The status and best practice of the current European Digital Signage Market

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The status and best practice of the current
European Digital Signage Market

• Adrian J Cotterill
• Industry Analyst, Co-Founder DailyDOOH
• and WeAreON.com

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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...

• 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

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High Impact
Examples...

• General Outdoor
• Billboards, Posters
• Stadiums, Exhibition Halls
• Mobile
• Airports, Railway Stations

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Retail
Examples...

• High Street Retail
• Grocers
• Shopping Malls
• Petrol Forecourts
• ATMS

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Captive Audience
Examples...

• Leisure, Pubs, Clubs, Bars
• Transport, Taxis, Trains, Buses
• Hair Salons
• Waiting Rooms
• QSR

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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?

• 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

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Advertising Content
Do customers remember the advertising they see on
screens? Does advertising on your network
increase brand perception lift? Does the
advertising prompt unplanned purchases?
Shoppers Move !!!

• 15 Neo advertising, Food Courts
• 10 VMG / Clear Channel, Shopping Malls
• 7 Eye Corporation, Airports
• 7 Neo Advertising Retail
• 5 Tesco Screens

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Legacy Offline Screens
You have screens but can you guarantee that they
are turned on and that they are playing relevant
content? You have content but can you target
your customers by time of day or week or make
seasonal adjustments?
Industry Problem

• 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?

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Imitate The Norm
It's not Television and it's not Digital
Signage! Think Poster rather than TV minus
something Digital Out of Home is a content
delivery business
Trends

• 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

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Content Delivery Roadmap
Note Poor graphic quality due to Screen Shot
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Building A Solution
A Clear Strategy and Vision requires a mix
of... Customer Retail Pyschology Marketing
Communications Video / Graphic Design Technology
both AV and IT
Screen Content

• 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!!!

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Sound Matters
The Sound Agency

• 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