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The Secret of Success with Digital Signage and Screen Advertising NetworksAdrian 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.)

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At the Moment in the Digital Out of Home, Media Buyers and Planners are probably the MOST important player

iSuppli Corporation Retail Signage System Eco-System

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127,478

4 Sheets, 6 Sheets, 16 Sheets, 48 Sheets.64 Sheets, 96 Sheets

Data source: Postar, Issue 106 - August 2007http://www.oaa.org.uk

0

20000

40000

60000

80000

100000

120000

Jan2007(71)

Feb2007(74)

Mar2007(75)

Apr2007(75)

May2007(78)

ScreensVenues

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

United Kingdom Market Data

11

7

8

3 1 High Street

Grocery

Malls and ServiceStationsPetrol Forecourts

ATMs

7

6

5

2General Outdoor

Destination Venues

Mobile

Stadiums /Exhibition Halls

20

30

28

High ImpactRetailCaptive Audience

High ImpactUK Market - Mid 2007

Retail

Based on number of venues Based on number of venues

Based on number of venues

6

4

2

1

510

LeisureTransportHair SalonsWaiting RoomsQSRHealth Clubs

Captive Audience

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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Number of screens: 1,015Number of venues: 203Footfall: 1.4 million till transactions per week Dwell time: 4.5 minutesFrequency of visit: 3.6 visits per week

DOOHAN, SparTV Entry, May 2007

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

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Compliance - True ExampleTotal 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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Dagobert’s 10 Rules of Content1. 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 introducingheterogeneous 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 Mandates1. 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

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 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

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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/

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

acotterill@dailydooh.com

http://www.linkedin.com/in/aideycot