The Secret of Success with Digital Signage and Screen Advertising Networks

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

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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

• 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

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• 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
High Impact
UK Market - Mid 2007
Based on number of venues
Based on number of venues
Retail
Captive Audience
Based on number of venues
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 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
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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
Leaflets 4 4 3 5
On-Screen Promotion 36 26 57 26
Overall Display 24 24 26 23
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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Dagoberts 10 Rules of Content

1. Define your own magical triangle between
   promotion, entertainment and brand experience
2. Adopt a leading theme
3. Never forget that it is a furtive media
4. 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 cant look away
2. Aware of the context - talk to me as if you are
   here
3. Compelling - you still cant look away
4. Informative - tell me something I didnt 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
• Dont 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 dont understand what their core
  strengths are (or indeed what business they are
  in)
• In the advertising driven model, those who dont
  get big quickly
• Those who go head to head with the big boys -
  for example the Ciscos and the Clear Channels
  of this world

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• The DailyDOOH blog brings you Digital Out of Home
  Industry Analysis in Europe, Middle East and
  Africa

acotterill_at_dailydooh.com http//www.linkedi
n.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/