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Volume 2, Issue 10 — October 21, 2010
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Good DS Content Starts with a Good Plan
By Dave Haynes
Editor, Sixteen:Nine I have never worn a beret and it has been years since I donned a turtleneck, so therefore, I’m not a content guy.
That, and when I open up something like After Effects, I just kind of twitch… and am utterly lost.
But I do have a sense of what’s important in designing content for digital signage networks. The choreography of visuals and messages is really what it’s all about; however, that work shouldn’t be started until the content designers have a baseline understanding of what’s going on in the environment.
Great creative can fail dismally if it doesn’t sync up with the venue environment, the audience and the objectives of not only the campaign, but also the network.
The best networks out there tend to be those that have been truly thought through, with the displays in places that make sense, programming that respects the audience, and creative that’s in tune with the venue’s dynamics.
Much of what industry newbies see out in the marketplace is, frankly, badly executed on all levels — and all those bad ideas keep getting repeated because the newbies see it and assume, “Well, I guess that’s how this stuff is done.”
Nope.
Probably the most important thing anyone can do in starting to design and develop a digital display network is to pretty much forget about everything they’ve seen to date. There are some terrific examples of well-considered projects, but even those aren’t necessarily what others should do.
Instead, content programming plans should start with nailing down the display network’s objectives. Why is the network being developed? What do the stakeholders want to see out of it? How is success measured? Who is the audience?
Simple stuff, but anyone who has been around this sector a few years can tell you how many networks started for reasons not much more sophisticated or fleshed out than “making money from advertising,” “making the store look more futuristic,” or “our competitors have screens now, so we should, too.”
Be logical. Figure out what that set of objectives is, and then be able to quantify it. Chances are your CFO does not want to sign off on a project budget with a bunch of zeroes after the dollar sign unless there is a lot more substance than: “This will enhance the customer experience.”
Agreed-to objectives absolutely drive your content planning. If it is as soft and squishy as enhancing the shopper experience, then how will that happen? If it is about driving sales on promoted goods and services, what needs to be running on the screens that will have that influence? And above all else, how will all this messaging set up in the targeted environment?
To come up with a solid programming plan and content strategy, you need to spend a lot of time in the venue. You are looking at how people move through the venue, where they rush around, where they slow down, where they stop and when they are focused, and when they are looking for stuff. And help.
Then you are determining where the screens are going and what that means to the content plan. Unless this is a new store build or a renovation, it’s likely the ideal spots for displays are already occupied and non-negotiable. The store designers who came before you did the same thing and determined the best places to put feature fixtures and lightboxes. Those things probably aren’t moving to make way for screens.
You are likely left with some compromises, and longer sightlines and shortened dwell times are just part of the deal and something to be factored into the content design. Longer sightlines mean bigger fonts, for example. Shorter dwell times mean fewer words and tighter, shorter spots.
For things like traffic flow, you want to understand how people enter the store or venue, and then how they move around. Supermarkets have racetracks, and people tend to shop the edges of the store and are less inclined to head up and down the aisles. How they travel that store should influence the programming plan, including the timing and type of content.
Getting things like heat maps that track consumer movements in a venue using video analytics used to be something only retailers and brands with very deep pockets could tap into, but that technology is almost commoditized now, and entirely affordable. With a few well-placed cameras, it’s possible to get a real sense of where people are going and also how long people are looking at things.
There’s a decidedly lower-tech version that is also important in planning – talking to the people who work at the venue. They know how people move around and what interests them. And they also — often — will have their own shopper or visitor data. With some understanding of what’s going on, your programming plan should consider things like audience attitude and emotion.
There are display networks that are set up to almost pacify or distract audiences – essentially trying to delay or remove the conclusion that waiting in a line or in seating is taking too long. That’s a potentially agitated crowd that needs to be respected, and the programming should deliver real value. If not, viewers might be even more irritated about the waiting time.
Very differently, there are places in venues where the emotion is confusion and frustration, because of the size of the store footprint and all the people and stuff… everywhere. The right screen and the right message, that directs people and offers genuine help, can be really powerful. Placed somewhere else in store, it might be pointless.
Some areas of a store scream interactive programming because of a complicated product offer. Other areas can be all wrong because of store traffic flows and the mission shoppers are on at that point in their journey.
The programming plan also needs to consider how much time people actually spend in the venue — store or otherwise, and how often they return.
In a long dwell-time environment like a waiting area, a programming loop that is only five minutes long means people who are there for 30 minutes waiting to see someone will have to sit through the same rotation of messages six times. That’s not such a bad thing for the advertiser in terms of frequency, but not when viewers mentally checkout when they start seeing the same non-advertising content for the second time.
In short dwell time venues, the content design needs to factor in that people are likely on the move and more likely glancing, as opposed to staring, at screens. Video analytics in retail deployments suggest that people look for 2-3 seconds, before looking elsewhere. That means easily digested statements and key information — like the brand — that needs to stay on the screen no matter the spot length.
When the key driver behind a network is sold advertising, the length of the programming loop — the amount of time it takes to run through the full cycle of booked ads — should be timed to at minimum match up with the average amount of time that viewers are in the presence of the screens. If the programming loop is 10 minutes and the average dwell time is five minutes, that means the average viewer has the opportunity to see only half of the booked ads. If anything, you want to flip that around so the average viewer was around long enough to see the same ad twice.
Before you fully put the plan together, take the time to research and read the growing body of knowledge that’s out there about how to design content that has a genuine impact. While there is a lot of crap running on screens, there is good stuff. That doesn’t typically mean stuff with wild transitions and over the top imagery. It more typically means stuff that takes into account the venue, the audience, the circumstances and objectives.
Think of it this way: in a busy environment where people are only glancing, will an advertiser have more luck with a high-production value spot that has stuff flying around a screen like a pinball, or a vivid but dead-simple spot with a value statement, product shot and call to action?
I’m thinking the latter. Dave Haynes is a rAVe contributor, and editor of the digital signage blog Sixteen:Nine – a partner publication with rAVe [Publications] – and he's owner of the digital signage-focused PR and copywriting firm pressDOOH. Reach him at dave@pressdooh.com
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"Oh Really" Department: Global DOOH Leader Set to Conquer Indie Pharmacy World
By Dave Haynes
Editor, Sixteen:Nine I immediately start smirking when I see a headline that includes the word “purveyors” — hoping “Ye Olde” will also get tossed in.
So I was very excited (but also disappointed — no Ye Olde) to read word that: “GoGo Cast to Acquire Digital In Motion the Largest Purveyor of Digital Out of Home Solutions for Independent Pharmacies.”
OK, who? And who? Largest???
Acquisition entails deployment of 15,000 GoGo Cast digital media GoScreens to member pharmacies, including Federation Pharmacy network and other pharmacy purchasing alliances.
Wow. That’s a big ROUND number.
GoGo Cast Inc., a global leader in dynamic content and digital merchandising in the place-based Digital Out of Home (DOOH) space, announced today that it has executed a letter of intent to acquire certain assets and contracts of Digital In Motion, a Connecticut-based corporation.
Hands up everyone who has heard of this global leader.
“This acquisition brings a tremendous opportunity to deliver our unique, place-based DOOH solutions to independent pharmacies across North America,” said David R. Paolo, president and CEO of GoGo Cast, Inc. “With GoGo Cast’s dynamic content communications offering coupled with Digital In Motion’s explosive growth of independent pharmacy locations, advertisers will now have the ability to reach customers closest to the point-of-purchase.”
GoGo Cast’s high definition Go-Screen’s provide in-store customers with meaningful and informative content that enhances the store experience and helps them make smart purchasing decisions. The unique digital displays have the ability to convey the right messages at precisely the right time to help influence buying decisions directly at the point-of-purchase. Additionally, vendors will benefit from an opportunity to highlight key selling points, promote sale prices and special promotions while complementing traditional point-of-purchase advertising.
“We are very excited to join forces with GoGo Cast to provide advertisers with the ability to deliver their messages to a critical mass of pharmacy locations,” said Paul Couture, chief executive officer of Digital In Motion, Inc. “With GoGo Cast’s unique digital signage offering, strong balance sheet and large capital resources, Digital In Motion’s independent pharmacy locations can now offer advertisers direct communication with their customers.”
With the addition of Digital In Motion pharmacy locations, GoGo Cast Inc. network will now consist of over 20,000 pharmacy and convenience store locations under contract representing over $330 million in annual revenues. Additionally, vendors will benefit from an opportunity to highlight key selling points, promote sale prices and special promotions while GROWING SAME STORE SALES OVER 20 percent ON FEATURED PRODUCTS.
Well there’s no need to shout, fellas. Geez.
While this reads like a merger of the titans, as noted earlier, these are two companies that are not exactly the talk of the business. GoGo Cast has been around in some capacity for roughly two years and has announced several deals that would build it up to something approaching 700 or so sites, maybe more. The interactive map that shows sites available to buy has far fewer that are live, or someone needs to update the maps.
Digital In Motion does not list any actual locations on its website and the little slide show on its site has more to do with pro shop specials at golf courses than it does with pharmacies. The Federation Pharmacy Network is a group of 14,000 independent pharmacies and exists to give small retail drugstores the buying clout of large chains. It recommends vendors to its members and Digital In Motion isn’t on that list.
So… it is a very long, hard and expensive road from the small, hyper-regional start-up that GoGo is right now to the one that is theoretically cranking more than $330,000,000, as is billed. That’s $317 per site/week in ad revenues, at 20,000 sites. DOOH CPMs are at about $4 for c-stores and drug stores, so good luck with that number.
My point here is not to single these guys out for over-hyping (Lord knows they are not alone there), but to point out that that this sort of torqued news doesn’t really work — and tends to hurt more than help sales and business development efforts.
Anyone who has run a DOOH network and sold ads knows how hard it really is (and I have, by the way). The c-store market has some real demand from brands, so there is definitely opportunity. But another network in that region that did a pile of things right — got validated research, understood the sales process, solid tech and so on — is either in deep trouble or already down for the count, having rolled to several hundred sites.
Before you go telling the world you’re a global leader and master of many thousands of venues, maybe just get what’s now in place really working. Media planners and brands have seen waaaaaay too much hype from start-up networks about what’s going to be. They want to know what a network can deliver now. Dave Haynes is a rAVe contributor, and editor of the digital signage blog Sixteen:Nine – a partner publication with rAVe [Publications] – and he's owner of the digital signage-focused PR and copywriting firm pressDOOH. Reach him at dave@pressdooh.com
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New Nielsen-Backed Research on Video Consumption Passes on DOOH
By Dave Haynes
Editor, Sixteen:Nine The Nielsen-backed Council for Research Excellence has issued an RFP looking for an overview of research on how people consume video media these days. But unless the steadily growing number of DOOH network screens is considered “Others,” the council is not thinking at all in terms of digital signage screens being part of the study mix.
The Media Consumption and Engagement Committee would like to explore current research regarding new video media usage in order to design and execute new research. By reviewing the methodologies used and findings regarding the usage of new media devices and extended screens, we will be able to ascertain key questions and methodologies for future research.
Objectives: To delve more deeply into the viewer experience to gain a broader overview of items that can be measured, as well as explore the implications of any new methodologies for measurement. More specifically, we would like to look at uses of the following: - Live viewing (base measure)
- Screen size impact
- HD TV
- DVR
- VOD
- Streaming (all formats)
- Mobile (all forms)
- Game console
- 3D TV
- Interactive/Addressable TV
- Internet-enabled TV
- Tablet PC
- The “next big thing” (whatever that device may be)
- Others, as may be found in the course of the review
I doubt DOOH would be lumped in as the next big thing, so that leaves “Others” … or not at all.
The research is supposed to look, among many things, at variables and influencers like context and physical location… so it is definitely research looking at what’s going on both inside and outside the home.
In relative terms, DOOH is still small medium. One of the challenges the industry’s advocacy organizations face is ensuring the medium is at least factored in when work goes out that looks at how people consume media.
We know DOOH screens running video in everything from coffee shops and elevators to fitness clubs and gas pumps are part of the everyday consumer journey. This is more evidence that the DOOH part of everyday media consumption is not quite registering with the research groups that have a big influence on media spend.
Dave Haynes is a rAVe contributor, and editor of the digital signage blog Sixteen:Nine – a partner publication with rAVe [Publications] – and he's owner of the digital signage-focused PR and copywriting firm pressDOOH. Reach him at dave@pressdooh.com Back to Top |
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rAVe Rumors: We Think AMX Is Trying to Buy SpinetiX Although no one from either company will confirm any details on the record, we have sources that tell us AMX and SpinetiX are in talks about a buy-out or investment. SpinetiX, you may recall, manufacturers a non-PC-based media player, the HMP100, which won our Digital Signage CHAMPS Award for Best non-PC media player back in 2009 and, of course, AMX is a HomeAV and ProAV control system manufacturer.
Last month, AMX and SpinetiX announced a collaboration to cooperatively build and market a so-called “next-generation” DS media player to be launched in 2011. But, we believe this collaboration may morph into a merger — unless someone else scoops up SpinetiX before AMX does.
SpinetiX can be found on the web at: http://www.spinetix.com/ Back to Top NEC Supports Intel's Signals Signage Standard Intel announced a specification to standardize digital signage design and development — the Open Pluggable Specification (OPS). According to Intel, they created the OPS to address the digital signage market fragmentation and simplify device installation, usage, maintenance and upgrades. How? Well, he OPS enables digital signage manufacturers to deploy interchangeable systems faster and in higher volumes, while lowering costs for development and implementation. Of course, installing digital signage equipment based on Intel architecture helps them implement scalable digital signage applications that can network easily with other equipment. This simplifies interoperability and application upgrades designed to meet the digital signage requirements of individual customers, while helping to future-proof technology investments. Microsoft and NEC Display Solutions have already put their weight behind OPS. Here’s a video where NEC’s president talks about OPS: http://www.youtube.com/v/G6xxpqfWkic&hl=en_US&feature=player_embedded&version=3" OPS features Intel vPro technology with keyboard-video-mouse redirection capabilities, which allows remote diagnostic tests, upgrade installation and display content control. Want to read the OPS? Go here: http://edc.intel.com/Applications/Digital-Signage/OPS/ Back to Top ViewSonic Shows New 52" and 42" LCDs Bragging about 700 nits brightness and claiming a 4000:1 contrast ratio, ViewSonic says its new native 1080p LCDs include a 178-degree viewing angle, slim bezels (19.5mm for the 52” CD5233 model and 16.3mm for the 42” CD4233 version) and can be tiled for video wall applications up to 5×5 — but they’re also about 5” deep. Aimed at the ProAV and digital signage markets, both monitors are shipping now. If you want complete specs on the 42”, go here: http://www.viewsonic.com/products/digital-signage/products/commercial-displays/cd4233.htm If you want complete specs on the 52”, go here: http://www.viewsonic.com/products/digital-signage/products/commercial-displays/cd5233.htm Back to Top DVIGear Debuts HDMI to Coax Extender Using RGBS cable Want to use existing RGBS coax cable to route HDMI signals? Well, DVIGear's new DVI-7510a is actually an HDMI to coax extender/receiver combo that allows you to send HDMI signals up to 100 meters using plain old RGBS coax (with BNC connectors). This extender consists of two units: a Transmitter Unit (DVI-7511a) and a Receiver Unit (DVI-7512a). Each unit comes with its own external AC power adapter and the link between transmitter and receiver is simply coaxial cables for red, green, blue, and clock channels. An optional fifth coaxial cable may be used to deliver DC power from the Tx unit, eliminating the need for a power adapter on the Rx unit. This combo costs $595 and specs can be found here: http://files.dvigear.com/docs/DataSheets/DVI-7510a_Data.pdf Back to Top Peerless Offers Mac Mini Mount The popularity of the Mac Mini as a media server has been recognized by Peerless as they have a mount exclusively for the tiny computer by Apple. Dubbed the Mac Mini PC holder, it's designed to hold a Mac Mini behind the PLCM-2 ceiling tilt box. The PLCM-2 is a ceiling base mount for up to 71" LCD screens.
For more on the PLCM-2, go to: http://www.peerlessmounts.com/dyn/Products/BrowseProduct.aspx/tn/426 and for information on the MAC Mini mount, go to: http://www.peerlessmounts.com/dyn/Products/BrowseProduct.aspx/tn/259/u/t/categoryID/549 Back to Top Panasonic Tries to Capture DS Display Marketshare, Again Panasonic’s previous attempts to grab market share in the digital signage display market have fallen short, way short. But now they’re trying again with a new form factor. Panasonic's new native 1080p 42” and 47” LCDs claim a spec of 700 cd/m2, feature a fairly slim profile/narrow bezel and weigh in at 40 and 49 pounds, respectively. Inputs include HDMI, DVI, Component video ports, and RS-232 for control. The displays include back-mounted speakers but are only 4” deep. Interested in more info? Go to: http://www.panasonic.com Back to Top NEC Enters Large-Format LED Wall Signage Market NEC Display Solutions this month started shipping its new LED modules for indoor and outdoor video wall installs. Dubbed the LED-06AF1 (indoor LED module) and the companion LED-15BF1 (outdoor LED module), both operate under the “true pixel” principle, by which each red, green and blue light-emitting diode forms one single pixel. Specified at 2000- and 7500-nit brightness, respectively, the LED-06AF1 and LED-15BF1 include DVI-D Dual Link connectivity, 800Hz refresh capability, a Nichia long-life LED lamp module and includes 16-bit color processing. The LED-06AF1 uses a 6mm pixel pitch and has 2500:1 contrast ratio while the LED-15BF1 has a 15mm pixel pitch and outputs 4500:1 contrast ratio.
Complete specs can be found here: http://www.necdisplay.com/Products/SubClass/?subclass=LED%20Wall%20Modules Back to Top rAVe Founder to Debut All-New Digital Signage Seminar at ALMO E4 Show Did you know less than only 16 percent of digital signage installations are done by ProAV integrators? Even the HomeAV market’s doing more digital signage installations than ProAV! Gary has partnered with ALMO Pro A/V to fix that. He’s developed a six-step process for adding a profitable digital signage department to your business. And, it all includes products and technology on display right after his ALMO E4’s spotlight course. Want to attend? Well, there are two opportunities for you to hear Gary in 2010; Washington, DC on November 10th and New York City on December 15th. Go here to register: http://www.almoproav.com/Events/e4/ Back to Top | DSE Opens APEX Award Submission Site Digital Signage Expo (DSE) is now accepting nominations for its 7th Annual APEX & Content Awards. Submissions deadline is Friday, November 12, 2010. Submission forms are available at: http://www.digitalsignageexpo.net/DigitalSignageExpo/AwardsDinner.aspx.
This year the APEX Awards categories include: Arts, Entertainment & Recreation; Business, Industry & Government; Education & Healthcare; Event Venues; Food & Beverage; Hospitality; Public Spaces, Retail, Transportation; and “New Concept,” the latter of which refers to highly innovative and future-forward digital signage applications. Back to Top Partner Content from Sixteen:Nine: Digital Signage Lunch & Learns Return in 2011 If you have been to DSE in the past, you may have noticed a sectioned-off area where, at lunchtime, groups were sitting around attentively listening to one person talk — instead of doing the more typical nutritional lunch break work of shoveling down a nasty hot dog or two out in the north hall of the convention center.
Those were the Lunch & Learn sessions, and they’re back for 2011. The program will offer a total of 10 roundtables, five each on the two exhibit hall days of the February show. The sessions are designed to let DOOH network operators and people like systems integrators up the curve on a topic or two, while having a box lunch and resting their aching tootsies for a while.
The planned 2011 sessions will include: - Creating the Right Visual Experience
- Interactive Wayfinding Made Easy
- Smart Ideas for Digital Retail
- Introduction to Digital Signage: How Do I Get Started/How Can I Be Successful?
- Digital Signage Infrastructure Solutions for Integrators
Back to Top Estadio Omnilife in Guadalajara, Mexico Simple enough: Just add digital menu boards to a stadium’s concessions stands, right? But, what about making them capable of dynamically changing content as food availability changes? This was one of the many challenges that Allure Global faced when asked by the new 45,000-seat soccer stadium concession director before an opening day match with the UK’s infamous Manchester United this summer.
The Goal
Install dynamic digital menu boards into all concession and food service outlets at the new Estadio Omnilife, located in Guadalajara, Mexico and make it site-based controllable, as well as give each concession area the ability to have a diversified menu selection.
How’d They Do It?
Allure Global completed this installation just in time for the grand opening of this new facility, an exhibition match between home team Chivas and English powerhouse, Manchester United, a game won by Chivas. The digital signage installation featured 84, 37” Samsung monitors for fan viewing at the concession outlets. Two screens in each outlet are used for digital menu boards and the remaining single screen is used to display live game action and other promotional content. There are 28 concession, food service and bar outlets in this new stadium.
The Allure Global Digital Menu Board solution will enable Estadio Omnilife and Eurest Mexico, its concession partner, the ability to effectively and efficiently ensure individual concession site level menu compliance. This will offer the flexibility to support diverse menu versions, dynamic price changes, full motion video of food products and numerous promotional items.
“We are very excited about having Allure Global’s digital menu boards in this new stadium,” states Susan Fink, Managing Director for Eurest Mexico. “They give us the ability to change our menus to fit the customers’ needs in the stadium at any given time. For example, we can have a different menu and pricing for a soccer game, a concert and any other event that this stadium may have. This flexibility is very important to us to better serve our customers.”
”Our ability to prove the value of our digital menu board solution was a true partnership with Eurest Mexico and Estadio Omnilife,” says Craig K. Chapin, President and CEO of Allure Global Solutions. “Not only did we complete this installation in record time, but we also were able to provide two different menu solutions, one for the Chivas versus Manchester United game on opening day and another menu selection a day later at a large Omnilife corporate rally.”
Back to Top So, that's rAVe DS [Digital Signage] for this month! Remember, we are here to HELP the AV market penetrate the DS market. Only 12 percent of the DS market is integrated by AV companies. The other 88 percent is IT-based. Now, there are AV publications and even an association that would like to draw those IT people in to AV (it would increase readers, right? – and more readers means they can charge more for ads). That is NOT what we are doing. rAVe DS is specifically designed to pull AV into the DS market and teach AV companies how to take business away from the currently dominated by IT market.
For those of you NEW to rAVe, you just read a 100% opinionated ePublication that's designed to help AV integrators. We not only report the news and new product stories of the digital signage industry, but we stuff the articles full of our opinions. That may include (but is not limited to) whether or not the product is even worth looking at, challenging the manufacturers on their specifications, calling a marketing-spec bluff and suggesting ways integrators market their products better. But, one thing is for sure, we are NOT a trade publication that gets paid for running editorial or product stories. Traditional trade publications get paid to run product stories — that's why you see what you see in most of the pubs out there. We are different: we run what we want to run and NO ONE is going to pay us to write anything good (or bad).
Don't like us, then go away — unsubscribe! Just use the link below.
To send me feedback, don't reply to this newsletter — instead, write directly to me at gary@ravepubs.com or for editorial ideas: Editor-in-Chief Sara Abrons at sara@ravepubs.com
rAVe [Publications] has been around since 2003, when we launched our original newsletter rAVe ProAV Edition. rAVe HomeAV Edition, co-published with CEDIA, launched in February, 2004. rAVe Rental [and Staging] launched in November 2007. rAVe ED [Education] launched in May 2008. rAVe DS [Digital Signage] was launched in January 2009.
To read more about my background, our team, and what we do, go to https://www.ravepubs.com
Back to Top Copyright 2010 – rAVe [Publications] – All rights reserved – All rights reserved. For reprint policies, contact rAVe [Publications], 210 Old Barn Ln. – Chapel Hill, NC 27517 – (919) 969-7501. Email: sara@ravepubs.com
rAVe Rental [and Staging] contains the opinions of the author only and does not necessarily reflect the opinions of other persons or companies or its sponsors. |
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