The skill in executing an effective commercialisation strategy is to first understand who is the potential end user/audience, & therefore the value to advertisers & commercial partners. This applies across all media channels, digital transformation & commercialising content distribution.
Primarily, extracting the optimum value for asset owners, landlords &/or retailers to create new revenue streams, &/or amplify existing revenue channels, requires an appreciation of stakeholders' needs, whilst balancing the desires of commercial partners & the criteria for media vendors.
Where existing network assets are in place, a dive into whether they are situated in the right place, do they follow the visitor's path for maximum visibility, are they at the right volumes, have they been upgraded/digitalised, & very importantly, are the landlords achieving their rightful share of revenues. Assets that can deliver revenues can be land/space for OOH networks, and experiential spaces through to brand partnerships.
For retailers, aligning social media content with in-store experiences is a no brainer. As the physical and digital coexist in the same purchase journey, connecting customers' digital & physical experiences through consistent presentation is key.
In addition, the acceleration & adoption of AdTech allows for near real-time content display & greater alignment with other media channels. This also brings the ability to map audience movement, serve creative for relevance & context in real-time, & work with other channels/environments.
As an independent global commercialisation and business development agency, we are seeing real momentum from asset owners to reevaluate the opportunities can deliver.
Monetising assets through digital OOH networks, digital transformation & brokering commercial partnerships, across both public and private sector landlords, introduces fresh revenue capabilities, truly sweating all aspects of a landlord's asset, ultimately adding benefit to the customer experience.