1、The Future of Digital Signage in Retail and Public Environments,Adrian J Cotterill Interim Executive and Industry Analyst Specialising in Digital Out of Home and Web 2.0 Editor of the “Digital Out of Home Advertising Networks” directory currently published by The Screen,2,Definition of Digital Signa
2、ge “A network of displays that can be remotely managed and whose business model revolves around merchandising or advertising” Source: Frost & Sullivan,Also Known As / Seen As Digital Out of Home In-Store TV Digital Screen Media Captive Audience Networks Retail Media Networks Screen Networks Narrowca
3、sting Place Based Media Digital Street Furniture Video-enhanced Shopping Carts etc.,Network Types Self Financed / Branding Financed Through Advertising / Advertising OnlyMixed / Hybrid,3,Network Types Self Financed / Branding Financed Through Advertising / Advertising OnlyMixed / Hybrid,Self Finance
4、d / BrandingTypically Retailers (especially Retail Banks) etc. Often started life as music networks Network used for music video, product marketing, own-branding, wayfinding etc Examples; Nike, Harrods, Footlocker, IKEA, Jyske Bank, National Lotteries, various Airports,Financed Through Advertising /
5、 Advertising OnlyTypically the specialty of (new) third party businesses such as Avanti Screenmedia, LibriumTV, MDM.tv, Neo Advertising, POSTV, etc Networks like the “Pharmacy Channel(s) across Europe bring together niche retailers (very successfully),Mixed / HybridThomson Travel Poster Network, joi
6、ntly owned by retailer and advertising network wannabe Retailers and Retail Banks may go hybrid if they can be convinced of brand-fit,High Impact,UK Market - Mid 2007,Retail,Based on number of venues,Based on number of venues,Based on number of venues,Captive Audience,Based on number of venues,5,Pub
7、, Club, Bars,Shopping Malls,Corporate Offices,Outdoor High Impact Billboards,Hotel Rooms and Lobbies,Stadiums,University, College, School,Corporate Reception Areas,Theme Parks,Race Tracks,Grocers,Real Estate Classifications,Advertising Classifications,Mobile Vans,Mobile / Portable Screens,Highway Si
8、gns,Airports,Railway Stations,Taxis, Trams, Buses,High Street Retailers,Control Rooms,Financial Exchanges,Film Sets, TV Backdrops,Retail Banks,Petrol Stations,Hair Salons,Government Buildings,Hospital, Waiting Rooms, Surgeries,Casinos,Studios,Restaurants,Rental / Staging,6,Cost Reduction of POS (pri
9、nt and delivery) Instant customer “message - action“ Brand Enhancement; adds another dimension to customer experience during visit Time of day content targets specific types of customer (propensity to purchase) Centrally controlled campaign management tools Brand relevant “feel good editorial conten
10、t Third party brand partnership activity (media revenue),Benefits of Digital Signage,7,Tesco - Then and Now,TescoTV Initially Advertising Driven model (JC Decaux chosen to sell advertising space as if it were a billboard) Instrumental Media and Applied Television Group won contract to manage network
11、 Scala Software and Hughes Satellite Connectivity Common belief that wait-and-see attitude from other Grocers slowed down digital signage adoption by others across Europe Allegedly cost 30 Million to rollout to 100 stores,TescoScreens Managed now by Dunnhumby Focus on Trade Marketing Example 5k for
12、2 x 5 second slots in every 5 minute loop RFP for technology, network, solutions etc. out shortly Now a “Self-Financed” model though Dunnhumby not averse to bringing in 3rd party media sales revenue when ready (i.e will become a mixed / hybrid model),8,Why Its not TV,According to a draft study by De
13、loitte from the Grocery Manufacturers Association, the investment in in-store advertising has doubled since 2004 and is on pace for compound annual growth of 21% through 2010.Conventional wisdom, backed by solid if not conclusive research, says that more than 70% of purchase decisions are made in-st
14、ore. Yet despite that, in-store advertising still represents only 6% of marketing budget allocations, according to DeloitteMarketing purists blame this anomaly on the lack of analytical data proving the efficacy of advertising at point-of-purchase. But how “proven“ is traditional TV/radio/print, whi
15、ch still commands 35% of marketing budgets? Its indisputably intuitive that a message delivered at point-of-purchase has the best chance to influence the desired behavior - getting the consumer to take the product off the shelf.,The latest and most expensive trend has been video screens along the st
16、ore perimeter, at checkout, even in some aisles. A step forward, perhaps, but out-of-step with shopper behavior: Mass merchandise and supermarket consumers go shopping to shop, not to stop and be entertainedShoppers are conditioned to move through stores, not to stop, look and listen. Marc E. Babej
17、and Tim Pollak are partners at Reason Inc., a marketing-strategy consulting firm that works with clients in a range of categories, including media and entertainment, financial and professional services, packaged goods and the public sector,9,“ITS NOT TV” People dont watch like they watch TV. I dont
18、even use the term In-Store TV anymore because of the Connotations. Comparing traditional Mass Media with Digital Signage is like comparing a Greyhound Bus with a sports car. The Idea of ”Captive Audience“ is a myth. If that were true, increased traffic would have to mean increased viewer ship. I can
19、 show that times of peak traffic are often NOT times of peak engagement. many times the exact opposite is true. Steve Yetsko, Director of Media Research Services at VideoMining Corp.,Think “Poster+” rather than “TV minus”Don Sperring Group Strategy Director JC Decaux,“It strikes me that (this) makes
20、 your screen look MORE like TV which is fundamentally where you dont want to be because your audience is not in a TV receptive place when they are encountering your screens”Alex Hughes Creative Director Amigo Digital,10,Note: Poor graphic quality due to Screen Shot,11,Success,A Clear Strategy and Vi
21、sionCustomer retail psychologyMarketing communications Video graphic designTechnology - AV/IT What Happens if the Vision is Not Thought Through? Screens in the wrong placesContent may be inappropriate for the retail locationsChannel not a commercial success,Screen Layout in Relation to Customer Purc
22、hasing Pattern Where should the screens be placed? How many screens?What size?Screen Content What content should go on screens?Whats the eye-on-screen dwell time?How long should content segments be?How should it be day-parted? What is the wear-out time?,12,Brand Content Mandates,Engaging - you cant
23、look away Aware of the context - talk to me as if you are here Compelling - you still cant look away Informative - tell me something I didnt know until now Containing a clear call to action - what do I do next? Able to improve brand awareness - did the content make an impression?,http:/ 10 Rules of
24、Content,Define your own magical triangle between promotion, entertainment and brand experience Adopt a leading theme Never forget that it is a furtive media Open a dialogue with the customer Create Interactivity Structure the content with a single graphic code or by introducing heterogeneous content
25、 with short jingles Be explicit at any stage of the program Create an efficient sequencing Preserve yourself from text overloading To promote an event, create a cluster of animations,http:/www.dagobert.fr/,Definitions of furtive on the Web: -Marked by quiet and caution and secrecy; taking pains to a
26、void being observed; “a furtive manner“;,14,Industry Problem,Content Delivery (is it Guaranteed?) Compliance for Digital Signage and Screen Networks Relevance with regard customer habits, buying patterns, stock levels, time of day etc. Most customers (Brands) need a Geographic Reach* not just local
27、(country-specific) implementations,*For example across EMEA,15,Customer Problem,You have Screens1, but can you guarantee that they are turned on? that they are playing relevant content? You have Content2 but can you target your customers by time of day or week or make seasonal variations? sell what
28、you have, not what you think you have? sell more of whats selling not whats not selling?,1 JML for example; typically 20-25% are off at anyone time AND there is probably an equal number playing wrong (irrelevant) content versus what is in stock2 European Research studies have shown that digital mark
29、eting and advertising consistently; shrink wastage, quickens turnaround for promotion to venue, decreases printed POS in-venue clutter, gives the ability to communicate multiple messages from one poster site AND offers the possibility of 3rd Party Advertising / Media Revenue (if desired),16,Complian
30、ce - True Example,1: This statistic is compiled from the number of venues that gave gamecard right away, number of venues that gave gamecard after asking and number of venues that had run out of gamecards.,17,Content Delivery Roadmap,Note: Poor graphic quality due to Screen Shot,18,Number of screens
31、: 1,015 Number of venues: 203 Footfall: 1.4 million till transactions per week Dwell time: 4.5 minutes Frequency of visit: 3.6 visits per week,DOOHAN, SparTV Entry, May 2007,iCapture - Accurately captures, tracks and analyses faces in video images, generating real-time audience data iTally - Embedde
32、d people counting device with built-in overhead camera, i.e Gross Footfall,19,Why Will Digital Out of Home Be Successful? Audience Immediacy Selling by day part Uniqueness Editorial Content Interaction Creativity,Challenges to success Accountability and Effectiveness Creativity - the right treatment
33、 for the right screens,20,The Screen is the Out of Home digital signage industry association. It is based in London, with members in the UK, France, India, Israel, South Africa and the USA http:/www.thescreen.org/,The DailyDOOH blog brings you Digital Out of Home Industry Analysis in Europe, Middle
34、East and Africa, http:/ Motion-activated (Flash-driven) interactive wall mural was in Londons Virgin Megastore at Piccadilly Circus for the last 4 weeks (it came down on Sunday so if you didnt see it in person then you have missed it).The 20x8 wall, project managed by the folks at PosterScopes Hyper
35、space division showcases Adobe Creative Suite 3s library of effects, including Illustrator, Photoshop, After Effects, and Flash.The murals are designed so that when a person walks from left to right more animations are triggered and the density of the imagery increases.Its quite a clever way to do i
36、nteractivity and I am sure will be repeated elsewhere (this Adobe creative was previously in New York). Interactive View and Obscura Digital (from the US) used an edgeless plasma wall (MPDP panels) to create the large window display and the Flash content respectively. I think there is a reason why a
37、ll of the publicity shots were taken in the dark (in my opinion it does not look as good when in direct sunlight)http:/www.interactiveview.co.ukhttp:/ 26th August 2007,22,Music - Legalities (UK Example),Phonographic Performance Limited PPL is a music industry organisation collecting and distributing
38、 airplay and public performance royalties in the UK on behalf of over 3,500 record companies and 40,000 performers http:/ Video Performance Limited VPL is the collecting society set up by the record industry in 1984 to grant licences to users of music videos, eg. broadcasters, programme-makers, video jukebox system suppliers http:/ MCPS The MCPS-PRS Alliance is th home of the worlds best songwriters, composers and music publishers http:/www.mcps-prs-alliance.co.uk,
