Digital Ad Space

Digital ad spaces are suitable both as a business model and for clever re-financing of your digital signage installations. In this article, you will learn what exactly digital advertising spaces are, what advantages they bring and where you can use them.

At the end, we will show you the capabilities of our software in planning, billing, reporting, and other routine tasks.

Digital Ad Space City Center

What does the term Digital Ad Space mean?

A digital ad space describes a screen area that third parties rent for advertising purposes. The owner of the advertising space can be an advertising marketer or a business that re-finances its digital signage installation through advertising partnerships.

Advertising marketers, collaborating with the city government, set up LED screens or so-called public info displays instead of billboards at high-traffic locations.

A good mix of infotainment and advertising generates attention. Advertisers choose the locations, times, and frequency of their ads. The advertising marketer usually charges by playback impressions and locations.

However, digital ad space is not only used as an exclusive business model. Retailers also have the opportunity to partially re-finance their digital in-store marketing solution. This happens by integrating local advertising partners on an industry-specific basis.

What are the Advantages of a Digital Ad Space?

Digital content saves costs as well as response times by avoiding printing and distribution logistics, as well as enabling spontaneous actions. Screens minimize wastage and increase effectiveness through target group-specific advertising content depending on the time of day. Playback logging enables transparent billing for all partners.

Let's take a look at this in detail:

More Efficient Use of Ad Space

The most obvious advantage: While a billboard shows only static content, a digital screen presents moving images and several pieces of content succeeding. This allows advertising to be tailored to different target groups at the same time. Furthermore, digital billboard software can divide the screen into multiple zones.

Flexibility through timely adjustments

Replace content at lightning speed. A misspelling, typing or other error on your poster no longer becomes a costly drama due to the high flexibility. Manage multiple sites or groups of sites simultaneously with a single mouse click, supplementing or replacing traditional billboard advertising with modern displays.


As soon as an event takes place or the promotion expires, the corresponding content removes automatically. No one needs to set an additional note to trigger a deletion action. Outdated and decaying posters are a part of the past thanks to digital ad spaces.

Eliminate Logistics and Printing Costs

You no longer need printed materials, and the need to hire service providers for bill posting at various locations is also eliminated. Digital advertising spaces thus increase environmental sustainability and also save money in the long term. Your investment will pay for itself after just a few months, depending on the use.

Precise and transparent Billing

Digital reports enable detailed statistics on which content ran how often at which locations. This data serves as the basis for precise billing. Advertising customers are able to track this transparently. There are fewer points of contention.

Digital Ad Spaces – Possible Use-cases?

High-traffic places or locations with a lot of foot traffic are perfect for a digital ad space. These would include:
  • City centers
  • Transport hubs and public transit stops
  • Tourist spots
  • Stadiums and sports arenas
  • Universities and schools
  • Retail

City centers

Are older people more likely travelers in the morning, working people more likely at lunchtime, school students in the afternoon, and couples on the weekend? Address different target groups at different times.

Digital ad spaces aren't just for advertising or other marketing promotions. Entertain people waiting with tips on the weather or general local and world political news.

Transport Hubs

Infotainment: Entertain people while they wait for the bus, flight, or train. Give them an anticipation of the destination with atmospheric videos. Amuse children with fun animations. Remind them to take care of their luggage. Give important tips on how to behave on the plane. Promote travel products, shopping opportunities or delicious snacks.

Tourist Spots

Highlight points of interest and directions. Interactive location maps give influential information about hotels and shopping to people who don't know the area. Promote events, wine tours, souvenir stores and service providers, or suggest interesting biking and hiking trails.


DooH is the abbreviation for Digital out of Home. This is the industry name for Digital outdoor advertising as a business model. In the linked article, you learn more about the advantages and disadvantages. We also showcase a concrete implementation.

Stadiums and Sports Arenas

Digitalization does not stop at perimeter advertising. Prompt updates allow you to exchange advertising in real time and tailor it perfectly to your target group. Since the complex production of banners in stadiums results in high printing costs as well as other installation expenses, the main advantage for the organizers is predominantly the saving of time and costs.


Provide helpful information, tips, and news on or about everyday student life. When are which lectures? Where is the next medical party? Promote useful products for the student target group “on the side” or draw students' attention to innovations on campus.


Re-finance your digital signage solution in retail by integrating advertising partners from your industry. Or enter into advertising collaborations with local service providers such as delivery services, bakers, auto repair shops, etc. to increase awareness.

Clothing boutiques cooperate with fashion labels, electronics retailers with telecommunications companies, pharmacies with pharmaceutical firms, etc.

Incidentally, especially for the retail sector, digital signage harmonizes perfectly with so-called smart retail technologies.

Wall with mockups for adwertising
Wall with mock-ups for digital ad space

Our offer for your Digital Ad Space

SmilControl's software provides flexible support for marketing and billing your advertising space. Simplifying advertising marketing was one of the basic concepts when developing our CMS solution.

Another cornerstone is called transparency and openness. We use free software and industry standards like SMIL, SVG, HTML and others. This gives you a freedom and compatibilities that are unique in the market.

The Media Player

The Garlic Player offers all the features you need for successful ad space marketing. It provides continuous logs on command, allows remote maintenance, and can split the screen into multiple zones. Garlic-Player is free software and works platform independent with Windows, Android, Linux, and macOS.

It also supports interactive software in the form of so-called digital signage widgets. This also allows individual apps on any platform for any task.

The CMS-Software

Our Digital Signage CMS evaluates the reports and automatically creates statistics with charts. You increase the overview by explicitly setting which content you want to log.

By grouping your displays, you also determine which locations get grouped together for the statistics. This way you create local, regional and national statistics at the same time.

Transparency and Openness!
You can also download all created statistics, including the report raw data, as a so-called CSV file for your in-house spreadsheet or database.

Organize your content into neat folders and self-selected categories. You can create a playlist with content for different regions, assortments, or countries. The player then recognizes the correct content independently. This radically simplifies the organization of your playlists.

Been curious about a digital ad space?

As a dedicated software developer for digital signage solutions, we support you with plenty of experience.

Just contact us.

More Digital Signage Solutions


Do you have further questions?

Our contact data

SmilControl GmbH
Niederaue 1a
D-30419 Hanover


☎ +49 (0) 511 - 96 499 560

Local court Hanover
HRB 221981
VAT-Id: DE 281 780 194

Authorized to represent:
Nikolaos Sagiadinos