The DSE has created a handy Show Planner site for attendees and I started using it today. Since my schedule is filling up and all, I have to a handy way of keeping organized.
It’s pretty good.
It took me a few minutes to figure it all out, but now I’m cooking. Selecting those sessions I’m going to. And the booths that I want to stop by. It gives me access to everything on my mobile phone and even lets me request eDocs, which plays to my eco-friendly side.
The centerpiece of the site is an interactive map of the convention center and showroom floor. I saw the same wayfinding map/tool on a touch screen monitor last year, (it was tucked away behind one of the customer service booths) and found it a bit clunky. I’m glad that the DSE has migrated it onto their site because, despite its clunkyness, it is handy. It allows me to search by exhibitor name and/or booth number or just click into the convention center for a floor plan. I can poke around to the different areas of the floor, see where each exhibitor is exhibiting, and get a nugget of information about them in a click. The information ties directly into my customized planner, for convenience. Handy.
Also, if I’m so inclined, I can search restaurants, coffee shops, and bars in and around the convention center. Again, it’s a bit clunky, but the features are there and they’re usable. Don’t know if I’ll use them, but if I need this information, I know one place I can find it. (I’ll probably just use Yelp, though.) Regardless, another handy feature.
But what is not handy is the non-scrolling-zooming feature + the non-grabbable-moving feature. Perhaps it’s a limitation of technology and/or budget, but I found it frustrating. If I were using my fingers to interact with this on a touch screen, I would expect all of this functionality to be fluid and non-linear. I also found the absence of speakers in the session details not handy either. I think it would just take adding a few more lines of content (with the speakers’ information) at the very least. But hey, you win some and you lose some.
All in all, this site is much more handy than clunky. I think it’s going to help me out.
I’d like a number 10, 20, 28, 34 and a Super-Session to go, please. To those of you going to the DSE next week, these numbers probably mean something to you. To those who aren’t going, these are the sessions that I plan on attending. Here’s the rundown:
Session #10 – How They Did It: Three Real-World Models for Successful Communication-Based Digital Signage Networks - Representatives from Reuters, a college (John Marshall Law School), and a medical facility (Mayo Clinic), discuss their DOOH networks and installations. All of these seem like they’re fully integrated into their respective businesses and have clearly provided value back to their audiences. I hope they’re able to cover their different expansive installations, the thought and buy-in that had to go into each of them and then ultimately, how they each look at success. It will also be interesting to know what they think the future of DOOH looks like.
Session #20 – Creative Tactics for Integrating Digital Signage in Different Environments – This looks to be all about innovation, particularly in various approaches to a wide range of OOH environments and how to best incorporate digital/interactive signage into them. A Dallas-comrade, Steve Gurley, from Symon Communications here in Plano, is on the panel. We’re going to get together for coffee afterwards. I’m looking forward to meeting him and learning more about his company. They provide all sorts of DOOH solutions, including multiple interactive solutions.
Session #28 – Integrating Multi-Channel Strategies: A Roadmap for Digital Cross-Platform Success - This is the session that interests me the most. Primarily because it is one of the sessions that I think is closest to my specific interests – making the 5th Screen (digital signage) into the 11th Screen (through the use of all sorts of enabling technologies). I think they’ll probably discuss the incorporation of mobile into digital signage more than anything else. But I’m also interested in it because Stephen Randall of LocaModa - the man behind the company that brought us Jumbli and LBS-integration-into-digital signage - is on the panel. The other dudes on the panel are no slouches, either.
Session #34 – Trends in Interactive Gestural and Touch Screen Applications – Now, we’re talking. “You will learn how organizations such as the Official NYC Information Center and MIT SENSEable City Lab are using advanced touch-sensing and gesture control technologies to bring a whole new dimension to interactive user experiences.” It’s going to be sweet. Enough said.
Super Session – Digital Out-of-Home’s Future - I can’t go to the premier Digital Out-of-Home conference without attending the session where industry leaders discuss its future. It’s the one that has the biggest potential of let down, though. These types of sessions can be so general, especially in an hour. But I’ll be there.
Then, throw in a couple of coffee meetings, a few on-floor workshops (including one by Keith Kelsen, visionary in digital signage), and a “mixer” here and there, and my calendar is pretty much full.
Oh, and there’s work, too. That doesn’t stop.
It will all be busy, but really good.
Is there anything you’re particulary interested in learning about digital signage or the industry? Let me know and I’ll do my best to get it answered.
A week from right now, I’ll be in Las Vegas for the Digital Signage Expo! I’m really excited to go and see all of the advancements that have been made in the industry in the past year. I was there last year and saw some great products and met some great people. I expect this year’s event to be a positive evolution on all fronts.
I have been reading the DSE’s Q4 Quarterly Business Barometer, and it only enhances my excitement about next week, and in broader terms, the future of the industry. If I were to give you my condensed recap, it would go something like this:
Digital Signage/DOOH is here to stay. Despite the economic climate of the last year. Despite the oversaturation of providers and networks (which have been consolidated, but more is needed). Despite the lack of clarity in measurement. Despite the lack of integration with media companies and agencies. And despite the fact that most marketers misunderstand the capabilities of “digital signage.” 38 pages in 59 words + 1 acronym. Not bad, eh?
My projection for 2010 is even shorter & simpler:
We will continue to see digital signage in our environments around us. This form of communicating (and connecting) will not go away. Only the strong will survive, though. And “digital” just means display technology. “Interactive” will be the new “DOOH”. (39 words + 1 acronym)
I’m going to try a new series called “Out & About” where I’ll share 11th Screen examples that I find when I’m out and about. This morning, we were at Walmart and I walked past a small touch screen kiosk suspended at the end of the hair-coloring-products isle. It looked to be from Clairol (more broadly, probably P&G) and was all about helping customers find their perfect hair color. Even though I’m not in the market for new hair color, I couldn’t resist playing with it. My wife helped me with the demo – as you watch this, you’ll see that one of her most endearing qualities is her indecisiveness, which ironically enough, seems to be the primary purpose of this kiosk.
When I first saw this, my instinct was to be happy – that P&G decided to make this, that it was actually interactive, and that they placed it in a retailer like Walmart. I don’t think that any of those can be overlooked. But, as we interacted with it, and as I talked to my wife about it (she’s a great individual focus group), and the more I thought about it, the more I determined how unvaluable I thought it was. I busted out my scorecard and put it to the test. Here’s what I came up with:
Purpose – The kiosk is billed as an aid to help “Find your color” (specifically, “Find your perfect hair color in just 30 seconds”) when one is undecided on what artificial hair-color to use. Based on a number of simple questions, the solution delivers on the primary purpose – it outputs the recommended hair color and more importantly, hair products. But I think it only halfway achieves the primary purpose, being in a retail store like Walmart. It’s safe to say that the ultimate purpose is to drive purchase, but nowhere in the experience does it encourage the customer to actually buy the products. It just spits out what products are best for them and leaves it at that. With a simple coupon, either from the kiosk itself or enabled through a mobile phone short code, P&G would really see how valuable it is because they could actually measure it.
11th Screen Score: FAIL
Drama – The kiosk is small, but you can’t fault them for that. Who knows what drove that decision. At least it’s a standalone kiosk. The experience also has a clear call-to-action at the beginning – “Touch to Begin.” But the biggest problems here are placement and branding. Not only is it hard to see because its metal casing blends in with the rest of the environment, but it’s positioned right by L’Oreal, the competing products. If I were the brand manager, this would not sit well with me. The kiosk should be by the product, no ifs, ands, or buts. Otherwise, don’t go to the trouble of making it. And where’s the branding on the actual, physical kiosk?
11th Screen Score: FAIL
Usability - This was very user-friendly. It was set up like a wizard, where it takes the customer through the experience step-by-step. For a more decisive person than my wife, it probably delivers on the promise, “Find your color in 30 seconds.”
11th Screen Score: PASS
Interactivity – This experience was strictly touch screen. The screen responded well to touch and there was no lag time in touch & response.
11th Screen Score: PASS
Information – I think they’re selling themselves and the customers short here, limiting the experience to 30 seconds. I would argue that finding the right hair color product and the right additional hair maintenance products take longer than 30 seconds. I did some digging on the two products in the demo – Clairol and Pantene – and their websites are rich with information and experience. They’re filled with interactive tools and expert videos and live chat consultations – both impressive sites. All of these interactive, supporting tools tell me that my argument might be on point. Now, Walmart is not necessarily the salon or boutique where customers would want to spend longer looking for products and more interested in the entire experience. But it wouldn’t take much effort to include some of the richer, more interactive tools found on their websites here in this kiosk. I think it would improve the experience greatly and provide more value to the customer.
11th Screen Score: FAIL
Personalization – The experience is centered around a level of personalization by asking each user a series of questions to give them a custom answer. The shortcoming is that it treats everyone as if they’re first-time users, first-time hair-colorers, which is probably the primary audience anyway. Those who use these products already know what they want and/or will spend time talking to a professional stylist, not an electronic kiosk.
11th Screen Score: PASS
So, as much as I wanted to be happy, those feelings are now tempered. I can’t say that I see value in the solution. I just don’t see how this can drive sales enough to move the needle. Maybe to raise awareness, but not necessarily in these products. It enables customers to find the right kind of products, but not the right products, which of course is Clairol and Pantene….and anything else hair-related by P&G. In the end, they would have been better off duplicating their website experience here on the kiosk. Then, I might be singing a different song.
What do you think of this experience? Do see more value in it than me? I’d love to hear from you.
Does everyone automatically have QR code mania? It seems like they do in my world. The last two weeks have been filled with questions and examples and tweets about QR codes. I’m even planning an initiative with QR codes (more to come on that in the near future!) Everywhere I turn, I’m hearing and thinking about QR codes.
I’ve seen some good examples, like the recent Detroit Red Wings program, that enables users to watch an exclusive video from their mobile phones. The call-to-action is clear, informative, and the Red Wings even play an instructional video during their games. They’re seeing success and even thinking of ways they can extend fans’ experience beyond this initiative.
I’ve seen bad examples, like the Weather Channel on-TV code, that enables users to automatically download the Weather Channel app. This execution falls short on a number of levels, most notably originating from a TV screen. I think the beauty in these codes is that they’re able to extend a non-digital medium into a digital medium in a seemless fashion. Aside from that, the call-to-action isn’t clear and the app is only available on Android devices. And you would think that a television network would have ample opportunity and resources to share instructional videos on new technology that they want their audience to engage with, even more than a sports arena.
And I’ve seen future examples that I’m about to experience myself. SXSW is including QR codes on name badges to instantly connect attendees with other attendees. I will be interested to see an audience like this, completely up on technology, interact with it and each other. I’m also interested to see how SXSW introduces them to attendees on-site and the resources that they make available for all of us.
On the surface, I’m happy that I’m in the midst of QR code mania, but like all emerging technologies, QR codes can easily be more ineffective than effective. Especially in North America, where this technology still has not caught on, despite its acceptance and success overseas, particularly in Japan & Southeast Asia. A huge barrier is our mobile phones and the various platforms and inconsistent reader applications. One app can interpret the data as a V-card, while one can interpret the data as a text message, one only operates on the iPhone and one can work across most mobile platforms. And, oh by the way, each one of these reader apps must be installed by the user before they can be used.
I think these particular barriers are all relatively minor for the potential return. Installing the right reader application on my phone is not a laborious process. It’s certainly worth it when I can simply take a picture of a code and experience some sort of deeper, personal engagement. And QR codes, themselves, are so easy to make that anyone can really incorporate them into any initiative in a matter of minutes.
What we have to consider though – the thing that makes the difference between ineffective and effective – is the complete experience. The devil’s in the details, so they say, and they can either make the Red Wings experience or the Weather Channel experience. To be effective, the user needs to know exactly what to do. They need to know what to download on what type of phone and once it’s downloaded, what exactly to do then. It seems simple, but the call-to-action must be clear and concise. These types of experiences are not website-like experiences where users know what to expect on a click, and even then, users need to be encouraged to click that particular box or image or text. This is a new experience. Most people don’t even know what QR codes are. But they can accept them and will even interact with them if they’re given clear instructions and expectations. The payoff has to be there on the other end, too. That’s another element of the experience that can make or break these initiatives. What content is the user going to see or interact with once they take a picture of that QR code? Is it a video? Is it a pre-drafted tweet? Is it an app? Or better yet, is it something that is only offered in this particular way through this particular channel?
QR codes can enable immediate interaction with meaningful content in a unique way. They can enable extremely rich experiences and in doing so, can help build trust between brands and their audience. But to be effective, they must be used the right way. They must be thought through. And in the end, they must not be done just to be done, just because they’re the mania of the day.
What QR code executions have you seen that are most effective? What are the least effective solutions you’ve seen? Let me know!
With three little ones, we often frequent venues that allow us to consolidate our tasks into one physical space. Super Targets and malls, especially malls with play-areas-for-kids, are high on our list. Malls are a fascinating place to me, although I don’t like spending lots of time in them. What fascinates me, aside from the people and the over-saturation of “things” is the lack of technology that exists inside them. I still see the static, Dewey Decimal System-like mall directories (that’s what I always think about anyway) that were around when I was a kid. I can’t believe those things still exist?!? Those scream touch screens with wayfinding + behavioral targeting + mobile couponing + social engagement – they’re really an endless well of multi-channel technological usefulness.
But by an large, these don’t exist. Digital signage is slowly becoming a standard in malls, but interactivity with that signage doesn’t even seem to be on the radar. So, I was giddy when I saw a digital signage solution that encouraged me to interact with it. (NOTE – I did not capture the best content to represent my experience. Next time, I’ll know exactly what to get for the set-up and pay-off to tell the best story.)
In any case, these digital signs were scattered throughout the mall, not as a digital directory, but as a vehicle to deliver moving, engaging content, be it movie trailers or dynamic store advertisements. On one of the “pages” of the scroll, there was a contest that encouraged users to take a photo in front of the sign and post it on their Facebook page.
So, I took my mobile phone, positioned myself in front of the screen, and smiled:
Then, when we got home, I uploaded the photo on their Facebook page:
And I was happy. As it ends up, I didn’t win, but I had lots of fun doing it, and appreciated a brand driving me deeper in the experience through digital signage and enabling technology. This is a good example of DOOH being made interactive through this sort of technology.
With a few tweaks, I think this could have been a better, more effective initiative, but they deserve kudos for utilizing the digital signs in this way. I hope to see more of this sooner rather than later because I think it’s one of the easiest, most natural extensions of incorporating multi-channel technological usefulness into the spaces around us.
Now, I am not a world-wide mall-goer. These are my observations based on the malls I have gone to primarily in Texas. If you have seen any other examples like this, particularly in malls, please send them my way.
I am reminded, almost every day, of one of the first things my mentor told (and gave) me when I started my career. His name is John Glenn (not the astronaut) and was/still is very much an old-school advertising guy. I always thought of him like a football coach who coached back in the day – Tom Landry-type (he looks nothing like Tom Landry or a football coach for that matter) – who believed in fundamentals instead of the “hot” new thing, the sizzle, the passing attack and/or the Wildcat if you will. I’m so glad he was put in my path to teach me because I believe he taught me the “right” way to do things, certainly the right way to look at things. I often ask myself in various situations, “what would John do here?” He has made an indelible impact on me.
Anyway, early on in my career, he gave me a book by Hank Seiden – Advertising Pure and Simple – and said, “read it.”
Then, I read it.
It was a hard read.
When he asked me how I liked it, I gave him a blank look, said, “it was good,” and left it at that.
Then, he gave the book to me. And said, “look, if there’s one thing that you take out of here, take this” (and I will paraphrase):
When thinking about doing anything in this business, ask yourself these questions, in this order, and you’ll be just fine:
1. Who are we talking to?
2. What are we trying to say?
3. How are we going to say it?
At the time, I didn’t have the capacity to really understand the context to put it in or even what it meant. But I always thought about it and soon enough, I understood exactly what it meant. This is what I am reminded of, and more importantly, what I try to remind myself of, on an almost-everyday-basis. In brainstorms. Strategizing. Consulting with clients. In everything, I try to think about these three questions and apply them to my work.
More often than not, I realize how many people don’t think about these questions, much less the particular order. I’m surprised at how many jump right to the “How are we going to say it?” part without considering the audience (who) and the message (what). It’s like they’ve lost all sight of the fundamentals.
Over and over again, I see examples of going straight for the “hot” new thing.
Sometimes, after answering the who and the what, the solution is a hot, new thing. Sometimes it’s not. But most often, it’s the right thing, or a right thing.
What fundamentals do you fall back on? I’d love to hear from you.
I’m a little bit late to the game because this particular solution has been out for quite some time. It’s worth more attention, though, albeit not-so-timely. These boys know how to do it. True 11th screen material. They built the world’s biggest multi-touch, multi-user wall at a race track complex in Germany.
I’ve developed a guide that helps me look at solutions like this – 11th Screen solutions, if you will – in a consistent manner. It’s not a measurement tool, by any means. It’s not designed as a magic formula to produce quantitative results. It’s simply designed to help me look for the same components across all kinds of IOOH (11th Screen) solutions. It’s my attempt at leveling the playing field in an area where the field is far from level. For each “criteria,” I simply give a PASS or FAIL.
So here, we’ll use the Ring Wall to inaugurate the official 11th Screen perspective. Understand that I have not interacted with the wall in person. I’ve only watched demonstrations. My comments about the wall are made entirely from observation.
Purpose – What is the purpose of the solution? Is it to drive awareness? Acquisition? Loyalty? What is the brand trying to accomplish in this medium?
In my mind, this is the most important question to ask. It should define the exact solution. Brands can do one thing through a billboard and something entirely different through a kiosk. More often than not, I believe that brands utilize the OOH medium as an awareness-only medium. I think there is always an opportunity to drive consumers deeper into the brand, even from the biggest “awareness-driven” installation – a standard billboard.
Here, the Ring Wall looks like one big awareness machine. It enables many users to experience information, but it’s the same information for every user. There is no “deep dive” for data capture, personalization, or even an extended experience.
11th Screen Score: If the objective was awareness, I don’t know how they could have done any better. Taking that assumption into account, they PASS.
Drama – Does the solution make a big impact on the user? Does it make them stop and interact?
Since everything we’re talking about is interacted with in the physical spaces around us, it must have some drama to it to entice people to interact. This can be accomplished a number of ways – the physical installation, its movement, its content and its call-to-action.
The Ring Wall has an immense amount of drama. First of all, it’s huge, the largest of its kind. Second, gesture-based technology allows content to move with the user as they walk by, engaging them without even a touch. I think where it falls short, if any place, is providing the user a clear call-to-action. It might seem simple to have a big “Touch Me” call-to-action rolling throughout, but I think intimidation is still a big barrier with acceptance and use of most touch screen installations. The clearer you can be with the action you want the user to take, the more success you should have at breaking down that barrier.
11th Screen Score: I don’t know how much more dramatic one can get. PASS.
Usability – Can the user navigate through the experience with ease? Are the paths to information intuitive? There’s also an element of functions, too, but I think that is much more subjective. Do the functions enhance the user experience?
The biggest killer to any touch screen installation, once the user starts interacting with it, is not knowing what to do and/or how to get to the desired information. It’s critically important that foundational elements like content grouping(s) and navigation hierarchy are intuitive. Herein lies the challenge though. Old website standards are most often not applicable because interaction in this medium is so open, non-linear, and tactile. Navigating a website with a mouse on a computer is different from navigating a website with your finger on a touch screen. It’s vital to understand the audience when concepting and creating an experience like this. You and I might be able to walk up to this wall and use it effectively, but would our mom or dad?
Here, the Ring Wall’s user interface seems to be intuitive. The navigation looks to be consistent with a standard website homepage (primary navigation at the top, eye level with 3 callouts below the main content area) and as a result, clear. Also, the user has multiple ways to navigate in the experience. They can use the scroll wheel above the gallery to navigate as well as the FORWARD/BACK arrows on the main images. It doesn’t hurt that every ‘panel’ displays the same UI, too. And the functions look fluid and cool :)
11th Screen Score: It’s hard to give a definitive score in this category without touching it and using it myself. From the interactions I can observe, it looks to have a good user experience, thus PASS.
Interactivity – How does the user interact with it? Is it gesture-based? Is it touch-based? Can the user interact with it through any other enabling technology?
This consideration is really an extension of Usability. But whereas the Usability consideration focuses more on how the content experience is laid out, the Interactivity consideration focuses on how much effort is required to interact with the physical experience. If it’s gesture-based, how responsive is it based on the user’s interaction? If it’s touch-based, how responsive is it based on the user’s touch? If it requires an enabling technology, how easy, instant and accurate is it based on the user’s actions? This is the second biggest killer to any touch screen installation. If it doesn’t respond to the user’s touch, the user will either give up or get upset. Either way, they’re not going to interact with it anymore. (And they might tell their friends not to interact with it. And their friends might tell their friends and….anyway, this is food for another post.)
The Ring Wall is both gesture-based and touch-based. When the user walks by, the wall seems responsive. When the user touches the screen, it also seems responsive.
11th Screen Score: Again, it’s hard to give a definitive score in this category without touching it and using it myself. From everything I can see, PASS.
Information – How much and what kind of content is available for the user to interact with?
A system like this is set up to be an endless well of content. I think this is good as long as the user isn’t overwhelmed with that content, meaning they don’t have to see everything “behind the curtain.” Let them know what they’re going to expect and how to get there and leave the rest to them. Drive them deeper into the experience instead of away from the experience. A critical element of this is the type of content in the experience. The Ring Wall includes a good combination of copy and rich multimedia content (images & video). And the video looks like it plays fluidly.
11th Screen Score: There looks to be a deep well of information for the user to interact with in one experience. PASS.
Personalization – What level of personalization does the experience provide?
In my observations over the past few years, this is the one area that I am the most underwhelmed with. The opportunity that we have in this medium, and really the opportunity that I feel has been the least capitalized on, is the level of personalization to the experience. On the surface, any multi-user touch screen includes a level of personalization that allows each user to have their own, unique experience. But on a deeper level, the content is the same for every user. The opportunity that I see is for all of that content to be customized for each user. Simply put – everyone sees what they want to see, even if they don’t know what it is they want to see. And they don’t see the stuff that doesn’t matter to them. This level of personalization requires some level of data gathering from the user, which is always touchy, but can enhance an experience greatly.
Perhaps another way to look at this is ‘does it account for various stages in the relationship process?’ Does it accommodate someone that is interacting for the 1st time? Or the 3rd time? Or the 30th time?
Here, the Ring Wall doesn’t seem to have any personalization built into the experience. It treats everyone the same, whether they are interacting with it for the 1st time or the 30th time. There is an opportunity to personalize each experience, though – be it through a couple of “preference” questions or a higher level of technology like RFID, each user could have an experience most suitable for them.
11th Screen Score: FAIL.
Overall, I just think this is awesome. Major kudos have to be handed out, not only to the development team, but to the clients themselves. They get it. To take the leap on technology like this (both hardware and software) is remarkable, not to mention that the decision was made a year and a half ago, well before the idea of DOOH and/or IOOH was halfway mature, certainly on this scale. It’s combinations like this, with both forward-thinking marketers and clients, that are going to create a new level of interacting with each other and our physical spaces around us that is the norm instead of a novelty.
What do you think of this thing? By “thing,” I really mean the wall, but I’d love to know your thoughts on the scorecard, too. Do you feel like anything needs to be shaped differently on it? Added to it? Just like the space we’re in, I expect it to evolve as we look at other solutions. Comments gladly accepted.
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The DSE has created a handy Show Planner site for attendees and I started using it today. Since my schedule is filling up and all, I have to a handy way of keeping organized.
