One of the biggest ongoing issues faced by LINA members is revenue.
LINA has teamed up with Mercato to offer publishers the opportunity to tap into a new revenue stream through plug and play small-screen retail display devices.
This is an opportunity to promote your news headlines to new audiences, and to generate complementary advertising revenue with a new product offering for clients.
Who is Mercato?
Mercato is an Australian-owned software company enabling small businesses to connect with consumers through dynamic real-time messaging via digital displays.
Mercato currently works with Coles, Mitre 10, Newspower, Thirsty Camel, Terry White Chemists, Adelaide Metro, BUPA, TAFE Queensland, Ticketmaster, Optus, Australian Venues Corporation and more.
Mercato Digital Displays
Mercato offers stand-alone digital signage solutions (screens) for venues, ideal for counters, benchtops, bars, and entrances.
4G-enabled SIMs
The screens operate with their own data handling via 4G-enabled SIMs which are managed through a centralised back-end booking system. So it’s a network you can control, placed in public settings – think cafes, bakeries, dentists, kiosks at the sports club – high foot-traffic places in your community.
Customised targeting
Mercato can target specific venues, regional networks, or even national campaigns – the tailoring options are fully customisable based on your requirements.
Flexible content options
Content can include both video and still images. You can upload pre-loaded graphics or create artwork using Mercato’s software. Canva is recommended for artwork creation, but any method that suits your workflow is supported.
How will this benefit publishers?
Publishers can utilise the screens to both promote their news service in public spaces and generate additional advertising revenue. These screens offer versatility and flexibility, allowing you to:
- Drive traffic to your website via QR codes.
- Increase awareness of your news service.
- Encourage newsletter sign-ups.
- Promote fundraising campaigns.
- Display headlines.
- And more.
Furthermore, you have the option to sell advertising space on these screens, either as part of your existing media kit or as a standalone product. For instance, advertisers could purchase a three-month package that includes a website banner ad, a logo in your newsletter, and a seven-second spot on your screen network. This offers another avenue to reach local audiences as they go about their day, whether waiting for a coffee, a sandwich, or an appointment.
These allocated spots can be used to promote your news headlines, display QR codes to direct people to your site, and/or sell advertising to your clients. With up to six seven-second ad placements in a 42-second loop being shown throughout the hosts’ trading hours, this gains significant exposure to foot traffic you may never normally be able to reach.
How will it benefit retailers/hosts?
Let’s think of the places the screens will be located as ‘hosts’. The screens offer retailers (or hosts) a professional way to communicate with their customers. They can highlight special promotions, new products, seasonal opening hours, or encourage sign-ups for newsletters or loyalty programs – essentially anything they find themselves frequently repeating throughout the day.
The best part? The screens are self-contained devices, meaning they don’t require an internet connection or use the host’s data. There’s also no maintenance needed; if anything breaks, Mercato will detect this via their monitoring systems and send a replacement.
Beyond being a point of interest for customers, the screen serves as a valuable promotional tool for the host. While they have the option to sell advertising on their allocated screen time, most small businesses will likely prefer to use it for attractive digital signage of their own offerings.
How can I get a retailer/host to place a screen in-store?
Two of the most effective ways to get a foot-hold in a retailer space is to:
- Convince the retailer of the in-house promotion possibilities. Special promotions, new products, seasonal opening hours or loyalty rewards are some of the more typical examples of these.
- Offer the retailer an ad spot in return for placing the screen at their location. You could offer additional spots at reduced rates, being mindful that you have six spots to play with, and you want to 1) make money, and 2) promote your publication.
What will it cost?
This is commercially sensitive information, and only available to LINA members.
The amount you sell in advertising should be more than enough to cover this cost, but it does commit you to an outlay expense and whatever amount you make from the advertising sales is up to you.
Is it worth it?
Let’s continue with example of a publisher with 10 screens.
This is commercially sensitive information, and only available to LINA members.
How do I allocate Ad Spots?
This is commercially sensitive information, and only available to LINA members.
How do I get started?
Step 1: Identify potential host venues and initiate discussions
Begin by shortlisting potential venues that might be interested in hosting screens and start communicating with them. This may be your local football club bar, pub, bakery, medical center – once you start thinking about it, you’ll soon identify any number of locations that you could approach.
Step 2: Setup your Mercato account with LINA
Once you have secured one or a small group of host locations, contact LINA to place your screen order and they will set up your account with Mercato.
Mercato will send the screen directly to the venue, along with simple plug-and-play instructions.
Step 3: Content upload and collaboration
Once you have your account, you can start uploading images for your own headlines to get the screen operational. Work with the host venue to upload any content they wish to promote initially. Adrian can assist you in establishing a workflow to make this process as time-efficient as possible.
Step 4: Commence sales
With the screens set up and content ready, you can then commence selling!
What’s the offer for LINA members?
This is commercially sensitive information, and only available to LINA members.
Frequently asked questions
This is commercially sensitive information, and only available to LINA members.