Extending Digital Signage back to the “3rd Screen” (mobile)

Filed Under Advertising, Digital Signage, Mobile, Tools

If mobile devices are the 3rd screen (after TV, Computer), then Digital Signage is the 4th screen.

With Agencies and Brands all talking “engagement” as the next quantifiable metric of consumer Brand acceptance, there’s been a lot of talk about using mobile as the channel to adopt to begin this process/conversation.

Personally, I think the idea of “engagement” as a “metric” is a little overrated and a little bit of a cop-out (people still ascribe to brands and buy products without “directly engaging” with a marketing/advertising campaign) but I’m sure I’ll be proven wrong. If we could tie a campaign, with immediacy and an understanding of buying cycles and propensity to buy later, directly to the cash register, I think that would be the ultimate CMO/CFO Marcom test . Regardless of what I think, mobile as a media consumption/engagement device will grow (painfully slow – I used to be in the mobile business) and slowly become adopted and a more mature part of the media mix.

So as the 4th screen enters the arena, it has been seen by many as a perfect partnership as you can engage a consumer on a mobile device (3rd screen) with relevance in an environment they are more likely to respond to your messaging on Digital Signage.

i.e. Advertise –> Respond

no having to remember 800 numbers or web addresses.

I’ve mentioned Locamoda and Wiffiti a few times but I found a new toy I’m in love with.

QuickPlay Media is a very cool company based in Toronto, around the corner from me. A friend of mine is one of the owners.

They have an awesome little product for BlackBerries and phones that allows you to play audio and I think video. The quality is great, the usability is fantastic and I’m sure next month’s phone bill will cost me an arm and a leg.

Quickplay1

They have an application that streams audio (and I would assume video) to a mobile device. With their technology, you could create mobile “channels” that are tied to Digital Advertising Networks (DANs). So you could have “Best Buy TV”, or Wall-Mart TV that you can create little mobile shopper communities around.

Think about somebody like Apple or Sony creating communities in their stores that you can pull up and see or hear about special interest type content, deals, giveaways, etc. when in-store. Another one might be HMV or Tower Records for music or DVDs. Take a show like 24 which distributes special versions of 24 just for mobile devices

Basically, through an email or text message, you can/could download over the air (OTA) their software onto your phone or blackberry (Text to screen and they’ll send you a link to download it via email or SMS). You then “subscribe” to channels you are interested in….the current version came with a little too much content for me….I’d like to see it a little more focused….e.g. identify I’m from Toronto and don’t put “Atlanta’s Weather” in my preview list unless I search for it. Or a custom version per advertiser where it knows based on how I downloaded it that “Apple’s” content comes pre-loaded

Anyway…another neat application to add to the arsenal for Digital Signage/place based marketing.

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