DIGITAL sIGnAGe

Digital signage e� ectively delivers targeted messaging andadvertising, creating immense value for venue operators;

Intel’s fi ndings at the Venetian show us how

the ProoF is inside

AN iNdepeNdeNt SUppLeMeNt FROM MediApLANet tO USA tOdAy

5, november 2010 • Usa today

no.5/november 2010

It’s a sign of the future. And the future of signs.LEARN MORE ON PAGE 3 >

Ph

OtO

: Pr

IVA

te

advertising, creating immense value for venue operators;

Ph

OtO

: Pr

IVA

te

3TIPS

TO MAXIMIZEDIGITAL SIGNAGE

digital place-based media Reach your elusive demographics

MobileintegrationConnect your customers

AN iNdepeNdeNt SUppLeMeNt by MediApLANet tO USA tOdAy2

5, november 2010 • Usa today

CHALLenGes

The benefi ts of customer engagement

Interacting with customers is what it’s all about. The phrase “delivering the right message, at the right time, in the right medium” has never been more apropos than in today’s communications environment.

Audiences demand engagement and expect to receive information how they want it, when they want it.

T e c h n o l o g y growth has drastically altered the way customers and businesses inte-ract and influence one another. These advances in how customers receive information require compa-nies to think diff erently and evolve as technology evolves—a function customer engagement tools have provided venues for years.

Whether it’s self-service and digi-tal signage, or mobile, kiosks and digital-out-of-home (DOOH), custo-mer engagement technology boasts a range of benefi ts, including:

■ Delivering tailored messages within environments allowing immediate action ■ Empowering customers to take action on their time, in their prefer-red methods■ Improving customer experiences and safety measures■ Reducing wait times■ Increasing brand and product loy-alty as well as revenue generation.

How it worksOff ering everything from interac-tive experiences to the unique deliv-ery of targeted, quality content, these tools enable advertisers and venues to pull consumers into a brand. They deepen the connection between con-sumers and brands, off ering market-ers a new path to reach their target

audience. By combining technolo-gies such as digital signage, interac-tive touch screens, and mobile inte-gration, venues can leverage their strengths and create an even more memorable interaction, motivate return visits, and increase ROI. But it’s not just the technology that mat-ters; it’s the content being delivered. Content may vary based on your venue and audience, but the need to entertain and engage with that con-tent is crucial.

Engaging a customer with rele-vant content and a meaningful vehicle is proven to elicit action. The challenge for venues and brands alike is to understand more clearly why certain content works best, and what their specifi c audience will respond to best.

Lawrence DvorchikGeneral Manager,Customer engagement technology World

“Animated digital content attracted fi ve times the number of viewers and eight times the viewer-seconds versus the equivalent static posters.”

pAGe 4

The state of the industry p. 6the dpAA shares its fi ndings aboutdigital place-based media.

Mobile integration p. 7Seven ways to converge digitalsignage and mobile.

DIGItAl sIGnAGe5th eDItIOn, nOVember 2010

Managing Director: Jon Silvermanjon.silverman@mediaplanet.comEditorial Manager: Jackie Mcdermottjackie.mcdermott@mediaplanet.com

responsible for this issue:Publisher: tony Hymestony.hymes@mediaplanet.comBusiness Developer: Luciana Colapintoluciana.colapinto@mediaplanet.comDesigner: Mariel Fitzgeraldmariel.fi tzgerald@mediaplanet.comContributors: Lyle bunn; Lawrence dvorchik; Nurlan Urazbaev; Jose Avalos; Steve Gurley; Richard Lebovitz; Lauradavis-taylor; Ajay durani

Distributed within: USA tOdAy, November 2010this section was created by Mediaplanet and did not involve the USA tOdAy or its editorial departments.

Mediaplanet’s business is to create new customers for our advertisers by providing readers with high-quality editorial content that motivates them to act.

Jose Avalosintel’s Anonymous Video Analytics show just how effective digital signage is.

Content Management Software delivers the inherent benefits ofdynamic digital signage.

In its simplest form, it recognizes, authors and manages content and data, it designates when and where content will play out and manages the playout and reporting of content.

While the wide range of software tools available all off er the same basic capabilities, most off er featu-res that allow greater signage net-

work functionality, ease of use and lower costs of operations.

Some are off ered through purchase of a license while others are off e-red as “Software as a Service” (SaaS), bundled with network operations, playlist updating or other services. Additionally, software is provided in several ways including directly from the software producer or their agents, such as AV/IT Integrators.

The Digital Screenmedia Associ-ation has recently released the 2nd edition of its Software Report, pro-

viding information on 140 software tools. The report includes an automa-tic selection tool which lists software that meets user-defi ned selection cri-teria. While as many as 350 software packages exist, about 20 of these are used to drive 90 percent of displays.

The selection of software is based primarily on the way that the dyna-mic signage will achieve commu-nications, marketing and business goals. The sources, varying formats and playout criteria of content are defi ning elements, followed by the

operating environment and planned scope of the digital signage system.

Since software capability is a criti-cal success factor and changing the software platform during the life of the network is cumbersome and dis-ruptive, end users typically select software to allow reliable, available, scalable (RAS-able) growth with a focus on minimizing possible opera-ting complexity and costs.

LyLe bunn

software: The secret sauce of digital signage

We reCOmmenD

eXPerT, objecTive ProjecTconsuLTinG and educaTion

www.LyleBunn.com

At Customer Engagement Tech-nology World (www.cetworld.com) November 10-11, 2010 in New York you can learn customer engagement technology best prac-tices and strategies from adver-tising to content development to multi-channel integration.

ContextMedia’s Diabetes Health Network (DHN) educates over a million patients each month via digital displays in over 700 diabetes clinics in the US, and is growing.

The commercial success of this digi-tal signage enterprise is based on the single revenue source: advertising, and allows ContextMedia to fund network expansion through rein-vesting its profi ts.

DHN is the only digital signage network dedicated to educating dia-betes patients while they are wait-ing to see a doctor. Rishi Shah, foun-

der and CEO of ContextMedia says: “The network uniquely combines a highly engaged target audience with proximity to point-of-care and a national scale, which makes it att-ractive to diabetes-related product manufacturers.”

The programming features a 30-minute loop containing 22 minu-tes of diabetes-specifi c video content and eight minutes of relevant ads. The doctor’s name and other prac-tice info are displayed on the side of the screen during educational clips, adding a personal touch to the mes-sage. The ticker at the bottom deli-vers the latest news from the fi eld. The ads, however, are always played

on full screen. Independent research fi rm IMS

has established impressive degrees of sales increases resulting from advertising on ContextMedia’s net-work. The return on advertising investment (ROI) on DHN fl uctua-tes between 4:1 and 9:1, depending on the category and product. “Being equipped with these hard numbers from past campaigns makes it much easier for us to convince new adverti-sers,” explains Mr. Shah.

Seventy-five percent of clients who try running campaigns on DHN become regular advertisers upon evaluating their own ROI. The cur-rent client roster consists for the

most part of those on the list of top 20 pharmaceuticals.

“For network management, Con-textMedia uses BroadSign’s digital signage software platform which fi ts our business model, content require-ments, operations concept and rapid expansion schedule” says Mr. Shah.

Following the success of the four-year-old business, ContextMedia is planning to diversify and use the winning digital signage model in other therapeutic fi elds.

Pharmaceuticals get direct ROI from ads on Diabetes Health network’s screens

nurLan urazbaev

director, Market and Media intelligence,

broadSign international inc.

editorial@mediaplanet.com

DOn’t mIss!

ENGAGE THE CUSTOMER

ENGAGE THE

1TIP

Copyright ©2010 Intel Corporation. Intel, the Intel logo, Intel Sponsors of Tomorrow™ and Intel Sponsors of Tomorrow logos are trademarks of Intel Corporation in the U.S. and/or other countries.

Say goodbye to the static sign.

And say hello to something that can not only be seen,but also touched and experienced.

Introducing Intel® Core™ processor-based digital signage solutions.

With advanced features like interactivity, rich media and high-de nition graphics, it’s an innovative medium that engages customers in a whole new way.

Watch it change traditional advertising right before your eyes.

Learn more at intel.com/go/digitalsignage

Say hello to the newestadvertising medium.

It might just say hello back.

AN iNdepeNdeNt SUppLeMeNt by MediApLANet tO USA tOdAy4

5, november 2010 • Usa today

InsPIRATIOn

Our industry leaders can agree on one thing—that digital signage is quantifi able, and can be deployed with robust metrics and accountability/ROI analysis.

Here’s what some of them have to say:

“Advertisers are becoming increasingly demanding of

reliable metrics and proof of per-formance on their DOOH cam-paigns. It is no longer enough to say that an ad ran. If you cannot provide those metrics, you are at a competitive disadvantage to someone who can.”

Jean-Luc Decaux

Co-Chief executive Offi cer of

JCDecaux, north America

“Digital signage is a way for retailers to provide more

interactive and meaningful cus-tomer experiences. What anony-mous video analytics does incre-mentally, is provide retailers with a tool set that delivers real-time, actionable data, enabling quicker marketing, messaging and busi-ness decisions.”

Raymond Carlin

VP, retail store solutions, hP

“AVA is a tremendous driv-ing technology—not only for

networks to provide value to their customers— but also to the adver-tisers to use as a tool to standardize and automate their analytics. They can replace previously disparate data that they collected from third parties, on a very manual basis.”

ashley Flaska

VP marketing, neC Display solutions

“It seems archaic and cost prohibitive to have some-

one standing there with a pen and pencil counting bodies—espe-cially for technology companies like us—it seems like a no brainer to adopt AVA technology.”

Pierre Richer

President & COO, neC Display solutions

“We work with both network operators and brand adver-

tisers, but in both cases, metrics and accountability are always part of the equation. Integration to POS is becoming increasingly a focal point of our deployments, as are mobile and social media com-ponents.”

Denise MacDonell

General manager, Digital signage

Division, harris Corp.

“The adoption of this new high-defi nition digital sig-

nage has greatly exceeded our expectations in terms of driving awareness and sales for our retail-ers, restaurants, clubs, and enter-tainment shows. More impor-tantly, our guests have told us that the combination of highly creative selling messages and the overall resort lifestyle messaging actually enhances their on-prop-erty experience.”

Scott Messinger

Vice President, brand marketing,

the Venetian & Palazzo resorts

Intel shares its learningabout digital signage metrics

OASIS IN THE DESERTThe Venetian and Palazzo’s digital signage improves customer experience, says Scott Messinger.PHOTO: PRIVATE

“They” are Digital Signs—one of the most signifi cant new ways to com-municate, inform and advertise to people when they are not at work or at home. Low cost fl at panel dis-plays, fast communications net-works, computer-generated graph-ics and increasingly sophisticated microprocessors and media players are fueling the growth of digital sig-nage. They are even popping up in the work place. As an example, at my Intel building, we have two remotely managed digital signs in the lobby and four in the cafeteria.

In many cases, digital signs are replacing traditional “static” dis-plays of printed posters—the tradi-tional form of outdoor advertising. Digital off ers a number of advanta-ges: the opportunity to display dyna-mic, moving images, and the ability to quickly change the creative based on time of day, new promotions, or even based on Anonymous Video Analytics (AVA) audience metrics. There are over two million digital signs installed around the world, fue-ling an industry that is already well into the billions of dollars.

Digital signage and advertisingDigital signage can serve a wide array of functions. For retailers, dig-ital signage enhances the customer experience in the store while pro-viding an opportunity to increase brand awareness while also increas-ing sales. For a public facility, such as an airport, it’s a way to keep peo-ple informed. Hotels rely on digital signage to direct guests to meetings and services. In many cases, the digi-tal signs have been installed by com-panies or “network operators” who—like broadcasters and publishers—expect to support the content with advertising revenue.

A number of major advertisers in automobiles, fi nancial services, pharmaceuticals and other indu-stries have begun to allocate a por-tion of their marketing budgets to “Digital Out of Home” or DOOH—as digital signage is known in the advertising business. But in order to increase its share of the over-all advertising dollars, DOOH needs metrics. Before they will commit signifi cant dollars to DOOH ad cam-paigns, advertisers want proof that their ads played WHERE they were told they would, WHEN they played, HOW often, WHO watched them and for how long, etc. Advertisers

are accustomed to getting this kind of data for radio, TV and print publi-cations via third party auditing and research services. Now they expect the same for DOOH.

Last year, OVAB (Outdoor Video Advertising Bureau) recently renamed Digital Place-based Adverti-sing Association (DPAA) has put out the newest industry set of metrics around three elements: Presence, Notice and Dwell time. They have been encouraging its members and the industry at large to adopt these metrics as “the standard” as to make the buying and selling of ads on DOOH networks easier, more consis-tent and accountable. The AVA tech-nology available from Intel can build upon these metrics and defi nitively show proof of performance—making the whole industry far more accoun-table than ever.

DOOH—Going beyondtraditional metricsOne of the dynamic aspects of DOOH is its ability to go beyond traditional viewership metrics. Because it can be located so close to the point-of-sale, and because it is a quick process to change the creative on a digital sign, advertisers can also get a quick read on what’s working: when did sales rise for a particular item and what ad was playing. Anonymous Video Analytics (using a monitor mounted to the screen and facial recognition software)—compliant with emerg-ing digital signage industry stan-dards—makes it possible to provide actual audience measurement data: how many watched, for how long, gender, age, time of day, etc., while still protecting the privacy and iden-tity of the end-user. Marketers can also test scenarios where the creative is changed based on who is viewing the ad: male or female, a teenager or

a senior citizen, a group of people or someone standing alone.

Intel trialTo help the industry gain a better understanding of these and other capabilities that are now possible with digital signage, Intel recently conducted a trial that took place in the most highly traffi cked and var-ied areas of both The Palazzo and The Venetian resorts in Las Vegas, which comprise the largest Triple AAA 5-Diamond Resort in the world. Their daily traffi c exceeds 50,000 a day per average, and well over 20 million peo-ple visit this property each year.

The trial took place over a series of phases using multiple signs instal-led in strategic locations within the resort:■ Half were dynamic, digital signs—the creative consisted of dynamic, moving images.■ The other half were traditional static signs—the creative consisted of traditional print posters.

In addition, both the dynamic and static signs were equipped with digi-tal video monitors collecting real time data on viewership, such as dwell time and gender breakdown of the viewers. The goal of this Phase 1 deployment was to gather informa-tion on the audience notice, engage-ment and sales lift of the static vs. the dynamic signs.

Our objectives and resultsThe initial objective of the trial was to measure audience metrics for dynamic digital signage ver-sus equivalent static posters using Anonymous Video Analytics (AVA).

A café, restaurant and a themed bar within the resort complex ran promotions on the digital signage displays and found that more con-sumers visited their establishments

as a result of the dynamic DS sig-nage than the static. Apparently, the movement and engaging message intrigued them enough to act on the promotional retail off ers displayed and visit these retailers.

Our conclusions were as follows:■ Animated digital content attrac-ted 5 times the number of viewers and 8 times the viewer-seconds ver-sus the equivalent static posters.■ AVA proved to be a reliable and accurate quantitative measurement tool vs. traditional qualitative digital signage audience metrics currently used in mall/retail settings, provi-ding an automated and consistent system to obtain audience measure-ment data.■ AVA can serve as an operational and qualitative market research tool for digital signage networks to ena-ble intelligent content distribution based on accurate viewership data.

Based on our industry research and observations, we think you will experience more of the following in the future:■ Point-of-sale integration: Lin-king the creative that appears on digital signs with the actual receipts at the POS provides dramatic proof of ROI. ■ Mobile/social interaction to DS: Signage capturing the opt-in data from interested buyers so that customers can see messaging on a digital sign and interact via their mobile, providing data about them-selves in return for off ers. ■ One-on-one interactive signs: Enabling one-on-one or small group interaction with interactive signs and kiosks buy. ■ Anonymous video analy-tics: Will become increasingly important to advertisers and mar-keters in their quest for measure-ment, analytics and quantitative data. This data will allow the indu-stry to create a “common currency” that enables advertisers to evaluate their purchases in digital signage against other mediums, much like the CPM’s of yesterday.

Intel is actively working to deliver intelligent digital signage solutions with integrated AVA technology that enable and support the above men-tion trends.

Stay tuned for much more noise coming from this industry—it’s hot, it’s growing and it’s here to stay!

leADer-tO-leADer

You see them in big stores and shopping malls. They are at the airport, when you are running to catch a train, riding in an elevator or sitting in the backseat of a taxi. Walk into any hotel and you are likely to fi nd at least one in the lobby or in the student center at your local college. They help you pass the time waiting in a doctor’s o� ce or standing in line at the bank.

TARGETED MESSAGING. Animated digital content attracted five times the number of viewers and eight times the viewer-seconds versus the equivalent static posters.

PHOTO: PRIVATE

jose a. avaLos

director, Retail & digital Signage,

intel Corporation

!

!

!

!

!

!

seleCt QuOtesGET MEASURED

RESULTSGET MEASURED

2TIP

AN iNdepeNdeNt SUppLeMeNt by MediApLANet tO USA tOdAy 5

5, november 2010 • Usa today

PAneL OF eXPeRTs

Question 1:How is your organization shaping the development of the digital signage industry?

Question 2:What is the most common incorrect assumption about Digital Place-Based Media?

Question 3:How can digital signage improve customer experience?

Richard FisherPresident and CeO, Premier retail networks, Inc. (Prn)

David Drainexecutive Director, Digital screenmedia Assocation

Jose A. AvalosDirector, retail & Digital signage, Intel Corporation

We are making significant investments across the industry, from Proof Of Concepts that articulate advanced end-user/consumer usage models, to hardware standards for high quality and reliability players, to Field Trials that demonstrate the value of Intel’s Remote Management and Anonymous Video Analytics (AVA) technologies. Our objective is to help accelerate the adop-tion and growth of digital signage across the board. By making these technologies more available, scalable, standardized and accoun-table, we help lower TCO and improved ROI/ROO for retailers, network operators, system integrators and the ecosystem at large.

We’re placing significant emphasis on enhancing the consumer experience, not just on providing the best technology. Our stra-tegy from the onset has been to work with our venue owners and other stakeholders to understand their business objectives and cre-ate, via the right programming and the right technology, the optimal consumer experience for each screen. Our proprietary network plat-forms are designed to support these objectives through a fl exible, scalable, open-architecture solution, which through a campaign-based interface, enables implementation of a pro-gramming strategy for each venue and each screen.

First, it’s about education. If you don’t understand something, you won’t buy it. So we are conducting free webinars and publis-hing white papers, best practices and reports to help people make an informed decision. Second, it’s about promotion. This publication accomplishes both.

That ROI/ROO is not measurable in DPBM networks. With AVA technology, integrated with POS sales data, there is no better way of eff ectively providing audience metrics, proof of play, proof of performance and sales lift. No other media delivers that level of accountabi-lity and cause and eff ect. To prove this point, retailers are now using these DPBM technolo-gies to make decisions on merchandising and store design decisions.

That an effective DPBM network evol-ves solely from a technology-centric view-point. Once installed, digital signage solutions become networks that must be operated effi -ciently and eff ectively over the long term. Our networks are not just about installing screens and hardware, but about creating an eff ective, sustainable brand and consumer experience. Our solutions are designed to be campaign-centric with operational ease, expertise and support that address the nuances necessary to consistently deliver, day-in and day-out, a posi-tive experience at any given time for any given screen and location.

That if I place a couple of screens in a few locations, national advertisers will want to buy time on those screens. Now, if we are talking about Times Square, it’s a diff erent story. But if you have one screen in fi ve cafes, you shouldn’t bother going after national brands, but rather look to local advertisers that make sense in that location.

Intelligent DS with integrated AVA can greatly improve the customer experience by providing relevant and targeted content, uni-que engagement options as well as adverti-sing and promotions at the point of sale, point of wait or point of transit. Additionally, hand held device connectivity can provide a 1:1 end-user experience that can support way fi nding, social networking, price matching, coupons and real time transactions to consumers at the point of sale. It allows today’s savvy and technologically oriented consumer to engage, communicate and transact how, when and where they wish to… the secret to achieving preferred brand status.

It’s All about ME[dia]. A consumer’s mind-set is radically diff erent when browsing ais-les, when waiting in a checkout line, or while dining, and dwell times and demographics vary dramatically. This means DPBM provi-ders must invest in the research and original content creation designed to maximize custo-mer experience and engagement. Keeping a network continually fresh, new and relevant requires strategic programming and engaging content. We excel at this: the average brand recall across our networks is typically more than twice that of network television. An Engaging Network = Improved Experience = Brand / Destination Loyalty.

First, it can remove the clutter of a bunch of signs and give a more modern feel. Second, people are attracted to moving images so digi-tal signage creates excitement and interest. Third, it can be updated in real time.

November 10-11, 2010 • New York, NYDownload the complete conference brochure and register today at www.cetworld.com

Gold Sponsor:

Platinum Sponsors:

Complete updated event information and downloadable conference brochure at www.cetworld.com

Visit www.cetworld.com and use Source Code CETW31DX to see if you qualify for free conference registration. See www.cetworld.com/register.asp for complete details.

*QUALIFICATION FOR COMPLIMENTARY FULL CONFERENCE PASS: Qualified professionals are employed by a brand in an industry such as retail, financial services, food service, travel, hospitality, government, healthcare, CPG, etc. or an advertising agency that makes these purchases on behalf of clients’ brands. Visit www.cetworld/register.asp for complete qualification details. Email us at info@jdevents.com with any questions.

The Event for Customer Engagement Strategies,

Solutions and ROI through Digital Media

Follow us on

@cetw

Digital shopper marketing technology, especially shopper-facing dynamic display, is one of the drivers of this change.

DS-IQ pioneered the technologies that power digital shopper media. The company works with major re-tailers and consumer packaged goods companies. DS-IQ notes three emerging developments in in-store digital screen media.

In-store digital media increasingly close the saleon the path to purchaseAdvertisers are now able to acti-vate the last step on the path to purchase in breakthrough ways. DS-IQ’s intelligent software maxi-mizes the eff ectiveness of network inventory by scheduling the right campaigns and content on the right screens and times to reach the right shoppers. It can adapt schedules mid-campaign based on purchase response or other fac-tors. For example, the fi rm was able to increase sales lift from an in-store seasonal campaign nearly 40 percent this summer by optimiz-ing the products that were aired by time and place. And this winter, DS-IQ will trigger campaigns local-

ly based on temperature changes, such as the onset of cold weather.

Dynamic display improves the effectiveness of multi-channel communicationsIntegrating customer-facing dis-plays with mobile programs has been proven eff ective at retail. A DS-IQ enabled campaign inform-ing shoppers of information they could receive via an existing SMS program increased opt-in over 3X to that program. This capability is be-ing employed on DS-IQ’s systems to

get new brand use occasions such as recipes and rich product informa-tion in the hands of shoppers.

“There can be powerful synergies and interactions between the lar-ge in-store screens and individual mobile screens,” said Tom Opdycke, CEO of DS-IQ.

The ability to achieve positive results is advancingIn-store digital networks powered by DS-IQ are able to adapt to shop-per behavior, local conditions, and other factors that infl uence pur-chase. Both technology and best practices continue to advance, driving improvements in response across channels.

“Every day our systems are ma-king smart decisions on critical campaign management factors such as product selection, channel, airtime allocation, and timing of campaigns throughout the week,” said Opdycke. “Put simply, we are in a position to engineer better net-work results and positive outco-mes for retailers and brands alike.”

Consumer behavior on path to purchase is changing

“there can be powerful synergies and interactions between the large in-store screens and individual mobile screens.”Tom OpdyckeCeO, Ds-IQ

NETWORK PROFILE

Premier Retail Networks, Inc. (PRN)provides digital place-based mediaservices that enable retailers andmarketers to reach consumers in 10,000+ locations in the U.S. and Mexico.

PRN works with leading retailers,

advertisers, content and technol-

ogy companies to create and deliver

place-based media that engages and

motivates consumers where they

shop, eat and socialize. PRN’s retail

customers include Acme Markets,

Albertsons, Associated Food Stores,

BJ’s Wholesale Club, Costco, Jewel-

Osco, Meijer, Pathmark, Sam’s Club,

Shaw’s, ShopRite, Star Market,

Target, Walmart Stores and Walmart

Natalie Egleston415-808-3517natalie_egleston@prn.comRef: USAToday112011

Mexico. Through advertising sales re-

lationships with Retail Entertainment

Design and indoorDIRECT, PRN also

represents the in-venue networks lo-

cated in Fred Meyer and Fry’s Market-

place retail stores, and in a number

of leading quick service restaurants.

PRN’s programming alliances include

major television networks and other

media properties, as well as movie

studios, record labels, magazine and

newspaper publishers.

AN iNdepeNdeNt SUppLeMeNt by MediApLANet tO USA tOdAy6

5, november 2010 • Usa today

news

It wasn’t too long ago that the concept of screens eve-rywhere both delighted and frustrated media planners.

Delighted with the basic idea—reaching the consumer at the right time, closer to a point of purchase and in a particular mindset, at the doctor’s office, airport, in a gym, bar, or at a restaurant—all while they were out and about living their dai-ly lives. The frustration came from the fact this medium didn’t really act like anything before it. It wasn’t really TV because it was viewed in locations other than the home. It wasn’t traditional outdoor, and while some of these screens were interactive, it really wasn’t the In-ternet. That’s when a group of pi-oneering companies founded the Digital Place-based Advertising As-sociation (DPAA), formerly known as OVAB.

Recent developmentsNow, three years later, and acting as a group, these companies and others that have joined since are working hard and have eliminated much of the frustration from the early years. DPAA was founded to make it easier for brands and agen-cies to evaluate, plan and buy Digi-tal Place-based media., With advice from its Agency Advisory Board, the association has done just that. Two years ago the Audience Met-rics Guidelines were unveiled to the industry—this document was the rule book of how to conduct re-search in this space and has moved the industry to using audience es-timates (not traffic) as the basis for negotiation. More recently, the as-sociation has worked with leading syndicated services such as Ipsos Mendelsohn, MRI, Scarborough Re-search, and Simmons to get Digi-tal Place-based media included in their surveys. What’s emerging is a

clearer picture of the audience for this media—younger, more afflu-ent, and spending less time with traditional TV.

The resultsAll of this has not gone unnoticed by advertisers. More clients are tur-ning to Digital Place-based media. The medium boasts a healthy ad re-venue growth of 25 percent for the first half of 2010 versus the same ti-me frame in 2009 (not including Ci-nema) and also grew a modest one percent in 2009 versus the prior year when most major media sho-wed steep declines.

Looking ahead, the association, through its members, will continue this work. This fall the DPAA will announce standardized adverti-sing units, minimizing the need for agencies to tailor their creati-ve output to specific networks. And the launch of an Online Discovery Tool, a searchable directory, will al-low media planners to get informa-tion easily about Digital Place-ba-sed networks—their audience, tar-get consumers, coverage, etc.

Digital Place-based media has co-me of age because of the tireless ef-forts of DPAA members, clients and agencies who recognize the uni-que benefits of the medium, and re-search providers who are helping to define and describe the audience. The rapid rate of success has only come because the industry is wor-king together to tackle the issues it confronts.

Digital place-based media comes of age

ajay durani

Vp of Marketing, dpAA

editorial@mediaplanet.com

by the numbers

Video advertising exposure Adults age 18-34 in the last six months

■■ Airports■■ bars/Pubs■■ Gyms/health Clubs■■ Inside taxis■■ medical Offices■■ Office building elevators■■ shopping malls■■ sports/entertainment stadiums■■ stores

Light prime time viewing quintile—INDEX

■■ 149■■ 124■■ 133■■ 133■■ 120■■ 129■■ 131■■ 133■■ 131

sOurCe: 2010 spring GfK mrI

How to read this chart: 100 is the average, so adults 18-34 who were exposed to video advertising in airports are 49% more likely to be light prime time tV viewers

Location-based, customer-facing digital display meets brand and retail goals.

Location-based digital displays are the closest thing we’ve seen thus far to an opt-in ‘cookie’ for the store. We’ve pontificated on what this would ultimately be…this new flavor of technology fits the bill perfectly.

These new displays, regardless of the device in which they are employed, are highly valuable to the goals for both brands and re-tailers. The primary reason is that they open the door to personali-zed, relevant information that can mimic the ease of access that pe-ople have grown accustomed to online.

Today’s shopper loves ‘click to get’ information and they have been vocal for years about their frustration with the lack of brid-ges between online and in-store experiences. Now, with this new breed of display, they have an opt-in method to choose what they want to see, when and how. Whi-le they do so, retailers get to learn about their individual shoppers, speak to them one-to-one and in-cent them for their ongoing par-ticipation. Done right, it’s a win-win for all.

Dynamic in-store media “fits” into a path to purchase or communications continuum.All brand experiences must be planned to reach people contextu-ally at home, in life and in place/store.

All people make purchase de-cisions based on their first expo-sure (one that attracted them) to consideration, purchase and, ho-pefully, retention and advocacy. When a brand or retailer can serve up a targeted message on a display that has been carefully planned to meet that person’s individual pre-ferences, then speak to them per-sonally and reward them for their interaction or purchase, every step of path becomes enormously more influential. Not all dynamic displays are functioning in this capacity yet, but they will.

Dynamic displays can techni-cally operate much like the Inter-net does, where usage is tracked to each ‘visitor’, ads are targeted to the person’s tastes and preferenc-es and eventual sales are attached to the user.

As noted above, most of the-se displays are operating ano-nymously and not linked direct-ly to POS, but most forward-thin-king vendors are working on offerings that will provide a ‘ho-listic’ platform to track exposure to usage to sales.

The digital signage category now encompasses a multitude of screen types—interactive, mobi-le, hand held tablets and others that remain to be seen. The reali-ty is that all of these screens be-long within an omni-screen world in which information is available anywhere and anyhow. The user doesn’t really care about what fla-vor of technology is used as long as their desired experience is ful-filled.

By 2012, analysts say that over 50 percent of digital content will be accessed off of mobile phones. Digital is moving off the standard browser, and most communica-tions will soon be digital. When this happens, it is critical that all of the digital experiences for a brand be carefully planned—at home, in life and in place—to best connect with the dreams and ex-pectations of the people that they seek to reach.

The danger is that this is not how most marketing operates to-day—it is still stuck in the anti-quated models of reach and fre-quency, not reach and powerful emotional connections. Because of this, it is imperative that our industry empowers any strategy or technology employed with a measurement plan that helps us learn what does and does not reso-nate with people—and constant-ly evolve what we do to ensure ac-ceptance.

Much like the early years of the Internet, the technologies, mea-surement systems and clouds of data that are underlying these place-based technologies still ex-ist in separate silos. We must work to knit them together into holistic ecosystems that will help brands understand what is happening at every point of the purchase path—and on what tools—so that we can track efficacy and be proactive about optimization.

TV is in a similar predicament. It went digital June 13th of last year and, technically, we can see what shows and advertisements are viewed within each home. We’re already accessing broadcast on computers and phones and service providers are working on ad platforms that will enable tai-lored messages to each broadcast viewer and measure all interac-tions. Digital outdoor needs to fol-low these cues.

Dynamic media on the path to purchase

Laura davis-TayLor

Vp, Global Retail Strategy,

Creative Realities

editorial@mediaplanet.com

the COrnerstOne Of DIGItAl sIGnAGe

The customer experience in retail continues to evolve as the ways in which shoppers can purchase goods and obtain product information multiply.

At the same time, economic factors have reshaped retail itself, so much so that in many establishments knowledgeable, helpful sales people are in short supply. Moreover, the cus-tomer’s expectations for his or her in-store experience have changed. What that experience represents for the shopper may vary by type of es-tablishment and demographic, but it is clearly shaped by the elements of modern culture, and in particular the world of entertainment.

Enter digital signageNo matter in what form it appears—flat panel, video wall, projection, ki-osk, shelf tag, point of sale or the ul-timate personal digital signage, the smartphone—the customer-facing digital display represents part of a digital communications continu-um that empowers the prospective customer in his decision-making and enables the store operator to as-sist said customer down the path to the sale.

Whether the customer’s path be-gins at home, out of home during his daily life or in the store itself, the di-gital display plays many roles, inclu-ding informing, directing, engaging and entertaining the customer on the one hand, and lifting sales, provi-ding data, improving competitivene-ss and building brand loyalty for the store operator on the other.

Given the comprehensive natu-re of the digital experience, it’s not surprising that the term “ecosys-tem” has become part of the voca-bulary of the retail scene. What is surprising is that retailers are still

in the early stages of harnessing the new found interconnectivity of the heretofore unconnected elements involved in today’s shopping expe-rience. Yet, our knowledge of the im-pact of the digital retail ecosystem grows with each pioneering effort, including the following:

■■ Visitors to the Sprint Studio sto-re in Kansas City, Mo., are greeted at a concierge station, where they are then directed to one of five zo-nes depending on need. Each zone is equipped with three to five HD LCD monitors with content relative to customer queuing and zone speci-fic messaging. One of the innovative elements of the system is the “Grand

Moment,” during which the lighting is automatically lowered and a sing-le message comprised of 17 HD vide-os and five audio sources is split and synchronized on 17 displays, with each of the five zones playing audio relative to its role.

■■ Polo Ralph Lauren has launched what the company describes as an “integrated 360-degree retail inno-vation platform.” The approach en-gages the customer through mobile, in-store kiosks and outdoor display content via interactive store win-dows and online. Consumers who download the Rugby App can cus-tomize, share and order their own Rugby shirt directly from their iP-hone and iPod touch. Using a smart phone, they can download QR read-er software and scan any QR codes on touch screens in the windows of select Rugby stores. As the company puts it, “You browse, you scan, you or-der, we ship.”

■■ During the past year, Walmart and its brand partners have laun-ched innovations such as dyna-mic optimization, which allows the company’s Smart Network to chan-ge content on the fly, mobile integra-tion, weather triggers and Spanish language versioning to drive relevan-ce, engagement and performance.

As one retail industry expert put it, the Walmart Smart Network con-tinues to get smarter. And so it goes with other retailers, as each new de-ployment furthers our knowledge of what works and what doesn’t work in the evolving digital retail ecosystem.

ConneCting the dots in retail

ricHard LeboviTz

editorial and education director,

digital Signage expo

editorial@mediaplanet.com

“the digital dis-play plays many roles, including informing, direct-ing, engaging and entertaining the customer on the one hand, and lifting sales, providing data, improving com-petitiveness and building brand loyalty for the store operator on the other.”

AN INDEPENDENT SUPPLEMENT BY MEDIAPLANET TO USA TODAY 7

5, NOVEMBER 2010 • USA TODAY

PROFESSIONAL INSIGHT

Converging digital signage and mobile

But as with all new technologies, there are limitations. For example, how does the venue owner know that people are looking at the digital

signage? How do they know if the con-tent is resonating with the viewing audience? How do they know if their calls to action are being acted upon?

By itself, digital signage cannot answer these questions, but when combined with mobile technologies and the growing a� nity people have to use these technologies, the limi-tations of digital signage can easily be addressed and the value of digital signage can be enhanced.

So how are digital signage and mo-bile technologies working together? There are seven ways that this is hap-pening. We’ll explore each of these and even give some use-case examp-les where appropriate.

The methods of integrationThe fi rst method of convergence is called Dial Tone Multi Frequency or DTMF for short. This method utiliz-es the touch-tone sounds generated by a cell phone’s keypad to respond to or control content on a digital sign. Touch-tone interactions are record-ed for the purpose of quantifying sig-nage viewership and documenting call-to-action responses. A well know example of this is form of conver-gence is embodied in the promotion-al campaign that Nike’ employed in

which visitors to NY’s Times Square could personalize the style and look of a Nike shoe shown on an electron-ic billboard.

The second and most common method of convergence is called Short Messaging Services or SMS for short. The SMS method employs one or more signage-embedded calls-to-action that invites signage viewers to initiate a SMS-based interaction with the content through the dispatch of a text-based keyword to a common short code. One well known example of this is the work that the Norwegi-an-based interactive solutions fi rm, Never.no, did with the clothing ma-nufacturer Diesel. In that imple-mentation, Never.no used digital sig-nage to encourage viewers to text “stupid” pictures of themselves to a special short code. The pictures were then routed to digital signs located in Diesel’s Copenhagen retail stores and also included as a part of a mosaic hosted on Diesel’s Facebook page.

The third method of signage/mobi-le integration is called Proximity-ba-sed Convergence. Proximity Conver-gence uses Bluetooth and WiFi trans-mitters located in or near digital signs to communicate complemen-tary content to a viewer’s cell phone. One of the best-known examples of this type of convergence is the work that the New York-based interactive mobile marketing fi rm, Blue Bite, has done to extend the content of Reach Media Group’s (RMG) NYTimes.com Today digital signage network. In

this example, RMG delivers NYTi-mes content to digital signs located throughout New York. Blue Bite’s technology, which was integrated in-to the screens, then delivers enhan-ced or complementary content—on an opt-in basis—to the viewers’ cell phones.

The fourth method of convergen-ce is called Bar-coding. The bar-co-ding embodiment relies upon the in-tegration of 2D Bar Codes into digital signage content. Viewers of the con-tent then use their reader-equipped cell phones to photograph the 2D Bar Code. The cell phone’s 2D reader app-lication then interprets the bar code and directs the phone to display con-tent that is connected to the bar code. These 2D interactions are recorded and statically analyzed to extrapola-te viewership.

The fi fth form of signage/mobi-le integration is called Graphic Re-

cognition: This method is similar to Bar-coding expect that rather than photographing a bar code, the vie-wer uses a specialized application on their cell phone to photograph the entire digital sign. The appli-cation then works in collaboration with a back-end system to inter-pret the photo and direct the phone to display server-based content that augments the content shown on the sign. As with other forms of conver-gence, these interactions are then recorded and analyzed to quanti-fy signage viewership. A recent ex-ample of this is embodied in the U-snap iPhone application recently announced by the advertising fi rm JCDecaux. The U-snap application allows the viewers of digital signa-ge, posters, billboards, etc to receive complementary information or oth-er content pertaining to the item be-ing photographed.

The sixth form of convergence is called Mobile Web. This method uses digital signage content to promote a web address (URL) that links to mo-bile phone-optimized content that is designed to augment the content shown on the digital signs. Just as with the other mobile/signage con-vergence methodologies, viewer in-teractions with the mobile web site are recorded and tracked for the pur-pose of extrapolating viewership.

Location, location, locationThe newest and most sophisticat-ed form of convergence is called Lo-

cation-Based Convergence: This ap-proach leverages a cell phone’s abil-ity to sense its geo-coordinates to deliver location-based content to a viewer. In this form of convergence, the application determines the lon-gitude and latitude coordinates of the viewer and the delivers content specifi c to that location. As with the other forms of convergence, these in-teractions are monitored and report-ed for the purpose of extrapolating viewership behaviors. An example of this form of convergence is em-bodied in the InView Mobile smart-phone application by Symon Com-munications. InView Mobile allows venue owners or content providers to deliver interactive, multimedia con-tent to an infi nite number of loca-tions. For example, a digital signage viewer can receive one content ex-perience when they are in front of a screen and another experience when they are away from the screen.

In summary, digital signage re-presents a tremendous mechanism for communicating with individu-als who are otherwise distracted and di� cult to engage. When combined with mobile technologies, digital signage provides venue owners and content providers with a tremen-dous amount of information about the viewers and their viewing prefe-rences. Mobile convergence also of-fers a more compelling and engaging experience for the viewer as the con-tent is transformed into a more per-sonal engagement.

Just look around. Flat panel screens with engaging digital content are popping up almost everywhere. One can see them in restaurants, banks, hotels, schools, retail establishments, etc. They can even be seen in a growing number of corporate workplaces. In fact, digital signage represents one of the last bastions of hope a venue owner has to capture the mindshare of an increasingly distracted audience.

Steve GurleySVP Marketing, Symon Communications

CONNECTTO MOBILECONNECT

3TIP

Say hello to the newestadvertising medium.

It might just say hello back.

Say hello to the newestadvertising medium.

It might just say hello back.

Copyright ©2010 Intel Corporation. Intel, the Intel logo, Intel Sponsors of Tomorrow™ and Intel Sponsors of Tomorrow logos are trademarks of Intel Corporation in the U.S. and/or other countries.

Introducing Intel® processor-based retail solutions. With advanced features like user interaction, powerful graphics and mobile device connectivity, they’re making the shopping experience more intelligent than ever before. It’s retail, reinvented.

Learn more at intel.com/go/ic

The point of sale.It’s about to become a point of difference.

PERSONAALIZERECOGNIZE

RECCOGNIZEALERT

ALERT

SUGGESTALERT

CHECKK OUT

ESECUREMANAGE

PERSSONALIZECONNECT

ERSONALIZE

PERSONALIZE

SUGGEST SCAN MANAGE DELIVER

PERSONALIZE

PERSONALIZE

RECOGNIZE

RRECOGNIZEPAY

SUGGESTANAGE PAY SECURE

RECOGNIZE

RECOGNIZE

RECOGNIZRECOGNIZEEALERT

ALERT

SCAN

ALERT

CHECK OUTUT

ALERT SCAN

ALERT

ALERTCHECK OUT

PAY SECURE

CONNECT

DELIVER ALERT

CHECK OUTRECOGNIZE

DELIVER

CHECK OUT

SECURE CHECK OUT

DISPLAY

DISPLAY ALERT

ALERTCHECK OUTT

CHECK OUT

ELIVER

DELIVER

ALERT

DELIV

DELIVER

SCAN DELIVER

SECURE

SECURE

SECURE

SECURE

SECURE

SUGGEST SCANMANAGE

DISPLAY

DELIVER SCAN

SCANSECUREPAYTT

PAY

DISPLAYCONNECT

DISPLAY MANAGE PAYPAY SECURE ALERT MANAGE

DISPLAYSCAN

ALERT PAY SECURESUGGEST

ECOGNIZE CHECK OUT PAY

DELIVER SCAN MANAGE

ECK OUT PERSONALIZE CONNECT

ISPLAY RECOGNIZELERT CONNECT

CONNECT DELIVER

RECOGNIZE ALERT

PERSONALIZE RECOGNIZE

CHECK OUT SUGGEST PAY

PAY CHECK OUT DISPLAY

PERSONALIZESECURE SCAN

RECOGNIZE

SECURE SCAN

CHECK OUT

SECUREESCAN ALERTT

ALERTMANAGE

SCAN

SECUREALERT DISPLAY

SCAN ALERT

CONNECT

ALERT

PAY ALERTDELIVER SCAN

ALERT

PAY SECURE RECOGNIZE SUGGGESTDISPLAY CONNECT

SECURECONNECTSCAN PAYPERSONALIZE ALERT DELIVER PAY

PERSONALIZE

CHECK OUTSCANAN MANAGE ALERT

ANAGE SECURESECURE

PERSONALIZE

RECOGNIZE

SUGGEST PAY ALERT

DISPLAAY RECOGNIZE CHECK OUTSCANSECURE

ALERT

DISPLAY CONNECT

MANAGE

MANAGE

MANAGE

SUGGEST

SUGGEST

SUGGEST

AALERTPAY

ESTSUGGE

SUGGEST

SUGGEST

DELIVERSCAN

SECURE

RECOGNIZE PAY

DELIVER CONNECT SECURE DISPLAY

PERSONALIZE

SECURE SCAN

RECOGNIZE

DELIVER

PAY

RECOGNIZESCAN

CHECK OUT MANAGE SCAN

PAY

PAYAA

DISPLAY PAY

SCAN

ALERT PAY SCAN

DISPLAY PERSONALIZE ALERT SECURE

CONNECT ALERT DELIVERCHECK OUT PERSONALIZE RECOGNIZE

DISPLAY RECOGNIZE DELIVER SUGGEST PAY MANAGE

SECURE CONNECT CHECK OUT SCA

PERSONALIZE SCANDISPLAY SCAN C

PERSONALIZE

SUGGEST

SECURE PAY

SUGGEST DISPLAY SECUR

PAY SCAN

SCAN

CHECK OUTCONNECT SCAN MANAGE

PAY

SECURE CHECK OUT ALERT

PERSONALIZE MANAGEPAY SECURE

RECOGNIZE SECURE

SCAN

PERSONALIZE

SUGGEST DISPLAY SECURE

PAY PERSONALIZEALERT CONNECT

SECURE

PERSONALIZESUGGEST PAY

RECOGNIZE

CHECK OUT

ALERT

SCAN DISPLAY

MANAGE

PERSONALIZE PAY

CONNECT

RECOGNIZE MANAGE

SCAN

ALERT

SCAN DISPLAY

SECURE ALERT SUGGEST DELIVER

CONNECT PERSONALIZE ALERT SCAN

CHECK OUT RECOGNIZE

DISPLAY

DISPLAY

SCAN PAY

DISPLAY

DISPLAYAA

PAYY SECURPERSONALIZE DISPLAY E

SCAN