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Aug
27
“Adlets” for Digital Signage
Filed Under Advertising, Digital Signage, metrics | 3 Comments
Via Mediapost, originally
Dwell time, Schmell Time!
Unlike the Nielsen studies on various networks (who shall remain nameless) that have come out recently extolling the idea that consumers sit around for countless hours mindlessly watching that oh-so-engaging Digital Signage content that’s out there, some less partisan studies I’ve been privy to actually support the idea that SOME viewership habits on Digital Signage are more in line with a “glance medium” wherein 3-15 seconds is the most you’ll really get a consumer to be attracted to a display. Obviously this depends on the dwell time of the venue.
Aug
24
Digital Graffiti on Digital Signage
Filed Under Advertising, Digital Signage, Mobile | 1 Comment
Found via Engadget via Ad Goodness via AdsOfTheWorld
How’s this for an innovative use of technology? Bluetooth paired with Digital Signage that allows you to use your BlueTooth enabled phone, what looks like an OTA (”Over the air” downloaded) Java application and a lot of free time to “Spray” a design on a signage implementation!
This is where I really like to see forward momentum in ideas…
Aug
23
And They Say Digital Signage Is An Immature Medium?
Filed Under Advertising, Digital Signage, metrics | 3 Comments
And buyers and brands say Digital Signage has problems? Try traditional OOH!
What you’re looking at above is a Viacom outdoor sign that’s near my house. It’s a series of pictures I had to take while I was out for a dinner with a friend because I was blown away that
A.) A company would have the audacity to actually rent the side of a building for ad space that could only be seen by someone whose neck was permanently rotated right 45 degrees and up 45 degrees.
B.) That a Brand would feel comfortable paying for an OOH space that only 10% of passers-by would notice
Aug
21
Raji and the folks at Artisan have announced another in a long line of successful Digital Signage Industry mixers.
Details:
When: Thursday August 30th, 2007
Where: Alice Fazooli’s Downtown Toronto (Adelaide and John)
Time: 6pm till whenever…
For those who haven’t been/are unaware, these mixers are tres informal and really just a “meeting of the minds” type of “get to know your Digital Signage Industry Players” type of thing…always fun.
Hope to see you there!
Rob
Aug
14
Changing Digital Signage Ads Based On Retina Scans
Filed Under Advertising, Digital Signage, metrics | Leave a Comment
Well, well…isn’t this comforting. A little Minority Report with your shopping?
A good amount of hooplah has been made to date surrounding changing ads/signage content based on the age/sex/race of the average passer-by. Microsoft even has a patent on some of it based on what I remember.
I’d have to say the leader in the space is Video Mining,
who can also track whether your eyes are actually LOOKING at the screen. No, Video Mining doesn’t store video and there’s no personally identifiable info stored. Period.
Aug
13
ATTN: Digital Signage Networks - Help “Their” Agency Help You
Filed Under Advertising, Digital Signage | Leave a Comment
Many, many Digital Signage pioneers have run into the “glass ceiling” of the media agency world over the last few years in their search for marketing/advertising dollars to help expand their Networks and build their critical mass to become a very relevant tool in the toolbox-o-trix of selected media.
Unfortunately, to date, Digital Signage as an industry has not been able to support some tenants of media agency requirements, including:
- Effectiveness
- Efficiency
- Reach
In borrowing from an article I just wrote for someone:
“Effectiveness” is a medium decision. It relies on research in knowing that, if the medium exists, the content is relevant and the creative/advertising is well done, it will impact those that consume it and help to support the campaign objectives.
“Efficient” is a value decision. It is an understanding that I’m going to get bang for my buck by placing my advertising in this medium over another medium.
“Reach” is an effort decision. It’s an evaluation of how much effort do I have to put into this medium to get enough advertising market penetration that it will actually support my objectives and also, will I really be speaking to the people I want to be speaking to through these venues.
Aug
13
Making Mobile Pay Through Digital Signage - “Engagement” At Its Best
Filed Under Advertising, Digital Signage, Mobile | Leave a Comment
I’ve written a few times about mobile marketing and how it can use the Digital Signage “Medium” as a distribution channel.
See:
- Extending Digital Signage Back To The “3rd” Screen
- (Digital Signage) Media + Engagement = Greater Sales Revenue
As I’ve said before, trying to sell Digital Signage on the back of another medium (Paired together and inseparable - e.g. as a trailer buy to television or as a medium for engagement on mobile alone) is bad for Digital Signage as the mediums all have their strengths and weaknesses. You limit your abilities when you pair them and expect 100% success - 1 + 1 does not equal 4 in this case it might equal 1.5.
Aug
9
Outdoor Ad Spending Rise Powered By Digital Signage
Filed Under Advertising, Digital Signage, metrics | 2 Comments
Nice little props from Media Daily News on the state of the Out of Home advertising market.
That talks about the “Golden Age” of OOH and how it’s primarily powered by the “Digital” or alternative side of the business…
Aug
9
An Increasing Need For Branded Traditional “Advertising” In Pharmacies
Filed Under Advertising, Digital Signage | 1 Comment
My little supporting saying for Digital Signage at retail where the product can be bought is:
The power of above the line marketing with below the line punch.
This basically just means that using Digital Signage, with the right scale, you can reach millions of consumers, monthly, and have an opportunity to speak to the benefits of a Brand/product, educate consumers, etc the way traditional media does (the above the line component) and still have the “First Moment of Truth” (FMOT) aspect that is inherent in Point-of-Purchase (PoP) displays and merchandising. …Pretty powerful if used correctly.
Dave Haynes posted an article a while ago (See: Rethinking Checkout Screens…) after he had a conversation with Jeff Dickey at SeeSaw.
Dickey’s premise was basically that Checkout TV (the medium in this argument) actually makes a TON of sense because today’s consumer is migrating quickly away from Brand Affinity (I like a brand therefore I buy) towards “Product Type” Affinity (I need a product therefore I buy). Basically, it’s the battle of the “Generics”.
Aug
7
Who Needs Traditional Advertising?
Filed Under Advertising, Digital Signage, metrics | Leave a Comment
Who Needs Traditional Advertising?
Well…everyone. But a study by Veronis Suhler Stevenson Communications, a private equity firm that invests capital funds in the media says that Alternative Media is becoming “Not So Alternative”. Some of the “newer” mediums, including Digital Out of Home (a.k.a Digital Signage) are powering advertising shifts very quickly out of the “old” traditional and into the “new” traditional.
