Digital Signage Initiative Defined: How to define and Advance March 24 Dallas

Digital Signage Initiative Defined:
How to define and Advance
a Digital Signage Project
March 24 Dallas
Lyle Bunn
Principal & Strategy Architect
Lyle@LyleBunn.com
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Agenda
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The Enabling Effect (Lessons from Leonardo de Vinci and others)
Digital Signage in Overview: Inherent, Unique Capabilities
Business Models: Ad-based, Patron, Staff and Hybrids
Relationship of DS with other Communications Tools (Web, Mobile, Print,
etc).
The “Why” of Digital Signage – Defining objectives available from DS in
various environments (retail, hospitality, entertainment, consumer services,
corporate, etc)
The technology “Ecosystem” of a Digital Signage Network
Playloop Strategy (planning, structure, refresh, targeting)
“Content” (Sourcing, RSS Feeds, AD Sales)
Measurement (audit, URL hits, observation, eye gaze, checkout)
Elements of Operation.
Involving all the right people – and making progress.
Budgeting
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Statement of Copyright
The information, charts, graphs and perspectives presented in this program are
elements of the “SPEED” Digital Signage Training Program which was produced
and is owned solely and entirely by 1744825 Ontario Inc., which operate as BUNN
Co., BUNN Consulting and BUNN Education. This published material is protected
by copyright and may not be published, reprinted, sold or presented for
commercial use without the expressed, written permission of the copyright holder
or its agents. This material is intended for educational and planning purposes by
those to whom and organizations to which it is presented. Any publishing, sale,
presentation or use beyond that specified is an infringement of copyright.
Lyle Bunn
Principal & Strategy Architect
Lyle@LyleBunn.com
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For example…
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Interfaces and “Local” Input
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The NDI
network of
DTV
broadcasters
Source: POPAI
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The “Why” of Digital Signage
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Product /Service Sales Lift 4-50% - 300%!
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Add vitality and energy to the environment 80%
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Generate Inquiries 5-15%
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Improved Branding 40+% recall
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Improve Visit Experience 80%
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Reduce Perceived Wait Times -40%
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Increased Customer/Staff Awareness
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Better “Compliance” - Display Control
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Patron/Public Information and Safety
•
Liability Containment
Revenue
Generation +
Better Location
Experience
Cost
Reduction
The bottom line: More effective communications spending.
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“Brand” vs. “Activation” Content
Brand
Activated
Cereal (80/20)
Beer (70/30)
Soft drink (65/35)
Gasoline (55/45)
Source: Millward Brown (A WPP company)
Purchase decisions are made based in part on a brand perception, and in part because the buying
decision is motivated (or activated) by point-of-purchase (POP) marketing and promotion
approaches. This chart shows examples of the typical proportion of buying propensity. (i.e. 80% of
a cereal purchase is motivated by branding and 20% by POP activation).
Smirnoff8
Digital Signage Network
NO waste
Speed to display
Control
NO Pin-up &
take-down
Digital Signage
Network
Out-performs the print signage network for control,
compliance, flexibility and ongoing cost.
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Additions and Changes in Supply Chain
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Commercial AV and System Integrators
Business System Providers (BSP)
Harris, National Datacast, Cisco, IBM
All-in-One products maturing
Software as a Service (SaaS) maturing.
Static Sign Providers
and Digital Printers
• I.T. Became engaged !!!
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DS Network “Content Profile” examples
Customer
facing
Hollister, NBCU,
Airport.
Aspiration
Influence
Perception
Walmart, Target, Meijers
and other retailers
Toyota
The Sports Network,
Best Buy, etc.
Information
Enrollment
Affinity
Staff
facing
P&G Health,
GM In-Plant
Cost
reduction
Merchandising
Branding
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Past (current) DS/ DOOH Business Models
External
Outsourced
network
(US Navy)
Advertising &
location
agreement
(Medical Office)
Operations
Internal cost
center
(GM Saturn staff)
Internal
Advertising &
internal operations
(Campus)
Funding
External
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Dynamic Media Platform.
DYNAMIC
MEDIA
PLATFORM
DIGITAL
SIGNAGE
•Product info
•Advertising
•Sponsored Info
•Text Messaging
•Recognitions
•Services
•“Values” messages
SAFETY
ALERTS
& SECURITY
•Mass Notification
•Alerts
•communications
•Safety Reminders
•Wayfinding
•Monitoring
•Text messages
INTERACTIVITY
Systems
& People
•Point of Sale
•Inventory
•Kiosks
•Touchscreens
•On route ordering
•Registry
•Digital Dispensing
•Digital Services
MOBILE
COMMUNICATIONS
& COMMERCE
. Stored Value Card
•Digital Coupons
•Text Info/Messaging
•Electronic Wallet
•Social Networking
•Mobile applications
•Permission Marketing
TRAINING &
VIDEO ON
DEMAND
•“How to” info.
•Just in time training
•Staff courseware
•Video Promotion
NEW
PARADIGMS
OF SERVICE
•Dispensing
•Auto playlists
•RFID
•Biometrics
•GPS
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DS/DOOH on the communications continuum
< Engagement
Cellular
Web
Newspaper
Audience >>
Digital Signage
Billboard
Radio
TV
Each communications device appropriately applied
Re-purpose brand assets and content elements
Drive total traffic and engagement
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The Enabling Effect
Extension
of current
approaches
Economic
Value
Quality
Enhancement
Doing “More
with Less”
Doing things
differently
New
Paradigm
and
Business
Doing
different
things.
Cost
Reduction
Doing the
same with
less
Level of Enabling Effect
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Business
Value
Location
Value
• Patron, staff and student
communications
• Add energy and vitality
• Increase and manage
location traffic
• Reduce perceived wait time
Increased
Revenues
• Merchandise
• Up-sell & Cross-sell
• Increased basket size
Reduced
Costs
• Reduce
communications costs
• Campaign placement
• Advertising
• Message
Effectiveness
• Sponsored messages
• Staff training
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Current Markets
Points of Purchase, Transit, Wait and Gathering
• Selection and Ordering
Retail, Box Office, Order Counter, QSR, Deli Counter.
• Assisted Selling and “Upsell”
Electronics, Cellular, Service, Restaurants, etc.
• Sport, Arts and Entertainment Venues
Cinema, Casinos, Stadiums, Bars/Restaurants, Hotels, Hospitality
• Captive Audience Communications
Doctor’s Office, Transportation, Hospitals, Legal, Auto service, etc.
• Corporate communications
Staff, Visitors, Suppliers, Campus, Houses of Worship, etc.
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DS on communications continuum
< Engagement
Cellular
Web
Newspaper
Audience >>
Digital Signage
Billboard
Radio
TV
<<<<<<<< Each communications device appropriately applied >>>>>>>>
<<<< Re-purpose brand assets and content elements >>>>
<<<<
Drive total traffic and engagement
>>>>>
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The playloop “wheel”
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Playloop Structure Sample
Mobius
Layo
ut
Secon
ds
Full screen or Main Viewing
Window
Full
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Location
Full
15
AD
3X
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Location
Full
15
Location
Full
15
AD
3X
15
AD
Full
15
Location
Full
15
AD
3X
15
Location
Full
15
AD
Secon
ds
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Right Side Zone
Time-Date-Branding
Secon
ds
Bottom Zone of
Display
5
Location
10
Location
15
Time-Date-Branding
15
Location
15
Ad
15
Location
By repeating the above 2 Min : 30 Second layout four times, a 10 minute playloop of balanced content is achieved.
- 10 minutes of Location Content comprised of 5 min. full display, 2 min. right side and 3 min. bottom scroll
- 6 minutes of Ad Content comprised of 5 min. full display and 1 min. of right side bar.
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Content Samples
Smirnoff “07
Best of Best
Rolaids - Senior
Gillette ’08
DIGI Award
Rolaids - Dude
University
Steak Sauce
A&F
NAVSEA
C&B
Samples provided by Alchemy
www.AlchemyInternational.com
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DS Content From “Stills”
“Static” or still content such
as text and graphics typically
used in powerpoint, websites
or newsletters or print posters
WITH
Dynamic animation of
the text and graphics so
that messages have
motion.
Composed based on a Style Guide
“Content” spots are composed according to a style guide that
assures DU branding and logos are suitable and the presentation
through fonts and colors are “professional”.
Call to Action: A verb such as Attend, Register, Visit, Dial, Download, etc.
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Communication Analytics
Exposures +
Viewing
Footfall
Dwell time
Engagement
Recall
Aspiration
Enquiry
Affiliation
Perception of Brand
Intent to Purchase
Commerce
Purchase
Subscription
Click-through
Measurement = Audience
“Presence”, Quantifying viewers is in the area where
the display is visible and, if appropriate, audible,
+
“Notice” - Evidence that the screen has been noticed.
+
“Dwell time” – the viewers’ time in the display area.
=
Audience
The bottom line: More effective communications spending.
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Network Launch Considerations
Fixtures &
Environmental
Integration
Funding
Hardware & Software
Project
Management
Installation
Management
& Execution
System Design
and Application
Integration
Ad Sales
Playlist
Administration
Logistics &
Help Desk
Mobile Commerce
Mass Notification
Connectivity.
Messaging
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Deployment RoadMap
“When” and “where” against “why”
Where & When
Who
Why
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Hardware / Software Ecosystem
Network Architecture
Design
Technology
Selection &
Sourcing
Audio
Media player
Digital Signage
Hardware & Software
Connectivity
Playlist
Management and
playout Software
•System Design
•Selection
•Sourcing
•Installation
Deployment
Planning &
Installations
Displays &
Mounts
sourcing
Interface with
devices (traffic
monitoring, RFID,
m-Commerce, 28
security, etc.
What is to be Displayed ? (Build in functional capability)
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“Software” functional capabilities
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Content Authoring
Media Ingest and Handling (formats)
Digital Asset Management
Playlist control in Multi-zone Layout
Playlist Access & Control / “Local” input
Display Grouping and Control
Handling of Data Feeds and System Interface
Media Transmission Options
Compliance Reporting
Demands on Display hardware, Media player and Connectivity
Ease of Use
Source of Supply (direct vs. reseller)
Training Requirements and Support
Licensing Fees & Structure
Stability of Software Supplier
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Network Elements of Operation
Performance Monitoring
Compliance
Reporting
Functional
Enhancement
Playlist
Management
Platform Operations
Ad Sales and
Billing
Corporate
Management
Supplier
Management
Network Operations
Help Desk
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“Content” Elements of Operation
Optimization
Network Objectives
Definition
Measurement
SPOT CREATION
& PRODUCTION
Playlist Strategy
and Structure
Digital Signage
“Content” provisioning
and operations
Media
Formatting
Playlist
Management
Style Guide &
Mechanical
Specs.
RSS, PSA and “feed”
Content Sourcing
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C. VIEWERS
Objectives can change for different times of the month, week or day, so try
to be specific relative to a viewer demographic. You might want to
describe these multiple viewers in the form of a matrix, and correlate this
to the objectives. Information about the demographic profile of the viewer
(age ranges, gender, etc.) will be helpful in content creation.
10. The targeted viewers of the network content include….
11. The content is also being viewed by….
12. The activity that viewers typically do while near the network display are..
13. A typical duration of time near the display is…
14. The number of times that a viewer likely sees the display in a given
period is…
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Costs - CapEx over 4 years
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Display
Media Management - Central Control
Central Control Computer
Media Management - Playout ($20/mnth)
Media Player (hardware)
Audio
Mount
Installation
(Electrical, Hardware, Connectivity)
Total $255 / month
$2,000
$5,000
$3,000
$ 720
$1,000
$ 200
$ 300
$1,100
$12,220
Beat it !!! Look to <$6K per display..
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SELLING & ADVANCING THE OPPORTUNITY
1st Gear - Initializing
1-4 weeks
Conceive, frame, assess and refine the concept.
2nd Gear - The Champion(s), then Steering Group
2-6 weeks
“Pitch” the idea and generate “buy-in”
3rd Gear - Develop The Network Overview – Plan
1-18 months
Project definition and refinement
4th Gear - “Pilot” and Refinement
1-4 months
Proof of Concept, Apply processes, Refine
5th Gear - Deployment & Operations
Ongoing
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Operating Costs
• Corporate Management
(Resourcing, Primary Agreements, Corporate)
• Supplier Management
(Selection, contracting, administration)
• Legal and Insurance
• Content
(Creation, Licensing, RSS, DAM)
• Ad Sales
(Media Kit, Promotional Expenses, Commissions)
• Playlist Administration
• Utilities & Help Desk
• Viewership Audit
• Location Fees / Profit Sharing
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THE DS/DOOH NETWORK DESCRIPTION
A.
B.
C.
D.
E.
F.
G.
H.
I.
J.
K.
Network Ownership, Funding and Operations
Objectives
Viewers
Deployment Timing
Content
Measurement
Network Architecture
Media Management
Displays/Locations
Audio
Connectivity
Template “DS/DOOH Network Description”
available at www.LyleBunn.com/SPEED
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1st Gear - Initializing
• Establish points of reference
• Define possible benefits – costs
• Reduce – Reuse- Recycle
available support materials
The Enabling Effect
New
Paradigm
and
Business
Extension
of current
approaches
Economic
Value
Cost
Reduction
Doing the
same with
less
Quality
Doing things
Enhancement
differently
Doing “More
with Less”
Doing
different
things.
Dear X,
While at the x, I noticed how the Digital
Signage was x, y and z. Such displays
could be useful to you/us in x, y and z.
Having looked into it, there are many
examples of similar uses by other x.
Can we set up a time to discuss this?
Level of Enabling Effect
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2nd Gear - The Champion(s), then Steering Group
2. Executive Sponsor
Seeks Org. Effectiveness
Budget Authority
Influence Across Org.
Target Audience
Communications
• Marketing
• Staff / Student
• Patron/ Visitor
Webmaster
Org. Communications
3. AV / IT / Comm.
Infrastructure
Internal Connectivity
Hotline support
Facilities
Display Positions
Installation
Electrical
Others Whose Goals
could be Supported
i.e. Safety/Security
Loss Prevention
Newsletter
Vendors serving location
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3rd Gear - Develop The Network Overview - Plan
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Network Ownership
Objectives
Viewers
Deployment Timing
Content
Measurement
Network Architecture
Media Management
Displays/Locations
Audio
Connectivity
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4th Gear – “Pilot” and Refinement
• Technology and infrastructure supply
• Apply the processes of deployment
and operations.
• Demonstrate the system
• Assess Impacts
• Refine requirements and approaches.
• Tune plans.
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Deployment & Operations
• Technology and Infrastructure Supply
• Deployment according to plan
• Manage expectations
• Seek operational efficiencies
• Maximize ROI-ROO
• Welcome additional funding sources.
• Sustain applicability of the content
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Critical Success Factors
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Define objectives (x,y,z)
Source against objectives.
Use measurement to maximize “relevance”
Mobilize “local” use (i.e. templates, training,
etc.
• Invest in content relevance
• Invest in ad revenue achievement
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Best Sources of Additional Information
Reading
Associations
Events
Digital Signage Magazine
Marketing @ Retail
SCN
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Measurement: www.audiencecount.com
• Arbitron
• Neilson
• PeopleCount
Robert.Winston@Arbitron.com
Paul.Lindstrom@nielsen.com
Kelly@PeopleCount.biz
Anonymous Viewer Analytics
Cognovision
VideoMining
TruMedia
Quividi
Haroon.Mirza@Cognovision.com
JHershey@VideoMining.com
Myra@TruMedia.com
Info@Quividi.com
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RSS Feed - Suppliers
www.datacalltech.com
www.accuweather.com
www.wisebroadcasting.ca
www.sedaolive.com
www.genr8digital.tv
Your local community social agencies, media.
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Content - Additional Information
Events: Content Sessions
Content
Working
Group
Alchemy
International
Whitepaper
www.DigitalSignageToday.com
www.DIGI.com
www.DigitalSignageDirectory.com
www.LyleBunn.com – Content Guidelines
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Ad Sales Agencies
www.Adcentricity.com
www.SeeSawNetworks.com
www.rVue.com
www.MediaPlace.com
www.CharterDigitalMedia.com
www.DigiOOH.com
www.AdSemble.com
www.UnSoldSpace.com
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Resources Online
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eZines
www.DigitalSignageToday.com
www.DailyOOH.com
www.aka.tv
www.DigitalSignageResource.com
www.DigitalSignageUniverse.com
www.RetailCustomerExperience.com
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Forums
www.DigitalSignageForm.com
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Directories
http://www.digitalsignagedirectory.com/dir
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Awards
www.DIGI.com
www.POPAI.com
Digital Signage Expo Awards
GlobalShop Awards
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Thank you !
“Nothing happens on its own..
there is always something before it
and something after it”
old Japanese saying
Lyle Bunn
Principal & Strategy Architect
Lyle@LyleBunn.com