Category Archives: Digital Signage

Thanks be to Some Pretty Awesome People – YOU!

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I’m riding the train right now, typing and watching all of the different-colored, half-leaved trees speed by me, and I’m reminded of how awesome this time of year is. It’s always been a time that we fall into our routines as a family (which is important for us), settle in for the upcoming season and year, reconnect with our families and friends, and get to see – visually, really see – how beautiful our surroundings truly are. This time of year always provides a nice centering for me because of all of these factors. This centering gives me the right perspective on what’s really important and meaningful. It allows me to reflect on those things that have blessed my life and to vocally be thankful for them.

No doubt, I have lots be thankful for. My family and friends and our health top the list. I lost a teacher and mentor yesterday, and I’m thankful for all of those who have taught and purposefully (or non-purposefully) mentored me. Over the years, I have learned from many people and they have collectively given me the knowledge, confidence, guidance, and experience that have enabled me to get where I am today. I can only hope to have a fraction of the impact on others as those have had on me.

This blog is another thing I’m thankful for. It’s a labor of love for me and I’ve enjoyed every minute of it. It would not be what it is, though, without you guys, my readers. So, the biggest THANK YOU goes to YOU. You have shown interest by reading and providing comments and some of you even come back a second time. :) It’s really humbling. Your readership gives me reassurance that I am providing some sort of value to you. I only hope to continue, and ideally, get better. I’m always open to thoughts and suggestions on how to make this better for you, so please feel free to share. I feel like I’m just getting started.

I have to also thank my boss and friend, Matt Dickman, for encouraging me to start this blog. Without his support, I would have never started it and without his advice, I wouldn’t know the real “right” way to approach and do something like this. He encourages me unconditionally. He’s a great mind and I’m grateful to be working right along side him.

To that end, I’m privileged to work along AMAZING people who are committed to doing GREAT work. Brad – your help and insights have given me inspiration for pushing. Spike – your perspective is fresh and gives me courage. Herb – you’re wicked smart and you push me in ways I don’t like to admit (especially to you). Miker – you’re a rock, dude, and have been for a LONG time for me. Oh yeah, you’re super-talented at that video thing. Cindy – you keep us in line and strive to do what’s right. Sarah B. – you jump right in and aren’t afraid to mix it up. Most importantly, you want to get better. Chrissie – you’re a sponge. Keep sponging. Sarah F. – your drive is amazing. Aly – you just get stuff done and are a pleasure to work with. Clare – I can tell we’re going to get along just fine. Welcome to our team. Warren – you’re calm under pressure, brother, and your level-head sets a great tone. Rob – you think things through like a mad man and your edge levels that tone out. Ryan – your flexing is powerful. And I’m not talking muscles. Christian – does that smile ever leave your face? Matt W. – it’s been great to see you open up and you add a pleasant, chill dimension to the team. Abby & Lane – you’re machines with that research. And Chris – you do your thing, you bring quality thinking in everything. Inez – you’re the backbone of our group.  Most of all, everyone’s just nice. And that’s nice. Thank you all for being who you are and doing what you do.

Outside of work, specifically inside the “industry,” I also have many people to thank, starting with the leaders of the two large industry (DOOH) conferences. They have both been incredibly generous and kind to me. Geri at the Digital Signage Expo (DSE) really gave me my first “break” in this blogging world. She gave me behind-the-scenes access that exposed me to things and people that I wouldn’t have otherwise been exposed to. Early on, in the life of this blog, she provided a source of great momentum by taking a chance on “the new guy.” And Lawrence at Customer Engagement Technology World (CETW) has been extremely gracious, too. In his time, his open ears, and his access. He’s also given me the opportunity to speak at both of his shows this year. For all of that, thank you both. You’re unsung heroes of this industry and I am honored to have gotten to know you, work beside you, and help you get the word out this year.

I’ve also had the good fortune to meet and become pretty close to other industry leaders. Dave Haynes and Paul Flanigan – two rock stars in this industry with LOADS of experience – have treated me so well since I met them. They reached out to me like a friend, as if we’d known each other for years, and have made it comfortable, and even more, insightful, every time we interact with each other. We’ve had many great conversations, and I hope to have many more. They’ve been instrumental in sharing my thoughts with their personal communities and have both opened up opportunities for me that are invaluable.

Another one is David Weinfeld, a kindred spirit. David runs in the same group as Dave and Paul, so it was a package deal – (along with Pat Hellberg) I got to know them all in one fail swoop. David is passionate about this space and the potential it provides and works tirelessly to advance the knowledge, capabilities, and power that technology enables when people are on the move. He’s become my Twitter BFF.

The last guy in that group is Pat Hellberg. Although I’ve spent limited time with him, the time that I have spent has been rich. He’s a video guy and a Nike guy.  Both awesome in my book. I was in Portland earlier in the year and he spent a few hours with me and showed me around his old stomping ground – the Nike campus. It was one of my “industry” highlights of the year.

Adrian and Gail at DailyDOOH have also been kind to me, welcoming into the small world of industry bloggers. They are the premier news source in the industry so it’s been cool to get a glimpse of their world and how they operate.

Ken Goldberg, Keith Kelson, Kyle Porter, Stephen Randall – thank you for your openness in our conversations, and more importantly, your leadership within the industry.

And there are, no doubt, many that I’ve probably missed. It’s been a rich year to be sure. Not only for me, but for this industry.  Regardless of our view of Out-of-Home or Digital Out-of-Home or Digital Signage, we’re all working together for the same thing – to advance the knowledge and the potential of this powerful medium. I see great things in the future for this industry and I’m glad to be part of it.

Thank you all, again, for your part in this. Thank you for reading and sharing. I hope you have had just as rich and rewarding of a year as I have and I wish each one of you a Happy Thanksgiving and holiday season and a prosperous year to come.

Inside Look at DOOH Forecast (via PQ Media)

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Patrick Quinn – President & CEO, PQ Media – “Digital Out-of-Home Media Forecast”

Exclusive look outside of folks at PQ Media at new data & research (4th edition will be published in February 2011)

Lots of data to digest, hard to keep up, but good stuff.

He asked a question of the audience – how many of you represent (audience of about 20):

  • Venues – 1
  • Brand – 0
  • Agencies – 3 (inc. me)
  • Integrators – 3
  • Network Operators – majority

DOOH has one of the best chances to succeed as a new media platform

3 Key Drivers of Economic Growth

  1. Innovation & technical support
  2. Changes in consumer demand
  3. Drives ad & marketing spending

PQ Media has ID’d 3 phases of successful new media:

  1. Gold Rush
  2. Shakeout
  3. Breakout

FACTOID OF THE DAY – How fast each major ad network reached $1B in revenue – DOOH is #3 behind Internet (5 years) & mobile (7 years) – DOOH (9 years)

Gold rush phase for DOOH – 2003 – 2008
Shakeout occurred 2008 – 2010 (they believe the shakeout will continue through 2011)
Breakout phase will occur after 2011. Few market leaders control the industry. About 70% of Digital Place-Based Networks & Digital Billboards/Signs are both dominated by the top 10 operators. For the breakout to really occur, you need to see more than 70%. Consolidation needs to still occur and it is expected.

DOOH Media definition (according to the them):
DOOH media includes advertising vehicles developed through new technology to target more mobile and captive consumers in less cluttered locations outside the home. DOOH media use innovative concepts designed for greater consumer engagement, participation and brand activation.

They break DOOH down into 2 categories:
Digital Place Based Networks (integrate targeted entertainment and/or info programming with ad pods narrowcast on digital video screens) & Digital Billboards/Signs (advertising-only messages through screens equipped with LED or LCD techs)

DOOH Industry snapshot:

  • 267 digital place-based operators & aggregators
  • 426 digital place-based networks in five venue categories
  • Over 1 MM video screens installed nationwide
  • 117 digital billboard & signage operators
  • About 4,000 digital billboards & signs in 4 location categories

Total DOOH grew 1.5% in 2009 to $1.8B
Where does OOH fit in the overall ad spend? – only 4% of ad spend
DOOH represented 25% of that small percentage in OOH

Key Trends:

  • Magic number for DVR penetration – 35% in DMA for it to reach a point where TV will no longer become as powerful ad network (hmmm)
  • 44% media consumption occurs outside of the home
  • DOOH media is attractive to brands because it offers ads up to targeted audiences in captive venues for extended periods of time
  • DOOH is becoming part of integrated media solutions
  • More market leaders providing broader target audience scale
  • Operators investing in sales and marketing staff, strategic and tactical improvements

Key DOOH research:

  • 70% interaction w/ digital signs per month
  • Digital signage perceived as more engaging than static
  • Interactivity is promoting longer dwell time
  • Digital billboards generated 6-10x more revenue per month than static

Challenges:

  • Content & creative needs to improve with standards to increase engagement
  • Agencies are seeking methods to better plan and buy DOOH more efficiently
  • Remains cost-prohibitive for many DOOH network operators to develop local sales teams
  • Capex for new and improved technologies continue to impact profit margins
  • Metrics still need improvement to meet agency/brand requirements and compete w/ other media
  • Competition for other merging media remains stiff
  • DOOH operators need to embrace and develop strategies to capitalize on emerging mobile and social media options. Smartphones – 20% of subs in 09 rising to 50% by 2014
  • New techs driving mobile/DOOH convergence – SMS, Bluetooth, QR codes, LBS, Graphic Recognition (camera) – all of the things I talk about being enabling technologies

Preliminary Forecast:

  • Place-Based Networks – 15% – 16% growth in 2011
  • Digital Billboards/Signs – 18% – 19% growth in 2011
  • Overall DOOH – 16% – 17% growth in 2011

Key growth drivers – better audience metrics, improved sales/mktg tactics, national scale more widely available, expansion into new venues, integration w/ mobile and social, emerging technologic enhancements (ie. 3D)

Questions/Answers:
Captivate – largest in-office network in the US. Wall St. Journal Network – 2nd largest.

Largest opportunity – Cinema is the gold-standard. National CineMedia is the largest (backed by 3 major theater owners). Office space, too, is doing well. Skews over 50% women, the alpha-moms.

R&D, where’s it being spent? – advertisers – GPS, mobile web, proximity-based (hmmmmmmm)

How many networks have national footprint? Very few.

Nut – clearly, advertisers are seeing the value in DOOH networks – they’re using it as an Awareness channel. I don’t think they’re recognizing the full potential (interactivity, personal experiences), but I also don’t think it will take them long to get on board.

Word of the session – Alpha Mom.

Awareness OOH vs. Engagement OOH

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Connections

Over the last couple of weeks (and year, really), I’ve tried to wrap my hands around all of the “OOH” thinking going on in my head.  I’ve put a couple of stakes in the ground along the way.  First there was my definition, then there were the basics of displays and their relationship with technology and what those two combined really mean and most recently, I explored the different components of the “new” OOH.

I feel like, conceptually, they’re all pretty close, but they’re not quite there.  They don’t tell a complete story.  That’s the thing that’s bugging me – the incomplete story.  It’s a complex story, no doubt.  Media consumption and consumer behavior and “always on” technology have evolved to such a high point that there is no longer an easy formula for moving someone down the decision/purchase funnel.  That same technology has transformed the places and things around us into consumption & interaction “screens” – “Out of Home” is no longer just the mass awareness platform that agencies and brands have relied on in their media mix to achieve maximum impressions.

This potential of the “new” OOH is something that I’ve explored since day 1 on this blog, but many disparate thoughts do not a complete story make.  I’m a little closer today than I was yesterday.

If you’re a regular reader here, you know how much I dislike the “Digital Out-of-Home/DOOH” moniker.  I’m starting to dislike “digital signage” just as much, but unfortunately, these are the two most widely-used terms in the industry.  Ask anyone in the industry what they actually do, and 9 people out of 10 (if not all 10) will give you a response with “DOOH” or “digital signage” in it.  And if you asked them what exactly that is, I’d put a solid bet on a response that included something like this – “it’s a network of screens held together by digital technology.

Network.  Screens.  Digital technology.

That’s so 1995.

In all seriousness, here’s my newest stake in the ground (and it’s not groundbreaking, but I think it provides clarity) – OOH, DOOH, and digital signage is Awareness Out-of-Home.  Digital signage (technology + a display) has enabled brands to be more effective at creating awareness, with dynamic loop times and dayparting and on-the-fly content updates, but at the end of the day, it’s all about pushing content out to as many eyeballs as they can.  It’s about impressions.  OOH/DOOH can be an extremely effective channel at achieving those impressions.

Here’s the thing(s) about Awareness though:

  • Relies more heavily on the channel (or “screen”) than it does on the brand story
  • The media component is driven by mass reach, not targeted personalization
  • Brand is at the center, communication is to many
  • It’s a push message, meaning it’s a “talk-to” communication, meaning it’s a 1-way communication, meaning there is no real brand/consumer engagement
  • Consumers are guided down the funnel, literally, by screen (the placement of the screen guides the brand story)
  • The technology is the thing keeps everything connected

So, sure, if you want to talk about networks and technology, er “DOOH” & “digital signage”, here’s where we should be talking.  This is what the industry is talking about now – hardware and software and networks and installations and everything else.  If you boil it down, it’s all an awareness discussion.  This is where my thinking differs from many in the industry (communications, advertising and digital signage industries) that I’ve heard.  I don’t see the potential in using the OOH/DOOH channel as an awareness channel.  It’s an evolved 1995 discussion, with the introduction of new “digital” display technologies, but it’s just display.  Display technologies drive more consumption; they don’t drive more engagement.  And this is the big differentiator – do you want to use OOH, even DOOH as an awareness channel?  Or do you believe that the places and things around us have the ability to engage consumers where they are and actually drive them deeper into the brand experience?  This is the “new” OOH and this is its potential.

Engagement Out-of-Home is predicated on the understanding that a) everyone and everything is connected and b) the places and things around us have the ability to be turned “on.”  Everything is a screen, but the screen is not what makes up the network in Engagement OOH, the people make up the network.  They are made stronger by technology – enabling technologies here, not display technologies – and brands can and should take advantage of these developments.

Just last week, I gave my thoughts on a similar concept, something that LocaModa and Posterscope call “Sociable Media.”  (I spoke to a couple of guys at LocaModa late last week and they provided great insight to their POV.)  We’re all talking about basically the same thing, but I think where I differ is that I think Engagement OOH provides a unique opportunity for brands to go beyond just being there and allows them to tell their story in a way that they would not have otherwise been able to tell it – in an individual, 1-to-1 engagement.  (And it doesn’t have to be on a mobile phone.  It can be on a floor in a store.)  It’s less about the technology and more about the interaction.  That’s the nut – engagement OOH enables brands to be more effective at driving interaction – not awareness – on everything around us.

As compared to Awareness OOH, Engagement OOH:

  • Relies more heavily on the brand story than it does on the channel (or “screen”)
  • The media component is driven by targeted personalization, not mass reach
  • In one sense, the brand is can be the center, but communicate to one.  In another sense, the consumer is at the center and the brand has the ability to engage with them.  The key is that it’s a personalized communication
  • It’s a push/pull message, meaning it’s a “talk-with” communication, meaning it’s a 2-way communication, meaning there is actually real brand/consumer engagement
  • Consumers are guided down the funnel by interaction
  • The brand story is the thing keeps everything connected

So, maybe we still need to be talking in 1995 speak.  I have a feeling that the industry is going to continue to talk in these terms, at least for the foreseeable future.  If you look at social media and the way it had been talked about until the last year or so, it was all talked about differently, too.  Now, there are enough buzz words that can make someone feel sick.  But whenever I hear “DOOH” or “digital signage,” I always stop and give it pause and really try to determine what people are talking about.  And most of the time, they are talking about true “digital” Out-of-Home or true “digital” signage.  Interactivity is either an afterthought or void from the thought altogether.

I just look at it a little bit differently.  For every action, there is a reaction and we have the responsibility, not to mention the opportunity, to be there and interact and have a 2-way communication so the relationship doesn’t end as soon as they walk away.  It gets stronger.  I believe that can only happen through engagement.

It’s important to note that I am not a media guy and never have been.  I’ve always been an experience guy, so that’s immediately where my mind goes, regardless of the “channel.”  I love this space because it truly is a blank canvas, not confined by structure or surface, or technology or medium – only by the limits of our imagination and the strength of a brand’s story.  I’m going to be speaking at CETW in a couple of weeks on Incorporating Digital/Interactive Out-of-Home into Campaign Strategy and from my point of view, after we understand who we’re talking to, the very next question I would want to answer is, “is it Awareness OOH” or “Engagement OOH?”  What do we want to create?  Do we want to push messages out?  Or do we want to engage with consumers around our messages?  This would tell me what technology (or not) I need – display technology or enabling technology – thus defining what the “true” OOH was.

My story still isn’t complete.  It isn’t as focused as I’d like it to be, but I think it’s getting there.  I’d love to hear your thoughts, if you care to share them.  This is truly an evolving space that requires evolving thought, so in my opinion, the more the merrier.

Friday’s 4-1-1, ScreenScape Style

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A little late to the game this Friday, but found a great nugget in this article where small business owners discuss the benefits of geo-location-based services.  I’m a big proponent of geo-location apps and like many others, see the natural integration with digital signage.  In this article, a couple of the business owners mention a platform called ScreenScape – a simple, internet-based program (software) that allows “anyone” (like small business owners) to operate digital signage.  This is the first I’ve heard of these guys, and my question is – can they be the X factor in digital signage adoption?  Today’s 4-1-1 is dedicated to one of my new favorite companies (I don’t know anyone there, haven’t met anyone there, but next week, I’m going to reach out to them to learn more about their product.)

1.  Advantage #1 – cost.  I suppose this depends which side of the fence you’re on – $10/month subscription makes digital/interactive signage attainable for just about anyone now.  It makes you wonder how successful they can be based on this model, but there are group licenses available for larger subscribers.

2.  Advantage #2 – ease.  The platform is Internet-based.  You don’t need any special technical skills to work your way around the “administrator” dashboard.  And by dragging content here and dropping it there, with the push of a button (and a computer, and a display, and an Internet connection), you’ve got yourself a digital signage solution.  And network if you need it.

3.  Advantage #3 – flexibility.  I’m talking about flexibility with content here.  Images, video, text, RSS feeds – you can include any of these as pieces of content that will wind up in the end-display.  (The program basically converts everything to a flash file.)  There are drawbacks with this, of course.  Processor, connection, file size, load on the computer, etc…  But look, it’s $10/month so to me, if you’re the right “brand” to use something like this, the value and benefit totally outweighs the downfalls.  One of the coolest things about this system – and it’s core to their business model – is allowing the community to share content with each other (they call it “venue networking.”)  This is yet another “cost” advantage to people like small business owners who are strapped for money and resources.

4.  Advantage #4 – integration.  With Foursquare, in particular.  On September 14, they launched a “Foursquare widget” that allows the software to integrate and pull in check-ins for the location (where the screen is placed).  The widget ultimately allows consumers to see things like who the mayor of the place is, the actual “mayor offer,” total check-ins, and everyone else who has checked in.  To me, this feature is critical – to both the brand and the consumer.  The consumer gets to see their name in lights (“fame” as Stephen Randall says) and the brand has just given another reason for the consumer to interact with them (via their screen).  A simple example:

“Uh-huh” – a year ago, Mashable featured Screenscape in their Spark of Genius series.  It’s interesting reading that article now.  Case in point that no one knows how to talk about “digital signage” though.  The term was not used once in the article and I’m pretty sure it’s been around for much longer than a year.  Kudos for flagging it, though.

“Duh” – am I giving them too much credit?  Or is there any merit to them giving a shot in the arm to digital signage?  I think this is a true “duh” because it seems like to me, as long as the brand has ownership of a screen and a connection, and is in-tune with reaching consumers in new ways, why not?  What’s the drawback here?

I think this is beautiful because it taps into what geo-location has tapped into for brands (especially “small” brands) – it’s no/low cost, it’s relevant, it’s engaging, and most of all, it’s a way to connect with people while they’re “outside of the home” on a device that they’re glued to.  For $10/month, you can advertise it/them for everyone to see and hopefully, keep them coming back for more.

Have a (106 Flavors of) Coke and a Smile

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A smile.  That’s the emotion that Coke brings me.  Sure, some of it is the sugar rush, but a lot more of it is how they create brand experiences.  I saw another example this weekend of how they (re)create the experience of simply getting a drink.  Introducing Coca Cola Freestyle – the (interactive touch) machine that brings you 106 flavors with the simple touch of a button.

This is a game changer.  Think of how many self-serve beverage dispensers you’ve used.  At the most, you’ve got ~10 options, and they’re typically options in drinks, not flavors.  Here, this kiosk serves all Coke products and their flavors – a total of 106 different options.

The interface is simple – pick your product, then your flavor, then fill ‘er up.  I overheard one of the movie theatre employees talking to a customer:

Employee:  Cool, huh?

Customer (looks amazed while filling his cup):  Yeah, it’s awesome.

Employee:  We just got those in and everyone thinks they’re great.

Customer:  Makes getting drinks fun.

Employee:  I know, it’s pretty cool.

So, there you go.  Coke has now made filling up your drink at the movie theatre fun.  This will, no doubt, be something that we see in every movie theatre, restaurant, and convenience store in the future.

Gotta hand it to brands like Coke.  They see an opportunity to utilize technology outside of the home to fulfill a simple task (utility) and make a meaningful brand experience out of it.  And they capitalize on it.

Friday’s 4-1-1, Fast Company Style

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Today marks a milestone of accomplishment here on this blog – for the first time ever, I have blogged every day this week! I hope everyone’s enjoyed the posts. I have my own opinions on blogging and everything behind it and at the end of the day, I’m just another voice in the sea of opinions that now have access to be heard. I don’t really like to write here unless I feel like my perspective is beneficial (and no, I don’t feel like it’s beneficial on everything, and I’m sure I’ve missed the mark here, on a number of occasions) – this week, I saw many different things that I really wanted to write about and share. So, today, I hope to close the week out strong, at least semi-strong.

I’m a huge fan of Fast Company and I’m a little sour to admit that I still don’t have an iPad. I’m kicking it old school with the print magazine – hence, today’s 4-1-1 is inspired by this month’s edition of Fast Company:

1. Ford continues to use enabling technology – still being a print magazine guy, I see MS Tags on most every one of Ford’s print ads, just like this:

The site that it sends you back to is nothing impressive, but it is driving consumers deeper into the brand.  And I still maintain that as long as you’re using print, why not include tags like this?  It just makes all the sense in the world.  I love the fact that they’ve chosen MS Tags, the scanning code/technology that I believe is the easiest, device-agnostic, user-friendly to use.

2.  Why Environmental Activists Embrace Social Media – this article specifically talks about PR and social media and BP being caught with their pants down.  Obviously very interesting for me to read, being that I work for the largest PR company in the world.  Here’s what I say to any company about social media (in addition to the points made in this article that I agree with) – you need to create a baseline of a presence, regardless of the climate of the industry and what your competitors are doing.  In other words, start with something – a blog, for instance – that allows you to get your voice out there and establish a baseline of presence and credibility.  That way, god forbid something happens and you need to respond to crisis (just as BP did), you’re not forced to go 0-60 in a day.  Even now, there are many companies who don’t want to get involved with social media unless they’re “forced” to (ie – when they need to deal with a crisis).  It’s hard to react to something critical when you haven’t even defined your presence.  And it takes time.

3.  The Ultimate Guide to Rapper Names (Infographic) – I’m a visual person.  I love infographics.  As you can see (follow the link to see infographic), “Lil”, names centered around “Royalty” and “Criminals” are some of the most popular.  What a world we live in.

4.  Online Retailers’ $44 Billion Customer Experience Problem (Another Infographic) - pretty cool stuff shown here.  The point is (aside from poor design/workflow in online shopping experiences) – many people don’t like to bother with going in stores.  They’d rather do it online, in the convenience of their own surroundings.  I’d love to see something like this showing the impact on digital/interactive Out of Home that allows consumers to shop outside of their home, without going into the store.  We’ll get there.  Still, the digital shopping experience can’t be ignored.  (Images look better on the Fast Company site vs. here, so check it out there).

“Uh-huh” – “Heroes” Creator Tim Kring Looks to the Future – I found this article fascinating.  #1 – I like the term “transmedia” which as he puts it, is a “fancy word at this point for a simple concept:  telling stories across multiple platforms.”  What I always talk about!!  And #2 – what I like even more, he follows that up with, “It will be a short-lived word, because it’ll just become the norm – the trans will stop and it’ll just be media”.  Wow, this dude is dialed in and he gets it on a level that I believe few people do.  His ideas are no doubt cool.  And although I didn’t watch every episode of Heroes and follow the different stories across all of the channels, it was a groundbreaking way to extend and evolve a story across multiple platforms.  (Just as Lost did as well).  #3 – what really got me thinking is, in agencies, particularly new agencies of the future – the gold might be in finding storytellers of the filmmaking nature vs. “creatives” specializing in design or copywriting.  Hmm.

“Duh” – Technology Changes the Face of Politicking – I don’t know if this is a “duh,” really.  But I don’t know that I really get the level of the true impact that politicians think that geo-location services like Gowalla actually make.  I like Gowalla and have worked with them multiple times before, and I’m happy that they’re exploring a new arena, but I don’t know how this is going to be the next social media “game changer.”  Seems a little strong to me.  Would love to hear your thoughts, though, if you feel differently.

So, there you go.  Closing out the week (semi-) strong.  Happy weekend, everyone!

“Turning on Digital Signage” Webinar Recap

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Today, I attended the Digital Signage Federation’s first “learning series” webinar – “Turning on Digital Signage” brought to us by the guys at Brawn Consulting.  In short, it was a great session with lots of helpful information, all presented in 1 quick hour.  It was very much a 101-type session on digital signage, placements, “components” of the network and even selling, which makes sense coming from someone who leads a consulting group.  From my POV, it was really geared to companies who would sell services of the digital signage network “components,” specifically hardware and software providers (makes sense because they’re AV guys, too).  There were mentions sprinkled in about content, and I appreciated that they were sprinkled in in the right context (working together with the components and identifying ways digital signage can be used in various locations).  I think anyone listening, particularly those who want to learn the basics of this thing called “digital signage,” walked away with learning something.  Here are the specific nuggets of the session that I walked away with:

  • The “industry” doesn’t talk about “digital” signage and “interactive” signage as separate terms.  “Digital” signage can become “interactive,” but in the end, it’s all digital.  I either have to accept this or continue pushing this.  To me, there is a big distinction and it’s important to differentiate the two.  (“Digital” signage and “traditional” OOH are about 1-way messaging.  Both can become “interactive,” therefore becoming conduits for 2-way interaction.  Push/pull messaging vs. just push.)  But what this does is exacerbate the problem of people talking consistently about this space.  Although there were mentions in text of “interactivity,” everything today was talked about as “digital signage.”  I believe the opportunity for this “OOH” medium is the possibility for interaction, driving deeper into brands.  Not just an efficient way to “display”/push messages out.  I’ll keep talking the way that I talk, but I am becoming more and more aware of how everyone else talks about it.
  • I’m big into models.  The Brawn guys have created a model that identifies 7 Key Elements to Digital Signage:  Hardware, Software, Connectivity, Content, Operations, Design, & Business.  I want to get a copy of this deck so I can absorb everything involved in each of the elements.  Overall, though, this is a “simple” guide.
  • I loved how they put consumers before makers/distributers/sellers in terms of identifying value.  They were talking about identifying what’s “valuable” before you implement any digital signage solution and they started with the audience (consumers).  This is music to my ears.  If it’s not providing value to the people who are ultimately going to use it, it’s no good.  (They also presented a “value triad,” which was another model that I thought was effective and simple.  Want to see it again, though.)
  • There are ~350 companies out there selling digital signage software.  Wow.  And I know first hand about this, because I spent the last four years of my life creating a custom piece of interactive signage software.   I understand and appreciate nuance differences, but 350 different solutions?  How can one navigate the space well enough to know what software is best for them?  I know the end user (consumer) doesn’t care about this, but as someone who would need to ultimately buy (or create) one of these, I wouldn’t know where to begin.  Actually, I would….now I understand what the guys at Preset & Brawn do :)

As I said when I first learned about this series, education sessions like this are needed.  They’re the “right” way for an organization like the Digital Signage Federation to take responsibility and own education.  Many people need to be hearing about this and listening in on these sessions.  I would love to know who participated today and what they got out of it.

My First Friday 4-1-1

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In an effort to write more regularly, I’m going to implement something that every other blogger on the planet does – a regular series.  It’s called the Friday 4-1-1.  And here’s how it breaks down:

Each week, on Friday, I’ll highlight 4 stories/events/implementations that I’ve seen during that week and give my impressions.  On top of that, I’ll highlight the best “uh-huh” (rockin’) thing I’ve seen and the worst “duh” (what were they thinking?) thing I’ve seen.  And we’ll see how it works.  So, here we go.

1. Interactive Technology to Enhance Museum Experience – an affiliate museum of the Smithsonian, The Northwest Museum of Arts & Culture in Washington state, is piloting a “Passport to Discovery” project that sounds a lot like the myLOC passport system (set up in the Library of Congress).  Solid idea – make the user’s experience smarter each time they visit, based on their actions/interactions from the last visit, but my question is – how much of a pain is it to keep track of a passport-like tchotchke?  I would either lose it, forget it, or be annoyed that I have to sift through my catch-all drawer every time I need it.  Tie this into the one thing that people keep track of and don’t leave home without – their mobile phone – and you have something.

2. Google Introduces Branded Map Icons – simple – brands can now “brand” their locations into Google maps.  For OOH/DOOH/IOOH, brands can benefit in a major way.  They not only benefit from the brand recognition when Google maps is integrated into a digital/interactive sign, they benefit from the native functionality that allows users to automatically click-through to details about the brand.  I’m big on driving deeper brand experiences through all mediums, particularly OOH/DOOH/IOOH, and this is an example of an API unlocking that feature.  This feature has been available before now, but for a brand, there is a big difference from their location being tagged by a grey dot and being tagged by their logo, especially on an interactive sign, when you want to make it as enticing as possible.  Of course, this feature is only available to paying brands (using this as a form of advertising).  :)

3. Eye Expands Mobile Marketing at Malls, Sans “Big Brother” Effect – this is cool, but I just wonder for the end-consumer, if they make any distinction with geo-location ads.  The average consumer probably thinks it’s still creepy, regardless of “how” it’s done.  EYE and Ace Marketing & Promotions are working a system based on phone proximity, nothing GPS-related.  Here’s where I think digital/interactive signage (I don’t even think you’d need a “digital” sign) serves an ideal purpose – the sign is the bridge between the smart-but-creepy ad and the not-knowing-and-wary consumer.  Imagine in a mall, you walk up to a sign that lets you know what to expect on your phone – in terms of store advertisements – just because you’re “in the area.”  Viola, without doing anything other than being in that place, you’re pleasantly delighted when you look at your phone and see that Gap is having a sale on jeans.  You don’t walk away creeped out.  We need as much of this “non-creepy” interaction/advertising as possible right now – it will only help in the acceptance of digital/interactive signs (that have the potential to be very smart).

4.  Seahawks Utilize iPad Kiosks for Fan Registration – first, I can’t wait for football to begin next Thursday.  Second, anytime interactive technology and football are mentioned in the same sentence, my ears perk up.  So, I was delighted to read about the Seattle Seahawks building kiosks with iPads to “register over 20,000 fans” at their training camp this summer.  Sounds like they were also able to allow the fans to experience some premier content, which I would fully expect on devices like that.  I think this is a great, relatively cost-effective solution to explore when wanting an interactive out-of-home solution.  Take a $800 sophisticated piece of hardware & software, build a nice unit around it and you have yourself a feature-rich, well-functioning IOOH solution.

“Uh-huh” – I give this the “uh-huh” head nod each time I see it.  Imagine what could be done with this interactive film – The Wilderness Downtown – in an out-of-home setting?  Not only would the current iteration be sticky enough for people to stop, interact, and gather around, it sure would be cool to integrate the point where people are interacting with it and the point where they ultimately go (their hometown house).  That idea goes against what I said earlier about the “creepiness” factor, but it would be cool.

“Duh” – I don’t know if this is the right word for this category.  Nor do I know if it’s a “what were they thinking” category.  I just know it’s opposite of the cool, “uh-huh” category.  But this week’s installment of the un-cool comes in the form of QR codes.  And not one specific implementation.  Just as an overall solution.  I saw this one and this one, not to mention this one in a magazine I was reading:

Now, look, there’s not another enabling technology that I’ve written about more than QR codes, but the more I learn, read, see, not to mention actually work with QR codes and other mobile technologies, the more I question whether or not the average consumer knows what the heck to do with them.  It’s all about the audience – the JFK/Twitter example will probably get more interaction because Twitter, in and of itself, does not attract the “average” consumer, but I just might be at the point of QR code over saturation.  Good to see so many examples this year, but are they working?  Jury is still way out.

So, there you have it.  My first Friday 4-1-1.  What do you think?

Wayfinding + mobile + social = Novomap

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I met a couple of guys from a Toronto-based company, Jibestream Media, at a show a few months ago.  At the time, I was playing around with the Las Vegas Convention Center’s wayfinder, and this guy walks up to me and asks me about wayfinding.

Side note – my take on wayfinding (and probably many others’) is that I think it’s such a utilitarian tool that can easily be implemented through touch technology and can also serve as an effective DOOH advertising platform.  The context, primarily where it’s actually placed, drives its effectiveness at doing both.  For instance, I don’t think the in-mall static paradigm is broken and needs interactivity, but it can certainly be enhanced for dynamic advertising purposes.  Wayfinding in a place like hospitals, on the other hand, should have a presence and interactivity might help its utility be more effective, particularly with mobile integration.  Advertising here might be less important, but can nonetheless be incorporated and leveraged.

Anyway….I sat down and talked with the company’s VP of Marketing, Chris Weigand, and watched demos of their solution – NOVOMAP – and in the end walked away pretty impressed with him and it.  Novomap is an interactive out-of-home platform that is built to handle wayfinding, dynamic advertising, mobile interactivity, and even social connections.  What I think is interesting here, aside from how great the solution looks (highly produced, great graphics, animation, and an easy-to-use UI), is all of the hooks that they’ve incorporated.  They’re tapped into what’s needed and what’s wanted.  By and large, mobile & social capability are not selling points to large facilities.  Wayfinding and dynamic advertising are tools that can impact their bottom line, so, I think that’s always the base of any solution like this.  This is what gets their attention.  But once these guys get in the door with the utility and a platform that can drive the prospective company’s business, they’re in a position for incremental value via smart, connecting-type solutions.  The type of solutions that will get people talking and excited – because mobile interactivity and connectiveness is now today’s consumer’s utility.

If you hear the way these guys talk about their solution, you walk away feeling like they have it figured out.  They’re talking about it in all the right ways.  They’re working like crazy to get this into as many places as they can, even in test scenarios.  If you haven’t heard of them, check them out.  I’ve really enjoyed keeping up with them over the past few months and would love to see them succeed.  I think they have a pretty cool product that is effectively powerful.  Keep it up, guys.

Keep It Simple Stupid

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Simplicity, I’m finding, is really where it’s at.  Perhaps I’m more sensitive to it since I’m right in the middle of Excess City.  The solutions that are sticking out to me are the ones that require me to do very little while interacting, and give me the ability to share with others.  I walked the floor a number of times today and I was just so overwelmed by the barrage of touch technology, I didn’t interact with anything.  Outside of this environment, I’m sure I’d interact with all of the solutions.  I’ve got to keep that perspective tomorrow so I can interact with, what are probably many, effective solutions.

Those which I did interact with fell into 2 buckets:  (All are examples Interactive Out of Home (IOOH)

1.  Simple, usable, and effective

2.  Complicated, unusable, and frustrating

Example 1, falls in the 1st bucket:

Standard OOH made interactive through mobile enabling technology.  The only problem with this one is that it’s on the back of this brochure and the graphical callout that houses the Call-to-Action (CTA) doesn’t stand out (black on black).  So, it’s easy to miss.

Example 2, falls in the 1st bucket as well:

Digital OOH made interactive through mobile enabling technology.  Text photos, a message or even Tweets and they’ll end up on these screens for everyone to see.  I really like the engagement here.  All different.  All unique.  And most importantly, especially for me today, all easy.

Example 3, falls in the 2nd bucket:

DOOH made interactive through enabling touch technology.  I think wayfinding is one of the most logical, practical uses of touch technology, but ironically enough, I think it’s one of the most overly mis-executed solutions of touch technology.  This one lives up to my very low expectations.  I couldn’t figure it out, much less find my way anywhere.

I think it’s important to look at these examples through a cost/value lense, too.  The two effective examples, I believe provide great value for the cost.  The ineffective example, however, provides little to no value for the cost.  In fact, the cost heavily outweighs the value in my opinion. 

You feel me?  What are the most effective IOOH solutions you’ve seen and interacted with?