Was on a panel with Adrian Cotterill from DailyDOOH and Dave Haynes from The Preset Group. This is our perspective.
14 people at beginning, easily doubled in 5 minutes
We all went through intros first. I could have framed myself a little better. Lav mic is weird.
Dave – been around for a really long time, 2006 started blogs, 1,500 posts, much more of an opinion piece – why you should look at this, bit of a filter for the industry
Q1: How digital media can improve customer engagement and increase sales lift?
Adrian: Does digital really need explaining? Surely, we’ve seen sales lift
Dave: Digtal media still a little mysterious to people…when we talk about sales lift, we see in the past year that results that are shared around. Walmart showed up at conference last year and showed results on their smart network – they were getting phenomenal sales lift…industry avg 10 -15 % lift
Mike: I think you have to separate those two objectives. Engagement is very different than conversion – it can certainly play off of each other. Dynamic, moving images have an impact. When talking about OOH, placement is part of the equation. Then, f/u with the most appropriate content so it can achieve that goal – sales lift.
Q2: Examples of successful implementations and their impact on brands?
Adrian: Harrods – amazed at how well they’ve done retail…screens embedded into the fabric of their environment
Dave: Believes that there are more unsuccessful implementations vs. successful…Tim Horton’s (donut shop in Canada) – they see real sales lift on just “digital” amid their menu boards….Microsoft’s retail stores, baked right into it
Mike: Mini/BMW – digital billboards, RFID, AR
Nike – virtual shoecase, matching shoes kiosk, Chalkbot
These brands have a very good understanding of their audience so they’re able to use various mediums really effectively.
Q3: Measurement methodology & ROI?
Adrian: taken from keynote this morning, the emotions
Dave: not so down on the research and analytics, yes it’s imperfect, but it does a good job of showing how long people are looking at screens…typically the viewer engagement on these screens is 3 seconds…wow
Mike: DOOH is passive so measure it like any OOH installation – eyeballs, traffic, etc..
IOOH is active so measure it on actions
This is why I think interaction is so important.
Q4: Successful trends we are seeing?
Adrian: People don’t need an excuse or prompt to touch a screen these days. Mobile interaction is something that is also taking off. Audio/music/sound – this being explored more now, too.
Dave: Mobile & social….extremely early days for that….this industry has to open its eyes a lot wider as to what’s going on around them……the days of “captive” audience is over…no one is really captive anymore
Mike: I think you have to look at social and mobile separately from OOH. Both are gaining traction and both will play a large part in OOH.
Aside from that, people are getting more familiar with expectations that they can interact with their surroundings.
Q5: Who needs to be involved in the process for success?
Adrian: Surely everyone in the company! Merchandisers, marketers, IT, and don’t forget retail staff!
Dave: All about objectives and are you getting return on those?
Mike: Client side – Brand managers – marketing, communications
Agency side – brand teams, advertising teams, media buyers, research, analytics
Implementation side – content creators (developers, designers), system admins (tech)
End user from the standpoint of acceptance
Q6: What makes a project a winner?
Adrian: Microsigns…put them underneath mobile phones in stores
Dave: Most of the really good projects in this space have come from outside the industry…..
Mike: Depends on what the objectives are.
If you want to change perception, can do.
If you want to deepen engagement, you can.
If you want to drive sales/conversion, you can.
It’s all about:
Who are we talking to?
What are we trying to say?
How are we going to say it?
Q7: What brands and venues can do to succeed through the use of digital signage and DOOH?
Adrian: Spend money, don’t try to do anything on the cheap, get good advice, think creatively, don’t forget content, integrate mobile..
Dave: change in business models
Mike: Have to be clear about your objectives. What are they trying to do?
Hope that they have smart people around them.
Agree with cheap and the content.
Q8: What does the future hold?
Adrian: Where you now see cardboard and print, you will now see digital. More installations will be interactive, responsive by touch and gesture, and mobile.
Dave: I don’t know what he said.
Mike: Technology gets better, people get smarter. It’s not about “digital” out of home screens, it’s about interacting with our spaces around us.