Transcript The Secret of Success with Digital Signage and Screen

DailyDOOH
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
http://www.dailydooh.com/
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 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
 Network Types
 Also Known As
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
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
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In-Store TV
Retail Media Networks
Captive Audience Networks
Digital Out of Home
Screen Networks
Narrowcasting
Etc.
 Advertising Classifications
 Self Financed / Branding
 High Impact
 Financed Through Advertising /
Advertising Only
 Retail
 Captive Audience
 Mixed / Hybrid
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 High Impact
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General Outdoor
Billboards, Posters
Stadiums / Exhibition Halls
Mobile
Airports, Railway Stations
 Retail
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High Street Retail
Grocers
Shopping Malls
Petrol Forecourts
ATMs
 Captive Audience
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
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Leisure, Pubs, Clubs, Bars
Transport, Taxis, Trams, Buses
Hair Salons
Waiting Rooms
QSR (McDonalds, Starbucks etc.)
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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
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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
120000
100000
2003 £10.8m
1.4% share
80000
2004 £19.6m
2.3% share
60000
2006 £29.7m
3.2% share
2010 £100.0m
8.9% share
2016 £187.0m
11.8% share
Screens
Venues
40000
20000
0
Jan Feb Mar Apr May
2007 2007 2007 2007 2007
(71) (74) (75) (75) (78)
Digital share = of all Outdoor
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UK Market - Mid 2007
High Impact
20
28
2
General Outdoor
High Impact
Retail
Captive Audience
7
Destination Venues
5
Mobile
Stadiums /
Exhibition Halls
30
6
Based on number of venues
Based on number of venues
Captive Audience
5
Retail
3
10
Leisure
Transport
Hair Salons
Waiting Rooms
QSR
Health Clubs
1
2
1
High Street
11
Malls and Service
Stations
Petrol Forecourts
8
ATMs
4
6
Based on number of venues
Grocery
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Based on number of venues
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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
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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:
Number of venues:
Footfall:
Dwell time:
Frequency of visit:
1,015
203
1.4 million till transactions per week
4.5 minutes
3.6 visits per week
DOOHAN, SparTV Entry, May 2007
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Compliance - True Example
Total
Network A
Network B
Network C
Any POS in Venue
58%
49%
69%
56%
Participating in
Promotion1
59%
60%
64%
54%
Gave Gamecard
without Prompting
25%
23%
36%
16%
Posters in Window
8%
6%
13%
6%
Posters in Venue
34%
30%
38%
35%
Show cards in Venue
41%
38%
47%
38%
4%
4%
3%
5%
On-Screen Promotion
36%
26%
57%
26%
Overall Display
24%
24%
26%
23%
Leaflets
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.
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 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
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Dagobert’s 10 Rules of Content
1.
Define your own magical triangle between promotion, entertainment and brand
experience
2.
Adopt a leading theme
3.
4.
Never forget that it is a furtive media
Open a dialogue with the customer
5.
Create Interactivity
6.
Structure the content with a single graphic code or by introducing heterogeneous
content with short jingles
7.
Be explicit at any stage of the program
8.
Create an efficient sequencing
9.
Preserve yourself from text overloading
10.
To promote an event, create a ‘cluster’ of animations
http://www.dagobert.fr/
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Brand Content Mandates
1.
Engaging - you can’t look away
2.
Aware of the context - talk to me as if you are here
3.
Compelling - you still can’t look away
4.
Informative - tell me something I didn’t know until now
5.
Containing a clear call to action - what do I do next?
6.
Able to improve brand awareness - did the content
make an impression?
http://screenvox.com/
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 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
 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
 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
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
The DailyDOOH blog brings you Digital Out
of Home Industry Analysis in Europe, Middle
East and Africa
[email protected]
http://www.linkedin.com/in/aideycot
 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/
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