How to earn $ 1 billion by using digital billboard network?
Ledder project is created to bring advertising technology to an unprecedented level with the use of digital billboards. A network of 2,000 billboards can generate revenue of $ 1 billion per year.
Ledder is a technological company that aims to integrate OOH advertising into the web. Our ambition is to join individual outdoor billboards into a single decentralized network, substitute traditional billboards with digital screens worldwide, and connect our network to major advertising platforms, such as Google ADS, Amazon Advertising, Yandex ADV, and Facebook Business. Any company or individual will be able to use our network to publish advertising content.
At the same time, the company's mission is global. We want to digitalize the OOH advertising industry, enabling companies and individuals to place ads across digital billboards all over the world. We'll do this by creating a single platform for all market players.
As of early 2018, Google and Facebook account for 84% of the global digital advertising market. However, they don’t have the same dominance in OOH advertising. Ledder aims to provide top IT companies (Google, Amazon, Facebook) with access to any billboard worldwide. As a result of merging digital advertising and digital OOH advertising, the OOH advertising market will grow by several billion dollars.
By combining the digital advertising and digital outdoor advertising markets, the last one will grow by several billion dollars.
In the next 5 years, the OOH advertising market will grow to $45 bln, with digital formats accounting for $20 bln. Nowadays, the best digital billboards generate dozens of millions of dollars in annual revenue. For example, Vornado Realty Trust installed a digital billboard with the area of more than 2,000 sq. meters on the façade of Marriot Masquis hotel on Broadway. The billboard was rented by Google for a whopping $2.5 mln a month.
While the OOH advertising market features big players with 9-digit revenues, there is a lack of global startups that could consolidate the market. At the same time, small local companies outside advertising networks account for 50% of the OOH advertising market. The gross turnover of such small companies totals ca. $8 bln a year.
If you combine the screens of small companies, you can create a network with a turnover of at least $ 1 billion per year.
Billions are not as ghostly as they might seem at the beginning.
An average super size digital billboard installed in a big city generates $500,000 a year. To hit the $1 bln mark, we need to join 2,000 billboards into one network.
In a big city anywhere in the world, there are several hundreds of large digital billboards. Our primary goal is to join the existing billboards into a global network.
The OOH advertising market offers even more opportunities. In the world, there is 1 million traditional billboards viewed by 500 mln. people on a daily basis. Only 10% of those billboards are digital. If we install lightweight digital screens on traditional billboards, join those billboards into a single network, and connect them to major advertising platforms, the new network will generate billions of dollars every month.
Our second goal: we intend to replace standard billboards with digital ones by expanding the digital outdoor advertising market radically.
We are faced with a number of difficulties during the process.
Nowadays, OOH digital advertising networks operate independently and involve plenty of intermediaries. As a result, if you’re willing to place an ad for your business across billboards worldwide, you won’t be able to do that in a few clicks, like in Google Adwords. Instead, placing an ad will take you days, if not weeks.
Currently, digital carriers account for ca. 10% of all advertising spaces. Why is the percentage so small? Here are the main reasons:
-digital screens are costly;
-digital screens come with high electricity and maintenance costs;
-lack of electric power supply of the required capacity;
The problems with the existing digital billboards include outdated technologies that were invented 20 years ago, incompatible standards and protocols across different networks, ad display fraud, poor targeting, too many intermediaries, slow processing of ad placement requests, and difficulties with displaying ads internationally.
Then we will tell you how our decision will be implemented.
Ledder is working on a decentralized advertising platform that will join individual advertising billboards into a single network and enables advertising platforms to place advertising content on any billboard anywhere in the world.
Ledder is developing new super light digital billboards that are 10 times cheaper to manufacture than the existing solutions. Our billboards will use the energy of the sun (via screen surface). The billboards will be maintained using drones.
In order to combine individual screens and networks into one global network, we create a distributed advertising platform called ** Ledder Network **.
-Each screen will have a NeuroEye controller connected to the Internet via cellular network.
-The controller, which acts as a node in the network, operates the screen. The controller network operates as a distributed data center. The network lacks the central server, with data distributed among the nodes. The nodes in the network are also the nodes in the blockchain platform which is used to make transactions between market players. The network doesn’t use DNS.
-Data between the nodes are transmitted via proprietary protocol.
-Ledder Network is connected to the Internet via gateways.
Nowadays, it’s not uncommon that advertising spaces are rented for months. In the Ledder Network, any advertiser will be able to buy 1 ad display on the specific billboard at the specific time for just 10 cents. That approach will improve targeting, boost the performance of each billboard, and reduce costs for advertisers.
To replace old billboards with digital screens at minimal cost, we are developing a fundamentally new technology of digital billboards called ** Digital Blade **, which will be 5 to 10 times less expensive than existing solutions.
We will share this technology with production partners through licensing. Thus, there will be a single standard of advertising media in the future.
Our task is to make the standard for digital screens and exchange protocols ubiquitous, as it happened for GSM. This will ensure interchangeability and compatibility of components produced by different manufacturers.
Digital Blade screens can be produced at any existing plant and easily installed on any surface, including traditional billboards, without any special preparation. Our billboards don’t need power supply to operate properly in any part of the world.
Do you want to be part of a brighter future? At the moment we are looking for ways to implement our ambitious project in the format in which we have conceived. If you are interested in our idea, together we can achieve amazing results tomorrow.
Details are listed on the site. We will be happy to answer your questions!