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June 2012 Digital Signage Industry Influences and Outlook  Abstract:  This  13-­‐page  analysis  by  dynamic  place-­‐based  industry  analyst,  consultant  and  educator  Lyle  Bunn  outlines  the  state  of  Digital  Signage  in  North  America  from  the  standpoint  of  four  qualitative  factors  including  Attitudes,  Markets/Uses  and  Supply  and  Technologies.  Four  concerns  are  noted  including  their  “remedies  in  progress”  and  commentary  on  the  Outlook  for  the  medium  is  provided.      Digital  Signage1,  the  umbrella  term  used  to  describe  dynamic  place-­‐based,  advertising-­‐based  or  corporate  communications  display  networks  has  continued  in  a  double-­‐digit  growth  path  -­‐  at  about  23%  compounding  annually.    This  paper  outlines  qualitative  factors  that  highlight  the  current  status  and  outlook  of  the  dynamic  place-­‐based  message  display  industry.  While  some  data  is  presented,  the  following  is  not  a  quantitative  review,  but  commentary  on  the  qualitative  and  contextual  aspects  of  the  current  use  and  emergence  of  the  medium.    

 

     

The  most  successful  applications  of  the  medium,  and  its  Critical  Success  factors  reflect  the  convergence  of:    

a) Clearly  defined  business  and  communications  objectives  b) Technology  infrastructure  that  delivers  immediate  and  long-­‐term  outcomes  

                                                                                                               1  Other names commonly used for “Digital Signage” include “Electronic Display Networks”, “In-Store TV”, “Waiting Room TV,” “Enterprise Media,” “Narrowcasting.”  

OUTLOOK  

2.  Markets  Uses  

3.    Supply  

1.  Attitudes  

4.  Technology  

The  framework  for  this  paper  is  as  illustrated.  Each  influence  is  addressed,  followed  by  the  outlook  for  the  sector  at  large.    Some  concerns  are  then  presented  with  indicators  of  how  the  current  remedies  to  these  concerns  could  be  expected  to  alleviate  them  and  impact  the  use  of  the  medium  and  the  overall  prospects  of  the  industry  at  large.  

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c) Content  that  is  relevant  to  the  viewing  and  location  experience  d) Ongoing  optimization  that  uses  insights  to  maximize  benefits  achieved    

   The  following  factors  currently  impacting  the  outlook  for  digital  place-­‐based  display  medium  in  contributing  to  effective,  efficient  and  economical  marketing  and  communications  are:    

1. Attitudes  on  the  part  of  end  users  and  their  agents  (i.e.  ad  agencies)  2. Market  uses  and  application  of  the  medium  3. Supply  capability  4. Technology  that  enables  targeted  messaging  and  customer,  patron  and  staff  

engagement      1.  Attitudes  on  the  part  of  end  users  and  their  agents    Attitudes  are  the  primary  drivers  of  digital  place-­‐based  use  and  the  market.  Given  that  strong  supply  capability  exists,  and  this  continues  to  grow  as  markets  advance,  it  appears  to  be  the  “attitudes”  related  to  planning  and  advancing  the  use  of  the  medium  that  are  most  impacting  (i.e.  impairing  and  advancing)  growth.  Though  industry  growth  continues  at  double-­‐digit  levels  (i.e.  23%)  annually,  this  is  clearly  a  much  lesser  level  than  could  reasonably  be  expected  given  the  broad  benefits  that  are  possible  and  are  being  experienced.    “We’ve  used  it  –  it  works  –  let’s  go!”  In  recognition  that  the  medium  works  well  when  properly  applied,  end  user  executives  are  increasingly  charging  their  staff  and  advertising  agencies  with  integrating  dynamic  place-­‐based  media  into  their  plans,  campaigns  and  their  services.      

   

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The “communications continuum”

High Engagement

High Reach

TV Cable Print Billboard Dynamic Signage Internet Social Media Mobile

PAID OWNED EARNED

“TRANSMEDIA” Multi-Channel, Integrated, “Omni Channel”

Marketing and Communications

Many Some Few One

By  better  linking  “paid”,  “owned”  and  “earned”  media,  marketers  and  communicators  seek  to  gain  greater  value  from  their  overall  media  investment  toward  “engagement”  with  targeted  audiences  such  as  customers,  patrons,  staff  and  students.  

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 The  timing  of  this  end  user  executive  focus  is  coincident  with  agencies’  struggles.  As  agencies  that  offer  niche  services  or  are  “service  or  mandate  silo-­‐ed”  struggle  with  media  integration  and  their  contribution  to  multi-­‐channel,  omni-­‐channel  and  360  degree  marketing,  they  are  aware  or  concerned  that  their  competitors  are  seizing  new  revenues  through  dynamic  media  while  potentially  moving  into  their  service  areas.        Retailers  that  are  operating  or  planning  showcase  locations  are  taping  into  a  wide  range  of  digital  engagement  technologies  to  benefit  from  a  “wow  factor”,  increase  destination  traffic  and  generate  public  relations  profile,  while  also  experimenting  and  generating  shopper  insights  on  approaches  that  could  be  broadly  applied  for  higher  return  on  communications  investment.    “Us  too”  deployments  are  a  natural  industry  driver  because  the  value  propositions  “stand  to  reason”  and  it’s  use  is  visibly  evident  by  competing  organizations.  The  “innovators”  and  “early  adopters”  who  are  sharing  very  little  information  about  the  business  benefits  that  they  have  been  deriving,  are  themselves  a  market  force.2        Growth  pangs:  So,  the  market  for  digital  signage  is  demonstrating  the  natural  growth  pangs  typical  of  technology-­‐enabled  innovation.  The  drive  to  get  more  out  of  what  is  clearly  capable  of  delivering  more,  is  a  natural  force  of  end  user  desire  and  dynamic  media  commerce.          

                                                                                                                   2  While award entries recognize innovation they rarely include metrics and analytics that would fuel the enthusiasms of competitors. Some case studies are available from vendors, in industry publications such as DigitalSignageWeekly, DigitalSignageToday.com, DigitalSignageConnections.com, as presented at industry conferences and at association websites such as www.dp-aa.org.

Dynamic Place-based Medium – Market “Stride”

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The Diffusion of Innovation Everett Rogers (1962)

End User Market Uptake / Application

Total Market Revenue

The  “early  majority”  upswing  in  the  use  of  the  medium  is  in  progress.  Some  markets,  such  as  post  secondary  campus,  quick  serve  restaurant,  transportation  and  shopping  centers  are  further  advanced  in  their  initial  deployment  of  the  medium,  and  are  positioned  for  the  growth  in  the  number  of  displays  and  media  channels.  

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These  growth  pangs  are  based  on  Return  on  investment  (ROI)  analysis,  the  lack  of  which  is  often  challenging  project  pace,  investment,  use  and  decision-­‐making.  Suppliers,  in  particular  sales-­‐persons  and  account  managers,  which  offer  input  into  many  aspects  of  digital  signage,  are  reluctant  to  provide  specific  input  to  the  end  user’s  ROI  planning  or  to  get  involved  at  this  early  stage  and  element  of  project  definition/value.      Also,  end  user  project  managers  are  often  not  thinking  at  the  level  of  return  on  cost,  time  and  ongoing  effort  required.    The  end  user  and  the  technology  champion  (CIO,  IT  or  AV  department)  continue  to  have  a  hard  time  viewing  projects  holistically  and  with  future-­‐proofing  in  mind.  In  worst-­‐case  scenarios,  a  decision  for  technology  selection  based  on  the  defined  price/performance  is  resulting  in  higher  end  user  operating  costs  or  closing  out  the  end  users’  future  functionality  options.      As  the  picture  of  this  total  cost  of  ownership  including  use  becomes  clear,  operating  personnel  are  often  “ducking”  while  management  express  their  frustration.  Management requests for better analysis continue as future investment is considered. Provider John Ryan has published a report of the finding of a survey of retail banking executives about their perspectives of digital signage use. A summary of this report, noting that this survey of end user perspectives in the banking retail vertical market would reflect executive views in many other vertical markets is available3. Suitable executive involvement/perspectives4 does deliver successful and organizationally empowering projects. An excellent recent example of such success was illustrated in the many end user discussions that were held with project leaders from Zion Bank at the trade show floor booth of Broadcast International during the recent Digital Signage Expo. This project at Zion Bank was recognized during Customer Engagement Technology World in late March 2012 as the Digital Screenmedia Association (DSA) presented two Industry Excellence Awards5 to Broadcast International for its “first-of-its-kind” Managed Media Services Network; a digital signage network designed to accommodate the multi-channel marketing needs of financial institutions. Broadcast International, which has a demonstrated positive record of stakeholder engagement with end user organizations received awards for “Best Financial Services Deployment – Digital Signage”, and “Best Financial Services Deployment – Self-Service / Interactive Kiosks.”  The  next  chasm  to  be  crossed  is  one  in  which  End  User  Management  including  marketing,  human  resources,  patron  experience,  etc.  and  Project  Managers  including  for  example  the  Chief  Information  Office,  Information  Technology  of  digital  media  initiatives  engage  in  facing  cost  and  benefit  analysis  together.                                                                                                                  3 See “additional suggested reading” section at end of this paper 4 For more on executive engagement see the “open letter to CEO/COO” at www.LyleBunn.com    5  The Digital Screenmedia Association (DSA) Industry Excellence Awards recognize the best self-service, digital signage and mobile technology deployments across all vertical market segments.  

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 Information  and  support  is  available.  As  noted,  award  entries  and  case  studies  can  offer  insights,  but  the  greater  benefit  lies  in  the  planning and review of the use of the medium specific to the mix of business and communications goals in a specific use scenario. Frameworks for ROI analysis are available from the Digital Screenmedia Association (to members) and in a 40-page whitepaper subtitled “ROI or Die” (see additional materials at end of this paper).      2.    Market  uses  and  application  of  the  medium    Dynamic  place-­‐based  medium  has  earned  its  place  in  the  Communication  Continuum  in  part  through  “transmedia”,  which  enables  the  optimal  development,  testing  and  use  of  digital  media  across  various  communications  devices  (i.e.  TV,  print,  internet,  mobile,  etc.).    Numerous  budgeting  “buckets”  within  the  framework  of  “paid”,  “owned”  and  “earned”  media  are  applicable  to  the  use  of  the  medium.      More  important,  it  enables  transition  to  higher  levels  of  marketing  and  communications  value  from  “paid”  to  “owned”  to  “earned”  through  the  messages  presented  in  out-­‐of-­‐home  locations  where  people  shop,  browse,  travel,  gather,  work  and  study.      

                                                     Multiple  benefits,  simultaneously:    Every  media  must  prove  its  value  by  “moving  the  needle”  –  by  delivering  clear  and  intended  value.  This  typically  includes  generating  action,  improving  the  awareness  of  the  brand  and  its  attributes  in  generating  brand  aspiration,  contributing  to  ambiance  and  pace  through  its  use.    

OWNED!Signage, Website!Building, Billboard!Packaging, Apps!

!!

EARNED!Social Media, Opt-in,!

“news”, Blogs!“Likes,” Referrals,!

Word of Mouth!

PAID!TV, Cable, Radio, OOH, Print, Mail,

Co-op.!

Media Currency!

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 The  use  of  Digital  Place-­‐based  media  typically  starts  with  a  narrow  focus  of  desired/expected  outcome,  however  through  its  use,  the  ways  in  which  the  medium  can  deliver  value  broadens  and  deepens.    As  such,  the  medium  has  grown  in  its  use  to  deliver  multiple  benefits  of  engagement  –  often  simultaneously.  As  illustrated,  the  ability  to  generate  improved  merchandising,  branding,  location  ambiance  and  its  ability  to  influence  the  pace  or  “energy”  in  an  environment  allows  it  to  most  fully  deliver  business  value.    

                                 Ad-based Digital Place-based Networks: There are 369 ad-based, digital place-based networks operating on a for-profit basis in North America6. These networks carried $842 million in advertising in 2011 according to Pat Quinn in presenting to the Strategy Institute Brand Activation Summit on April 25. He noted that advertising growth using digital place-based media is about 17 times faster than the US economy at large. PQ Media said, “16.2% growth is projected in 2012 for advertising growth using digital place-based networks”. Quinn noted that the 10 largest networks deliver 62% of all advertising, while 84% generate less than $10 million in annual revenues despite their capability to reach highly targeted audiences and demographics. Ad-based networks face similar challenges in revenue achievement, investment attraction and operating efficiencies.

                                                                                                               6  List compiled by BUNN March 2012.    

Multi-Purpose Media – simultaneous benefits.

•  Modulate pace •  Vitality •  Stimulation •  Motivation

•  Establish and Reinforce Value

•  Aspiration •  Audience

“Alignment”

•  Destination Leadership

•  Sense of safety •  Reduced

Perceived waiting / dwell times

•  Triggering ACTION •  Merchandising •  Engaging •  Selling •  Enrolling

Influence Ambiance

Energy Branding

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A monthly webinar series (free) supported by the Digital Signage Federation and sponsored by Intel, LG Electronics, NEC VUKUNET, Synnex Corp. and Scala was launched on May 23 to provide training and insights to ad-based network operators. The series, produced and moderated by BUNN focuses on bridging the gap between ad agencies, investors and business enablers. See http://www.digitalsignagefederation.org/dsfbunnwebinars These Digital Place-based networks, which can serve third party advertisers well, are also getting support to better address these challenges from associations and event producers. Examples include the Oct. 16 Digital Place-based Advertising Association Summit (www.dp-aa.org) and the Oct 17-18th, 7th annual Strategy Institute Investors Conference. In-House corporate networks: There are an estimated 1000 large networks owned by organizations and used exclusively to support their internal communications goals. It is estimated that a further 10,000 small networks are in operation for staff communications. An estimated 1.6 million displays are operational to present messages in North America according to NPD DisplaySearch, which forecasts compound annual growth of 23% in deployment of displays over 26 inches in size. Blurring lines between ad-based (paid) and in-house (owned) networks: For-profit, ad-based network operators are very important to the sector at large, beyond their capacity for (paid) message delivery and their ability to better serve markets and communicators within the “communications continuum” by motivating “audience of one” engagement. Ad-based network operators have gained capabilities and in many cases have the technology and operating infrastructure that enables them to also supply the network needs of enterprises that prefer to operate their own internal networks for patron, staff and student communications. This suggests a high-value emergence of industry capability as “paid” and “owned” media networks advance, even as hybrid networks in which some paid or sponsored messaging can offset the operating costs of in-house, corporate (owned). Their existing infrastructure and their capacities to define, deploy and operate networks ideally position North America’s 369 ad-based network operators to extend their offerings and services to organizations seeking non-ad based, proprietary, in-house networks. Their holistic supply approach and experience ideally suit these firms to extend their business models to deliver services that respond to market needs. By reducing complexity, time requirements and investment, potentially even moving end user investment from capital to operating, ad-based network operators can help retailers, brands and others to move forward with the use of the medium, thereby accelerating the “early majority” stage of adoption of the medium. Integration with Mobile: As the medium presents messages at location where people shop, commute, wait, gather, work and study, these messages are able to motivate or trigger engagement on handheld devices and smart phones. By motivating download, opt-

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in, browsing and commerce on the mobile device, digital signage bridges the gap between message display and engagement. Beyond the messaging, the digital signage platform can serve as the platform for WiFi, Near Field Communications (NFC) and device detection forming a closed system of audience measurement, detection, invitation, offer and activation7.  3.    Supply  capability    Supply  capabilities  are  strong.  The  confidence  and  capability  of  suppliers  is  a  strong  foundation  for  industry  growth,  and  training  is  readily  available  from  proven,  highly  credible  sources.  Online  training8  and  live  education  events  offers  highly  efficient  training  and  education.    The  Digital  Signage  Expert  Group  (www.DSEG.org)  has  certified  over  8000  professionals  in  62  countries  with  the  Digital  Signage  Certified  Expert  (DSCE)  program,  and  over  2000  people  with  the  Digital  Signage  Display  Experts  (DSDE)  program.    The  SPEED  Digital  Signage  Training  Program  (which  has  been  continuously  developed/provided  by  this  author)  has  been  delivered  in  whole/part  to  over  2500  people.  SPEED  will  soon  be  available  online  through  DSEG.      Providers of Static Signs and Digital Graphics have been including dynamic signage elements in their proposals for some time, however this group of providers, in realizing the impact on their businesses are stepping up efforts to gain competencies and better integrate dynamic place-based media as it challenges their long-standing market. Members of the International Sign Association (ISA) and Screen Graphics Industry Association (SGIA), in deciding how they should engage, are often partnering with technology integrators to bring new value and “one-stop shopping” to their clients and prospects. Co-operations of these industry associations with the Digital Signage Federation, with particular support from the Digital Signage Expert Group (www.DSEG.org) education program is advancing supply capabilities by static sign providers. Suppliers are assuring their ongoing ability to contribute and reap the benefits of industry growth through corporate restructuring and diversification. Notable examples are:

• Harris Corporation will include its Out-of-Home group in the sale of its Broadcast Division. Background information and commentary has been published previously9.

                                                                                                               7  See “additional suggested reading” section at end of this paper. Summary article of the National Retail Federation 2012 conference through the lens of Dynamic place-based media.  8  See Digital Signage Expert Group – www.DSEG.org  9  See http://www.digitalsignagetoday.com/article/194703/Harris-Corp-getting-out-of-digital-signage-DOOH  

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• Courts have approved the re-structuring plan of Broadsign, which had gained “first mover” advantage in providing its Content Management Software (CMS) delivered in a Software as a Service (SaaS) supply model. The firm has 30,000 subscriptions in a client base of over 140 networks.  

• NEC Display Solutions has continued to advance its VUKUNET offering of a no-cost Content Management Solution and advertising placement platform compatible with virtually all other software.  

• Technology distributors such as Synnex have developed a comprehensive “line card” of digital signage technology elements and the ability to advise and supply integrators and other providers of display networks.  

• The Intel Anonymous Impressions Metrics (AIM) Suite, which offers very low cost, highly efficient audience detection for viewer analytics and media optimization, operates on all popular digital signage platforms and continues to be developed further.  

• Many  suppliers  have  lines  of  business  that  enable  their  digital  signage  offerings,  while  also  providing  products  and  services  in  non-­‐digital  signage  areas.  Some  corporate  examples  include  Broadcast  International,  Stratacache  and  Hughes  Corporation.  While  providing  and  operating digital signage networks for numerous organizations, Broadcast International (www.BRIN.com) also offers managed media services and the CodecSys software platform for video optimization technology, which delivers higher quality video at lower bandwidth rates. Hughes Network Systems, a division of EchoStar Corporation is a provider of broadband satellite services and a growing suite of digital media solutions. Stratacache also offers media distribution and media caching along with other services.

4. Technologies Technologies  and  insights  about  how  these  are  best  applied  are  presented  at  several  major  industry  trade  show  and  conference  events.    • The  10th  annual  Digital  Signage  Expo  (mark  your  calendar  for  Feb.  25-­‐28,  2013  

in  Las  Vegas)  reaches  new  heights  every  year  for  best  practices  discussion,  new  product/service  introduction  and  networking.  This  is  a  must-­‐attend  event  for  everyone  involved  in  the  digital  signage  supply  and  application  chain  and  in  particular  those  seeking  to  better  engage  with  the  medium.  

• Customer Engagement Technology World (www.CETWorld.com), continues to emerge as a marketplace of ideas and approaches that exploit enabling technology capabilities. It’s focus on business value and “outcomes” make it a key event for the industry, in particular as the range of uses of dynamic place-based media continues to emerge.

• InfoComm12, an annual conference and trade show of audio/visual and information technology integrators and end users will include over 220 digital signage exhibitors and continuous Digital Signage education during the June 13-15th Las Vegas event.

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Numerous live and webinar events are offered by suppliers, distributors and industry associations and publications, which serve to maintain and accelerate knowledge of enabling technology elements and their integration. Concerns   Four areas of concern exist related to the outlook for digital signage use. ROI Analysis: The success of the use of the medium depends upon its delivering Return on Investment (ROI), yet ROI analysis is generally poorly addressed, even as the use of the medium moves through experimentation or proof of concept stages. Proven approaches to ROI analysis are often poorly applied, in part because this function is not being “owned” and is not being spearheaded by personnel with the inclination or capabilities to respond to this project requirement. The comprehensive whitepaper titled “ROI or Die” available at www.LyleBunn.com - RESOURCES offers the framework for such ROI Analysis. Content: The achievement of goals is directly related to the relevance of “content” presented using dynamic place-based media, yet, this element of operation is often under-resourced and under-funded. There is continued  reluctance  to  fuel  the  signage  with  quality  content.  Since the benefits through the use of the medium can only be achieved through suitable content strategy and composition, this area offers significant potential to improve the performance and ROI from the use of the medium.   Purpose-driven technologies: The proof of concept and early stages of deployment offer insights to the value in use of the medium, while at the same time suggesting areas of functionality and operating efficiencies necessary to the use of the medium on a broader scale. The technology infrastructure applied in early stages may lack adequate capability when the medium is more broadly applied. Enabling capabilities are an essential element of this technology-based medium, and so technology selection, in particular of the Content Management System (software) and overall network design must consider broader application. Ad Planning and Placement: This aspect of operations continues to frustrate ad-based network operators and to some extent brands that wish to use the medium. The situation is defined by several consequential factors. In particular, there are 369 ad-based digital place-based networks operating in North America. This is both good, and bad news, in that they collectively offer excellent “reach” into attractive locations characterized by captive audiences and long, out-of-home dwell times suitable to consumer engagement. The bad news is that it continues to be challenging to take advantage of many of these location-specific networks. As ad seller and planner/buyer time is consumed, industry efforts to standardize audience language and aggregate the broad view of available digital place-based media presentation inventory (i.e. the location, viewer profile and viewing context of the displays) are continuing. There have been setbacks including the demise of SeeSaw Networks and the shift of the Adcentricity service model.

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Continued advancement by DOMedia, rVue and VUKUNET suggest consolidation of inventory presentation options and future streamlining of ad commerce, augmented by the network growth and business capabilities of network operators. Clear options exist which, when exercised, address this concern. Education and business support efforts aimed at advancing revenue achievement, investment attraction and operating efficiencies of digital place-based networks offer the potential for significant, rapid advancement in this area10. Outlook Strong continued growth in the markets and use of Digital Signage and Dynamic Place-based media is indicated based on the following and other factors:

• Dynamic place-based display has found its place in the communications continuum with proven capabilities as a “paid”, “owned” and contributing to “earned” media.

• New deployments are being planned and are proceeding as the “early majority” in the Diffusion of Innovation curve (Everett Rogers 1962) adopts the use of the medium. These new deployments are (generally) using proven structures in planning and advancing with caution, while assuring suitable future proofing.

• Current deployments, as advanced by “innovators” and “early adopters” in this diffusion curve are increasing their levels of use and diffusion based on early findings and outcomes. They seek to apply the medium more broadly to gain greater enterprise value and enjoy economies of scale.

• Technologies are stable and incrementally improving, which offers greater efficiencies in planning, deployment and operations along with resource reduction and improved risk management/mitigation.

• Long standing suppliers continue to gain competencies to contribute in wider areas of deployment and operations beyond their specific areas of product/service supply.

• New suppliers emerging in areas such as static signage, digital graphics, content production, AV/IT integration are tapping into available training, trade shows and long-standing core suppliers.

• Primary industry associations including Digital Signage Federation (DSF), Digital Screenmedia Association (DSA), Digital Place-based Advertising Association

                                                                                                               10  Information on the monthly webinar program for ad-based network operators is available at http://www.lylebunn.com/Pages/DOOHAccelerationProgram.aspx    

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(DP-AA.org) and Infocomm International have achieved operational stability and are providing increasing value in advancing best practices in Digital Signage application.

• Award programs such as the long standing DIGI Awards as well as the Apex Awards, Industry Excellence Awards and POPAI/Globalshop Digital Signage Awards are recognizing innovations and supplier/end user collaborations.

• An excellent base of education offered through industry media, association and conferences, and specifically through the Digital Signage Expert Group as well as core industry suppliers such as Intel, Scala, NEC Display Solutions, LG Electronics, Synnex, Saddle Ranch Digital, Accuweather, Broadcast International, Stratacache, TechData, Hughes and others are actively supporting webinar and other programs, which benefit their personnel, end users and their integration and supply partners.

• A growing base of articles and whitepapers are available from industry media and analysts such as Platt Retail Institute (www.plattretailinstitute.org), this author (see other suggested reading end of this paper) and industry organizations.

• Agencies and providers of marketing/communications services are seeking to gain knowledge of the use of the medium and quickly develop competencies in the application of digital place-based media.

• When metrics and analytics are very cost-effectively gathered and applied, they lead to the validation of investment and the optimization of use of the medium.

Positive attitudes prevail. When suitable investment in technology infrastructure, content and operations are made, high return on investment in areas of branding, merchandising, influence and location ambiance are provided as communications performance increases, costs are reduced and “speed to messaging” is improved. Optimization of network operation and use of the medium are of primary consideration. Other suggested reading: The following are available for download (free, no registration required) from http://www.lylebunn.com/Pages/aboutus.aspx

• Digital Place-based Media ROI Analytics - Defining Value. ROI or Die! This comprehensive, 40-page paper provides a framework for Return on Investment analysis. It includes 20 sections addressing What Digital Media is Now, Analytics for Decision Support, Insights/Actionable Intelligence, Approaches to Analytics and the Costs of Analytics.

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• NRF Shouts Technology, Engagement and Talent. This summary of the

National Retail Federation January 2012 “The BIG Show” trade show and conference is through the lens of the value and directions of Digital In-Store and Dynamic Place-based Media toward improving the success of brands and retailers. While the marquis theme of the event was “Engage and Evolve,” the three retail industry priorities of “technology”, “engagement” and “talent” were reflected by many exhibitors, retail sector briefing reports and in conference sessions. 7 pages.

• Brand Activation using Dynamic Place-based Media - "Getting Sexier by the Second". A 2-page summary of Day 1 presentations of the Strategy Institute Brand Activation Summit held April 25-26, 2012.

• DSE12 - 3 Take-Aways: Analytics, Content, Investment Value. A 30,000 foot view of this primary Dynamic Media industry gathering notes a positive correlation to retail and other sector priorities.

• "Fail to Plan - Plan to Fail". As published in the Digital Signage Best Practices" Guide, this articles outlines how to address the challenges of selecting the right media management software by defining the level of software functionality required to meet communications goals.

     Lyle Bunn Principal & Strategy Architect BUNN O: 613-475-9121 C: 416-904-4426 30 Bayshore Road Brighton, Ont. K0K 1H0 Lyle@LyleBunn.com www.LyleBunn.com

Lyle Bunn (Ph.D. Hon) is an analyst, consultant and educator in North America’s Dynamic Place-based and Enterprise Media industries. He has assisted hundreds of organizations to plan, implement and optimize their use of digital place-based and enterprise media. His SPEED Digital Signage Training Program has been delivered to over 2500 professionals and he has published over 200 whitepapers and articles on digital place-based media, including serving as Editor and primary author for supplements included in The Wall Street Journal, USA Today and The National Post. Lyle@LyleBunn.com