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The status and best practice of the current European Digital Signage Market

Adrian J Cotterill Industry Analyst, Co-Founder DailyDOOH and WeAreON.com. The status and best practice of the current European Digital Signage Market. Digital Signage Definition(s) ‏.

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The status and best practice of the current European Digital Signage Market

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  1. Adrian J Cotterill Industry Analyst, Co-Founder DailyDOOH and WeAreON.com The status and best practice of the current European Digital Signage Market

  2. Digital Signage Definition(s)‏ “A network of displays that can be remotely managed and whose business model revolves around merchandising or advertising” Network Types...Self Financed / Branding Financed Through Advertising Mixed / Hybrid AKA / Also Seen As... • Digital Out of Home • In-Store TV • Digital Screen Media • Retail Media Networks • Narrowcasting • Place Based Media • Shelf Edge Labels • Video enhanced Shopping Carts • Captive Audience Networks • Screen Networks

  3. High Impact Examples... • General Outdoor • Billboards, Posters • Stadiums, Exhibition Halls • Mobile • Airports, Railway Stations

  4. Retail Examples... • High Street Retail • Grocers • Shopping Malls • Petrol Forecourts • ATMS

  5. Captive Audience Examples... • Leisure, Pubs, Clubs, Bars • Transport, Taxis, Trains, Buses • Hair Salons • Waiting Rooms • QSR

  6. Why Retail Digital Signage? Cost reduction of POS Instant customer message – action Brand enhancement Time of day content targets specific types of customer Centrally controlled campaign management tools Brand relevant feel-good editorial content Third party brand activity Why not MTV? • Wrong adverts • Embarrassing brand collision • Wrong colour schemes • Can't choose music • No interactivity • No control of ambience • Presenter Led • Family Values • Wrong Language • Bad language

  7. Advertising Content Do customers remember the advertising they see on screens? Does advertising on your network increase brand perception lift? Does the advertising prompt unplanned purchases? Shoppers Move !!! • 15 Neo advertising, Food Courts • 10 VMG / Clear Channel, Shopping Malls • 7 Eye Corporation, Airports • 7 Neo Advertising Retail • 5 Tesco Screens

  8. Legacy Offline Screens You have screens but can you guarantee that they are turned on and that they are playing relevant content? You have content but can you target your customers by time of day or week or make seasonal adjustments? Industry Problem • Compliance for Digital Signage and Screen Networks • Relevance with regard customer habits, buying patterns, stock levels, time of day etc. • Can you sell what's selling or if you prefer sell what's not selling?

  9. Imitate The Norm It's not Television and it's not Digital Signage! Think Poster+ rather than “TV minus something” Digital Out of Home is a content delivery business Trends • Screens won't be traditional screen shaped • Branded fixtures more common • Device based signage solutions will prevail • EPOS based networks will become more common • We will see more Shelf edge labelling • More active digital signage rather than just passive

  10. Content Delivery Roadmap Note: Poor graphic quality due to Screen Shot

  11. Building A Solution A Clear Strategy and Vision requires a mix of... Customer Retail Pyschology Marketing Communications Video / Graphic Design Technology – both AV and IT Screen Content • What content should go on the screens? • What's the eye-on-screen dwell time? • How long should content segments be? • How should the content be day parted? • What is the wear out time for content? • ALSO where should screens be placed, how many and what size!!!

  12. Sound Matters The Sound Agency • Most retail sound is arbitrary, incongruous and HOSTILE • Main affect is to reduce dwell time • Need to create audio brand guidelines • Remove inappropriate noise • Optimise acoustics and install a decent sound system • Consider the whole soundscape • LISTEN. SHUT YOUR EYES

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