FAQ

1. What are digital out-of-home media networks and why are they the next biggest trend in out-of-home advertising?
Out-of-home digital media networks—networks that deliver advertising in stores, movie theatres, office buildings, bars and restaurants and health clubs—are becoming a key part of the overall marketing media mix for advertisers. Out-of-home digital media networks solve many of the problems plaguing traditional media, including declining national audiences, technologies that allow consumers to skip or avoid ads, and the shift in consumer “attention” to alternative digital media. They can offer placed-based advertising with higher levels of control relative to traditional marketing and communications channels and at significantly lower costs, which is why today’s advertisers and their media agencies are adding them to their media mix.

2. What challenges do advertisers and agencies face when including out-of-home digital media networks in their national advertising plans?
The out-of-home digital media market today is very fragmented. There are hundreds of such network providers across multiple categories such as grocery stores, retail outlets, health clubs, doctor’s offices etc. An advertiser who wants to create a national advertising plan across multiple categories has to contact each network provider individually to plan and buy spots. As a result, advertisers and agencies are challenged to include out-of-home digital media in their national advertising plans.

3. How does SeeSaw enable advertisers to effectively incorporate out-of-home digital media in an national campaign?
SeeSaw first provides the world’s most extensive network of out-of-home digital media in the market today.

SeeSaw Ads then makes it easy for advertisers and agencies to plan and buy advertising on out-of-home digital on the SeeSaw network in three ways:

First, it delivers the broadest coverage possible by bringing together an extensive network of out-of-home digital media that blanket the country coast-to-coast.
Next, SeeSaw’s network size delivers the deepest reach possible so you can precisely target people. One can plan and buy according to geography and demographic by using SeeSaw Ads.
Finally, SeeSaw enables you to effectively customize your advertising campaign. Our application is setting the standard on how out-of-home digital media is planned, bought and measured.

For more information on how SeeSaw can help you reach people where they are, click here.

4. What is SeeSaw’s coverage today?
SeeSaw Networks has rapidly become the world’s most extensive out-of-home digital media network and will continue to grow by adding signage in new categories as well as expanding existing categories into new venues.

Today, SeeSaw delivers the broadest coverage reaching 205 DMAs in multiple categories. Among these categories, the predominant demographic is currently 18-34 year olds. Key categories include: Bars and Restaurants, Bookstores, Grocery Stores, Executive Airports, Retail-Entertainment, Sports Bars, Travel Centers and Universities. In addition, SeeSaw Networks is continuing to expand the size and reach of its network in new categories.

5. How does an agency or an advertiser work with SeeSaw?
SeeSaw makes it simple to integrate out-of-home media into an advertising campaign. Whether an advertiser wants to target a specific demographic, advertise to a broad profile in a geographic area, or even target a specific zip code, SeeSaw’s web-based software optimizes the network to meet each specific need.

Advertisers or agencies just need to enter the campaign objectives and the software will recommend a plan that targets the ad message exactly where people are. One click of a button allows them to buy spots on each of the networks they have selected. Finally, the software provides them with reports that allow them to measure the performance of their advertising campaign.

6. How does SeeSaw work with a network affiliate?
When an Affiliate signs up with SeeSaw Networks, they allocate a portion or all of their advertising inventory to SeeSaw. It becomes available to be scheduled as part of an advertiser’s campaign. When an advertiser or agency plans a campaign, they enter their campaign objectives, such as demographic or geographic requirements, in SeeSaw Ads. If an affiliate’s sign fits with those specifications, those signs along with suggested signs from other networks are displayed as a recommended buy. As a result, SeeSaw enables affiliates to easily sell their incremental inventory to advertisers who would not typically buy a specific place-based network.

7. Can you tell me more about Seesaw’s services?
SeeSaw Networks has two products in the market today. They include Campaign Management and Inventory Management.

Campaign Management
Campaign Management enables advertisers and agencies to perform a variety of digital media planning and buying tasks using an easy-to-use web browser. Campaign Management lets you explore and visualize signage specifics in various categories, such as bars and restaurants, as well as see various venues. It allows you to plan using a variety of “what if’ scenarios based on targets you set by demographics and more. The system allows you to quickly make a buy with a click of the mouse. It lets you collaborate by creating a virtual Campaign Team and providing access to your campaign plans. The traffic management function provides on-line support and reminders/notifications/due dates for creative delivery and more. And its measure function delivers status reports to inform you how the campaign is performing.

Inventory Management
SeeSaw manages available sign inventory in real-time, so agencies and advertisers no longer need to worry about booking spots only to find the spots have been sold before the client signs off on the campaign. In fact, SeeSaw can accept information about an affiliate’s signs and available inventory through real-time application programming interfaces (APIs) or by entering it manually themselves over a web-based interface.

8. What is the Seesaw Charter program?
SeeSaw is working with a small group of advertisers and agencies who are excited by the possibilities that digital signage offers to help them reach their target audience. By joining our Charter Program, this exclusive group can take advantage of the following benefits:

Gain valuable insights into:

How to effectively plan and buy digital out-of-home media
Feedback on its effectiveness as a branding and awareness tool
Actionable information on creative formats
Testing call-to-actions
Learning the role of digital signage in the media mix

Access to and training on online campaign management service
Stepping ahead of the rest of market in understanding digital signage as a media
Participating in research being conducted by SeeSaw Networks on attitudes and awareness
Providing input into audit and measurements methodologies
Discounts on the media for a year