Case Study: Rapportal

March 22, 2018 | Share this article

The Product: Rapportal is a web-based software platform, bespoke to the Digital Out-of-Home market. Designed to streamline the content delivery workflow and provide campaign-specific, real-time playout accountability & audience data. Users of the system include OOH specialists, media agencies, creative agencies, media owners, and clients.

Strategic Thinking

Problem 1: The Creative Delivery Productivity Drain

Specialist OOH planners, media agencies, creative agencies and media owners have been caught in the creative delivery productivity drain since the advent of the digital age.

With the explosion of DOOH screens (230% revenue increase 2011-16[1] / £128m to £423m), came not only more campaigns but the need for more flexible ad campaigns to utilise the capabilities offered i.e., campaigns with day-part buying flexibility + more contextually relevant copy (location/day-part/data-fuelled activations e.g. weather).

In short, more creative variants are being deployed in the same time-consuming way: via email and/or a supporting phone call.

An average plan will include 7 x DOOH suppliers and takes 2 hours per campaign to create artwork schedules/distribution instructions. Add in multiple copy rotations/dynamic content/location variants and you suddenly find yourself drowning in the creative delivery productivity drain.

Problem 2: Too Little Too Late

We also had concerns about transparency. Errors were usually spotted by client/agency/specialist. When these were spotted and reported, it was usually down to manual scheduling errors.

And it wasn’t just errors – play-out reports would rarely be supplied. And those that were, were supplied 2-weeks post-campaign meaning we couldn’t address any issues in real-time.

Someone needed to do something.

That someone was us.

And that solution was Rapportal.

The Solution: Rapportal

 

 Rapportal is a one-stop-shop CMS for DOOH – built for Rapport planners, our clients, our media & creative agency partners, and media owners. It saves time, leaves far less room for human error, and provides playout transparency.

Addressing Problem 1: The Creative Delivery Productivity Drain

By simply uploading the details of the OOH frames booked, Rapportal automatically compiles a summary of all required artwork. This takes just minutes to compile versus hours. The information is then sent as a link to the relevant parties, allowing access to all relevant specs, resolutions and deadlines – and allows creative to be uploaded and allocated easily.

 Addressing Problem 2: Too Little Too Late

It also acts as an accountability tracker for content playout across all DOOH screens.

Rapportal sends artwork directly to the media owner’s screen media player, and playout reports (via Bill Logs) come directly back to Rapportal. This ensures we have an accurate reading of what has played when.

Once the data is returned to Rapportal, it’s aggregated and displayed via a dashboard – allowing analysis of real-time playouts.

  Benefit to the Industry:

It’s simple. Clients get transparency and better campaigns. Rapport and creative agencies can work more efficiently and increase productivity.

And the industry-at-large benefits from a software revolution ensuring a better system to deliver better work, and better results.

 

[1] Source: Outsmart