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The Secret of Success with Digital Signage and Screen Advertising Networks

The Secret of Success with Digital Signage and Screen Advertising Networks. 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.

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The Secret of Success with Digital Signage and Screen Advertising Networks

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  1. The Secret of Success with Digital Signage and Screen Advertising Networks 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 Signage “A network of displays that can be remotely managed and whose business model revolves around merchandising or advertising” Source: Frost & Sullivan • Also Known As • In-Store TV • Retail Media Networks • Captive Audience Networks • Digital Out of Home • Screen Networks • Narrowcasting • Etc. • Network Types • Self Financed / Branding • Financed Through Advertising / Advertising Only • Mixed / Hybrid • Advertising Classifications • High Impact • Retail • Captive Audience

  3. High Impact • General Outdoor • Billboards, Posters • Stadiums / Exhibition Halls • Mobile • Airports, Railway Stations • Retail • High Street Retail • Grocers • Shopping Malls • Petrol Forecourts • ATMs • Captive Audience • Leisure, Pubs, Clubs, Bars • Transport, Taxis, Trams, Buses • Hair Salons • Waiting Rooms • QSR (McDonalds, Starbucks etc.)

  4. iSuppli Corporation Retail Signage System Eco-System At the Moment in the Digital Out of Home, Media Buyers and Planners are probably the MOST important player

  5. United Kingdom Market Data 4 Sheets, 6 Sheets, 16 Sheets, 48 Sheets. 64 Sheets, 96 Sheets Data source: Postar, Issue 106 - August 2007 http://www.oaa.org.uk 127,478 2003 £10.8m 1.4% share 2004 £19.6m 2.3% share 2006 £29.7m 3.2% share 2010 £100.0m 8.9% share 2016 £187.0m 11.8% share Digital share = of all Outdoor

  6. UK Market - Mid 2007 High Impact Based on number of venues Based on number of venues Captive Audience Retail Based on number of venues Based on number of venues

  7. 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 for the right screens

  8. iCapture - Accurately captures, tracks and analyses faces in video images, generating real-time audience data • iTally - Embedded people counting device with built-in overhead camera, i.e Gross Footfall • Number of screens: 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

  9. Compliance - 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.

  10. What. Where. What kind of screens should be used Where should those screens be placed What. When What content should play on those screens When should (different types of) content play out

  11. Dagobert’s 10 Rules of 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 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/

  12. Brand Content Mandates • Engaging - you can’t look away • Aware of the context - talk to me as if you are here • Compelling - you still can’t look away • Informative - tell me something I didn’t 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://screenvox.com/

  13. Who is Going to Succeed Advertising Funded Networks will grow the quickest Those who niche and scale, measure and share Those who are Music / Ambience aware Suggestions Speak the language of your Customer Don’t try and do everything yourself Why build when you can buy, why buy when you can rent? Trends EPOS Screens Technology Signage Solutions from the Far East, US, Canada and Israel • Who is Going to Fail • Those without a niche or a specialty • Those who don’t understand what their core strengths are (or indeed what business they are in) • In the advertising driven model, those who don’t get big quickly • Those who go head to head with the “big boys” - for example the Cisco’s and the Clear Channel’s of this world

  14. 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 East and Africa acotterill@dailydooh.com http://www.linkedin.com/in/aideycot

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