Transcript Powerpoint Slide

The status and best practice of the
current European Digital Signage
Market
Adrian J Cotterill
Industry Analyst, Co-Founder DailyDOOH
and WeAreON.com
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...
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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
High Impact
Examples...
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General Outdoor
Billboards, Posters
Stadiums, Exhibition Halls
Mobile
Airports, Railway Stations
Retail
Examples...
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High Street Retail
Grocers
Shopping Malls
Petrol Forecourts
ATMS
Captive Audience
Examples...
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Leisure, Pubs, Clubs, Bars
Transport, Taxis, Trains,
Buses
Hair Salons
Waiting Rooms
QSR
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?
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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
Advertising Content
Do customers remember the
advertising they see on screens?
Shoppers Move !!!
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Does advertising on your network
increase brand perception lift?
Does the advertising prompt
unplanned purchases?
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15 Neo advertising, Food
Courts
10 VMG / Clear Channel,
Shopping Malls
7 Eye Corporation, Airports
7 Neo Advertising Retail
5 Tesco Screens
Legacy Offline Screens
You have screens but can you
guarantee that they are turned
on and that they are playing
relevant content?
Industry Problem
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You have content but can you
target your customers by time of
day or week or make seasonal
adjustments?
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?
Imitate The Norm
It's not Television and it's not Digital
Signage!
Trends
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Think Poster+ rather than “TV
minus something”
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Digital Out of Home is a content
delivery business
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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
Content Delivery Roadmap
Note: Poor graphic quality due to Screen Shot
Building A Solution
A Clear Strategy and Vision requires
a mix of...
Screen Content
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Customer Retail Pyschology
Marketing Communications
Video / Graphic Design
Technology – both AV and IT
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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!!!
Sound Matters
The Sound Agency
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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