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Status And Best Practice European Digital Signage

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Status And Best Practice European Digital Signage

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    1. Status And Best Practice European Digital Signage Adrian J Cotterill Interim Executive and Industry Analyst Specialising in Digital Out of Home and Web 2.0 Co-Founder DailyDOOH and WeAreON.com

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    3. 3 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

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    8. 8 Content For Profit Do customers remember the advertising they see on the screens? Does advertising on your network increase brand perception lift? Does the advertising prompt unplanned purchases? Normal Commercial Rules Apply!! Shoppers are conditioned to move through stores, not to stop, look and listen, some examples... VMG / CCUK 10 Seconds Neo Advertising 15 Seconds in Food Courts, 7 to 10 seconds elsewhere Tesco Screens 5 Seconds Eye Corp 7, 7, 7 and 3

    9. 9 European Activity 2001 – 2007 Netherlands United Kingdom France Scandinavia (Emerging Markets)? 2008 Germany Netherlands United Kingdom Scandinavia France Turkey Spain Poland Greece Italy

    10. 10 Retailers in Europe :( Legacy Music Systems meant legacy music providers, meant sometimes poor / token Screens, disjointed rollouts Lack of IT involvement in projects meant Screen Network providers / aggregators moved in Tesco TV slowed grocery rollouts :)? Retail downturn has meant more focus on quality and ambience ('retail theatre')? Neo Advertising doing a great job in Retail (and Malls) Tesco Screens has got grocery sector excited (again)?

    11. 11 Legacy Offline Screens 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 you have, not what you think you have? sell more of what's selling not what's not selling?

    12. 12 Industry Problem = IT Opportunity 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.

    13. 13 Imitate The Norm It's not Television Think Poster+ / Animated Posters rather than TV- It's not (actually) Digital Signage Digital Out of Home is a Content Delivery Business Think of the 4th Screen, whether that be mobiles, Kiosks, Interactivity etc.

    14. 14 Content Delivery Roadmap

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    16. 16 wrong adverts embarrassing brand collision wrong colour schemes can't choose music no interactivity no ambience presenter led family values wrong language bad language

    17. 17 Cost Reduction of POS (print 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 content Third party brand partnership activity (media revenue)? Why Retail Digital Signage?

    18. 18 Trends Screens won’t be (traditional) Screen Shaped Device based signage solutions will start to prevail Digital Street Furniture User Generated Content (UGC) Predictions Bluetooth as an out of home medium will die Major Cities will have issue with Visual Clutter People will see digital out of home as the industry to be in

    19. 19 Buy From / Work With Solution Providers!!! A Clear Strategy and Vision Customer retail psychology Marketing communications Video graphic design Technology - AV/IT What Happens if the Vision is Not Thought Through? Screens in the wrong places Content may be inappropriate for the retail locations Channel not a commercial success Screen Layout in Relation to Customer Purchasing Pattern Where should the screens be placed? How many screens? What size? Screen Content What content should go on screens? What’s the eye-on-screen dwell time? How long should content segments be? How should it be day-parted? What is the wear-out time?

    20. Sound matters Sound affects people powerfully, altering their behaviour Primary effects are physiological, psychological, cognitive, behavioural Research has shown that sound can increase retail sales by over 30% Most retail sound is arbitrary, incongruous and hostile Main effect is to reduce dwell time and therefore sales How to design an effective soundscape Create audio brand guidelines (ABG)? Remove inappropriate noise Optimise acoustics and install a decent sound system Design an effective background sound using psychoacoustics and ABGs Add foreground sound that is targeted, appropriate, valuable Consider the whole soundscape and listen: shut your eyes! Test and test again

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