My network already has a website; why do I need ScreenMedia Daily?
Having an online presence does not automatically guarantee online visibility. In fact, most digital out-of-home advertising networks are not visible online for the most commonly used advertising-related search terms. Recent changes to Google’s search algorithm now favors long-form news and information sources, such as ScreenMedia Daily, because our content is updated on a regular basis the information is considered more relevant in organic search results.
Google’s recent focus on long-form news sources in organic search results means that networks must adopt a publishing model to build and maintain visibility online. However, online publishing is a completely different business model from digital out-of-home network operation. Publishing models are expensive to maintain, requiring a full-time team of content developers, writers, editors, designers, and production staff. Partnering with ScreenMedia Daily mitigates the need to build a costly content development capability in-house, allowing you to focus on your core business.
In conversations with industry executives, ScreenMedia Daily has identified several key issues facing digital out-of-home network operators that include long sales cycles combined with employee turnover at media agencies. Both were identified as a major sources of frustration for DOOH networks. All too often, network sales teams find themselves returning to a time-consuming and expensive process: reestablishing relationships with buyer and planners, which often means starting from scratch educating buyers about your network’s capabilities and reach.
A survey by Wossname revealed that 80% of media planners did not have the time to meet face to face with media owners, in addition 84% said they could not spend the time to research new media suppliers. Partnering with ScreenMedia Daily supports your network’s internal sales team and increases direct media sales opportunities through increased visibility and centralized education about your network.
ScreenMedia Daily attracts key decision makers responsible for allocating media budgets: media planners, buyers, and brand strategists. ScreenMedia Daily provides DOOH advertising networks with the ability to be seen in the right context alongside industry news, education, and resources that enable media professionals to learn more about your network. By working with ScreenMedia Daily, your brand can become a part of the buzz, driving awareness of your products and services, sharing stories of your success, growing your brand’s reputation and building valuable relationships with key decision makers throughout the digital out-of-home media space.
Who reads ScreenMedia Daily?
Our readers include top decision-makers responsible for buying and planning media at major agencies and brands. We know who our readers are based on our opt-in subscribers list and from downloads of our exclusive trend reports. Our readers include media professionals at Omnicom Media, Interbrand, Sapient, Leo Burnett, IPG Mediabrands, MEC Global, Mediacom, Lowe Campbell Ewald, Horizon Media, Starcom Mediavest, Zenith Optimedia, Carat and more. We also reach brand strategists and CMOs at major corporations that include Procter & Gamble, Darden Restaurants, McDonalds, Google, CBS, NBC Universal, Turner Broadcasting, Conde Nast, and more.
Our site averages more than 25,000 visitors each month (Approximately ~300,000 per year) based primarily on organic search volume for the category (see below). More than 80% of our traffic arrives on ScreenMedia Daily via organic search. About 75% of our monthly Web traffic are unique visitors. The majority of our traffic comes from the United States (53%), followed by UK (14%), Australia, and Canada.
How Are Visitors Finding ScreenMedia Daily Online?
Most people are task-oriented and tend to start their search using broad-based search terms that are already top of mind. The vast majority of people begin their search* for information about this media space using the following search strings:
- Digital out-of-home
- Digital out-of-home advertising
- Digital out-of-home media
- DOOH advertising
- Digital OOH
These 5 search strings account for approximately 80% of all organic search traffic within the DOOH media sector, and in turn drives most of ScreenMedia Daily’s traffic. Approximately 12% of our online traffic comes from broader search strings.
In addition, major media properties and associations link to ScreenMedia Daily including: eMarketer, Forbes, Fortune, PBS, NPR, Nielsen, IAB, OAAA and Infocomm.
*based on data from Alexa
How much traffic comes through Social Media?
Approximately 7% of ScreenMedia Daily’s traffic comes through social media channels such as Twitter, Facebook, Pinterest and LinkedIn. Social media is wonderful for driving online traffic for trend-oriented businesses such as music, fashion, and other pop culture-related search, but its impact on business-to-business-related search is extremely limited.
According to Forester Research, Only 7 in 10,000 (.07%) of Facebook users ever engage with a brand, and on Twitter the numbers are even lower, only 3 in 10,000. Even worse, these numbers reflect social media users who have self-identified as brand followers, not the general population. Business networks, such as LinkedIn, also have very low rates of engagement. LinkedIn is a widely regarded recruiting tool, but it’s not a primary source for task-oriented business search.
We work with a PR agency. Isn’t that enough?
Press releases used to show up in organic search results; however, recent changes to Google’s search algorithm have essentially eliminated press releases from displaying in organic search results. If you are relying on PR alone for your online visibility, you’re using an old playbook. PR is still an important part of the marketing mix, but a press release has value now only if it gets picked up by an online publication, such as ScreenMedia Daily, which reaches the right target audience.
Our network has been featured on other online websites.
What makes ScreenMedia Daily different?
It’s important to think about search from the standpoint of the searcher’s behavior. Most people are task-oriented and tend to start their search using broad-based terms that are already top of mind. ScreenMedia Daily is optimized for the digital out-of-home media space to rank high across the widest range of keyword combinations, and now consistently places ScreenMedia Daily on page 1 for most DOOH-related keyword searches.
Getting placement on other websites is fine, but unless those sites also rank high in organic search results for digital out-of-home related keywords, it is unlikely that they will be effective for your DOOH network. The Internet is a noisy place and organic search results are the most important measure of online visibility.
Why does organic search matter so much?
By making information easily available to everyone, the Internet has changed the way consumers and businesses make decisions. Visibility in organic search results connects you with searchers who are most likely to engage with your network. In fact, organic search behavior directly correlates with purchase intent.
Search engines have become an indispensable part of the decision-making and buying process, which means that visibility in organic search results is paramount for every business. Research has shown that organic search is responsible for more than 60% of a website’s traffic and Google currently has more than 93% of the organic search market, so being visible in Google matters.
What is Share of Voice?
Share of Voice measures a website’s authority on a specific topic (keywords) and the strength of that site’s position in organic search results. According to Alexa, ScreenMedia Daily’s Share of Voice is greater than Adweek, AdAge, MediaPost and the DailyDOOH—combined— for all digital out-of-home related organic keyword search, consistently ranking on page 1. Seventy-five percent of searchers never scroll past the first page of organic search results, according to research by Alexa.
Why is Share of Voice important?
Everyone engages with search engines differently based on experience and personal reference points. No two individuals begin a search in exactly the same way. To maximize online visibility, it’s important for businesses to build authority across a wide range of keyword strings.
Why won’t ScreenMedia Daily accept banner ads?
ScreenMedia Daily does not accept banner advertising because banners are no longer effective at connecting with your target audience. Studies have shown that sites with banner advertising have lower readership and are slower to load, greatly diminishing the reader experience. It’s simply bad for visitors and provides very little return for companies in the business-to-business media space. In addition, ad-blocking software is growing. About 144 million Internet users, or 5% of the Internet population, use ad-blocking software, according to a report by Adobe and PageFair.
How come there’s no social media sharing on articles and posts?
Social media is a great way to share stories and ideas with friends and co-workers, however, incorporating sharing utilities in a website, such as ShareThis, significantly slows down performance. Social media sharing requires integration with third-party service providers, which means that each time a reader selects an article to read our site would need to contact multiple eternal servers to load the additional data before an article can load completely—this slows down performance and frustrates readers. Therefore, we have eliminated all social media sharing on ScreenMedia Daily to increase speed of our site and provide a better user experience for readers. In most cases our site will load less than 5 seconds, depending on your connection speed. Most mobile devices today have sharing features built into the operating system, and there are many third-party extensions available for desktop platforms that also provide the same capability.
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