11th Screen

Happy Friday, everyone.  Time for Friday’s 4-1-1.  Many of my readers know the guys at The Preset Group.  Since the beginning of the year, I’ve gotten to know each of them fairly well.  They’ve been very good to me, and all of my experiences with them – collectively and individually – have been more than pleasant.  Real good guys.  Solid minds, too.  This week, I’ve had various interactions with them and they just produce such good content, so I’m going to be an aggregator of sorts.

1.  Sixteen:Nine and rAVe Work New Partnership – Two very bright guys in the digital signage/DOOH space have partnered together to essentially bring us double-great thinking in 1 location.  I’ve sat in quite a few press “quarters” with Dave and we’ve had some good discussions.  I even had the privilege of speaking on a panel with him earlier in the year.  He’s probably the most knowledgable person in the space I’ve met.  And I’ve seen Gary go through one of his presentations.  Dynamic guy.  Knowledgable, too.  This is a powerhouse of knowledge.  I think all who follow each of them just benefited greatly, whether or not they know it right now.  Soon, they will.

2.  Mark Cuban’s Views on the Fan Experience – David Weinfeld wrote a piece earlier in the week about how Mark Cuban views the importance of creating an “experience” (similar to a wedding) for fans at sporting events (in this case, HIS sporting events).  As David points out in this article, digital signage and the physical things around us have great potential in sporting venues.  Cuban gets this, too.  I think the power of mobile, though, (as David and I discussed) is extending the experience beyond the actual venue.  The brand (in this case, let’s say the Mavericks) should recognize that the venue (digital signage or not) and mobile are merely channels to extend their story.  The question is not “which technology do I use to create an experience at a particular place?” but really, “how do I tell my brand’s story at a particular place on a particular piece of technology?”

3.  What Do You Reach for in the Morning? – Paul does these down-and-dirty surveys on his blog every so often and this week, he wants to find out why people use their mobile phones.  If you haven’t taken it, go over there and do it.  It will take 1 minute of your time.  Literally.  Mobile is definitely a gateway between the offline and online worlds that I so often talk about.  Next up on the survey list should be, now that we know how you use mobile, do you integrate it with other mediums/channels?

4.  The Advertising Slogan Generator – From Paul’s Twitter feed, it is what it says it is (and yes, I know, not the first of its kind).  Enter a word, see your advertising slogan.  I smell an idea perfect for interactive signage, both at the aforementioned sports venue or in a densely populated environment – transit, wait – whatever.  Text your word in, see your slogan on the big screen.  Simple idea.  Engaging.  Multiple extensions, including commerce.  How hard was that?

“Uh-huh” – Bad Digital Signage Projects Hurt Us All – Dear All DOOH Decision Makers (Advertisers and Agencies) – Don’t Suck.  I say this tongue-in-cheek, but seriously, count the number of DOOH/IOOH installations that have made sense vs. the ones that haven’t.  Overwhelmingly weighted on the haven’t-made-sense side.

“Duh” –  See above.  Case in point for a head scratcher.

Happy weekend, everyone!

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.

Yesterday, I wrote about Pongr, a new mobile technology that I experienced over the past week and found to be valuable and easy – two traits that should aim to be the bedrock of any campaign, certainly any mobile campaign.  Today, I’ll show you another example, but from the standpoint of a brand doing this, through the use of another valuable & easy technology.

Kioskcom/The Digital Signage Show – the brand in this case – did a commendable job of extending the experience through mobile last week during their conference, particularly with the use MS Tags and SMS.  I was delighted when I registered and picked up the guide/agenda/planner and saw a MS Tag at the bottom of the guide:

With instructions, no less.  Again, it’s such a small thing that is often overlooked, but I think you can never be too detailed on instructions with new technology.  They provided step-by-step instructions so anyone (literally, anyone) could follow:

Since I’ve done work with MS Tags, I already had the app installed on my phone, so I immediately took a picture of it.  I was directed to the Kioskcom home page where I could navigate wherever I wanted.  This wasn’t necessarily what I found to be the most valuable.  It was when I opened the guide and saw MS Tags on every page:

This was where the value to me came in.  First, this guide was the only reference material that I used throughout the conference and I actually liked it.  It fit in my bag, was easy to manage, included everything I needed about the show, to the succint detail that I needed, and then with the use of these tags, I was able to get the one-off details that I needed, when I needed them.  For instance, if I wanted to see one of the speakers’ bios, I could easily access it through the tag.  If I wanted to see details on exhibitors, I could easily access them through the tag.  I didn’t have to thumb through a big, hard-to-manage show guide that most often comes with any of these shows.

And if that weren’t enough, they set up a special short code to “opt-in” to receive regular show updates via SMS.  So, instead of relying on any of the kiosks or digital signs (ironically enough) or audio announcements, I was again able to get the information I wanted when I wanted it, through the channel I wanted it on.

This, really, is a perfect example of a brand utilizing many channels to engage with their audience in the most appropriate way – here, the intention was to extend utility.  Mission accomplished.

I think the true power of “out of home” as an advertising and communications platform is that it can bridge the gap in the story – the story that you can get from your TV, then all of the different stories you can find on your computer, and now even more on your mobile phone.  Marketers utilize these channels on a daily basis and they’re engrained in the ecosystem.  I think traditional out of home is in this mix, too, but I think we have such a unique opportunity in front of us with all of the new technologies at our disposal that the true value is extending the story through interactivity outside of the home.  And “out of home” to me is not necessarily billboards or kiosks or “digital” signs.  It can really be anything that we interact with outside of our homes – tables, floors, cars, magazines – whatever.  Pretty soon, everything will probably be considered a “sign,” so I like to think of the space as extremely broad.  (Tangent – in fact, “digital signage” is still immature right now and I don’t know that we’ll see it become mature.  I think we have a great chance of leapfrogging its maturity and welcoming something entirely different to the mix.  This would be everything around us.  For another post, I know….)

Valuable and easy.  Two traits personified again through the use of mobile technology, thanks to Kioskcom/The Digital Signage Show – or should I say the new, appropriately named brand, Customer Engagement Technology World.

Shout if you have other examples of valuable and easy through mobile.  I’d love to hear them.

I love easy engagement through mobile, specifically using the medium to merge the offline with the online.  That’s one of the biggest focuses here on the 11^th Screen.  I think mobile and the technologies enabled by it can be extremely powerful when used by brands in this way, to deepen engagement with their audience.  And I’m not really talking about iPhone applications.  We’re in a time where a brand can easily make a “lite” version of their website and wrap it up into an application and call it a day.  While I think there is value in that, I am interested when brands utilize mobile (and its technologies) in other ways – more unique ways – to extend the brand experience.  You’ve heard me talk about things like QR codes (really any 2D/3D barcodes, augmented reality, GPS, etc..) – this is where my mind goes when I look at mobile as a channel extension.

I experienced two such extensions over the past week and I have to commend both of them.  One is a new technology maker and one is a brand. 

In this post, I’ll show you the new technology maker – Pongr.

A few weeks ago, Pongr reached out to me after seeing me write about these sorts of mobile technologies and introduced me to their technology.  In short – Pongr enables one to snap a picture of any ad (think billboard and/or poster) on their mobile phone, send it to an email address, and get back special content from the brand featured in the ad.  No special app or platform required, which is part of the problem with 2D/3D barcodes like QR codes (although I see from their website that you can download an app).  This technology was featured in this month’s W Magazine:

So, I can take a picture of any ad, send it to w.pongr.com,

then, get driven deeper into the brand (and entered into a contest, which never hurts). 

Although this complete experience didn’t work for all of the ads (on some, I would only be entered into the contest), I really appreciate the simplicity.  I don’t know what I couldn’t get out of this experience that I could get out of a QR code experience.  The only difference is typing in the address and clicking.  But on the flip side, I don’t have to search for any application to make it work.  And as a marketer, I don’t have to go through the trouble (it’s not that much “trouble) or expense of creating and printing special codes.

And something that shouldn’t be overlooked – I think Pongr did a good job of informing the user of the capability, instructions and expectations.  I counted 10 instances of this message throughout the magazine.  If no one knows what it is and/or how to use it, they won’t.  I’ve seen this time and time again and it’s so easy to address, with proper foresight and planning.

This is one of the most prominent examples of instructions, but each have the same exact creative and messaging.  Consistency is important for the user. 

In addition to this technology, they have social tie-ins to Twitter and Facebook and it looks like they just launched a new product called “ImagePulse,” which looks very interesting – ImagePulse helps you identify what’s being said about your brand in the form of pictures through image search and analysis. Pongr ImagePulse allows your brand to monitor sentiment, benchmark photo engagement of your traditional ads, and connect with your best fans. 

It seems like, by searching photos for brands and logos, they can tell in what context it’s being used, who’s sending it, what is being said about it and even target future ads to those consumers around their behaviors.  Does the user need to be using the service for the search to happen?  What other steps are there in the process?  I have some questions that aren’t answered in the copy or the video, but it sounds good.  It all looks good, too.  They’re marketing themselves as “mobile & social marketing solutions.”  And I like what they’re doing on their website with a live feed of recent image searches and their blog.  I need to actually talk to someone there and get them to walk me through everything else, but just from this experience, I like what these guys are doing. 

Have any of you used this technology?  Any technology like it?  (Esquire, in relation to magazines, has experimented with various technologies like e-ink and augmented reality.)  Did you find value in it?  Let me know.

Take a picture of it.  Go ahead.  Before you do, though, you’ll need a QR code reader application on your smartphone.  Here are some suggestions:

• iPhone:  I-Nigma
• Android:  Google Zxing Readxer or BeeTagg
• Blackberry:  I-Nigma or BeeTagg
• Windows Mobile:  BeeTagg
• Nokia:  I-Nigma

This allows you to “read” the code – you need this to use it.  And I’ve already “written” the code by inputting my URL into a simple QR code generator (don’t worry about that, it’s just a minor detail). 

So, now that you can actually use it, let me tell you what it is.  It’s a QR (Quick Response) code.  Just like the name implies, it’s used to take you to an online destination “quickly” from your phone.  People – mainly marketers – use them for various things, most notably on print pieces to drive consumers online from the actual print piece.  You can also receive SMS texts and coupons through this code, if it is set up right and if your reader application accepts those forms of data.  There are many other uses, from self-promotion to personal information (business card-like) to rich multimedia content delivery.  They’re really big in Japan/SE Asia, in large part due to the absence of a QWERTY keyboard.  They haven’t really caught on in the U.S.  But it’s a good concept, right?  Take a picture, automatically find more information – all through the snap of a little black and white code.

So now that you know what they are (and how to use them) – and I’m sure someone else might be able to explain it better than me, certainly someone who has a much larger audience – let’s say someone like Facebook, the most popular site in the U.S. – let’s actually do something with them.

First, did you take a photo of mine yet, through your QR code reader application?  If so, you found my Twitter account.  If not, I’ll make it even easier on you – click here.  That was probably much easier than taking out your phone, downloading an application, taking a photo of the code and seeing a mobile version of my Twitter account.  It’s a 4-5 step process vs. 1.  Not really conducive for a good experience in this scenario, snapping this code on a digital screen like a computer, especially when you have a keyboard right in front of you.

But let’s consider this – the power of QR codes really lies in being able to merge the real-world with the digital world.  So, let’s talk through that scenario and leverage it for its strength – out in the real world.  Let’s say you want to print stickers, or a T-shirt, or even a bumper sticker (yes, I heard bumper sticker?!?) with your own personal QR code so when people see you out and about, they can snap a picture of your code and be taken online to your own personal Twitter account.  Or Facebook account.  Even see your FB status.  If you’re still in, here’s what you need to do.

For stickers, make sure that you have the most appropriately sized stickers/labels.  I’ve found Avery 8395 to be the best because of their size (QR codes are square).  They’re a little expensive, though – in fact, all blank labels/stickers are more expensive than you would expect.

You’ll also need to make sure you can format them appropriately – how many rows across, how many columns down?  The Avery stickers are 2 across, 4 down for a total of 8 stickers per sheet.  But, here’s the rub – you can either go through the process of formatting them yourself (which is not an envious task) or buy a software solution that automatically formats them.  This can be had for $20-$40.

Now, make your own stickers.  Rinse and repeat if you want to do T-shirts or bumper stickers.  Or anything else.  Keep in mind the formatting and the actual object you want to print them on.

Whew.  It’s a lot.  But at least now, the world knows who I am wherever they turn.  And as a consumer, all I have to do is wade through all of the black  & white QR codes in the real world to find information on the people/brands that I’m interested in. 

On 2^nd thought, the browser on my phone is really good and pretty darn quick.

And to all the brands out there – I’ve done this before.  I can hook you up.  And we don’t have to wait on FB!

Look – all lightness aside – in terms of raising awareness for this technology, Facebook’s endorsement and accessibility should help immensely (if this is all true).  In terms of actual application and effectiveness, I fear that it could easily cloud realistic, positive use.  This technology can really be effective and provide a lot of value to the brand and to the consumer, if used correctly.  As soon as it becomes an enterprise novelty, though, they might die.  I hope this is not the outcome.

What are your thoughts?

I haven’t had a chance to stop by all of the booths on the showroom floor, but it is safe to say that interactivity is all around us.  Last year, my biggest observation was the lack of interactivity.  From both hardware and software providers.  Now, it doesn’t seem like there is a booth that doesn’t have an interactive solution.  On the surface, this is awesome.  I’m worried about over saturation.  I don’t know who does what better than the next company, so that’s going to be my task.

Initial photos:

This is the entrance to the tradeshow floor.  Cool stuff here, but no interactivity.  Each screen (and you’re not seeing 2 of them) shows something different and actually, relevant.  The vertical screen on the far right is a Tweet stream of #dse2010.

And this is the foursquare, Locamoda, digital signage integration that gained a lot of buzz before the conference.  Look at the top right hand corner,  from SalmonKangaroo3 (that was me??) – I was here.  But this is cool.  It lists the mayor of the Las Vegas Convention Center, # of check-ins and tips.  Truly integrated 11th Screen material.  “Digital” sign that allows you to interact with it via an enabling technology (mobile) phone and share it with like-minded individuals (social). 

Waiting on Keith Kelson, “father of the 5th Screen” now.  Hope he makes the session….

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 humbled, although not surprised, by the human condition and the outpour of support for all of the people of Haiti.  Just like other major catastrophes of the decade (9/11, Thailand Tsunami, Katrina come to mind), people from all over the world are contributing in all sorts of ways.  It’s awesome to witness how new technology – social & mobile – has enabled immediate outreach and support.  Red Cross’s text message campaign has already raised $10 million plus.  Say what you will about FarmVille and Mafia Wars, but their maker, Zynga, has utilized them as a platform and already raised $1.2 million plus.  And Paste has partnered with musicians to offer up a library of exclusive MP3s to support the relief effort.  Not to mention all of the companies, including mine, encouraging their employees around the world to contribute, and matching dollar-for-dollar those contributions.  These are only a handful of examples that not only exhibit good will that I believe is inherent in people, but also exhibit the power of technology and how it can be used for productive, meaningful outreach and (global) connection.  I’ve often told people that I wish there were a news channel dedicated to good news 24/7, particularly for events like this.  Touché, there is such a thing, yet another example – if you follow the right people/sources, that is what Twitter has become for me.  :)