Digital Out-of-HomeJanuary 2010 your guide to digital signage application & business trends today
digital OUt-OF-HOME
2
CONTENTS 2 BrightLightsIn—AndFor,
TheEconomy
3 DigitalSignageExpo
4 EngagingCustomersInRetail
5 BigNamesMakeWavesIn
TheIndustry
6 RightTime,RightPlace
7 ConnectingDOOHNetworks
AndAgencies
10 TheModelTGenerationOf
DigitalSignage
12 IncreasingCommunications
AndROI
13 CaseStudy
14 ThePowerOfDigitalAdvertising
15 PanelOfExperts
DIGITALOuT-OF-HOME
Publisher: Tony Hymes [email protected]
Contributor: Lyle Bunn [email protected]
Designer: Carrie Reagh [email protected]
Photos: ©iStockphoto.com
For more information about supplements in the daily press, please contact: Kayvan Salmanpour, 1 646 922 1400 [email protected]
This section was written by Mediaplanet and did not involve USA Today News or Editorial Departments.
www.mediaplanet.com
a very special thanks to...
The Greatest Digital SignageShow on Earth!
www.DSE2010.com
Presenting Sponsor: Conference Sponsor:
Gold Sponsors:
Silver Sponsors:
Feb. 23-252010
Las Vegas
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This provides significant im-
provement to the return on
communicationsinvestment,
helpingbrands,marketers,retailers,
facilityoperatorsandotherorgani-
zations such as consumer services,
government, campuses and sport/
arts/entertainment centers to ef-
fectively achieve their communica-
tions and business goals, at a time
when communicating to shoppers,
patrons, staff and students is
increasinglycomplex.
Arbitron has reported research
that Out-of-Home video as a
mediumreaches67percentofAmer-
icans18yearsandoldereachmonth,
and delivers a fairly representative
cross-sectionofconsumers.76per-
centofthoseseeingdigitalsignage
noticeddisplaysinmultiplevenues.
Advancements indigital signage
technologiesareimprovingnetwork
economies and message targeting
tospecificdemographicsandtimes
ofdayandlocation.
Significant advances continue
to be made to simplify advertising
planningandplacement.
David Drain, executive director
ofthe400memberDigitalSignage
Associationsays“DigitalSignage is
more likethe internet than it isTV.
When internet advertising came
alongadecadeorsoago,advertisers
weren’tsurehowtocreateadsforit,
becauseitwasdifferentthancreat-
ing ads for TV, radio, newspapers
and magazines. Then advertisers
started to realize the beauty of it,
withmeasurementslikeimpressions
and“click-throughs.”Digitalsignage
istodaysecondonlytotheinternet
inadvertisingrevenuegrowth.”
At the 2009 Out-of-Home Video
Advertising Bureau (OVAB) Digital
Media Summit, Bob Liodice, CEO
of the Advertising Association
of America said “Marketers who
aren’t taking advantage of this
(medium) are going to be left in
thedust.”Atthesamesummit,Bob
Garfield, editor-at-large for Adver-
tisingAgenotedthat “unlike tradi-
tional media, out-of-home cannot
beavoided.”Readon!
Bright Lights In—And For, The EconomyThe economy has its shining lights and the brightest of these is NorthAmerica’sDigitalSignageandDigitalOut-of-Homeindustry.Thesecentrally-controlled digital media networks are improving the effectiveness ofcommunications inout-of-homeenvironmentswhereverpeopleshop,buy,wait,work,travelandgather.
DigitalSignageExpoistheworld’slargestannualinternation-altradeshowandconferencededicatedtodigitalsignage.NEC Display Solutions is a leading provider of commercial
LCDdisplayandprojectorsolutions,withanacutefocusondigital signage.Asa leader in thismarket,NECpowersVU-KUNET,auniversaladservinganddistributionplatformthatconnectsdigitalout-of-homenetworkswithadvertisingrev-enue.Learnmoreatwww.vukunet.com.
Ourpurposeistoacceleratethegrowthandadvancetheex-cellenceofdigitalsignagedeploymentsworldwide.
Out-of-HomeAdvertisingBureauisthenot-for-profitindustrytradeassociationthatpromotestheadvancementofdigitalandvideoplacebasedadvertisingnetworks.
Ciscoistheworldwideleaderinnetworkingthattransformshow people connect, communicate, and collaborate. TheCiscoDigitalMediaSuiteisacomprehensiveofferingofdigi-tal signage, EnterpriseTV and social video applications, allmanagedfromasingleuserinterfacetohelporganizationsimproveproductivityandincreaseprofitability.
Asthenationaltradegroupoftheadvertisingcommunity,we’re uniquely equipped to provide the latest news andresources for and about the marketing communicationsecosystem.
HP’s industry-leading technology and partnerships delivercomplete, integrated digital signage solutions that helpmakeyourcommunicationsmorerelevantandmemorabletoyourkeyaudiences.
BY:LYLEBUNN,PRiNCiPAL&STRATEGYARCHiTECT,BUNNCOMPANY
LyleBunn
3
digital OUt-OF-HOME
Youwon’tfinditeverywhereas
yet,butthatisrapidlychang-
ingasmoreandmorevenues
installdynamicflatscreen,projection
andinteractivetechnologywitheye-
poppingcontentthatisdesignedto
serveyoubetterandfaster.
Digital Signage Expo, produced
by Exponation LLC, is currently the
world’s largest trade show and con-
ference serving this fast-paced and
emergingindustry.
Fromitsinception,DigitalSignage
Expo’srolehasbeentobringendusers
andtechnologyvendorstogetherfor
invaluable face-to-face communica-
tionandprofessionaleducation.
We also have heavily invested in
a robust and information-packed
Webportalthatsupportstheever-in-
creasingneedfordigitalsignageand
digitalout-of-homenetworkinforma-
tion.Thisnewportalisorganizedby
end-userindustrysegmentandoffers
news,casestudies,research,recorded
seminar viewing, video interviews
andmore.
Digital Signage Expo, a two-time
TradeshowWeek“Fastest 50” award
winner, will stage February 23-25,
2010, at the Las Vegas Convention
Center in Las Vegas, NV. For more
informationvisit:www.dse2010.com.
BY:CHRiSGiBBS,PRESiDENTExPONATiON,LLC
Digital signage, a relatively new and emergingtechnology, is revolutionizing communicationseverywhere—in airports, restaurants, banks, ho-tels,retailstoresandmore.injustaboutanyplaceyou visit or shop, digital signage is deliveringdynamic,customizedinformationtohelpenhanceyourexperience.ChrisGibbs
Digital Signage Expo: Uniting Users and Vendors
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© Copyright The MediaTile Company, 2010 All Rights Reserved. MediaTile, the MediaTile logo, MediaCast, and Cellular Digital Signage are trademarks, registered trademarks, or service marks of The MediaTile Company, Inc. U.S. and International Patents Pending. Other company, product and service names may be trademarks or trademarks, or service marks of The MediaTile Company, Inc. U.S. and International Patents Pending. Other company, product and service names may be trademarks or service marks of others. The MediaTile Company, 5900 Butler Lane, Scotts Valley, CA 95066. (831)439-8786 www.mediatile.com [email protected]
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digital OUt-OF-HOME
4
Lawrence Dvorchik, general
manager of The Digital Sig-
nageShowwhichisco-located
with KioskCom Self-Service Expo,
notesthatasorganizationssettheir
2010 strategies, a few consistent
themes continue to be at the fore-
front.
1. What can we do to engage with
customersbetter?
2. Whatcanwedotomaketheirex-
periencebetter—anddrive them
topurchase?
3. Whatwillweneedtodotomaxi-
mizeinvestmentintheseengage-
ment programs and deliver the
necessaryROiasfastaspossible?
The use of digital signage along
with kiosks, mobile and other
customer-facingandengagingtech-
nologiesallows forbettercustomer
service, product knowledge and a
more informed purchase.They also
provideanorganizationwiththeop-
portunity to cross-promote related
activities, products and services
thatareof interesttothecustomer,
increasing “conversion,” revenues
per order, visit frequency, gift card
and loyaltyprogramsorothersales
generatingactivities.
Point of Purchase Advertising
international (POPAi), the only
global, non-profit trade association
dedicated to the advancement of
marketingatretail,hashadanactive
DigitalSignagemembershipforsev-
eralyearsdevotedtoadvancingthe
digitalsignageindustry.
As more retailers continue to de-
ploy their retail sellingfloors toen-
gageconsumersinabranddialogue
and invite shoppers to experience
the retail brand, we see digital sig-
nagebeingincorporatedintovarious
marketing at retail designs—from
endcapstoentirestorenetworksto
enhancetheshoppingexperience.”
POPAi Digital Signage working
committees are advancing digital
standardsforthe industryandedu-
cating the marketing at retail com-
munityaboutthepotentialofdigital
signage in-store while also tackling
industryissues.
“The volume of business and the
trafficitrepresentsmakeretailstores
ofall typesan idealvenue forplac-
ingadvertisingwhereitwillhavethe
most impact—at the point of sale,”
saysRichardLebovitz,editorialdirec-
torforAtlanta-basedDigitalSignage
Expo.Headds,“Retailoperatorsand
brandmarketershaveseizedonthis
opportunitytoplacedigitaldisplays
with relevant shopper messaging
at strategic points within retail en-
vironments—in store windows, in
theaisles,onshelvesandatthecash
register.”
in addition to improving the so-
phistication and relevancy of their
digital messaging, retail establish-
ments also are incorporating a va-
riety of digital display technologies
toengagetheircustomers,explains
Lebovitz. These include the use of
interactive kiosks, digital shelf tags,
anonomousrecognitiontechnology,
customer-facingscreensatcheckout
countersandmore.
“Retail stores also are designing
stores with digital signage in mind
ratherthanasanafterthought,”says
Lebovitz. “in the coming years, we
expecttoseedigitaldisplaysincreas-
inglyintegratedintothedécorrather
thansimplytreatedasafixturetobe
hungonthestorewalls.”
Digital signage is increasingly
integratedinto“architecturalmedia”
whichbringsaphysicalexpressionto
abrand.ChesterNiziol,CEOofArchi-
tecturalMediaCorpsays“theintegra-
tionofstaticordynamicmediawith
physical infrastructure can provide
a compelling, high impact experi-
ence in which the brand is clearly
andpowerfullyexpressedandcom-
municationsgoalscanbemorefully
achieved.”
JoseAvalos,digitalsignagedirec-
tor at intel’s Embedded and Com-
munications Group notes,“intel has
akeeninterestindevelopingdigital
signage technologies that will pro-
videvaluetoindustriessuchasretail
and hospitality, and enhance the
waysweshopandlive.”
At the National Retail Federation
(NRF) Convention in NewYork, intel
unveiledanewconceptdevicebased
onconsumerresearchshowinghow
storescanbetterconnectwiththeir
shoppers. The 7-foot-6-inch digital
windowconceptenhancesthecon-
sumer in-store experience within a
multi-user, multi-touch form factor
using an LCD display and holo-
graphicglass toprojectaugmented
reality-enabledmapsofeachfloorof
thestore.Thisenablesretailerstosu-
perimposeimageslikecouponsand
sales promotions next to the prod-
uct visualizations on the glass. Says
Avalos, “intel envisions that future
digitalsignswillalsoenableusersto
submit feedback on products, read
customerreviews,viewpastpurchas-
ing histories and share what they
have discovered with their friends
via social media and mobile phone
integration.”
“Akeyword is‘environment”says
Virginia Cargill, an industry veteran
andpresidentofCBSOuternet.“The
users are finally realizing what the
industry has been saying for a few
years now—’environment’ drives
the location, the technology and
the optimal type of messaging and
graphics.Agencieshavebeentesting
andarenowembracingthefactthat
creativemustbedifferentfordiffer-
ent environments and that those
environmentscanevenbedifferent
withinthesameretailstore.”
Jeff Hastings, chief executive of-
ficer, BrightSign says, “ The cost of
hardwareisaffordableformostcus-
tomers,anditiscapableofdelivering
highqualityandcompellingpointof
sale presentations to buyers at the
pointofdecision.“
Laura Davis-Taylor, newly named
VP of Global Retail Strategy at Cre-
ative Realities, who, in her years
headingupRetailMediaConsulting,
became a leading authority in the
in-store digital media space, notes:
“Almost every analyst and futurist
out there is mentioning digital sig-
nage as a technology that retailers
willcapitalizeonin2010.However,in
conjunction, they are also speaking
to the importance of brand leaders
surrounding themselves with the
rightpeopleandempoweringthem
to make positive change. Both the
marketing and the retail industry
are at critical junctures. People are
changingeverythingabouthowthey
communicatewithbrands,witheach
otherandonwhatplatforms.
Thomas Opdycke, CEO of DS-iQ
reflectsthatdigitalsignagetechnolo-
gies now go beyond measurement:
“Theyoptimizesales lift inreal-time
andcanproveandimproveROicon-
tinuouslythroughbettercampaigns
andactionableinsights.Harddatais
apowerfulcatalyst.”
Engaging Customers In RetailTheU.S.retailindustryiscomprisedofnearly1.1millionestablishmentswithannualsalesofcloseto$4.5trillion.Theindustryemploys25millionpeople,nearly one in five working Americans. Retailers are struggling through theworsteconomicenvironmentinover40years.Digitalsignageisincreasinglyfindingitsplaceasabrandingandmerchandisingtoolatandnearthepointofpurchase.
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5
digital OUt-OF-HOME
ChrisGibbs,presidentofAtlanta-
basedExponationLLC,which
producestheindustry’sannual
DigitalSignageExpoinLasVegas,has
seen growth from 600 to over 3000
technologyproviderandenduserat-
tendeesintheevent’sfiveyears.
SomeofAmerica’slargestandmost
respected technology providers to
industryandgovernmentaremoving
digitalsignagetoitsnextlevel.
OnesuchfirmisHarrisCorporation,
whichservesgovernment,broadcast,
advertisingandcommercialmarketsin
morethan150countriesandishead-
quarteredinMelbourne,Florida.ithas
$5billionofannualrevenueandmore
than 15,000 employees, including
nearly7,000engineersandscientists.
“Thepromiseofdigitalsignageoverall
thatisexcitingisputtingcontentcloser
tothecustomer’saction”notesHarris
MorrisVP,Broadcast,HarrisCorporation.
Growingnetworks require reliable
systems to connect screens to hard-
wareandmanagementsoftware.Get-
tingtoconsumersintherightplaces
can be difficult with wires and their
inherent limitations. Wireless giant
Sprinthasrecognizedtheimportance
of this industry and has stepped in
to takeadvantageof theopportuni-
tiesbyprovidingthefastestwireless
network to date. Wayne Ward, vice-
president,SprintEmergingSolutions,
says,“Thedynamiclandscapeofdigi-
tal signage with its expanding need
to deliver media rich high-definition
content will require a network that
candeliverthepeakperformanceand
valuethat4Genables.Sprintisexcited
toenablethesenewadvertisingplat-
formsonthe4Gnetwork,today.”
Jose Avalos, digital signage direc-
tor at intel’s Embedded and Com-
munications Group, who will deliver
the opening keynote address at the
industry’s Digital Signage Expo says,
“We anticipate that digital signage
solutions based on intel® Core™“i”
micro-architecturewillhelpstabilizea
marketthathasbeenfragmentedby
numerous,non-standards-basedplat-
formsandtransformthewaypeople
interactwithdigitalsignsinenviron-
ments such as retail stores, airports,
banksandhotels.”inteltechnologyis
expected to deliver additional value
todigitalsignageoperatorsandusers
with improvements in Total Cost of
Ownership (TCO) via energy savings
andremotemanagementcapabilities,
aswellasimprovedreturnoninvest-
ment (ROi) for advertising using
AnonymousVideo Analytics.To help
customers integrate these solutions
into their signage applications, intel
hasalsodevelopedanext-generation
Digital Signage Platform based on
intel® Core™ i Micro Architecture
validated with Microsoft’s Windows
EmbeddedStandard2011operating
system.
“The DS/DOOH industry has seen
tremendousgrowthinthepastyears
andwithit,theneedtoefficientlyand
economicallymoveincreasinglylarger
volumes of the right media to an
increasing number of displays,” says
JacquelineWeiss,CEO,NationalData-
cast inc., which uses the national,
digitalmediadistributionnetworkof
PBSforfiletransfer.Sheadds,“National
Datacastinc.bringsprovenreliability,
capabilityandscale-abilityatlow-cost
forenterprisenetworks.”
DellrecentlyutilizedDOOHaspart
ofitsglobal“TakeYourOwnPath”ad-
vertisingcampaigninindia.According
toP.H.Ferrand,Dell’sVicePresidentof
GlobalSMBMarketing,Dellincreased
their brand awareness and market
share—proofthatDOOHstandsupto
thetest.
Big Names Make Waves In The IndustryDigitalsignage’sinherentbenefitsareprovidedbya“technologyecosystem”of digital media authoring, management, connectivity and display, the ele-mentsandinterconnectivityofwhichhavebeencontinuouslyimprovingastheindustryhasmatured.
digital OUt-OF-HOME
6
“Targeting!!!” says Jerry
Hall, president/CEO,
TargetCast Networks,
inc.“Televisionviewingisclearlynot
going away but it is increasingly
going away from home.” Dan DeS-
met, TargetCast Networks inc., vice
president of marketing cites an ex-
ampleoftheenhancedvalueofDigi-
talOut-of-home.“Arecentcampaign
delivered by our network for a na-
tionaltelecommunicationsmarketer
inmultiplemarkets,featuringdiffer-
entservices,andpricingplansbyzip
code. Our agency partner provided
the creative units and zip code and
we had the campaign up and run-
ning in less than 20 minutes.That’s
realcompetitiveadvantageintoday’s
quickchangingeconomy.”
“Digitalout-of-home isagrowing
medium—asignificantstatement in
atimewhentraditionalmediaoutlets
arestruggling”saysBillYackey,editor
of the online industry publication
DigitalSignageToday.com. “And ad
agencies are noticing. Knowing this,
theDOOHindustryhasbegunwork
tomakethebuyingprocesseasierfor
those agencies. in addition to OVAB
releasingguidelinesforthemeasure-
mentofDOOHadvertisingnetworks,
networks themselves are using re-
searchcompaniestoperformnetwork
auditsinordertobettercomparewith
traditional media. Also, network ag-
gregationservicesareemergingand
allowing media buyers one stop to
placeadstotargeteddemographics
downtothescreenlevel.”
Adcentricity,aprominentadsales
agency for many DOOH networks,
reflects that Digital Out-of-Home
(DOOH) is one of the fastest grow-
ingmediumsinNorthAmerica.Total
DOOHspendingwillhit$4.53billion
in2013,upfrom$2.6billionin2009,
accounting for 44.1 percent of all
OOHspending.Marketersareincreas-
inglyfindingdigitalout-of-homean
effectiveandefficientmediumwith
42 percent of agency and brand
marketersplanningtoincreasetheir
spendinginthecategorythisyear.
There are approximately 180
DOOH networks in the USA and
30 in Canada that carry third-party
advertising.Collectively,thereareac-
tivemediascreensinover70venue
types,eachwithuniqueaudienceand
mediacharacteristics.Thelandscape
willcontinuetoaggressivelygrowin
capacityandmarketcoverage.More
than one-third (38 percent) of ac-
tive digital OOH network operators
are planning capital investments of
between$1M-$10Mtoexpandtheir
venueandscreencapacityinthenext
12months.Justunder20percentof
themplanonexpandingthescreen
counttomorethan1,000each.
“Consumer media consumption
patterns have changed and the ad-
vertising business is realizing that
theyneedtogowheretheirconsum-
ersareDigitalOOHlinesupwiththat
philosophyofbeingthere,”saysRob
Gorrie, CEO of Adcentricity.“Certain
brands and agencies have made
dramatic swings in their adoption
ofDOOHin2009andhavecuttheir
teeth even more than in the past.
in the early adopter category, you
havecompanieslikeGM,Verizonand
BankofAmericawhohavelongbeen
internal champions of the DOOH
space. ithasnotbeenaquestionof
changingtheirviewofDOOH,more
amatterofmakingiteasytoevalu-
ate, buy and execute for the brand
and their agency partner based on
theirneeds.Themediumhasreached
scale, allowing a much deeper pen-
etrationtosupportcampaignefforts.
Dramatically larger spending and a
morestrategicapproachtocampaign
placementisexpectedin2010andas
networksexpandfurther.”
The efficiencies and lower cost
of the ad sales/media placement
exchange process also reduces the
cycle time of ad planning, place-
ment and presentation. As media
plans are continuously“tuned” and
budgets are continuously refined,
thisshortercycletime,whichreflects
the nimbleness that is an inherent
characteristicofDigitalSignage,isa
significantbenefittomarketersand
communicatorsseekingtomaximiz-
ingadspendingROi.
Theonlineadplanningandplace-
mentexchangeallowsadvertisersof
allmarketscopeandbudgettotake
advantageofthegrowinginventory
of dynamic digital displays and the
ability to better target audiences in
placeswherepeopleshop,buy,travel,
workandgather.
Organizationswitha longhistory
ofservingtheadvertisingandmedia
industriesarebringingproductsthat
align with agency approaches and
requirements. Harris Corporation’s
“Punctuate”software,forexample,al-
lowscampaignplanning,placement
and review across individual net-
worksandplatforms.“Thepromiseof
digitalsignageoverallthatisexciting
isputtingcontentclosertothecus-
tomer’saction,”notesHarrisMorrisVP
Broadcast,HarrisCorporation.
Right Time, Right PlaceDigital signage and Digital Out-of-Home (DOOH) offers advertisers reliable,measured dynamic media presentation with very concise market, location,timinganddemographictargetingatascaleandpricethatmakesDOOHoneofthebestadvertisingtoolsavailable.
No More PC!PC based solutions have been the
mostobviouschoicefordigitalsignage
becauseoftheapparentlowcostand
easy availability of the technology.
BecauseaPCneedstobemanythings
for many different people, there are
manyelementsofaPCwhicharenot
required or endanger reliability in a
heavydutyapplicationlikedigitalsig-
nage. items like fans,harddiskshave
movingpartswhichwillfailintimeand
thereareotherpartsofthePCwhich
rely on heat dissipation for perfor-
manceandoperation.ifheatbuildsup
duetointernalorexternalissuesthePC
becomeslessdependableandcanfail.
Theseproblemshavebeenrecognized
byotherindustries,wherenon-PCsolu-
tionsareusedinstead,suchasautomo-
tive,industrial,andmedicaltonamea
fewareaswherelongtermoperational
reliabilityisessentialtooperations,and
insomecaseslivesdependonit.
Spinetixistheworld’sfirstmanufac-
turerofanon-PCbaseddigitalsignage
solution using Hyper Media technol-
ogy.TheHMP100devicesarepurpose
built and don’t have moving parts.
Maintenance is almost eliminated
andcostofownershipisreduced.The
targeted features allow for a com-
pact design (150g) and lower power
consumption (only2W) foragreener
solution towhathasbeena technol-
ogycompromisewithPCsuptillnow.
TheHMP100isdedicatedtodisplaying
contentandthankstotheuseofstan-
dardsthesolutionismorerobustand
reliable.Thesize,simplicityofuseand
open standards architecture, makes
theHMP100simplertoinstall,operate
andmaintain.
there are approximately
180 dOOH networks in the USa and 30 in
Canada…
7
digital OUt-OF-HOME
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VUKUNET advertising ex-
change was recently an-
nouncedbyNECCorp,which
ranks 85th on Fortune’s Global 500.
The VUKUNET advertising platform
connects digital out-of-home net-
workswithadvertisingagencies.The
freeservicecangenerateincremental
income to existing networks—even
existingad-basednetworks,canhelp
payfornewnetworksandopenthe
doortonetworkexpansion.
The ad exchange is a natural ex-
tensionforNEC,whichranksNo.1in
North America as brand vendor of
large-formatLCDdisplays(26-inches
and larger) and has ranked No. 1 in
LCD displays for commercial/public
displayusageforthelastthreeyears
accordingtoDisplaySearch.NECwas
ranked No. 1 in digital signage and
receivedFrost&Sullivan’sprestigious
2008 CustomerValue Enhancement
Award.
According to the Future Trends
Study conducted by the Digital
Signage Association, only about 10
percent of networks are currently
runningatleast50percentadvertis-
ingontheirnetworks(versuspatron,
staffandstudentinformation).Yet,60
percent of the 1200 survey respon-
dentssaidthattheyplannedtocarry
thirdpartyadvertisinginfuture.
The VUKUNET automated ad ex-
changecanmakeiteasyfororgani-
zationsandnetworkoperatorstolist
theiravailabledisplay“inventory”and
forlocal,regionalandnationaladver-
tisers to place their ads.The system
allows for acceptance of the ad by
thenetworkoperatorandverification
thattheadhasrunasintended.
Pierre Richer, president & CEO of
NECDisplaySolutionssays,“TheDS/
DOOHindustry isagrowingmarket
that combines hardware, software
and integration revenue. However,
when one overlays the advertising
revenue for digital out-of-home ad-
vertisingontopofthedigitalsignage
components,thereisasignificantdif-
ferenceontheplusside.Thisissim-
plyagreatopportunity fornetwork
operators.”
Connecting DOOH Networks And AgenciesAdvertising has primarily been placed through direct contact with DOOHnetworkoperatorsincludingnetworkassociationmembers(Seewww.OVAB.org),throughadvertisingsalesagencieswhichrepresentlargenetworksanddisplay inventories and can help plan ad placement such as Adcentricityand SeeSaw Networks and service providers such as rVue ad serving anddistributiontechnology.
about VUKUNEtVUKUNET helps digital signage
network owners generate incre-
mental incomebymakingiteasier
to connect all screens that cur-
rently have time/space available
ontheirnetworktoadvertise.ideal
candidatesarenetworks thathave
locations with heavy foot traffic,
substantialdwelltime(timespentin
frontofthescreen),strategicmoni-
torplacement,numerous locations
inkeydemographicareas,andthat
can run a variety of ads from dif-
ferent advertisers instead of being
focusedonasinglebrand.
VUKUNET is a breakthrough in
digital out-of-home advertising
becauseitistheonlyplatformthat
connects all digital signage net-
works,withtheabilitytoprovidethe
largestsinglereachintheindustry.
Advertisers and ad agencies that
formerly had to contact hundreds
of potential network owners to
determineratesandavailabilitycan
now use the companion ADVUKU
ad-serving platform to search for
thebestnetworksinanylocation.in
addition,theproof-of-performance
automated technology enables
networkstoreceiveaconsolidated
paymentonamonthlybasisforall
theadvertisingthatran.
The VUKUNET platform is com-
pletely agnostic, meaning ads can
bedistributedtoscreens fromany
manufacturer, not just NEC and
networksthatareusingalmostany
CMS(contentmanagementsystem).
There is no charge to become a
memberofVUKUNET.
...60 percent of the 1200
survey respon-dents said that they planned to carry third party advertising in
future.
digital OUt-OF-HOME
10
Wireless in a Wired WorldExtend HDMI Wirelessly up to 100 feet.
• Broadcast Mode (Allows Multiple Receivers) Features
• Supports 1080p/24
• Frequency Band Range: 5.1 to 5.8 GHz
The GefenTV Wireless for HDMI Extender is a wireless solution for extending any A/V sources utilizing HDMI such as satellite boxes, DVD players and Blu-Ray players to a remote display. The Wireless for HDMI will even penetrate through walls and does not require line-of-sight alignment of the units for good good reception.
www.gefen.com®Stretch It. Switch It. Split It. Gefen’s Got It.
Consumersnowhavechoices.
Thankfully for marketers,
out of home digital signage
canprovidethetypeofoneonone
messagingrequiredtoreachtoday’s
sophisticated consumer. SYNNEx
and our iT integration partners are
excitedtobeabletohelpcompanies
expandcustomerreachbyembrac-
ingthisdigitaltransformation.”
CiscoDigitalSigns,partoftheCisco
DigitalMediaSystem, includesend-
to-endproductandservicesoffering.
Jeff Hastings, chief executive of-
ficer, BrightSign, reflects that “the
DigitalSignageindustryisnowatthe
samepointthatthemotor industry
was100yearsago,inwhichtheinno-
vationsofHenryFordbroughtcheap,
reliablecarstoallwiththelaunchof
theFordModelTin1908.”
The personal computer has
achieved for office and home com-
puting what the Model T achieved
formotoring—butanewgeneration
of purpose-built, dedicated digital
signage devices is emerging for
digital signage. These will reduce
capabilities’ redundancy and com-
plexities,whilereducingthecostsof
purchase,deployment,management
and networking without sacrificing
featuresorperformance.
Spinetix has been advancing the
designanduseofsolidstatemedia
players.“TheSpinetixHMP100,with
itscompactdesignandlowerpower
consumption isagreenersolution,”
says Serge Konter, communication
manager at Spinetix noting, “its
energy consumption is only 2watts
is up to 200-300 times less than a
typical PC solution used in digital
signage.”
Additionally, the use of exciting
new touch technology is only in
its infancy; and one of the leaders
for the development of interactive
technology is HP. The tech giant’s
multi-touch screens and software
allow new ways of interaction for
consumers.Whiletouchscreentech-
nologyiswidelyused,forexamplein
ATMs, kiosks, and smart phones, HP
created new programs designed to
attractpeopletoscreensand,more
importantly, keep them there with
innovative programs and market-
ing ideas. While the application of
touch technology is still in its early
stage,industryleadersareconstantly
thinking of new ways to maximize
its power. For example, point-of-
purchasescreenscanbecomeinter-
active, allowing customers to print
coupons, join loyaltyprograms,and
answerbriefsurveyquestionswhile
waiting in line. There are already
manyapplications,withmany,many
moreonthehorizon.
Mike Strand, founder & CEO of
StrandVision, a 20-year veteran of
providingtechnologysoftwaresolu-
tions,sumsuptheviewsofmanyin
thedigitalsignageindustryinsaying,
“i’ve seen the explosive impacts of
pasteconomicrebounds.Webelieve
that digital signage will offer even
greaterreturnasthiseconomygains
strength.Theneedtoexpandupon
traditional advertising combined
with the continued decrease in the
cost as well as the increase in the
capabilities of software, computer,
networkanddisplaytechnologywill
cause digital signage to go gang-
bustersin2010.”
The testing of early models and
themeasurementoftheirsuccesswill
leadtoabetterunderstandofwhat
will capture people’s attention. The
combinationofnewtechnologyand
proven techniques will propel the
growthoftheindustryfurther.
“The Model T” Generation Of Digital Signage “Thedigitizationofmediahastransformedthemarketterrain,”explainsKevinMurai,presidentandchiefexecutiveofficer,SYNNExCorporation,anannual$8billioninformationtechnologyproductsdistributor.“Althoughtraditionalmediaisnotdead,itmustevolveandbecomemorepersonalanddynamic.
Why digital Media?Eleven Reasons For A Retailer To Implement A Digital In-Store Media Network
1 Enhancetheshoppingexperience.
2 increasein-storeconversionandproductsales.
3 Buildyourstorebrand.
4 Reduceperceivedwait-timeforcustomer.
AccordingtoastudydonebyBTV+,“Virtuallyeveryuseofdigital
signagedisplaygenerates…a40-60percentreductioninperceived
waittime.”
5 Drivetraffictoyourwebsite.
6 Strengthenrelationshipswithyourcommunity.
“Narrowcasting”capabilitiesofthismediumenablesyoutopinpoint
uniquemessagesdowntothelocation.
7 Reducepoint-of-purchaseexpensesandin-storeclutter.
Digitalmediacanhelptoclearupthoseaisleswhileloweringthecosts
relatedtoprinting,shipping,in-storecomplianceanddisposal.
8 improveemployeecommunicationandtraining.
9 Strengthenyourmobilemarketing/Loyaltyprogram.
10 influenceinventoryandsupplychainefficiences.
Oneofthemostpowerfulbenefitsofthismediaistodojust-in-time
messagingandleverageitsabilitytodriveincrementalsalestomove
over-inventoriedproductatthespecificstorelevel.
11 Generatenewrevenuebysellingadvertisingspace.
CourtesyofStuartArmstrong,President,EnQiiNorthAmerica
All the hardware you need for seamless operation. There’s only one place you need to look.
When it comes to your digital signage display needs, now you can get the entire solution from one trusted source: HP. In addition to innovative displays, HP offers all the components you need to complete the picture. Add a stand, speakers, and the computing power of an HP workstation, thin client, or PC behind it all. Check out the entire HP line-up, including the new interactive HP LD4200tm digital display with touch capabilities.
*Not included. Please purchase separately.
© 2010 Hewlett-Packard Development Company, L.P.
DISPLAY INNOVATION MEETS COMPUTING LEADERSHIP.
Call 1-888-491-8370 | www.hp.com/go/itsasign
HP LD4200tm 42-inch diagonal Widescreen LCD Interactive Digital Signage Display
HP Compaq t5145 Thin Client*
digital OUt-OF-HOME
12
Research indicates that digi-
tal signage achieves com-
munications results such as
sales lift, product/service enquiries,
increased awareness and reduced
perceived waiting time while also
addingvitalityandenergytoanen-
vironmentandimprovingsafety.
Digital signage can provide both
high“reach” to large audiences and
high “engagement” while messag-
ing can increase traffic to websites
andmobilecommercethroughtext,
downloads, mobile browsing and
evenvoicemessaging.
“Digital signage has grown both
inapplicationsandsize,”saysSerge
Konter, communication manager
at Spinetix “making it the area of
choice for audio visual dealers and
systemintegrationcompanies look-
ing to improve turnover and offer
newservicestheirexistingcustomer
base.Newmarketsareappearingin
digitalsignageinareassuchasbuild-
ing evacuation, community com-
munications,wayfinding/directions,
schedulingdisplays,facilities&status
displaysandmanymoreareas.
Jeff Porter, executive VP at Scala,
inc,anoutspokenadvocatefordigi-
tal signage who serves on several
industry advisory boards explains
that“digitalsignageisnotaboutthe
technology,butitsapplication!”
Thomas Wyatt, general manager
ofCisco’sdigitalmediasystemsbusi-
ness unit says that the key trends
drivingCiscodigitalsignsimplemen-
tationare:
• Economicchallengesarechanging
businessopportunities
• Global value chains and
globalization
• Consumerization of information
technologies
• Shiftinadvertisingspending
• Newsocialmediatrendstoreach
customersandemployees
Jeff Hastings, chief executive
officer, BrightSign notes, “Undue
focusonthedownturnhasmasked
an essential underlying shift in the
market for signage.To draw on the
Boston Consulting Group’s classic
model, Digital Signage has moved
fromtheEarlyAdopterphasetothe
EarlyMajorityphase.TheEarlyAdopt-
ers were driven by functionality
ratherthancost—buttheEarlyMa-
jorityismuchmoresensitivetototal
cost of ownership. Affordable and
atthesametimepowerfulsoftware
solutionsthatmakecreatinganddis-
tributing Digital Signage presenta-
tionsabreezeareallowingtheEarly
MajoritytoembraceDigitalSignage
and their networks more readily. A
year ago, the typical user of digital
multimedia content would have a
premiumbrandintheirmarket,and
would adopt Digital Signage to as-
sociatethatbrandwithexcitingnew
technology.inthecontextofthemar-
gins in these businesses, and other
expenditure on premium fixtures
andfittings,thecostofinstallingand
running a Digital Signage network
wasn’tespeciallysignificant.”
David Keene, executive editor of
Digital Signage, Marketing at Retail
and System Contractor News maga-
zinesandtherecentlyreleasedDigi-
tal Signage Best Practices Guide also
serves as chair of the Judges Com-
mitteefortheindustry’sDigitalSig-
nageinnovation(DiGi)Awardswhich
recognizeleadingedgetechnologies
andapplications.
in the retail world Keene reflects,
digitalsignagebestpracticesmeans
campaigns that best use message
targeting at points of decision and
add value to the customer experi-
ence.italsomeansintegratingdigital
messagingwithpoint-of-sale,pricing,
inventory and other merchandising
regimes and databases. it means
interaction with the content and
devices.
in the transportation world, best
practiceisreflectedinsystemssuch
as DiGi award winner British Co-
lumbia’s SkyTrain RapidTransit that
alertsusersofanyemergencyissues
when they enter a station on LCD
screens and then convert easily in
non-emergencytimessothepanels
display standard content that in-
cludesweatherinformation,tips,and
scheduleupdates.
The Tampa Bay Performing Arts
Center was recognized with a DiGi
Award for its use of digital signage
to enhance the patron experience
within and as approaching the
performing arts facility.The system,
which uses Harris Corporation.
“infoCaster” media management
software indicates how dynamic
visualandaudiomediacansupport
the service and business goals of a
publicaccessfacility.
ADiGiAwardalsorecognizedade-
ploymentbylocalbroadcasterWRAL
onbusesinRaleigh,NC.Projectpart-
ners inthenation’sfirstover-the-air
broadcastofmobiledigitaltelevision
to thepublic,whichuses theHarris
Corporation.“infoCaster” digital sig-
nageplatformalso includeLGElec-
tronics,MicrospaceCommunications
the CBC New Media Group and the
CityofRaleigh,N.C.
Keene said,“This illustrates a key
directionforbroadcastersandcable
companiestoparticipateinthehigh
growthdigitalsignagesector.Viewers
canbeexposedtohyper-local,highly
relevant content as they travel and
havetheabilitytointeractviamobile
phone.Andbecausethescreensare
connectedtoanetwork,adscanbe
geo-targetedbasedonwherebusis
atthatmoment. itservesasagreat
example of content relevancy and
contextualadvertising.”
Harris Morris, VP Broadcast, Har-
ris Corporation points out that“the
promiseofdigitalsignageforbroad-
casters is to marry a broadcaster’s
local expertise, their local knowl-
edge,theirrelationshipstoputtheir
contentinfrontofconsumers,using
Harris Corporation. digital signage
solutionstomanageit.”
Keene offers that“Best Practices”
as illustrated through DiGi Awards
entries(notjustthewinners)arethe
proofofhowfardigitalsignagehas
come as an industry.” See the DiGi
Awardswinningentriesatwww.digi-
talsignageweekly.com
Increasing Communications And ROIDigitalsignageisusedacrosstheeconomytoinfluenceandinformshoppers,patrons,visitors,staffandstudentsatpointsofpurchase,transit,waitingandgathering.
...digital signage best practices means campaigns that best use message targeting at points of decision
and add value to the customer experience.
13
digital OUt-OF-HOME
The only thing more impressive than what’s in this box,is what’s behind it.
Audience software provides all the tools you need to create, manage and play back dynamic digital signage. While this alone doesn’t set us apart from the competition,the way we back our software does.
Our industry leading 3 year total support warranty offers long term peace of mindat no extra charge. Our 24/7 one-on-one technical support ensures seamless updatesand successful launches. Our confidence in our software and support system makes iteasy to offer a Customer Satisfaction Money Back Guarantee. Which we do.
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Audience - Software for Signage - Easy to Operate - Easy to Own
Tel: 905 946 1122 x 231 Fax: 905 946 1144 [email protected] www.capitalnetworks.com© 2010 Capital Networks Limited. All rights reserved. TM
TM
TM
INCLUDED
Public Safety Through Digital Signs
TheFBiusesClearChannelOut-
doordigitalsignsfor“Wanted”
postersandcreditsthesewith
the successful apprehension of 20
criminals.BrettHovington,FBiCom-
munityRelationsUnitChief,said,“The
versatile technology allows citizens
acrossthecountrytoactimmediately
when they have critical information
forlawenforcement.”
Virginia Tech and hundreds of
other colleges and universities are
usingvisualdisplaystoimprovecam-
pussafetyandsecurity.Thesystems
provideinformationtostudents,visi-
torsandfacultyaboutcampusevents.
Whenneeded,theycanquicklypro-
videwarnings,informationorinstruc-
tionstodisplaysindifferentlocations
Safetymessagingiscommonlypart
oftheuseofdigitalsignageinpublic
gathering and workplaces because
visual messages in multiple lan-
guagescanbedeliveredquicklyand
clearly.The9/11Commissionreport
recommendedthatsuchnotification
systemsbepartofapublicsafetyse-
curitysolution.
MerrittAllen,CEOofVoxOptima,
says, “Digital signage networks not
only educate and inform, can also
save lives. in an industrial setting,
safetymessagescanrunduringevery
shift.Andinanemergency,theabil-
ity to instantly reach thousands of
peoplecanavertdisaster.”
TheCongressional recordofApril
21, 2009 records the Hon. James L.
Oberstar of Minnesota as saying,
“As i pointed out in 2006, ‘wanted’
postersarepartofAmericanhistory,
including the pictures i saw in the
UnitedStatesPostOfficegrowingup
inChisholm,MN.Thesuccessstoryof
‘wanted’billboards—andtherecent
recognition from the FBi serves to
remindusthatoutdooradvertisingis
asignificantmediumofcommunica-
tion. Madam Speaker, i close with a
summationthatappearsontheweb-
siteoftheFBi:‘Longstoryshort:the
billboards are working and working
well.AndthatmeansasaferAmerica
forall.’”
Americansoweasaferenvironmenttodigitalsignageanddigitalbillboards,andtheirinherentabilitytopresentmessagesandamberalertinformationinaparticularlocationorareaveryquickly.
digital OUt-OF-HOME
14
Earlier in the year, the airline
anditsadagency,Digitas,ran
abrand-awarenesscampaign
forDelta’sinternationaltravelservices
using digital out-of home screens
combinedwithtraditionalmedia.
Specific results of the campaign
indicatethatDelta’sgoalsofreaching
the target audience and increasing
awarenessofDeltaasapreferredin-
ternationalcarrierwereaccomplished.
Specifically:
• AwarenessofDeltaasaninterna-
tionalcarrierincreasedmorethan
28percent.
• Amongbusinesstravelers,theper-
ceptionthatDelta“fliestothein-
ternationaldestinationsyouwant
togoto”increased26percent.
• Thepercentageofpeople“very
likely”torecommendDeltato
friends,familyorcolleagues
increased61percent.
• OverallawarenessofDelta
increasedby15percent.
Digitas used SeeSaw Network’s
DOOH aggregation service and“Life
Pattern Marketing”, where SeeSaw
identifies when and where a certain
demographicwillseeDOOHadsand
then assigns ads to networks along
thatdemographic’sdailyjourneys.
“TheDeltacampaignonSeeSaw’s
national network demonstrates the
powerofplaceandhowplace-based
digital advertising delivers business
results by intercepting a specific au-
dience across multiple touch points
during their daily routines,” said Su-
zanneLaForgia,presidentoftheOut-
of-Home Video Advertising Bureau
(OVAB).
“The net impact of this campaign
reallytellsusthreethings,”saidPeter
Bowen,“One,place-baseddigitalad-
vertisingiseffectiveatreachingaudi-
encesintheirdailylives.Thesecondis
thataggregationprovidesadvertisers
a way to reach a large amount of
people.Andthird,thismediacanbe
highly targeted to reach a specific
audience.”
Newtechnologyalsoenableseven-
more highly-targeted advertising by
takingadvantageofatmosphericcon-
ditions. Accuweather provides data
indexessuchasweatherandallergen
reportsthat,whenconnectedtosoft-
ware,cantriggerrelevantads.Notonly
isatriggeredad,forexampleanadfor
sunscreen when the UV index rises,
muchmoreeffectiveanddesirablefor
advertisers,butthefactthatitisauto-
maticmeansthatsystemsrunwithout
laborcostsassociatedwithmonitor-
ingandmanuallyplacingads.Theads
can also be triggered from the fore-
cast,andadscananticipateweather
conditions,likehurricanesorblizzards,
to alert consumers and encourage
buying.itistechnologylikethisthatis
contributingtothefast-pacedgrowth
oftheDOOHindustry.
ArecentsurveybytheDigitalSig-
nageAssociationindicatesthatdigital
signagewillcontinuetogrowrapidly,
with82percentof the1200respon-
dentsindicatingthattheywilldeploy
screensinthenexttwoyears.Almost
30 percent of respondents plan to
deploy100ormorewith10percent
installing1,000ormoredisplays.
Digitalsignagehastrulyprovenit-
selftobeacost-effectiveandpowerful
toolforcommunicators.
The Power Of Digital AdvertisingA recent Delta Airlines advertising campaign serves as an example of howimpactfuldigitalout-of-homemediacanbewhenusedaspartofanintegrat-eddigitalmediacampaign.
it is technology like this that is contributing to the fast-paced growth of the digital out-of-
home industry.
15
digital OUt-OF-HOME
The evolution of the digital sig-
nage market continues to bring
many exciting opportunities to the
industry. Use of video across orga-
nizations ismoreprevalent,making
network-baseddigitalsignagesolu-
tions imperative for businesses to
grow,communicate,andcollaborate
with global customers, employees,
partners;andtostaycompetitiveina
challengingeconomy.
Technologymaturationisasignifi-
cantdriver.Networksarebecoming
morecapableofmediadeliveryand
managing digital signage as one of
severalvideoapplications.Asgrowth
ofvideoapplicationsfurtheracceler-
ates, the network is critical for any-
any integration and optimizing the
qualityoftheexperience.
Disparatedigitalsignagenetworks
will be aggregated into the overall
network infrastructure. Broader
advertisingnetworkswill resultand
advance the ad-supported digital
signagemodel.
The boom continues around
technology developer applications
expandingthecapabilitiesofdigital
signage.Compellingpartnerintegra-
tionsalreadybuiltforourCiscoDigi-
tal Signs open architecture include
video analytics, conference room
management,andlinequeuing.
We are thrilled about the growth
potentialoftheindustry.Theindustry
is intheearlystagesofamulti-year
journeytoitspeak.itisinvigorating
tohelpleadthismarketforwardand
activelyshapethenextgenerationof
digitalsignagenetworks.
Panel of Experts
PiERRERiCHERPresidentandCEONECDisplaySolutions,whichpowersVUKUNET
THOMASWYATTVicePresident&GeneralManagerDigitalMediaSystemsBusinessUnitCisco
SCOTTHOMANDirector,DigitalSignageMeteorologistAccuweather
BiLTRAiNORPresidentCapitalNetworksLimited
ROBERTOMOCTEzUMAVicePresidentandGeneralManagerHPDesktopSolutionsGlobalBusinessUnit
Weather has proven to be a top
audience draw across all media –
anddigitalsignageisnoexception!
Weather is helping digital signage
companies enhance the value of
their screens as advertising plat-
formsbecauseitisattractivecontent
that will grab audience attention
andholditastheyviewadvertising
messages.
People are interested in the
weather for different reasons: trav-
eling, outdoor recreation, or even
justtoknowhowtoprepareforthat
day’sactivities.Andweathercontent
isalwaysfreshandup-to-date–ex-
actly the kind of content that will
increase viewership and build ad-
vertisingrevenuefordigitalsignage
networks.
Here’s another way weather
serves digital signage: Weather-
Triggered Marketing® can provide
powerfultargetingcapabilities.Just
as advertisements can be day-part
targeted, so too can they be trig-
gered and served according to the
weatherintheviewer’slocation.
Advertisements can run in local
markets based on current condi-
tions,forecasts,andotherweather-
related information such as the
ArthritisPainForecast,theUVindex
or various pollen forecasts. is it
snowing in the Northeast? People
in those locations might see an ad
forhotchocolate,snowshovelsora
Floridavacation.
Advertisershavelongregardedthe
digitalsignagemarketplacetheway
commercial fishermen regard fish
aloneinthesea:catchingonemaybe
more trouble than it’s worth.That’s
because advertisers, like fishermen,
areaccustomedtoluringthousands.
They won’t take the plunge if they
have to catch each network on a
hookinsteadofinanet.
it behooves network operators
then to connect more screens and
interactwithadagenciesinthesame
way as traditional media. Doing so
willdriveadvertisingdollarstotheir
networks.
2010promisestobetheyearthat
“digital place-based advertising”
bridgesthedividebetweenadvertis-
ersandavailablescreens.Theindus-
try is maturing. Networks are grow-
ing in flexibility.Technology is now
availabletobundlescreennetworks
intolargerbuys–searchableandpur-
chasablebydemographicandother
criteria.
NEC’sVUKUNETisthecentralized,
automatedwebaddistributionplat-
formdesignedtoautomaticallycon-
nectdigitalplace-basedadvertising
with(DOOH)networks.
itrevealspreviouslyhiddeninven-
toriesofscreensswimmingalonein
theocean.Thescreensthenbecome
part of a larger, more attractive ad
buy.Newprocessautomationmakes
iteasy.Asaresult, thedigitalplace-
basedadvertisingmarketispoisedto
flourish–withahighprobabilityfor
outperformingcurrentU.S.estimates
oftwo-billionaddollarsin2010.
Digital Signage isn’t new of
course. it’s been almost 40 years
sinceblackandwhiteTV’sappeared
ingrocerystores!itfailedbackthen
forseveralreasons.infact,wecould
easily fill this entire supplement
withexamplesoffailedDSprojects
mainlybecauseofpoorplanning,ex-
ecutionandalackofclearlydefined
goalsandeconomicexpectations.
is anybody really watching and
reacting to Digital Signage? Does
it make the cash register ring? is
DigitalSignageearningsalesforone
product at the expense of another
butnotactuallygrowing theprofit
persquarefoot?
DigitalSignageisnowlowcost,al-
lowingcompaniestoeasilyaffordit.
Butjustbecauseyoucandoit,doesit
meanyoushould?Canyouownand
operate digital signage and make
moneydoingit?Absolutely- ifyou
understandaccountability,ROiand
audiencemeasurement.it’stimeto
beboldand innovative inyourop-
erationsbylaunchingengagingand
personabledigitalsignage.it’sclose
tothecustomer,andthat’scloseto
thesale.
i predict that if you’re ready to
combine great content, research,
accountability and audience mea-
surement, you’ll be successful in
2010, testingand launchingDigital
Signage.
Differentiation has long been a
challenge for companies trying to
effectively reachcustomers through
today’scommunicationsclutter,and
thatchallengeonlycontinuestogrow
ascommunicationchannelsbecome
morefragmentedbysocialmedia.At
thesametime,customerexpectations
continuetoriseastheydemandmore
relevant,andengagingcontentthatis
meaningfultothem.
Fortunately, advancements in
technology have greatly expanded
the capabilities of visual displays,
transforming them into true digital
signage solutions that can deliver
memorable, differentiated experi-
ences with measurable ROi. For
example,businessestodaycantrack
how many customers are watching
theiradsandforhowlong,withrec-
ognitionanddisplayofpersonalized,
context-awarecontentcominginthe
nearfuture.
Only HP can deliver complete
and affordable visual solutions that
includehardware,softwareandser-
vicesfromasingle,trustedsource—
and HP is continuing to develop
technologiessuchas intelligentdis-
playswithtouchinteractionaswellas
completeturnkeysolutionsthatde-
livercompellingexperiencesforthe
enterprise, school or retailer down
the block. Many smart businesses
arecapitalizingonthesecapabilities
to deploy visual solutions that ef-
fectively reach targeted groups of
customers, employees and other
audiences in more engaging and
compellingwaysthaneverbefore.
digital OUt-OF-HOME
16
Experience, knowledge and contacts are essential elements to“make digital signage happen”successfully.LyleBunnisNorthAmerica’smosthighlyregardedand“wellconnected”indepen-dentindustryconsultant.He isregularlypublished,oftenpresentsat industryandmediaeventsandis frequentlyrefer-encedasanindustryanddigitalsignageauthority.LyleBunnhashelpedhundredsoforganiza-tionsplan,implement,use,andbenefitfromDigitalSignageandDigitalOut-of-Homemedia.Hisconsulting,educationandfacilitationservicescanhelpyour organization maximize its benefit from this newmedium for customer, patron, public, staff or studentcommunications.LyleBunnbringsbusinessandprojectstrategytodefine“the big picture,” proven processes, the identificationandcoordinationofresourcesandexpertfacilitationforsustainablesuccessat theenterprise,business,projectandenduserlevels.
Forconsultation,“SPEED”training,planningresourcesandtheeBook“Digital Signage Planning Guide”
visitwww.LyleBunn.com
Brookview Technologies is a wholesale distributor in the US and Canada of unique visualdisplay technologies—ViP interactive touch screen foils and HoloPro™ transparent glassprojectionscreens.
TheViPinteractivefoilisappliedbehindglassoracrylicsurfacesinfrontofLCDsorwithprojectionscreens/filmstokeepthehardwaresafeandsecure—noexter-nalcomponentsarerequired.HoloPro™ is a rear projection transpar-entglassscreenthatallowsforauniquesee through image which maintains aclearviewtotherestoftheenvironment,eveninhighambientlight.
www.BrookviewTechnologies.com239-642-5772
iCOMPEL™ Digital Signage from Black Box is an all-in-one,plug-and-playdevicethatgivesyouthetoolstosetupvibrant,real-timesignagetoget—andkeep—youraudience’sattention.No other medium makes it possible to deliver compellingcontent at the right location at the right time for maximumimpactlikedigitalsignagedoes.itworkswhetheryourgoalisto:• increasesalesandprofits.• inform,educate,notify,oralert.• Encouragecertainbehavior.• Satisfycustomersoremployees.• improvebusinessprocesses.• Oralloftheabove. Create,distribute,andmanagedigitalsignagecontenteasilywithiCOMPELHDandSDdigitalsignagenetworkappliancesfromBlackBox.ideal for both large organizations andsmall offices, iCOMPEL appliances workright out of the box with all software prein-stalled—andnorecurringlicensingorSaaSfeestodealwithlater.Andsoftwareupdatesarealwaysfree.
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