In other words, digital signage is NOT about putting another TV full of commercials into your retail space. Its about integrating dynamic, relevant communications to specific guests. ~ JL
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- Retail, hospitality and grocery companies will demand better interplay with customers through their signage networks
- Special consumer offers triggered by external events – such as weather changes – will help drive sales.
via Research identifies Customer Interaction as key trend for Digital Signage in 2010.
Ontario, Canada – 01 December, 2009 – Research from Capital Networks Limited (CNL), a leading global provider of broadcasting and dynamic digital signage software, identifies 'Customer Interaction' as the key driver for the digital signage industry in 2010. Companies across a range of industries, including retail, hospitality and grocery, will look at ways to engage dynamically with their customers, to boost sales and customer loyalty. With the average person exposed to thousands of marketing messages a day, only the most engaging content will break through the clutter. To be effective, digital signage must be able to deliver hyper-targeted, dynamic messaging to a specific audience. In the coming year, businesses will explore smarter ways to use their signage networks.
Software currently enables companies to schedule or pre-program their digital signage content to interact with any set of data, target audience or environment. Content can be programmed using simple codes, then triggered to play by real-time automated data feeds, such as local weather conditions, essentially delivering the message most relevant to the current environment of the screen. Through this type of 'Dynamic Screen Scheduling', retailers, restaurants and supermarkets can interact with customers in real-time to increase sales, boost footfall and encourage customer loyalty.
"Reports suggest that the US economy is beginning to turn a corner, yet it remains unclear whether consumers will resume spending or remain cautious with their money," commented Jim Vair, Vice President of Business Development at Capital Networks Limited. "Companies that we work with are looking ahead to 2010 and identifying ways to ensure customers – old and new – feel they are getting the best value for money. And to do this, they want to interact with their customers, in real-time. Interactive digital signage is the only advertising mechanism that enables companies to immediately promote cost-saving offers when they most appeal to consumers."
Smart digital signage in action – just some of the ways it can work:
Retailers – Coupons, Vouchers and 'One-Day Sales' are very effective ways of increasing profit, however they have to be organized and advertised days or weeks in advance, which can be time-consuming and costly. By utilizing 'Dynamic Screen Scheduling' shops can program content to interact with current data. For example, if the current conditions are rainy, consumers coming in from the rain or about to go back outside will see content promoting umbrellas, rain hats, etc but if the weather is bright sunshine, content will automatically switch to promote sunglasses, sunscreen, etc.
Sports Bars/Pubs – Establishments showing live sports events can have their signage pre-programmed to offer promotions when the score of a game changes. For example, every time the home team scores, adverts automatically pop up promoting half price nachos for the next ten minutes. Customers will already have their full attention directed at the screens and such offers can encourage long-term customer loyalty, which is just as important as attracting new customers.
Supermarket Wine Boutiques – Interactive applications are very popular with consumers. Touch screen applications are now available that allow shoppers to press a button indicating what they are planning to have for dinner that evening and the signage would display suggested wine pairings based on the store’s current inventory.
According to an ABI Research industry analyst, one main reason for the growth is that traditional advertising media are losing their appeal. Possibly unknown only to digital signage newbies; digital signage offers something traditional advertising media can't: the ability to reach buyers with dynamic messaging at the point of sale.
When shoppers are in a store, evaluating which brand to buy, digital signage has the chance to snatch a bit of mindshare at the precise moment a buying decision is being made. Radio, TV, newspapers, magazines and even the Internet cannot make that claim.
via Digital Signage: Economic Growth May Be Closer Than You Think | Submit Articles | Fully-Explained.
From 2002-07, the category grew by double digits, a phase Patrick Quinn, CEO and president of PQ Media, called the "gold rush." Today the medium, growing at a single-digit pace, is in its shakeout and consolidation phase.
"This is a critical phase in the evolution of the business. We'll see acceleration, but there are still issues out there including fragmentation, scalability and measurement."
Growing pains aside, DOOH continues to capture a larger share of the out-of-home market, accounting for 34 percent in 2009, up 13.9 percentage points from 2004. DOOH is forecast to gain another 7.5 points by 2014, expanding to 41.5 percent of the OOH market.
via DOOH Forecast Dims.
Digital out-of-home advertising will reach $2.2 billion this year, hitting $3.7 billion by 2013.
According to a BIA/Kelsey forecast released this week, the segment, which includes digital billboards and place-based networks, will grow at an annual rate of 13.5 percent, outpacing traditional OOH’s 1.4 percent growth rate.
Traditional out-of-home is forecast to inch up from $4.4 billion this year to $4.6 billion in 2013. In 2010, DOOH will increase 9 percent to $2.4 billion, while traditional OOH will dip 2 percent to $4.3 billion.
Unlike the traditional segment, which is heavily concentrated with three firms commanding 85 percent of all billboard revenue, the DOOH segment is highly fragmented among more than 2,100 companies, making the business ripe for consolidation.
“DOOH must get easier to plan, buy and measure in order to reach scale. With consolidation, partnerships and interoperable platforms, we see the buying process becoming more integrated, which will spur growth,” said Rick Ducey, chief strategy officer for BIA/Kelsey.
Source: Brand Week
Up-market bowling venue Lucky Strike Lanes has deployed BrightSign media players to deliver high-quality video artwork to complement its trademark cocktails, private lanes and sophisticated menu. BrightSign Network Management enables art displays and promotional messages to be coordinated across North America.
Lucky Strike wanted to display static and video artwork in a new way and update it regularly to keep the venue fresh and appealing. The goal was for each artist’s work to be shown in the highest quality resolution for eight to 12 minutes per day, seven days a week in Lucky Strike locations. Effective management of the visual projection and playback, as well as its timing and scheduling, was also a key requirement.
via Entertainment | BrightSign digital signage networks go into Lucky Strike Lanes | Digital Signage Today.
