1. Lessons for Sustainable
Success
Digital Place-based Media
9AM Lyle Bunn - What Digital Signage is NOW
10:10 Break
10:30 Patrick Rondinelli, Cisco – Integrating Enterprise Media
11 Dan Smith, LG Electronics – Media Display
11:15 Linda Hofflander, Saddle Ranch Digital – CONTENT is Queen!
11:30 Expert Panel
Joseph Wisniewski, Qoncert
Patrick Rondinelli,Cisco
Dan Smith, LG Electronics
Linda Hofflander, Saddle Ranch Digital
David Wible, Industry Weapon
March 20, 2012 Tampa
1
2. Agenda
1. Status of Use – Applications
2. Return on Investment
3. Planning
4. Content
5. Technology
2
3. Lyle Bunn (Ph.D Hon), Principal and Strategy Architect. BUNN Co.
Independent analyst, advisor and educator to users, network operators,
investors and suppliers of Digital Signage and Digital Out-of-Home.
• Helped hundreds of organizations, networks and
projects succeed with Dynamic Media since 2002.
• Over 200 published articles and whitepapers.
• eBook titled the Digital Signage Planning Guide,
in its 5th edition is used around the world.
• Writer/Editor of supplements in USA Today, The
Wall Street Journal and National Post
• Academy Faculty of InfoComm International
• Advisory Boards of Digital Signage Expo and
Customer Engagement Technology World.
• Judge. DIGI Awards, POPAI, Screenmedia
• Named in the 2005 Digital Signage Top Ten List,
among Thompson, 3M, Clear Channel, Focus
Media and others.
www.LyleBunn.com
3
4. PLANNING RESOURCES
Papers on
Campus, Health Services,
Content, Analytics &
Templates for planning
www.LyleBunn.com - RESOURCES
4
6. $7B Industry - 24% CAGR
$3.5 billion in content
1.6 million Displays - 23% CAGR
369+ ad based networks
40/60% Large Ad-based / Internal
Points of purchase, transit,
waiting and gathering.
6
3
10. Dynamic Place-based Medium – Market “Stride”
The Diffusion of Innovation
Everett Rogers (1962)
End User Market Uptake / Application
Total Market Revenue
10
11. Market Acceleration
• Expenditures are increasing. In 2009, 79% said they planned to spend
up to $100K compared with 84% in 2011. 16% of survey respondents in
2011 said they would spend more than $1 million, versus just 6% on
2009.
• 73% expect budget increases over the next versus the 53% who
expected it in 2009.
• 24% of 2009 survey respondents expected to deploy new or additional
screens in the 0-3 month period, whereas 49% of 2011 respondents
expect to deploy or add displays.
• Respondents expecting to use Digital signage primarily for internal
communications doubled in the period 2009 to 2011.
Source: DigitalSignageToday 2011 Trends Survey
11
12. Industry Players / Drivers
Enterprise: Line of Business Managers
“For Profit” Networks
AV Integrators
IT Integrators
Static Signage and
Digital Graphics
CMO, CTO, CIO, CFO
12
13. Mobius University – Sample Loop illustrating
• Re-purposing content
• Full zone and multi-zone layout
• Templates
• Drive traffic to website
• Motivate TXT access, m-commerce
• Link to mass notification
13
Mobius University
14. Mobius University – Sample Loop
• Re-purposing content
• Full zone and multi-zone layout
• Templates
• Drive traffic to website
• Motivate TXT access, m-commerce
• Link to mass notification
14
Mobius University
28. Source: Digital Signage Association – Future Trends Survey 1200 respondents Nov. 2009. 1200 Respondents
28
29. The business model Evolving
Source: Digital Signage Association – Future Trends Survey 1200 respondents Nov. 2009. 1200 Respondents
29
30. The Communications Continuum
<< Engagement Reach >>
Cellular Tablet Internet Dynamic Signage Billboard Print Radio TV
TRANSMEDIA
Integrated Multi-Channel,
Omni-Channel Marketing
and Communications
30
38. Agenda
1. Status of Use – Applications
2. Return on Investment
3. Planning
4. Content
5. Technology
38
39. ADVANCING THE PROJECT
1st Gear - Initializing 1-4 weeks
Conceive, frame, assess and refine the concept.
2nd Gear - The Champion(s), then Steering Group 2-6 weeks
Include relevant stakeholders and generate buy-in
3rd Gear - Develop The Network Overview – Plan 1-18 months
Project definition and refinement
4th Gear - Pilot and Refinement 1-4 months
Proof of Concept, Apply processes, Refine
5th Gear - Deployment & Operations Ongoing
39
40. 2nd Gear - The Champion(s), then Steering Group
3. Executive Sponsor 4. IT / AV
- Org. Effectiveness Intranet,
- Budget Authority Connectivity
- Influence Across Org. & Hotline
support
2. Webmaster
Audio/Visual
Communications
1. Target Audience
Communications
- Marketing
- Staff / Student
- Patron/ Visitor
40
41. 2nd Gear - The Champion(s), then Steering Group
3. Executive Sponsor 4. IT / AV 5.
(CMO, CIO, VP HR)
- Org. Effectiveness Intranet, Application
Other
- Budget Authority Connectivity & Program
Communicators
- Influence Across Org. & Hotline Managers
support
2. Webmaster Line of
Audio/Visual Business
Communications
Managers
1. Target Audience Facilities,
Communications
Safety/Security
- Marketing Loss Prevention
- Staff / Student Vendors
- Patron/ Visitor Suppliers
41
43. Digital Place-based Media Business Process
Analytics
Distribution (AV/IT)
System Integration
$ Software
Business
Ad Sales
Financing
ROI Model
Content
Displays
ROO
Network
-------------- Player
& Playlist
OBJECTIVES Admin. Connectivity
Analytics
43
44. Business
Value
Objectives/Benefits
Improve the Increased Reduced
Environment Revenues Costs
• Reduce perceived wait time • Reduce
• Increase visit frequency • Up-sell & Cross-sell communications and
• Increase visit frequency promotion costs
• Destination attraction
• Info-tainment • Parties, catering, gift cards • Improve visual impact
• 3rd Party Advertising • Target messaging
• Add energy and vitality
• Focus staff
• Reflect community involvement 44
45. DS Network Content Profile examples
Customer
Brand Retail,
facing
Airport.
Aspiration
Influence
General Retail
Perception Car
Dealer,
Real Sporting Goods,
Estate
Electronics
Information
Enrollment
Affinity
Staff
Offices,
facing
Plants
Cost
Merchandising
Branding
reduction
45
7
46. SPEED of Messaging
NO waste
Speed to display
Control NO Pin-up
take-down
Digital Signage
Network
Out-performs the print signage network for control,
compliance, flexibility and ongoing cost.
46
47. • Networks are carefully targeted at the desired audience with the minimum over-spill into surrounding
areas.
• Installation is carried out at the minimum environmental cost, and sympathetically with existing
landmarks.
• Networks seek to replace alternative mediums that did (or would) consume significant resources for
less overall impact.
• The digital displays used are only as large and as bright as needed and use the lowest power
'appropriate technology'.
• Power usage is optimized, i.e. by powering down during periods of limited use or adjusting
brightness to specific times of day.
• Computing power has been kept to a minimum, lower power computers generating less heat,
needing less cooling and lasting longer.
• The longest lifetime components have been selected, ensuring that systems do not need to be
replaced regularly.
• The amount of technology used has been minimized, less equipment consuming less and
delivering greater long term reliability.
• Systems are regularly maintained ensuring continued operating efficiency, and where possible old
parts are recycled.
• Suppliers have provided statements on their environmental credentials and the sustainability
benefits of their products.
• All media content is generated and distributed with the minimum environmental impact
• The medium is used regularly and effectively to promote public awareness of green issues.
47
48. Dynamic Media Platform.
DYNAMIC
MEDIA
PLATFORM
INTER-
MOBILE
SAFETY ACTIVITY TRAINING NEW
COMMUNIC-
DIGITAL ALERTS VIDEO ON PARADIGMS
ATIONS
SIGNAGE SECURITY Systems DEMAND OF SERVICE
COMMERCE
People
• Point of Sale
• Product info . Stored Value Card
• Mass Notification • Inventory • Dispensing
• Advertising • Digital Coupons • How to info.
• Alerts • Kiosks • Auto playlists
• Sponsored Info • Text Info/Messaging • Just in time training
• communications • Touchscreens • RFID
• Text Messaging • Electronic Wallet • Staff courseware
• Safety Reminders • On route ordering • Biometrics
• Recognitions • Social Networking • Video Promotion
• Wayfinding • Registry • GPS
• Services • Mobile applications
• Monitoring • Digital Dispensing
• Values messages • Permission Marketing
• Text messages • Digital Services
48
55. Analytics Exposures !
Presence
Notice
Dwell time
Engagement
Recall (Unaided-Aided)
Aspiration - Affiliation
Enquiry
Opt-in
Perception of Brand
Intent to Purchase
Commerce
Purchase
Subscription
55
Click-through
56. Metrics Matter…
Presence , Quantifying viewers is in the area where
the display is visible and, if appropriate, audible,
+
Notice - Evidence that the screen has been noticed.
+
Dwell time – the viewers time in the display area.
=
Audience
56
58. Intel® AIM Suite: Face Detection
§ 2 viewers detected
§ Demographics analyzed:
Gender: Males
Age bracket: Adults
§ Show targeted content
§ Viewing Information Collected:
Person 1: 10 seconds
Person 2: 8 seconds
§ Accuracy Levels:
Face detection: ~98%
Gender: ~86%
Age: ~70% to 80% depending on life stage
bracket (child, young adult, adult, senior
citizen)
Distance: Up to 15 ft. or 35ft. depending on
sensor resolution
59. Total Vierwership by Month
100.0 89.0
84.0
90.0
80.0
63.0
70.0
Viewership ('000)
60.0
50.0
40.0
30.0
16.0 15.0 15.0
20.0
10.0
0.0
March April May
Dynamic Static
59
61. Agenda
1. Status of Use – Applications
2. Return on Investment
3. Planning
4. Content
5. Technology
61
62. DS / DOOH Business Process
Distributors (AV/IT)
System Integration
$ Software
Business
Ad Sales
Financing
ROI Model
Content
Displays
ROO
Network
-------------- Player
Playlist
OBJECTIVES Admin. Connectivity
62
63. THE Critical Success Factors
• Define objectives (Who – When - Why)
• Apply technology to achieve objectives.
• Use measurement to maximize relevance.
• Couple DS with other devices.
• Make the content local . (i.e. templates,
training, etc.)
• Assure content relevance
• Focus on ad revenue achievement if needed
63
64. Software functional capabilities
1. On-system Content Authoring
2. Media Ingest and Handling (formats)
3. Digital Asset Management
4. Playlist control in Multi-zone Layout
5. Playlist Access Control / Local input *
6. Display Grouping and Control *
7. Handling of Data Feeds and System Interface
8. Media Transmission Options
9. Compliance Reporting
10. Demands on Display hardware, Media player and Connectivity
11. Ease of Use *
12. Source of Supply (direct vs. reseller)
13. Training Requirements and Support
14. Licensing Fees Structure
15. Stability of Software Supplier
64
65. Technology Evaluation Critical 2 of 3
• High quality media presentation to assure that the visual images as
appealing and compelling as possible. This is in part achieved by using
media in its richest possible, native form through the digital media
supply chain. Reducing the need for media reformatting and
transcoding reduces cost, time and the degradation of the media.
• Local input and control of a predefined area of the display or the
playloop can enable individual departments or display locations to
schedule and present information relevant to achieving their very local
goals through local communications, promotions and branding.
• Ease of campaign placement. Defining parameters such as the date,
time, location and other display criteria allows media to be presented to
best achieve the intended results.
• Content layering is used to localize content to improve revenue
achievement. Compiling and rendering media spots in multiple content
layers is a very efficient way of managing campaigns while having
graphics, text, pricing and other elements be local
65
66. Technology Evaluation Critical 3 of 3
• Ease of message targeting by display location, target audience
demographic, time and specific circumstances.
• Ease of use to allow for cost-effective operations and maximizing the
benefits that digital signage can provide as a communications
instrument. Ease of use minimizes costs of operations.
• Interface with data inputs and system integration with other
systems such as point-of-sale, inventory and traffic patterns so that
media presentation and sales activation are maximized.
• Triggering of content based on inputs such as viewer proximity,
examination of a product, anonymous viewer measurement and
demographic capture can assure the most suitable media is presented
to achieve the results.
66
67. Download (no cost or registration)
“Fail to Plan – Plan to Fail” paper
www.LyleBunn.com - RESOURCES
67
68. Rollout Characteristics (1 of 2)
Successful Unsuccessful
Objectives-based Ongoing ROI Technology Driven
Content rich High Viewer Impact Boring
IT QoS Operations Down time
Modest Revenue
Investor Satisfaction Under-funded
Forecast
Low Functionality
RAS-able Scalability
ceiling
68
69. Rollout Characteristics (2 of 2)
Successful Unsuccessful
Realistic funding Ongoing ROI Lack of
Sponsorship
ROI / ROO
Field of
based
Planning Foundation Dreams (Build it
investment
and they will come)
rationale
A grind of fits
Rapid, organic Timing
starts
rollout
Success has a Failure is an
Embraced - Applied
hundred fathers orphan
69
70. Lessons for Sustainable
Success
Digital Place-based Media
9AM Lyle Bunn - What Digital Signage is NOW
10:10 Break
10:30 Patrick Rondinelli, Cisco – Integrating Enterprise Media
11 Dan Smith, LG Electronics – Media Display
11:15 Linda Hofflander, Saddle Ranch Digital – CONTENT is Queen!
11:30 Expert Panel
Joseph Wisniewski, Qoncert
Patrick Rondinelli,Cisco
Dan Smith, LG Electronics
Linda Hofflander, Saddle Ranch Digital
David Wible, Industry Weapon
March 20, 2012 Tampa
70
