LMX - Blog #CMS

Unlocking the Full Potential of Digital Signage Networks with a Flexible Content Management System (CMS)

Tue, 18 Apr 2023 07:36:29 +0000

Content is a ubiquitous term that pervades modern life. Everywhere we look, we encounter some form of content, whether browsing our phones, scrolling through social media, or reading articles on topics that interest us. Content is all around us.

Now, let's consider the role of content in the Digital Out-of-Home (DOOH) industry. This medium has stood the test of time and continues to thrive today, with screens following us everywhere we go. What was once a dystopian vision of the future is now our reality.

The DOOH industry has traditionally been used to promote products and services, raise brand awareness, and make public announcements - in short, to send a particular message to the masses. With its wide reach, DOOH advertising is unaffected by third-party cookies or ad-blockers, and the industry is constantly evolving to meet the needs of advertisers.

In a world where digital marketing can target users based on their demographics, DOOH is stepping up its game to offer targeted advertising too. Thanks to ad-tech companies, advertisers can now book campaigns that target audiences based on demographics such as age, interests, location, and more. This demonstrates that the OOH industry will overcome any challenge in its path with the determination of a bull.

Other industries have also followed suit with this trend, displaying content related to their brands and products like the latest deals and freshes releases can be seen on screens in physical stores and locations like restaurants, banks, universities, and fuel stations.

But what does this mean for digital signage owners? What content display capabilities do these screens need to have?

The Solution to Modern-Day Challenges Faced by Digital Screen Owners

In today's ever-changing landscape of digital signage, screen owners face several modern-day challenges that demand the adoption of new technology to enhance their digital signage game. With brands and advertisers now demanding effective targeting, media owners need to offer a range of campaigns that go beyond the traditional, straightforward approach. This has given rise to direct deals, programmatically booked campaigns, dayparting ads, and various creatives displayed based on specific rules.

While the audience may be impressed by interactive and dynamic outdoor advertisements, it is not the end of the journey for media owners. This is where a content management system (CMS) plays a crucial role. DOOH ad serving requirements go beyond merely scheduling creatives. There are now creative rules, verification, and programmatic connections, requiring media owners to use tools and software to manage campaign bookings effectively. The CMS ensures that ads displayed are accurate and follow the schedule, with the ability to make real-time edits or switch creatives, supporting all formats to avoid any hiccups.

Content distribution is also prevalent in other locations, such as retail stores, restaurants, banks, and more as mentioned above.. These locations create a unique experience for their visitors by displaying their latest deals and products, attracting their target audience at the point of purchase and storefronts.

Therefore, a CMS is an essential tool that screen owners cannot overlook in these industries. It is software that tracks all digital screens on a network, managing advertising material distribution from a single central access point. Its primary function is to display digital material on a network of screens while ensuring the network runs correctly across all locations and devices. With a CMS in place, screen owners can manage various campaign and creative types, including day-parted, programmatic, and direct bookings, ensuring their inventory meets their needs and those of their clients effectively.

Choosing The Right CMS for Your Business

A good CMS system can enhance the experience for all stakeholders by leveraging several features. One of the most important features is the use of cloud-based platforms, which eliminates the need for complex installations and allows easy access to all features through a simple login. This saves time and money, enables users to manage various screens on a large network with ease, and makes operational calls from anywhere at any time.

Another important feature is the ability to support automated content delivery, which enables media owners to display dynamic and contextual content that responds to triggers. This feature can create personalized ads that resonate with audiences, resulting in increased engagement and more purchases. The example of Aqua's DOOH campaign in Indonesia illustrates how programmatic capabilities and changes in weather patterns can be used to keep audiences hydrated and healthy, a feat that would not have been possible without a CMS.

Programmatic advertising support is also crucial for a CMS system, as it allows media owners to monetize their inventory and provide real-time access to advertisers. Programmatic uses geolocation data to measure audience movement patterns, helping media buyers purchase inventory more easily. LMX's CMS, known as LMX Content, meets all the above features and more. It is a cloud-based content management system that allows users to upload, schedule, and publish multimedia content to thousands of screens across countries.

The CMS supports various media formats, including videos, audio, images, HTML, zip, and PDFs, and allows users to add widgets such as URLs, RSS feeds, weather, temperature, PSI, camera, and live scores. It also enables users to specify the start and end time of their content, control the volume and brightness of their screens, remotely capture and restart screens, and monitor devices online and offline. The solution is a plug-and-play one that automatically upgrades every two to three months, and users receive instant alerts when necessary.

In conclusion, LMX Content is a comprehensive and user-friendly solution for managing digital signage content. By utilizing a variety of powerful features, media owners can streamline operations, increase engagement, and generate more revenue.

Download this CMS e-book to find out more or book a demo now to experience the benefits of the CMS firsthand.

Get Started Now

Dynamic Creatives: A Game Changer in DOOH Advertising?

Wed, 04 Jan 2023 06:29:34 +0000

It’s all about the packaging. A creatively executed DOOH campaign can make all the difference on how a brand is perceived.

Dynamic creatives enable brands to curate their narratives to specific conditions like the weather. The ability to extend accurate messaging to the right audience, at the right place, and at the right time makes the ad contextually relevant.

Read the full article on Marketing Magazine WEEKENDER issue 337 >> Read More!

A Guide to Choosing the Right Content Management System (CMS) for Your DOOH Business

Wed, 04 Jan 2023 06:13:40 +0000

For a digital signage owner, good content management ensures the right creatives are playing on the screens whether these are paid advertisements, weather updates, news, or any other information. Making a decision on the content management system (CMS) that will power your network is crucial to ensuring you deliver the ideal experience for those viewing the screens.

What is a Content Management System (CMS)?

A CMS is a platform or software that helps you deliver the right content to the right audience at the right time. With comprehensive digital signage software, you can create, alter and distribute digital content remotely.. You’ll be able to keep track of all the digital screens in your network from a single computer or mobile device.

Choosing the Right CMS

How do you know if the software you have right now is compatible and suited to your needs? Or if you are contemplating getting one, what are the key features to look out for?

Here are a few things to consider when choosing the right CMS:

Cloud-based platforms
Automated content delivery features
Programmatic Advertising capabilities

Let’s take a closer look at the points above.

Cloud-based platforms

A cloud-based or web-based platform gives you access to all its features by simply logging in on the web. It does not need any installation.

Campaign implementation and making operational calls anytime, anywhere is now a possibility. This eliminates your need for several systems. You can manage various screens on a large network in a simplified manner.

A cloud-based platform will help you save time and avoid unnecessary expenses.

Automated Content Delivery Features

Dynamic and contextual content will increase audience engagement. That is what all advertisers aim for. Being able to deliver that will put you in a sweet spot as a media owner.

Technology today allows you to display content that’ll change in response to triggers. In 2020, foodpanda Philippines ran a campaign that combined traffic and weather triggers.

Studies have shown that contextual content resonates with audiences. 80% of consumers said that they would make a purchase when met with personalized ads. That is the end goal of all advertisers. Having a system that supports features like this prepares you for the future.

Programmatic Advertising support

CMS software that incorporates programmatic integrations natively helps with inventory monetization. Advertisers will have real time access to your inventory. With the insights from your digital signage software, they can make a transaction that meets their requirements.

Programmatic measures geolocation data based on audience movement pattern and activates the DOOH inventory in real time. Making it easier for media buyers to spot your inventory.

Investing in the right CMS increases your operational efficiency and delivery of cutting edge content. LMX Content could be the solution to your problems..

Having all the features mentioned above and more, LMX Content runs across multiple networks and technology stacks. You will be able to manage all your screens, even if they run on different technology.

All you have to do is manage your schedule settings and the software will do it all. It will even distribute your content accurately.

Investing in the right CMS software will safeguard the future of your business.

Download this eBook to help you gain a better understanding of CMS softwares and how it works.

Why do you need a CMS solution in your ad campaign strategy?

Wed, 04 Jan 2023 06:11:45 +0000

The global OOH market size is predicted to reach USD 31.71 billion by 2025, as per a new study by Grand View Research, Inc.

The growth of OOH is driven by the usage of highly interactive display technologies in sports stadiums, indoor arenas, airports, bus/rail stations, retail stores, schools, hotels, restaurants, and so on.

While retail was dominating the end-user industry, the improved capabilities of using OOH had pushed the adoption further.

OOH has proven to be a great tool in boosting brand awareness, improves customer experience and promotes customer engagement.

Big Data + Analytics tools

The emergence of IoT enabled devices, coupled with the increasing adoption of location intelligence, has enabled a huge collection of both consumer and location data.

Combining these data with in-depth analytic tools will be a major consideration when you are planning for the perfect digital strategies.

The ability to capture data and translating key insights into targeted consumer behaviour is made easier than ever with these tools.

Add-on connectivity via network or cloud-based content management system (CMS), these OOH screens become more efficient and effective.

Dynamic and Flexible

Today’s data-driven CMS technology can assess how well the content is performing, in which dynamic and flexible content delivery will be enhanced to generate better engagements.

Ad campaigns are delivered based on triggers – weather, peak hours, context-based, audiences movements, preferences.

Marketers will now be able to improve their campaigns and further enhance the effectiveness of their campaign strategy.

This also provides an appealing customer experience that will result in a better connection between the consumers and brands.

Stay One Step Ahead with CMS

OOH is growing at a fast pace.

The next vital step in pushing the adoption faster will be using the analytics pieces concurrently and seeing the additional values OOH can provide to the market.

Marketers need to recognise the many benefits and capabilities that OOH holds and how adopting a data-driven CMS will bring in more effectiveness for their customer engagement journey.

Whether designed as an interactive experience, as a way to better direct shoppers around your retail space or to simply deliver dynamic ad content that has the ‘wow’ factor, CMS-equipped OOH can be incorporated to become a memorable part of your business.

LMX Content does just this!

You can now choose the right times to run your ads with dynamic content delivery.

With LMX’s innovative supply-side solution, you will be able to achieve operational efficiency

Enhance a seamless OOH experience with Automation-Enabled CMS

Fri, 28 Oct 2022 05:59:59 +0000

In just a few months, the COVID-19 pandemic has brought drastic changes into the way people live their everyday lives.

Nevertheless, the accessibility of advanced technology such as big data, artificial intelligence (AI) and more, has allowed OOH operators to combine efforts to provide immersive offline experiences despite the on-going pandemic crisis.

Digital out-of-home (DOOH) has the ability to connect the touch points of consumers throughout the day. Given the current situation that is full of uncertainties, consumer experience should be prioritized.

Covid-19 has unexpectedly accelerated the advancement of digital technology, giving marketers the ability to integrate their business goals, and strategies while offering a rich experience at every stage of the customer’s journey.

Hence, the adoption of content management system (CMS) will be the key for you to promote active audience participation and unique interaction.

You should look at it as a part of a larger customer experience management capability.

Today’s highly connected customers have greater expectations and preferences about how and when they want to engage with a brand.

Businesses that deliver seamless experiences will develop trust and loyalty that result in increased conversions, higher revenues and more lifetime customer value.

To achieve these outcomes, you should invest in digital transformation, particularly the CMS that will drive consistency in the customer experience.

Consistent and Unified

The focal point of every OOH player has changed to looking for a more consistent and relevant way of delivering their services and product details.

The integration between a CMS and an inventory platform will ensure the experience you deliver is seamless and relevant throughout the buying transaction.

You should always look for the ability to connect to databases and web services that do not require complex steps.

Branding helps to differentiate your business from others and allows consumers to easily recognize your business offerings.

Hence, a consistent brand fosters trust and credibility towards your business. However, providing a seamless experience and maintaining brand consistency in customer journey became more challenging given the growing channels on various devices at different times throughout the day.

For this reason, optimising your CMS makes creating consistent experiences possible at each consumer’s touch points and across different platforms.

Flexible and Dynamic

Furthermore, the existing method of content distribution can be time-consuming as marketers are required to tender or propose a selection of locations to distribute content.

Through CMS, marketers will be assisted in deciding the right time and location to display the right content on digital signages for targeted audiences.

Therefore, content distribution and management can be managed more effectively using an administration panel, allowing content to be delivered more dynamically to audiences.

Plus, media owners are starting to realise the needs to globalise their inventory and be the first choice among the media buyers.

A bundle of inventories will become highly accessible to all advertisers and marketers, providing flexibility of the medium to target the relevant audience.

COVID-19 has called for more enhanced consumer experiences since the new norm involves higher usage of mobile media.

Consumer experience has become an indispensable element in prompting marketers to adopt CMS as a solution to encourage audience involvement and interaction.

CMS is an incredible tool for maintaining consistency in brand and for managing and distributing content more effectively.

For businesses seeking to achieve operational efficiency through workflow automation while maintaining security, LMX Content offers the right solution with automated dynamic content scheduling and real-time ad-serving.

The platform also provides businesses with both options of public cloud and private cloud in order to have complete control.

DOOH campaigns that come in different types and formats can also be supported and served traditionally, dynamically and programmatically.

Top 3 Key Features You Need In Your Content Management System

Fri, 28 Oct 2022 05:59:38 +0000

As digital out-of-home (DOOH) networks have become more widespread, powerful, and capable, the tech behind driving and controlling it has evolved considerably.

Anyone with a laptop, a screen, and some creativity can put content on a screen. It is simple enough, and you can even replicate it to a few screens. However, when you need to scale it to more screens, it becomes increasingly more difficult.

At the heart of any DOOH networks, managing large collections of digital signages require purpose-built tools that enable functions specifically tailored to the customer’s needs.

The capability of an advanced CMS platform is the ability to intelligently filter, segment, and smartly distribute content that meets real-world business needs.

What is a CMS platform?

A content management system (CMS) is a computer software used to manage the creation and modification of digital content delivery on digital signages.

CMS allows screen owners to add, update, and optimise their content delivery. They can easily manage their content across multiple digital screens in different locations via a single cloud-based web interface.

However, the adoption of CMS platform is slow and many screens owners are handicapped by outdated and primitive digital signage software that:

Requires manual scheduling and updating of contents
Has no reporting data on playouts, network health and player status
Unable to play content based on triggers
Lacks multi-OS support

Therefore, when you’re considering a CMS platform for your digital DOOH networks, avoid all the above, while keeping a look-out for these top key features:

1. Multi-platforms support – built for networks of all shapes and sizes and can be easily accessible, setup, and onboarded on-premise or on-the-cloud. You should be automating your content delivery in minutes.

2. Future-ready and built to serve intelligent content based on real-world conditions:

Contextual-based – Play the right content based on the demography of audience around your screens
Event-based – Execute a variety of event-based triggers – temperature, traffic, pollution, and more.
Custom-Triggers – Build custom triggers based i your specific requirements – e.g. stock levels, sales, and more.

3. Programmatic Ready – Programmatic is taking off in the DOOH space, so ensuring your network supports it is important for maintaining success into the future.

Example:Campaign Spotlight: foodpanda curates EDSA menu billboards with weather & traffic triggers, first of its kind DOOH

What the Future Holds for CMS?

Personalised and Dynamic Content – CMS is proven to be effective in delivering highly targeted and personalised content to the right user, at the right time and on the right channel. CMS is the key in differentiating this personalisation.

Together with advanced analytic tools and integrating data feeds, both screen owners and marketers can identify and track their consumer behaviours based on audiences profiles and location intelligence, in which they can easily automate their ad delivery on a more personal level with the help of CMS.

Scalability & Reliability – It is important to adopt a CMS software that is able to scale up with your business growth. With CMS tools, screen owners has the ability to manage their content on a much higher number of digital screens at multiple locations automatically, without worrying about limiting their business expansion.

Build a Strong Customer Base with a Highly Flexible CMS

Fri, 28 Oct 2022 05:59:15 +0000

Out-of-Home (OOH) advertising is ever-present where people spend most of their time. They easily adapt to how audiences move in the physical world.

This is especially true for dynamic digital billboards, which allow for content changes based on what is happening at the location.

In fact, one would argue, understanding your consumers’ movements – where they are and where they are going – is more important than the ad content itself.

There is certainly no point in curating a great advertisement and then showing it to the wrong audience.

It is almost ironic then, that the OOH was a small business innovation used by merchants to notify pedestrians of what they sold nearby.

However, as the global economy boomed, it didn’t take long for the prime OOH real state to become almost exclusive to global brands.

Today, outdoor advertising has gone through an evolution of its own.

There are more assets in more locations, showing more ads than ever.

As flexible digital platforms for buying and selling OOH spaces become more prevalent, the local businesses are flocking back to the medium.

Amplify Hyperlocal Targeting

People like to feel like they belong to something. By having your brand on a tangible form of media that locals see every day, you become a natural part of that community.

No other media channel can give you this sort of hyperlocal brand awareness on such a frequent basis. Equipped with a CMS technology, OOH is able to amplify hyperlocal targeting – ad contents are dynamically delivered to reach the relevant and highly targeted local audiences.

To this end, our CMS platform is designed to be able to address and automate every possible content scheduling for every type of DOOH format and network.

This also enhances real-time ad serving.

All you need is ACCESS to a CMS platform

Local businesses are already comfortable with outcome-driven, easy-to-access marketing solutions.

What if they could use similar tools to offer interactive digital experience near their stores or around their target audience?

LMX Content does just this. You can now choose flexible times to run your ads and increase dynamic content delivery.

With LMX’s innovative supply-side solution, media owners are able to achieve operational efficiency