New DSA Digital Signage ROI Tool Runs All the Numbers
By Dave Haynes
Editor, Sixteen:Nine The Digital Screenmedia Association (DSA) has released a juiced-up Return On Investment calculator intended to help network operators – particularly retailers – properly, fully plan out a network and keep the wild-assed guessing to a bare minimum.
The DSA did a webinar this morning to see if lowest common denominators like me actually got it. The beta version is a four tab Excel spreadsheet that DSA head David Drain and Reflect president Matt Schmitt (the guy driving the task force development of the tool) stressed is a work in progress. They have put it out to the membership and are looking for people to run the toolset through some real world planning, and feed back what works, what doesn’t and add in the “if you just did this” stuff.
Eventually, post feedback and new tweaks, the calculator will be a web-based form. Like most people who have started networks or helped other companies pull them together, I have my own sets of spreadsheets that factor in various costs and assumptions, and spit out numbers in the results tab. Mine are a hodge-podge that reflect much of what is in this all-in-one tool, and from what I saw, this calc is pretty comprehensive.
Many months in the making, and the work of a task force that included end users, the spreadsheet nicely factors in operating costs, capital costs and the net benefits of sales lift, print cost reductions, ad revenues (if that’s in the mix) and so on. I like the little things that make a real difference, like the average margin a retailer may get on sold goods. A lot of calculators I have seen just use gross sales lift percentages, which distorts reality by assuming every extra dollar made on left goes to the bottom line. I also liked that the advertising revenue assumptions bake in the DPAA audience measurement guidelines, CPMs and the usually missed/ignored cost of sales (ie commissions).
What comes out is a summary page that looks at the three-year costs and profit (good) versus loss (not so good) projections. The summary also runs the numbers in a variety of different ways, and there is some sort of a macro progress bar thing at the top of the forms that shows the time to break-even based on changing inputs. As they say, it’s not perfect … but it is pretty good.
Putting on my consultant hat, I don’t think this eliminates the need for guidance and experience from people who have actually been there and done that. There’s a lot of nuance in business planning that a spreadsheet will never capture. However, for a retailer or start-up network operator, this kind of tool is a critical part of the planning and decision-making process.
Some vendors will wring their hands and worry that a full examination of the ROI will stop networks in their tracks, which will likely happen. But the smart suppliers also understand DOA clients are not clients they really want.
Right now, the spreadsheet is a benefits of membership thing, so if you want it, you have to join the DSA, get your tattoo and learn all the secret handshakes. Sign up here and get a free 8 by 10 signed photo of Brian Ardinger (two if you register in the next 15 minutes): http://www.digitalscreenmedia.org/join Leave a Comment
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People, Not Words, Will Change and Define the Digital Signage Industry
By Mike Clearley
SVP, Digital Strategy, Fleishman-Hillard The following is reprinted with permission from the Digital Screenmedia Association (DSA). For more information, go to www.digitalscreenmedia.org. What an exciting couple of weeks it has been for the digital signage industry. I don’t even know if I’m referring to the industry correctly anymore, given one of the key figureheads recently proposed renaming the term “digital signage” completely. Truth be told, I’ve never been clear on what to call this industry and even whether or not to call it an industry, much less what the industry is defined around. But in the end, I come back to the same thing — it’s the digital signage industry. Because it’s centered around digital signs — er, signs that are digital — and the industry is larger than a group and businesses are made around the components to run digital signs. So, it makes sense and it’s easy. I say “digital signage” (with or without industry) and everyone I talk to understands what it is, at least on a basic level. Semantics.
The true waves — those that could have a real impact on changing the face of digital signage, far beyond words — are being made by the people running business in this industry. Three major players, rVue, RiseVision, and Screenreach, have all recently hired individuals who live and breathe engagement. Not digital signage. Engagement. These are individuals who will benefit the industry because they have specific digital signage experience, too, but they are not about the sign. They’re about the engagement. That is an important distinction, especially for an industry that ironically seems to be behind the technology-enabling-engagement curve. These individuals are awesome for the industry. I think it’s interesting and admirable that each one of these companies created positions for these individuals. These were not positions that have existed before. They were made for these individuals. Before I get into that, let me just tell you a little bit about these individuals. I have the pleasure of personally knowing each of them and I’m better for it.
First up is Jennifer Bolt, who, for years, has been the head honcho for the media department at TracyLocke. She has immense media planning and buying experience and knows more about the media side of digital signage than anyone I’ve met from an agency. She just joined rVue as Chief Strategy Officer. She knows, firsthand, the challenges that agencies face when guiding major brands through allocating and buying digital out-of-home (DOOH — a la digital signage). She knows how to ask the right questions of brands to understand where advertising dollars can be pulled from. It is complicated — from a brand perspective and agency perspective — and as a result, the digital signage industry suffers. Jennifer is a wonderful addition to the industry because she knows how to talk to agencies and exactly where to go within them to be a guide and help provide clarity all around.
Next is Paul Flanigan, who recently joined RiseVision as VP, Marketing & Business Development. Paul is one of my first and best friends in the industry. He comes with a wealth of experience in branding, marketing, and communications and is just an overall bright and seasoned guy. He worked with the guys at The Preset Group and before that he ran Best Buy’s in-store network. Paul is an engagement guy. He gets the power of digital signs and how if they don’t create engagement, they’re not realizing their full potential. Now, by working with a digital signage software provider, he will not only be able to shape the actual product, but he’ll also be able to speak to prospects about the true potential of reaching and connecting people when they’re outside of their homes.
Which leads me to my boy, David Weinfeld, who, too, was with The Preset Group before going on to Obscura Digital and just last week was named Chief Strategy Officer of Screenreach. The first thing you see when looking at the Screenreach website is, “Turn any screen into a two-way interactive experience.” This is a perfect fit for Dave — a place where social, mobile and digital signage collides. He gets it completely and even more, eats it up completely, and Screenreach and the industry will benefit greatly from David having such a visible role within it. He should be able to directly infuse social and mobile connections into what’s expected from digital signage immediately.
All three of these individuals should have an indelible impact on the industry. I find myself energized knowing as much. But this could not have happened if the leaders of the respected companies — Jason Kates, Byron Darlison, and Paul Rawlings — did not recognize the need, potential, and competitive advantage that these individuals could fill/enable. These leaders had the wherewithal and courage to create positions for other leaders.
And that’s what changes and defines industries.
People.
Not words.
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Share Article Back to Top Emerging Digital Technology Departments are the New Trend in Ad Agencies
By Linda Hofflander
Chief Strategy Officer, The Handa Group The following is reprinted with permission from the Digital Screenmedia Association (DSA). For more information, go to www.digitalscreenmedia.org. It appears that the need/opportunity to address digital signage, interactive touch screens, mobile, social media and other emerging technologies has finally pushed the agency world to get off the starting blocks. One of two very predictable models is being put into motion at many of the U.S. agencies:
1. IN HOUSE DIGITAL MEDIA DEPARTMENT - The creation of an “emerging technologies” team, which is responsible for building out the business model and creating alliances with strategic partners, private label networks and even reseller relationships.
- The expansion of the current “digital team,” which has historically addressed web, online, social media (with the help of PR) and broadcast, to now include support of, but not limited to: digital signage, interactive touch screens, RFID and Tags.
2. OUTSOURCED “VALUE ADD” TEAM MEMBERS - Viewed by clients as part of the team, but in actuality are digital media experts brought on board as needed to assist in the mapping and deployment of a client’s specific environmental needs, while the agency manages the creative strategy and overall design of the communication
The industry has been watching agencies dabble in digital for some time and it would now appear that to effectively meet the needs of their customers, agencies have been driven to create “digital” business models that can generate a profitable revenue stream while providing the service and quality their clients have come to know and rely on. Leave a Comment
Share Article Back to Top rAVe's Favorite New DS Products from InfoComm Back to Top DynaScan Debuts New DS LCD On Monday, DynaScan introduced a new spec’d 2,800 cd/m² brightness professional LCD dubbed the DS47LT4 with a somewhat narrow bezel. The DS47LT4 features an 11-mm bezel width, uses LED (local dimming) backlighting and is sunlight readable.
The DynaScan DS47LT4 professional LCD is available for order through authorized DynaScan dealers or by visiting DynaScan’s website http://www.dynascanusa.com Leave a Comment
Share Article Back to Top Teeny-Tiny Media Player Little-known Crystal Acoustics has launched a tiny media player that’s actually aimed at the HomeAV market, but would be perfect for simple DS systems. Dubbed the PicoHD5.1, it’s a 3” x 2” x 0.6” palm-sized black box that plays MPEG, JPEG, DivX, WMV, .FLV and .AVI files at a native 1080p including 5.1 audio (assuming you want that sort of audio in a DS system). It accepts content via an SD card, MMC cards, SDHD cards or via USB — with IR control. But, the staggering thing about this is that it’s only $89.
Only weird thing about this is that the remote control is LITERALLY twice the size of the media player!
Don’t believe us, check it out yourself: http://www.crystalaudiovideo.com/ProductDetails/36916427-f96c-45a7-8a57-048e76655991.aspx Leave a Comment
Share Article Back to Top DSE Apex Awards Nominations Open The annual DSE Apex Awards honor innovation in the deployment of technology in the global DOOH industry. According to DSE, all nominated content will be judged on the following criteria: - Challenge
- Solution
- Result
Nominating companies must submit a complete nomination form, up to five image files, optional video file and the $125 entry fee on or before the deadline date of September 1, 2011. Entry fees may be submitted by check made out to Exponation LLC or by credit card using either the included form, available via download here, or the online payment form, which will be available soon.
Want more details? Go here: http://www.digitalsignageexpo.net/DigitalSignageExpo/AwardsDinner/Apex.aspx Leave a Comment
Share Article Back to Top Long Beach Race Week Live Event Digital Signage
Insteo recently completed an “Event Activation” project for Long Beach Race Week – a sailing regatta which draws thousands of sailors and spectators. Insteo provided live HD video streaming, race results, photos, video, social media and text messaging via the Insteo Display system.
Event Activation
There are numerous live sporting or entertainment events that don’t have the reach for regional broadcast coverage. These events can draw thousands or tens of thousands – often outpacing the day’s attendance at a local major league stadium… but providing full-fledged broadcast/interactive solutions for fans can be difficult.
It’s not that these events don’t have the budget – any solution that reaches a wider audience and engages them will drive increased sponsorship. Typically it comes down to logistics. The event organizers have enough on their hands planning and running the event.
Digital signage complete with video streaming and interactive experiences is the key to expanding the audience reach, creating connections between the fans at home and those live at the event. Unlike larger broadcasts, these solutions don’t require an army of technicians to operate.
Fans are getting used to interactive experiences at major events — they’ll be expecting similar enhancements at all events to keep them glued to the action.
Live Streaming Video
With solutions such as Ustream, it’s becoming increasingly easier to setup and host a video stream. In this case, Insteo setup a remote stream without a wired internet connection.
For the Long Beach Race Week event, Insteo tested HD streaming via Sprint 4G internet, at distances up to 6 miles from shore. Video was captured live from both a “generic webcam” and a Canon 7D camera at 720p and transferred to the streaming media server via 4G wireless internet service. Ustream was used for webcam based SD video, and Microsoft Expression Encoder and IIS smooth streaming was used for HD. The streams were running from a Dell laptop — the complete system was capable of 5 hours of continuous streaming without a battery change.
Insteo Display includes the ability to display Ustream channels and can connect to IIS smooth streaming servers. Screens at the Long Beach Yacht Club carried live streams as Insteo tested event narrowcasting services. Insteo also tested Ustream capabilities on smartphones. Streaming video was not announced in advance for this test but for future events it will be a major component.
Event organizers can use a narrowcasting service to provide live video, interviews, analysis and commentary using a small production crew and off-the-shelf technology. This video can stream to mobile phones, event digital signs and home PCs — to greatly expand the audience size and sponsor reach.
Realtime Results
Internet-connected digital signage, with the right Apps, can provide real-time results to fans at the event.
Long Beach Race Week provides race analysis via GPS units mounted on yachts during key races, with data fed to the Kattack Race Analysis system. Kattack offers realtime solutions powered by 3G along with post race analysis solutions, which better served this event. At evening parties, Kattack software showed a GPS replay of the races, allowing skippers and crews to see a unique perspective on the race they’d just run. Kattack uses Adobe Flash-based Apps, which can be directly plugged into Insteo Display software just like any other App.
Insteo provides content aggregators which can read existing RSS feeds or webpages that event organizers already use to post standings and results. Insteo’s Apps then parse and display this content to screens automatically, without the need for additional staff or AV operators to manage content distribution.
Event Photos and Videos
Insteo’s photo viewing Apps pull photos directly from Facebook and Flickr. At events, timing is key — people expect real-time.
For Long Beach Race Week, Insteo had a photographer on the press boat equipped with an EyeFi Wireless SD card and a 4G wifi hotspot from Sprint. Selected photos were immediately uploaded to Flickr, and then shown on the Insteo Display screens. Other photographers submitted their photos via Facebook or Flickr, allowing race participants, fans, family and friends to review the day’s action from a variety of perspectives.
In addition to streaming video, Insteo tested HD video capture with quick turn post production to create a 10 minute segment with highlights of the day’s events — this highlight reel was shown on Insteo Display screens at post event ceremonies.
Social Engagements
People also want to take and share photos of their own unique experiences — with Insteo Display they can email images from their camera or smart phone to a centralized email address. There the images are quickly reviewed and forwarded onto the screens.
For Long Beach Race Week Insteo connected Flickr, Facebook, Twitter and Texting to the screen. Anyone participating in text messaging was included in a drawing at the end of the event to win sponsor prize packages. This call-to-action encouraged more people to participate.
Putting it all together
Live HD streaming, Live event photos, realtime race results, and live social media — it all sounds like a lot to accomplish for the already overwhelmed event organizers. But fans are engaged and sponsors take notice.
The truth is it doesn’t take much. Internet connected digital signage and a small AV integration crew, and you can “activate your event” to create new ways for fans to participate.
For an event like Long Beach Race Week, a three person crew to setup, capture, moderate and encourage fan interaction was all that’s needed. This crew captures and produces all of the content for the event, and rely on network operations staff back at the office to ensure systems remain active and internet connections stay online. Leave a Comment
Share Article 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).
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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.
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