How to start in-store signage advertising6 steps
Getting in-store signage ads running takes six steps: set your goal, choose locations and screen count, pick devices, choose a signage system, set your rates and decide how you will report. Piloting a few screens before you scale helps you avoid costly installation mistakes.
Two ways to use in-store signage ads
| Use | What it means | What you need |
|---|---|---|
| Promote your own store | Play videos about your own products and campaigns | Videos and a way to update them |
| Sell ad slots | Play other companies' ads and charge them for it | All of the above, plus a rate card, advertiser contracts and play reports |
This guide focuses on selling ad slots. If you only promote your own store, you can skip steps 5 and 6.
Six steps to launch
- Set your goal Decide whether you will promote your own store or sell ad slots.
- Choose locations and screen count Pick places where people stop and wait, and start with a few screens.
- Pick devices Decide on screen size, portrait or landscape and whether to add a sensor or camera.
- Choose a signage system Choose software that sends videos to screens at every store and counts plays.
- Set your rates Decide the price per slot and how many times it will play each month.
- Decide how you will report Decide which numbers you will send advertisers, and when.
Choosing locations and screen count
- Choose places where people stop and wait, such as checkout lines, elevator halls and waiting areas
- Place screens at eye level, at a distance that suits how people will view them
- Check that power and an internet connection (Wi-Fi or wired) are available
Where foot traffic comes and goes, you can play videos only when someone approaches. See What is motion-sensor digital signage?
Instead of covering every store at once, install a few screens on site and check how they are viewed and how much work they take before adding more.
Choosing devices
| Decision | How to choose |
|---|---|
| Screen size | Smaller next to the checkout where people stand close, larger when people see it from down the aisle |
| Orientation | Portrait for narrow spaces or videos of people, landscape for widescreen videos |
| Indoor or outdoor | Outdoor and window locations need devices rated for brightness and weather |
| Sensor or camera | Whether you want to play only when someone approaches, or count how many people look |
For cameras that count viewers, see What AI cameras tell you about your signage audience. If your screens already run on another signage system, see How to switch digital signage CMS platforms.
Start with a single screen.With a trial account, you can register a screen and play your own ads.
What to look for in a signage system
- Can it send videos to screens at every store in one step?
- Will you notice right away when a screen goes offline?
- Can you set a start and end date for each ad, so expired ads stop on time?
- Can you export play counts by screen, video and period?
- What will the monthly cost be as you add screens?
Tokyo AdCast updates videos for a whole group of screens at once and shows screen status on the first page of the dashboard. Play counts can be exported as CSV.
Tokyo AdCast costs $12 per screen per month.
What to decide before selling ad slots
| Decision | What it covers |
|---|---|
| Rate card | The monthly price of one slot (15 seconds, for example) and the expected plays per month |
| Ad review policy | Which ads you will not run and how you will check each video |
| Contract | The term, number of slots, what you will report and what happens if an ad is pulled early |
| Reporting schedule | When you will send play counts, such as once at the end of each month |
For pricing, see How much does digital signage advertising cost? For reports, see What is a proof-of-play report?
Rules to check first
- Local sign or outdoor advertising rules if a screen faces the street (a permit may be required)
- Permission from the building manager if you are a tenant
- Rules of nearby stores and the building if your ads play sound
- Notices that a camera is in use and why, if your devices have cameras
- Advertising and consumer protection laws that apply to the ads you run
FAQ
Can I start with one screen?
Yes. We provide a trial account, so you can set up one screen and check everything from registration to playback.
Do I need technical staff to run it?
No. You register a screen by scanning the QR code it displays from the dashboard, and changing ads is as simple as pick, order and save.
Can I use the devices I already have?
It depends on the device. Send us the model and OS, and we will tell you.
Summary
- In-store signage ads can promote your own store or be sold to other advertisers
- The six steps are goal, locations, devices, signage system, rates and reporting
- Pilot a few screens and check how they are viewed before scaling
- If a screen faces the street, check your local sign rules
Try the dashboard yourself.With a trial account, you can register one screen and play your own ads.