Tag Archives: Digital Signage

Friday’s 4-1-1, Recapping DSE Style

A week removed from DSE and I’m head deep into preparing for SXSW (we support one of our clients – Chevrolet – for their SXSW Super Sponsorship). Next week, the activation that I’m leading kicks off as 10 teams from North America roadtrip down to Austin and document their journeys. The timing of DSE & SXSW presents many challenges for me, but it’s all about balance, right?

I’ve had time to reflect on my three days at DSE and now, I’m finding the time to document it. So, here you go, today’s Friday 4-1-1 is dedicated to my takeaways.

1. Non-digital signage player keynotes are good – Shelly Palmer – someone who has nothing to do with digital signage – gave the keynote address. He spoke about how technology has changed our way of life (speed and scale) and loosely tied it to the digital signage industry. I thought it was refreshing, and even more, I thought it was important for the audience to hear someone a) removed from the industry and b) in tune with how consumers consume media and connect with each other through technology. He made a lot of great points and I really hope the majority of that audience walked out of the room as jazzed as I did. He was good. He doesn’t have a stake in the industry, per se, but certainly has a worthwhile perspective, given his knowledge and expertise. The nut of his presentation – technology is meaningless unless it changes the way we behave. I think it’s a great filter for everyone in the digital signage industry – does your solution change the way people behave? If not, what can you do to the solution to make it so?

2. The digital signage industry is not cutting edge in daily practice – This is definitely a general statement, but one of the questions that Shelly Palmer asked in his keynote was “how many of the audience has their information feeds set up through something like Google Reader?” And, at best, 10% of the audience raised their hands. I just find it ironic that an industry thought of as an emerging one does not apply some of the fundamental practices of the digital world. For those of you who don’t have feeds set up, Google Reader is a simple and effective tool. Go there, copy and paste your favorite URL’s and start getting all of that content in one single place. More than it being an aggregator for all of my favorite sites, I use it as a monitoring tool for trends and issues. For anyone who is creating a product that consumers will ultimately consume, it’s essential that you understand how they’re using like products and/or what they’re saying about them and/or who’s saying it. Google Reader is a great way to start understanding all of that information.

3. The “Content is King” talk is cheap – I can’t tell you how many times I heard “content is king” from different people. To everyone’s credit this year, I didn’t hear a peep of that last year. So, there is wide-spread recognition in the industry that content is important. But what’s new? Content is the thing. It always will be. For all of the talk about content, I didn’t see much of it from anyone on the showroom floor. Again, I’m left scratching my head. Nothing – in and out of this industry – is about technology. Technology is a means to an end and it can certainly change the way that we behave. But there is nothing more important than content. Never will be. So, can we all stop it with this phrase? It’s buzzed to the point of being laughable.

4. Relationships trump everything – I mean, if anything is the “king,” it’s relationships. Without relationships, nothing is sustainable. I am so thankful for all of the relationships I’ve been able to form in this industry. It’s filled with great people. To me, the best thing about DSE was connecting and re-connecting with those I know and met for the first time. Way better than any session and/or anything I saw on the showroom floor. If you want to focus on one thing at a conference like this, you can’t go wrong with focusing on the people. All else pales in comparison.

“Uh-huh” – The show organizers are great. Thank you, again, to Gerri. I will forever be grateful to you. Angelo and Chris – thank-you as well. And to those sweet, stand-your-ground hosts of the blogger lounge – you rock.

“Duh” – My golf game needs a little bit of help. I didn’t do bad for not playing in 2 years. But, if they do it again next year, and my team accepts me back, I’ll play a couple of practice rounds before-hand.

All in all, it was a great show. I saw lots of improvements over last year. They’re really trying to put the focus on content and interactivity and pull new people in to this. They’ve done a great job with their approach to education throughout the year, and you could feel it at the show. There’s a fairly long road to go, but they’ve got great minds trying to push this into something that is attractive and valuable for everyone outside of the industry.

Thanks, as always, for reading. Happy weekend!

Are Consumers Blind to Place-Based Digital Signage?

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The more I reflect on my time at DSE last week, the more rich I feel it was. And the funny thing about it is, I didn’t spend my time racing around seeing everything under the sun. I focused on a couple of activities and spent the rest of the time meeting & talking to people. There are some incredible minds in the digital signage industry. That much is for sure.

One of the richer times I had and that I wrote about last week was my dinner with Dave and Pat from Preset. It was really an interesting discussion – I was able to hear from them more than surface thoughts on important concepts that this industry wrestles with. In a lot of ways, it was kinda like a master class for me. You ever have those times when you find yourself in a situation where you’re like, holy crap, there’s some serious knowledge here? Well, that was me then.

One of the things we talked about was this idea of screen blindness. It’s an idea that I’ve thought about for awhile now. The question is – is the average consumer blind to outdoor screens? (And I’m not talking about Times Square or the strip in Vegas. I’m talking about standard outdoor screens like in elevators or in lobbies or at the gas station.) They’re everywhere now, so when someone encounters a screen, how much do they pay attention to it? Or better yet, how much do they even notice it?

I would say (and I did that night) that the answer is a) yes, generally consumers are blind to the screens, b) they don’t pay much attention to them and better yet c) they notice them less and less.

The reason? Mainly content and lack of interaction. Over time.

I think these digital screens have been around long enough with bad content that the average consumer perceives them as delivering little value. There are, of course, exceptions to this statement, but overall, most of these screens seem to be filled with advertisements, boring/useless content loops and/or some sort of broadcast news. They’re push-only devices delivering content that is completely un-engaging, un-inspiring, and most of all, something any one of us could experience on our own personal mobile devices.

And it’s been this way for years. Literally.

So, why pay attention to them?

I think this is a serious question that everyone who is trying to reach and engage consumers outside of the home, through these digital screens, must answer.

I don’t think the answer is because it reaches them at the right place and the right time. That, to me, is a given, and sure there’s value in that – reaching someone when they’re closer to the point of sale. Giving them a pertinent message while they’re in a waiting in a doctor’s office. But I think people been reached in the right place at the right time in so many un-effective ways, over time, that they see less and less value with these screens and are becoming blind to them.

Next time you’re in the presence with someone, outside of the home, in the vicinity of a digital screen, watch them. Do they watch what’s on the screen? If so, are they watching because they’re engaged? Or are they watching because it’s a distraction and something to pass the time?

Place-based digital signs, in order to be truly effective and valued, cannot be viewed as simply good at distracting people.

They have to do more. They have to deliver good, relevant content and more and more, in order to re-see them, to associate them with value, they have to engage consumers in some way.

So, that’s what I think. What do YOU think? Would love to hear your thoughts!

Supplier Spotlight – NanoLumens

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I usually don’t get excited about any sort of digital signage hardware, but that changed when I stopped by the NanoLumens booth at DSE. Upon first glance, it was just another huge screen, displaying high-definition video & images. Cool, but nothing too special (at least for me – I mean, I kind of expect big displays out of digital signage, especially at a tradeshow).

How I was wrong.

The size isn’t really what makes this solution special, although it is one of its selling points (more on that in a bit). What really makes it special is its weight and flexibility. That’s right – flexibility. That big screen bends.

I immediately thought of Esquire’s e-ink cover in 2008 on steroids. But although the Esquire cover was novel, it was completely underwhelming. This NanoLumens display is anything but. It’s quite awesome, actually. It really puts into perspective what’s possible, on this scale, in terms of flexibility.

The sign is a mosaic of LED-powered squares and it’s those squares (7”x3.5”) that give it the pliability it needs to fit on convex and concave surfaces. The fact that it conforms to these surfaces and actually looks like it’s part of the environment is a huge benefit, in my opinion. The more something looks like it was meant to be there, the more attention it will get. And the screen is such that if you want to put it on a boring flat surface, it can easily fit there, too.

Easily is the operative word. Another key benefit to this screen is its light weight. They had this 100+” screen in their booth on a swivel mount and the ease in which they turned the screen – a true reflection of its weight – was remarkable. It was effortless. The real-world benefit of this can’t be overlooked. Imagine hanging one of these huge screens on any surface, high above the ground vs. a standard 100+” screen – not having done this, I can only image that the strain and equipment to actually do that would easily be cut in half by this NanoLumens display.

See how thin it is, too? (that’s taken from the side)

And Its design – those small squares – also allow it to be customized to any size and shape. Circle, square, triangle – doesn’t matter. They can do it.

If all that weren’t enough, here’s some more (taken off their website). The displays are:

Robust and durable – they’re sealed and fanless, waterproof and dustproof;
And energy-conscious – drawing about the same power as a coffee-maker.

And they couldn’t have nicer guys on the front lines, telling people about this product. Great product + good people = success.

This is truly NOT a one-size-fits-all sign, in every possible aspect.

My Debut on Cohen on Content

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I had a chance to meet Phil Cohen at DSE and sat down with him for one of his Cohen on Content interviews. Here is mine.

I don’t think I did a great job of explaining the convergence of “out-of-home” and content with my current agency. Since I work for a PR firm – although I think it’s the most progressive, digitally-saavy PR firm in the world – we don’t deal with traditional “digital” out-of-home and certainly not with networks. But where I’ve found incredible opportunity, particularly with the proliferation of mobile devices, is being able to turn on the things around us (cars, posters, etc.), that we use in events that we concept and support. We take a very grassroots approach to interactive out-of-home.

And the story that I was going to tell was how we basically turned a car (a thing in the real-world) into a virtual scrapbook that allowed everyone who came into contact with it to not only consume content, but create and add their own content to it. In today’s social world, brands don’t need to create all of the content themselves. Consumers are creating content themselves and sharing with their networks. This is a treasure trove of content that brands can tap into.

For anyone putting together a content and/or engagement strategy, regardless of channel/screen, consider social content. It is powerful, effective, and for the most part, free.

Aside from that, I just wish someone would have told me to look at the camera more.

DSE Session 2 – Using Interactive Technology to Lift Sales & Drive Revenue

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Robert Ventresca (NCR), Jordan Scott Baltimore (Oyster Digital Media Corp.)

Robert’s up 1^st – What is interactive technology? Interactive covers wide range of techs used in the world today.

For today’s discussion, they’re going to focus on in-store.

Blurring of terminology is increasing rapidly.

What’s driving adoption of interactive?

Multi-channel synchronization. Wow, what a word.
Automating routine activities (this is very much a utility use/benefit – hmmm).
Empower customers and employees – this is the only thing they’ve talked about that even resembles/eludes to experience.
Enhance the consumer experience – there you go (just wasn’t on the slide)

17-month Wharton study of 500 retail stores – 4 key drives of customer satisfaction:

Availability of product information
Source of information helpful
Customer perception of product availability
Checkout line waits

Interactivity = self-service. He’s caveating that statement. Understand. Interesting that he’s coming at it from a utility-first POV. Can just tell in his approach.

Key components of interactive projects:

Infrastructure (hardware, installation)
Software
Content

“Content is king” – everyone has said this today. I can’t tell you how many times I’ve heard it. He’s making the point that all 3 – infrastructure, software & content – are king. Can we just say the king is dead now?

This is a very systematic approach to “interactive.”

Jordan now – challenge the 3 king/content king thing. “The customer is the king.” – Amen, brother, amen.

These are the guys behind the Samsung Experience. They approached it as – If I was a customer in this experience, what would I really be blown away by? They also wanted to support the brand ambassadors (sales reps), too. Not replace them.

He’s saying all the things that align with my thinking – not talking to the consumers, it’s talking with the consumers. It’s not a 1-way communication, it’s a 2-way communication. It can and should be measured.

Just talking, talking, talking – show us the pictures, or a video, show me this baby, Jordan!

Interactive technology should complement and enhance traditional engagement.

How can we use interactive technology to get consumers involved? How can you make a consumer make a better decision at the point of sale? Good questions.

Start with the consumers. That simple.

Oyter’s Retail Experience Platform: Relevant, Interactive, Intelligent, Integrated.

This is a good session for this audience to hear. I just wish it were more compelling. Photos. Videos. Something that has a wow factor. Just wasn’t there.

Nut – Interactivity is good. It’s effective. Think about implementing it. Start with the consumer, not the technology.

Word of the session – Multi-channel synchronization.

DSE Session 1 – Best Practices in Digital OOH Planning & Presentations

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The panel is the reason I came to this session – Rob Gorrie (Adcentricity), Dan Levi (Zoom Media), Jill Nickerson (Horizon Media), Andrew Miller (Kinetic Group Americas)

(Jeremy Lockhorn (Razorfish) – was not here – kinda a bummer – would have been great to hear from him.)

This session is a mock-RFP session where agencies put out an RFP to networks and then the networks pitch to the agencies. So, this will be interesting to see how they all approach and talk about “Digital” OOH, particularly as it relates to actually bidding/winning some business.

There’s no set-up to what we’re going to here in this session. They just jumped right in. Think a little bit of set-up would help properly frame for the group. At least give us some information from the fictitious RFP.

So, the networks are supposed to pitch to the agencies. Here we go.

Rob’s up first – They start w/ defining objectives (against the funnel), who they’re trying to reach.

They then go into research & data – understand who and how. Try to get insights out of them. Then, look at potential venues based on the target/insights. Then, look at the target markets. Merge those together and you can see the opportunities you have in each market.

OK, this is getting real detailed. Good stuff, but way detailed and Rob is still talking. 25 minutes in and no one else on the panel has said anything. How are they going to get to anyone else?

One thing he notes in his preso and what they think about – mobile and social. So, this is good – they hear the original request for “DOOH” and they’re thinking about other channels, too.

Logical flow, they’re smart about the way they think about things – goal/objective definition & research first.

Now, Mandi Dyner is up from Outcast Network. She gets right into talking about gas station networks (this is what they do but, ugh). Captive audience. Content customization. (Who in the world watches those gas station TV’s? I mean, really? What a thing to lead with.)

Didn’t hear much research here.

Now, Dan from Zoom. Introduces us to the company first. Then, he mentions Neilsen (just like all the others), how their network is measured. Recap of the RFP’s objectives, audience.

Then, their concepts – he makes sure to talk about mobile and social, pretty good emphasis on social.

They use MRI as their primary planning tool.

They focus a lot on creating custom relevant content for each venue/location “network.” They proposed a text-in donation aspect to the content. Then, they proposed showing social content, highly localized – trash-talking Tweets from sports fans and a SM aggregator.

15 minutes to go and the pitches are still going on. When/what/how are we going to hear from the agencies? Will be interesting….

Taking into account the actual pitch, the presentation, and the thinking – Zoom wins on the creative ideas/experiences and Adcentricity wins on research-approached effective solutions.

But here goes the agencies – they’re asking questions to each of the pitchers. It’s a little awkward for the audience – at least it seems that way to me – because the agencies are asking questions of specific people on the panel, they’re all sitting up at a table with each other, and they’re just talking to each other. It’s all directed to the front. Kinda shutting out the audience.

Here’s the thing – there’s a lot of talk about “mass awareness.” This is exactly what I talked about in this post – digital signage is a great mass awareness channel. But what about mass engagement?

Adcentricity got kudos from the agency panel by starting out with so much research.

Nut – interesting approach to a session. Like the idea. Think it could have been structured more effectively – like framing it up front for the audience. At the end, the agencies moved away from asking pointed questions from the networks, they just told the audience what they liked/wished they would have gotten from each of the networks. That was good.

Another nut – measurement is key. The media planners always get involved and they want measurement numbers. Be prepared.

Quote of the session – “If you don’t have compelling content, people aren’t going to look at the screens.” – Andrew Miller (Kinetic Group Americas) Will they anyway? Is there screen blindness?

DSE Keynote – DOOH Disrupted: Paths to a Connected Future

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Keynote speaker – Shelly Palmer (Live Digital w/ Shelly Palmer and Shelly Palmer Digital Living Sirius/XM Radio Show)

Excellent talk. Read through for some real gems!!

It’s interesting because we’re here to talk about DOOH at a time when everything is digital.

Digital is not new.

Show of hands from the audience – how many people are NOT carrying a smartphone? Literally 2 people. Wow.

Everyone of us is walking around with a computer in their pocket. The world has changed. Digital is a part of our lives. It’s not new.

The ability for people to connect with each other and amplify their voice, at scale – that is new. Speed and scale. It’s worldwide.

Stop it with the behaviors have changed and media consumption has changed – we know this?! (Does this industry really?)

Watson (yes, the computer) – natural language processing.

Pure research + applied science + showmanship (practical ways to use digital tools to make people’s lives better?) = the business we’re in.

What is a sign in 2011? Could be a TV, could be sign, could be anything we want it to be. (This is what I’ve been talking about – places & things around us have the ability to be turned on.) But what we have right now is analysis paralysis – everyone’s got their own interpretation and it’s different from everyone else’s and it’s is causing schizophrenia.

How do we fix it?

All technology is meaningless unless it changes the way we behave.

18 mos. ago, there was a proportional screen rule that was absolute – small screen – short content, bigger screen – longer content. Now, anyone will watch anything on the best available screen.

Now, people are taking their TVs with them. That’s new.

iPad is the 1^st of a zillion tablets to come out. Motorola Xoom is an iPad killer. 2 computer chips instead of 1. Full screen HD. 2 cameras. All Googled up with Honeycomb. Will it actually kill the iPad? No, but for a certain group of people, it will become THE tablet of choice.

Difference between 3G & 4G – we’re at a tipping point that is unprecedented since 1847. We’re about to go from 3G to 4G. It is literally the difference between the pony express and the telegraph. Huge sociologic change. It took 5 weeks for someone to get a message. Now it takes less than 5 seconds. Huge. 3G takes minutes, 4G takes seconds. Are you guys ready for that?

We’re still trying to figure out where to put the signs. How to network the signs. Blah, blah, blah.

People are picking up their signs and walking around with them.

Traditional DOOH is a lot like old school TV.

Something he’s working on right now – LogoVision – has every logo in the history of the world in their database. Consumers take a picture of the logo, it delivers content. Can take a picture of any logo on any sign – TV, digital sign, poster, etc., get content instantly. Think about how “instant” 4G will be.

This time next year, you won’t be able to buy a 3G device. All will have 4G, means getting content/data will be 6-8X faster than they are now.

People now like texting. Consider email a formal letter. What’s better than texting? Taking a photo/pressing 1 button. The computer does the work for you. What’s that? Oh, Watson. You see where this is going?

Speed, scale, convenience – technology is meaningless unless it changes the way we behave. How do we behave? In the way that is most convenient.

“The #1 show at 10PM on Friday night is TiVo.” – Jeff Zucker.

People make choices, we’re empowered now with technology.

We’re living in a connected world and very quickly we’ll be able to argue – there are 2 types of people and 2 types of tech – connected or not connected.

Trust circles – small groups around things from people you emphatically trust. The new DMA’s. (Very interesting.)

How does a sign help you? How does a network of signs tied together that disseminate valuable information help you? That’s our challenge. We’re an old medium today. People are taking their signs with them.

Another show of hands – how many of you guys have Google Alerts set up for the information you want on a daily basis? Only 10% of people, if that, raised their hands. This does not surprise me. Now, he’s going off on the audience – you’re in “digital” signage/Out-of-Home and you’re not even using the tools for yourself. How do you not do this? It’s unacceptable that you’re at the Digital Signage Expo and you’re not digital.

Who do you sell to? Helping the industry move forward requires 2 components – 1) how to present this industry to buyers?

Retail has forever changed. Borders couldn’t compete digitally. They didn’t keep up. They, like so many people, believed things will work themselves out.

Do not fall prey to the idea that anything is going to go backwards. What’s the penalty for being late? The penalty for being late is business death.

How do you filter the paradigm shifts from the parlor tricks? You personally apply the filter based on your experiences to the question – is this going to change people’s behaviors.

Digital signage industry – hire armies of developers to work on platforms because that is where you’re going to win.

Nut – and I quote, “He who is closet to the point of sale wins. That’s always going to be true.” Now people are bringing their computers to the point of sale. And they’re connected – to each other & brands & information through technology. And the best, “Not about hyperlocal, it’s about hyperpersonal.” This takes some sort of engagement and interaction. This is what it’s all about.

Quote of the session – Now, the only people who like change are babies in wet diapers.

Is Digital Signage Good for Just Utility? Or Experience, Too?

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I had a great dinner last night with 2 of the Preset Guys – 2 EXTREMELY smart and experience digital signage veterans who have done loads of work for high-profile companies/clients – Pat Hellberg and Dave Haynes. We talked a lot about the “DOOH” industry (and how to pronounce it?!) and “digital” signage and engagement and content and storytelling. And I’m putting as many things as I can in “quotes” just for Pat – know he likes that stuff. Anyway, it was a great discussion and it produced some interesting questions. I’m going to cover a few of them in the next couple of days.

First one up – this concept of “utility” and “experience.” Technology is beautiful because, along with many other things, it can effectively serve as a utility or create an experience. Most of the time, the same technology can accomplish both, there just might be different ways it manifests itself in doing so. Let’s take mobile for instance – if you want to simply opt someone into a communication stream/database, you can accomplish that through SMS (something very utilitarian) or through a QR Code (something more experiential).

As far as digital signage goes, there’s a large part of me that believes its primary benefit is one of utility. The platforms are dynamic and deep – they can hold a lot of content and ads. The signs are dynamic, potentially constantly in motion and just as potentially attention-getting. Place them at point of purchase, advertise whatever merchandise/deals you want, and you can change them on a daily basis. In that scenario, digital signage makes a lot of sense to serve a specific utility. Same can be said in quick-serve restaurants (QSR’s). Need to change the menu, or price, or nutritional value? Bang on the keyboard for a second and viola, the display is updated and you don’t have to reprint whatever it was you were using 5 years ago. Another great use for digital signage.

But what I want to know is where is the experience? Over the last year, I’ve heard software makers and hardware makers and IT guys and AV guys and “content” makers talk about networks. Networks, schmetworks. It drives me crazy that no one seems to be thinking about experiences. One-way, push messaging – regardless of how deep, dynamic and/or flashy it is – does not an experience make.

More and more, consumers want to have an experience with a brand. Typically, they like to dictate what that experience is, but they want an experience nonetheless. Not only do they WANT experiences, they’re starting to expect them. And when consumers expectations change, companies/brands and even entire industries, have to adapt to that change. Otherwise, they’re going to become irrelevant. And at the end of the day, how many brands want to become irrelevant? 0.

So, I really think the industry and all of the players within it are faced with a simple question – do you want to serve a utility? Or create an experience? If the answer is the latter, consumers don’t care about hardware and software and AV and IT and networks. They just want a great experience.

Can we make it so?

Friday’s 4-1-1, Looking Ahead to DSE Style

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The Digital Signage Expo (DSE) holds a special place in my heart. It’s the first conference I covered as “press,” it’s the first time I was really in the know, behind the scenes, the first time I met all of my industry friends face-to-face – in a lot of ways, it was THE thing that really put my blog on the radar for many in the industry. I will be eternally grateful to Geri Wolff (responsible for organizing the entire thing) for taking a chance on someone she’d never heard of and letting me in (as press).

So, Monday, I’m off again for this year’s DSE. I’ve got a different schedule this year because I’m taking part in a few pre-conference activities and by the time it’s over, I will end up missing the last day of sessions. But this is a busy time of year back at work (preparing for SXSW) so I’ve got to make a couple of sacrifices. Today’s Friday 4-1-1 is dedicated to some of the things I’m looking forward to this year.

1. There’s nothing more important than relationships and I’ve been fortunate enough to meet some really great people in this industry. Most of them will be here this week and I’m looking forward to seeing them again. I talk to many of them on a daily basis so I’m sure we’ll pick up as if no time has passed since we actually saw each other. There’s no substitute for face-to-face time and I’m going to take advantage of it.

2. The Preset Group Mixer – I wasn’t able to attend last year, although the guys at Preset were kind enough to invite me last minute. I was buried in SXSW to-dos. Not this year. I’ll be there and I’m really looking forward to it. I suspect I’ll see alot of people that I already know, but many more who I don’t. The guys at Preset are top notch, so I suspect this mixer will be the same.

3. Christie MicroTiles’/Arsenal Media’s BuzzWall – 7′ tall, made up of 41 tiles, multi-touch, multi-user, recently installed for the Miami Dolphins. Sounds a lot like the Hard Rock Cafe’s Rock Wall, just different hardware (which I suspect is what makes this pretty cool). Here in Dallas, Jerry doesn’t even have one of these in his place. I’ve got to see it in action.

4. Wednesday morning’s morning sessions – DSE/DSF has really done a good job this year of focusing the educational sessions. There are various tracks, and they’re actually good and seem to be geared to more than 101-type sessions. There’s a content track (fantastic move!), an interactive technology track, a business track, and 6 others. Wednesday morning, I’ve got to decide between the Content session, the Marketing/Advertising session, and the Interactive session. All look to be awesome. At this point, the Advertising/Marketing session is the favorite.

“Uh-huh” – Like I said, Geri Wolff, has been extremely kind to me and I can’t thank her enough. She’s kept in touch with me over the year and has really treated me well. I’m looking forward to thanking her face-to-face.

“Duh” – I’m teeing it up for a little golf outing with Dave Haynes, Bill Trainor, and Andy Bruce. I haven’t played in a couple of years. I have no idea how it’s going to be. If nothing else, it will no doubt, be fun. Hope I represent, though.

If you’re going to DSE and you’d like to get together, drop me a line and let me know. As always, thanks for reading!

Chronicles of an LBS Wanderer – 1

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Location-based services (LBS) – like Foursquare, Gowalla, and Yelp – made a big splash last year as a fairly successful, yet niche, mobile tactic for brands aiming to reach consumers in the real-world. They are great platforms for rewarding loyalty, real-time consumer reviews & tips, and for those who like such a thing, keeping track of your friends/family. I’ve “played” Foursquare consistently for a year now and dabbled in the others – Gowalla, Yelp, Loopt, SCVNGR. There’s interesting potential with this sort of technology, particularly when integrated with placed-based signage. But as I’ve wandered over the last year, I’m left wondering if these technologies will stick and ultimately reach the average consumer. And more than that, what it will take for them to reach that point? Here are my chronicles.

I checked into my train station the other night. It was my 100th check-in and as a result, I received a “Century Club” badge. I also received a customized message – something to the effect, “they should put your name up on the wall for frequenting so often.” Or something.

First thought: cool, I got another badge.

Second thought: ugh, I don’t get anything other than this message.

Then, I got sour.

The badge wasn’t enough. I wanted a free 30-day pass. A free ride. Some sort of discount, at least. I’d even take my name scrolling across the digital ticker at the station.

But then, that would get old, and I’d want something else, something of value.

The fact that these technologies fit into our regular, everyday life is one barrier that they don’t have to overcome. The check-in couldn’t be easier. But the big barrier lies in the value. As with any emerging technology, there’s a novelty period where it can get by on the technology alone. But there quickly comes a point to where it loses the novel factor, and in order for it to become sustainable and gain scale, it has to create some sort of value.

And this is what I’m feeling right now. Little to no value.

It’s interesting because my expectations have changed in a very short amount of time. And if mine – an early adopter/user, not the “average” consumer – have changed, what will it take to reach the average consumer? And become part of their daily lives?

The digital signage industry, and the places and things around us, can certainly help to create a sense of value. Stephen Randall and LocaModa have made a living targeting this very combination. Stephen’s specific take on this is that the value lies in the 3 Fs: Fun, fame, and fortune. These are the keys that motivate consumers to interact with LBS, and digital signage is a perfect platform to maximize their effect. Everyone likes to see their name “in lights” (fame) and by nature, most of these technologies are game-like and fun.

The key is “fortune.” Value. Is virtual currency enough, even when you see yourself in the middle of a Times Square billboard? I was willing to accept my name scrolling on the train station ticker. But I’m still left empty.

I want more.

11th Screen

Technology + Connections

Tag Archives: Digital Signage

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Are Consumers Blind to Place-Based Digital Signage?

Supplier Spotlight – NanoLumens

My Debut on Cohen on Content

DSE Session 2 – Using Interactive Technology to Lift Sales & Drive Revenue

Is Digital Signage Good for Just Utility? Or Experience, Too?

Friday’s 4-1-1, Looking Ahead to DSE Style

Chronicles of an LBS Wanderer – 1