1. Beyond Times Square
Digital Signage > Interactive DOOH
Evolution & Adoption
State of the Art
Fun
What does it all mean?

2. What is Digital Signage?

3. Digital Signage
inform, involve & entertain
“It’s really using digital technology and content to ...”

4. Evolution & Adoption - Better, Faster, Cheaper
U.S. digital out-of-home media industry
estimate to grow 11.2 percent to $2.43 billion
in 2008 (compound growth rate of 12% from
2007 – 2012) PQ Media
Marketers expect to see an increase of 21% in
The industry shopper marketing plans through 2010,
is growing Retailers expect to see an increase of 26% in the
same period.
Responsibility for shopper marketing
•!Brand or marketing groups 30%
•!Sales 45%
•!Market research or analytics group 15%
•!Divided or separate unit 10%
AdAge, 2007

5. Evolution & Adoption - Better, Faster, Cheaper

6. Evolution & Adoption - Better, Faster, Cheaper
•! 73% of CPG manufacturers and 86% of
retailers ranked shopper marketing
programs among the top four activities
In-store that deliver meaningful return on
interest investment.
!! 50% plan to increase their spend
over the next few years to 8% of the
marketing budget.
•! In-store media is currently a $500
million line item
Grocery Manufacturers Assn. & Deloitte Consulting,

7. Evolution & Adoption - Better, Faster, Cheaper
The GoBoard at Courtyard by Marriott

8. Evolution & Adoption - Better, Faster, Cheaper
What!s Working in DOOH?"
Enhance the Retail Experience (Impact of media vs. static signage)
42% said prefer to shop at a store with video displays*
Increase in-store conversion and product sales
68% said in-store messaging swayed their purchasing decision**
Build your Brand
81% of all consumers are most interested in seeing video programming in
the stores that they shop***
Drive Traffic to your other touch points
Online & Mobile
Generate Incremental Revenue (Advertising Supported)
Targeted viewer minded partners

9. SONY PSP

10. Evolution & Adoption - Better, Faster, Cheaper
Screen Quality & Size
Networked
Wireless
Publishing Software
DOOH CMS
eCMS Leveraging
Radical Flexibility
Content Strategy
Metric based optimization

11. Evolution & Adoption - Better, Faster, Cheaper
One System > Any Venue > Any Content

12. Evolution & Adoption - Better, Faster, Cheaper
Billboards, Kiosks, Digital Signage, PoT, PoW,
PoS, Menus, Interactive Experiences ...

13. Evolution & Adoption - Better, Faster, Cheaper
Brand, Corporate Communications,
Educational, Informational ...

14. Evolution & Adoption - Better, Faster, Cheaper

15. Evolution & Adoption - Better, Faster, Cheaper
Make me
notice
(Awareness)
Done right, it
influences the Motivate me Intrigue me
path to to buy again
(Retain) (Connect)
purchase…
making it
“action-able !"$%(' !"#$%&'
media
Spread the Motivate me
word (Explore/
(Trust) Incent)
Surprise and
Delight me!
(use)

16. Content Strategy

17. Know Me/
Help Me!

18. Sourcing Strategies! Sourcing Strategies!
Short Form Media! HD Content!
–" ! Music Videos! –" ! Landscapes / Aerials!
–" ! Film Trailers! –" Travel!
–" ! Game Trailers! –" Live Concerts!
–" News / Entertainment Clips! –" Branded Entertainment!
Sourcing Strategies!
Original Content!
–" ! On Location Shoots!
–" ! Artist IDs / Interviews!

22. Future?

23. Content Strategy: eCommerce & In-Store Retail
“it’s not Point of Sale
it’s Point of Experience”
“70% of decisions are
made in the store”

24. Content Management

25. Content Development and Management
Call
Center
IDENTIFY
MarCom
User Goals Content Needs
Manuals
Sales DEFINE & MODEL
Training Investors
Shared Chunks Unique Chunks
Internal Events
Communications PRODUCE & TAG
Single Assets Multiple uses
Promotions
Global
Social
Retail
Media/
Partners
Viral
STORE

26. Content Development and Management
Assets Publish B-Cast
Assets Publish Print
Assets Publish Online
Download &
Upload
Digital
Assets Publish
Signage
Assets Publish Kiosk
Assets Publish Games

27. Content Development and Management
Content
Inventory
Strategy,
Publishing & needs
optimization assessment &
gap analysis
Design &
Production
authoring

28. Content Development and Management
MediaTile

29. Content Development and Management
MediaTile

30. Content Development and Management
MediaTile
http://www.mediatile.com/software

31. Fun

32. SHAPED SIGNAGE

33. SPRINT PHONE

34. SONY READER
DISPLAY

35. A&E
THE ANDROMEDA STRAIN

36. AIRTRAN

37. SPEC CREATIVE
DIGITAL DISPLAY

38. INTERACTIVE DISPLAYS

39. A&E GENE SIMMONS

40. A&E AIRLINE

41. BBC

42. HBO BIG LOVE

43. DHL

44. BRIDEZILLA
Season 2
Season 1

45. STARBUCKS

46. SPEC CREATIVE
SCENTED DISPLAY

47. LOW TECH GONE WILD

48. NATIONAL CAR RENTAL

49. ABSOLUT

50. PGE

51. A&E PARANORMAL STATE

52. COCA-COLA CARACAS

53. ANIMAL PLANET

54. NESQUIK

55. PRESIDENTE BEER

56. More Examples Online
Digital Signage Association
http://www.digitalsignageassociation.com/
Digital Signage Today
http://www.digitalsignagetoday.com/