DailyDOOH
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The Secret of Success with Digital Signage and Screen Advertising NetworksAdrian J Cotterill
Interim Executive and Industry Analyst Specialising in Digital Out of Home and Web 2.0
Editor of the "Digital Out of Home Advertising Networks” directory currently published by The Screen
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Definition of Digital Signage
“A network of displays that can be remotely managed and whose business model revolves around merchandising or advertising”
Source: Frost & Sullivan
Also Known As
In-Store TV Retail Media Networks Captive Audience Networks Digital Out of Home Screen Networks Narrowcasting Etc.
Network Types
Self Financed / Branding
Financed Through Advertising / Advertising Only
Mixed / Hybrid
Advertising Classifications
High Impact
Retail
Captive Audience
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High Impact
General Outdoor Billboards, Posters Stadiums / Exhibition Halls Mobile Airports, Railway Stations
Retail
High Street Retail Grocers Shopping Malls Petrol Forecourts ATMs
Captive Audience
Leisure, Pubs, Clubs, Bars Transport, Taxis, Trams,
Buses Hair Salons Waiting Rooms QSR (McDonalds, Starbucks
etc.)
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At the Moment in the Digital Out of Home, Media Buyers and Planners are probably the MOST important player
iSuppli Corporation Retail Signage System Eco-System
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127,478
4 Sheets, 6 Sheets, 16 Sheets, 48 Sheets.64 Sheets, 96 Sheets
Data source: Postar, Issue 106 - August 2007http://www.oaa.org.uk
0
20000
40000
60000
80000
100000
120000
Jan2007(71)
Feb2007(74)
Mar2007(75)
Apr2007(75)
May2007(78)
ScreensVenues
2003 £10.8m 1.4% share
2004 £19.6m 2.3% share
2006 £29.7m 3.2% share
2010 £100.0m 8.9% share
2016 £187.0m 11.8% share
Digital share = of all Outdoor
United Kingdom Market Data
11
7
8
3 1 High Street
Grocery
Malls and ServiceStationsPetrol Forecourts
ATMs
7
6
5
2General Outdoor
Destination Venues
Mobile
Stadiums /Exhibition Halls
20
30
28
High ImpactRetailCaptive Audience
High ImpactUK Market - Mid 2007
Retail
Based on number of venues Based on number of venues
Based on number of venues
6
4
2
1
510
LeisureTransportHair SalonsWaiting RoomsQSRHealth Clubs
Captive Audience
Based on number of venues
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Why Will Digital Out of Home Be Successful?
Audience
Immediacy
Selling by day part
Uniqueness
Editorial Content
Interaction
Creativity
Challenges to success
Accountability and Effectiveness
Creativity - the right treatment for the right screens
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Number of screens: 1,015Number of venues: 203Footfall: 1.4 million till transactions per week Dwell time: 4.5 minutesFrequency of visit: 3.6 visits per week
DOOHAN, SparTV Entry, May 2007
iCapture - Accurately captures, tracks and analyses faces in video images, generating real-time audience data
iTally - Embedded people counting device with built-in overhead camera, i.e Gross Footfall
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Compliance - True ExampleTotal Network A Network B Network C
Any POS in Venue 58% 49% 69% 56%
Participating in Promotion1 59% 60% 64% 54%
Gave Gamecard without Prompting 25% 23% 36% 16%
Posters in Window 8% 6% 13% 6%
Posters in Venue 34% 30% 38% 35%
Show cards in Venue 41% 38% 47% 38%
Leaflets 4% 4% 3% 5%
On-Screen Promotion 36% 26% 57% 26%
Overall Display 24% 24% 26% 23%1: This statistic is compiled from the number of venues that gave gamecard right away, number of venues that gave gamecard after asking and number of venues that had run out of gamecards.
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What. Where.
What kind of screens should be used
Where should those screens be placed
What. When
What content should play on those screens
When should (different types of) content play out
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Dagobert’s 10 Rules of Content1. Define your own magical triangle between promotion, entertainment and brand
experience
2. Adopt a leading theme
3. Never forget that it is a furtive media
4. Open a dialogue with the customer
5. Create Interactivity
6. Structure the content with a single graphic code or by introducingheterogeneous content with short jingles
7. Be explicit at any stage of the program
8. Create an efficient sequencing
9. Preserve yourself from text overloading
10. To promote an event, create a ‘cluster’ of animations
http://www.dagobert.fr/
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Brand Content Mandates1. Engaging - you can’t look away
2. Aware of the context - talk to me as if you are here
3. Compelling - you still can’t look away
4. Informative - tell me something I didn’t know until now
5. Containing a clear call to action - what do I do next?
6. Able to improve brand awareness - did the content make an impression?
http://screenvox.com/
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Who is Going to Succeed
Advertising Funded Networks will grow the quickest
Those who niche and scale, measure and share
Those who are Music / Ambience aware
Suggestions
Speak the language of your Customer
Don’t try and do everything yourself
Why build when you can buy, why buy when you can rent?
Trends
EPOS Screens
Technology Signage Solutions from the Far East, US, Canada and Israel
Who is Going to Fail
Those without a niche or a specialty
Those who don’t understand what their core strengths are (or indeed what business they are in)
In the advertising driven model, those who don’t get big quickly
Those who go head to head with the “big boys” - for example the Cisco’s and the Clear Channel’s of this world
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The Screen is the Out of Home digital signage industry association. It is based in London, with members in the UK, France, India, Israel, South Africa and the USA
http://www.thescreen.org/
The DailyDOOH blog brings you Digital Out of Home Industry Analysis in Europe, Middle East and Africa
http://www.linkedin.com/in/aideycot
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