up the tools to make OOH easy to buy is good for the Independent operators and the entire OOH industry from vendors to buying agencies to brands. We think the days of forcing an operator to use one digital manufacturer’s software or charging big fees to switch software is a thing of the past.”
This is great to hear for independent operators. Do the large operators see the benefits of embracing an open architecture?
Good question Rick Newcomer, thank you.
It appears they do not today.
It is our opinion the reluctance of the larger operators to ‘open’ is the determination to differentiate and maintain ownership of any accepted software.
That is something which could change literally ‘overnight’ if they choose. Stay tuned.