Marketing with Digital
Med ia S o lu tio ns
Brian Carnell, Business Manager World Wide Channels, Cisco System s
A MA P resentation May 2 1 , 2 0 0 9
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 1

Agenda
Introduction
W h at is dig ital m e dia?
D ig ital m e dia m ark e ting and adv e rtis ing s trate g ie s
D e s k top V ide o
D ig ital S ig nag e
C as e S tudie s
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 2

D i gi t al M edi a: N o w M o r e I m p o r t ant T h an
E v er !
B us ines s C h alleng es S olution
- Inform both employees and customers with real-time,
C om m unicate critical targ eted information
inf orm ation - C ommunicate chang e manag ement
- B ridg e g lobally dispersed org aniz ations
- R educe trav el ex pense
Reduce operational
- L ev erag e an energ y efficient architecture
cos ts
- R educe shipping , printing costs and labor costs
- Q uick er time to rev enue
D riv e rev enue - P romote, cross-sell, up-sell
- C ommunicate targ eted, localiz ed, and relev ant offers and
prog rams
- P ersonaliz e ex perience for customers
C us tom er intim acy - M ore k nowledg eable employees responding to customer
needs
- E nhance in store ex perience
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 3

D M S B u s i nes s D r i v er Ap p l i c at i o ns
D igital Signage E nterp rise T V D esk top V ideo
Promote, cross-sell/up -sell Provide on-demand videos Provide customers/external
and p oint of sale to customers; i. e. p roduct audiences w ith mark eting
inf ormation, exp lanation of videos
T arg et camp aig ns to
comp any p olicies
sp ecif ic demog rap h ics I mp rove retention w ith th e
b ased on time of day Provide training videos to p ow er of video
emp loy ees availab le live or
G rab view er attention w ith E nab le q uick er time to
on-demand
comp elling mark eting mark et th roug h clear and
videos E nab le a direct line of instant video
communications to communication
D rive additional revenue
emp loy ees w h en individual
th roug h advertising D eliver cost-ef f icient
desk top s aren’t availab le
training to remote
Provide “inf otainment”;
I mmediate communication emp loy ees
reduce p erceived w ait
of b reak ing new s f or rap id
time I nstant communications
resp onse
ensures saf ety and security
D eliver instant emerg ency
M
notif ication and direction
a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 4

D i gi t al M edi a’s I m p ac t o n M ar k et i ng and
Adv er t i s i ng S t r at egi es
B ra nding
I m p rove b rand p erc ep tion and value
Advertising
Drive additional revenue
S a l es P ro m o tio n
I m p rove s ales th roug h targ eted,
loc aliz ed and relevant of f ers
P u b l ic R el a tio ns
S tim ulate dem and th roug h p os itive
inf orm ation s h aring
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 5

B u i l d and M ai nt ai n B r and V al u e
M ax im iz e s al e s and cre ate l oy al cus tom e rs / cl ie nts w ith
a s trong b rand
C l e arl y de l iv e r th e m e s s ag e
E m otional l y conne ct w ith
targ e t audie nce
M otiv ate th e b uy e r
C re ate l oy al ty
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 6

H i gh -I m p ac t Adv er t i s i ng
R e ach y our cus tom e rs , incre as e de m and and
driv e s al e s w ith h ig h -im p act ads
M ax im iz e s al e s
P e rs uade b uy e rs
Introduction of ne w
p roduct/ s e rv ice
D riv e re v e nue f rom outs ide
adv e rtis e rs
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 7

E f f ec t i v e S al es P r o m o t i o n
Incre as e s al e s th roug h cre ating ins tant ap p e al and
an urg e ncy to b uy
B uil d p roduct aw are ne s s
C re ate inte re s t
P rov ide inf orm ation
S tim ul ate de m and
R e inf orce th e b rand
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 8

P u b l i c R el at i o ns
S tim ul ate de m and and p os itiv e l y p os ition y our
org aniz ation
B uil d aw are ne s s and a
f av orab l e im ag e
M anag e cris e s th at th re ate n
y our com p any or p roduct
B uil d g oodw il l am ong y our
org aniz ation’s targ e t m ark e t
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 9

Digital Signage
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 10

D i gi t al S i gnage
Promote, u p s el l a n d c ros s -s el l p rod u c ts a n d s erv i c es d i rec tl y to c u s tomers i n th e
s tore
E n h a n c e c u s tomer ex p eri en c e a n d d el i v er en terta i n i n g i n f orma ti on to c u s tomers to
red u c e p erc ei v ed w a i t ti me
B roa d c a s t rea l -ti me ex ec u ti v e a n d i n tern a l c ommu n i c a ti on s
O f f er c os t ef f ec ti v e, f l ex i b l e tra i n i n g op ti on s w h en c omp u ters a re n ot a v a i l a b l e
S h a re u p -to-d a te s c h ed u l es , n ew s a n d emerg en c y mes s a g i n g ri g h t w h ere p eop l e
n eed i t mos t
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 11

D i gi t al S i gnage T ec h no l o gy E v o l u t i o n
Y esterday: T oday:
H ig h O p e r a tio n a l C o s ts , H ig h R e lia b ilit y &
L o w F le x ib ility F le x ib ility , E a s y D e p lo y m e n t
& O p e r a t io n s , In te g r a tio n w ith V id e o
S u r v e illa n c e , R F ID , & C is c o T e le P r e s e n c e
T echnology E v olution
P h a se 1 : P h a se 2 : P h a se 3 : P h a se 4 :
S tandalone N etw ork ed N etw ork ed M edia “S mart” S ig nag e
PC -B ased PC -B ased Play er-B ased
Digital Signage Market
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 12

Ad Council PSA for Digital Signage Networks
86% of media buyers projected to
use out-of-h ome ( O O H ) dig ital
media in 2 0 0 8.
2 0 % A n n ual g row th rate for O O H
media ( S ome estimates 3 0 %)
1 . 69 b ad-spen din g on al tern ativ e
O O H media
4 4 % A tten tion ratio on D O O H
media
C A G R of 2 5 % on D ig ital V ideo
N etw ork s by th e year 2 0 1 2
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 13

I nno v at i v e U s es o f D i gi t al S i gnage
M a k ing th e m o st o u t o f y o u r digita l
m edia investm ent
L ine Q ue uing
R F ID & S m art S ig nag e
T ouch s cre e n / K ios k
E x p e rt on D e m and
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 14

D i gi t al S i gnage M ar k et i ng S t r at egy :
M as s Au di enc e
W h en v iew ers are w atc h ing f o r o nly 1-5 seconds. T h e m aj o rity o f
traf f ic is s im p ly p as s ing b y .
• A t-a-G l ance conte nt
• U til iz e im ag e s ( w ith v e ry l ittl e te x t)
• If f ul l m otion v ide o is de s ire d f il m s
s h oul d b e unde r 2 0 S e conds
• Im p act is k e y
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 15

D i gi t al S i gnage M ar k et i ng S t r at egy :
E ngaged Au di enc e
W h ere averag e dw ell tim e is 10-2 0 s e c o n d s , view ers are w alk ing
s low ly or s h op p ing . T h ey h ave tim e to p roc es s and/ or tak e in all of
th e ex ternal s tim uli around th em .
• S h ow re l ativ e l y s h ort m otion v ide o ( 2 0 S e c)
• U til iz e dire ctional conte nt or cal l -to-action conte nt
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 16

D i gi t al S i gnage M ar k et i ng S t r at egy :
C ap t i v e Au di enc e
W h ere averag e dw ell tim e is 1 0 m i nu t es or m ore th e audienc e is
c ons idered c ap tive, b ec aus e th ey DO h ave tim e.
• S h ow l ong e r f il m s ( 2 0 , 3 0 or 4 5
S e c. ) and a s e rie s of s e v e ral of
th e m
• M any ty p e s of conte nt can b e
util iz e d, f or e x am p l e traditional
m ark e ting and adv e rtis ing s p ots
s im il ar to T V ads
• E ng ag ing conte nt is b e s t to h e l p
re duce th e p e rce iv e d w ait tim e
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 17

C as e Stu d ies
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 18

N o r s k T i p p i ng
I ncreases Sales T h rough I n-Store Prom otion
B a c k g rou n d
O ff ic ia l N o r w e g ia n lo tt e r y f o u n d e d in 1 9 4 9
O v e r 4 , 5 0 0 r e ta il lo c a t io n s t h r o u g h o u t N o r w a y
C h a l l en g e
Pap er sig nag e w as exp ensive, inf lexib le and
unreliab le.
I mp l emen ted C i s c o D i g i ta l S i g n a g e a c ros s
a l l l oc a ti on s f or:
F le x ib le a n d e f f ic ie n t m a r k e t in g a n d p r o m o t io n s t o
c u s to m e rs
I n s t a n t c o m m u n ic a tio n a r o u n d r e s u lts , o d d s
B u s i n es s B en ef i ts
Increase rev enue b y d r i v i n g p r o d u c t u p -s e l l / c r o s s -s e l l
S tre n g th e n b ra n d
R educe printing costs a n d e l i m i n a t e d p a p e r w a s t e
F a s t e r c u s t o m e r c o m m u n ic a t io n s
“W ith itsO f lexib ility and a scalab ility , th e C isco D ig ital M edia sy stem is h elp ing us streng th en our
R I analysis o f s l e s
b rand, increase sales, mak e it more attractive f or retailers to sell our p roducts, and maintain
customer conf idence. ” –S te in O n s r u d , T e c h n o lo g y A d v is o r , N o r s k T ip p in g A S
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 19

S t ar s C ent r e
Attracting M illions with Com p elling Content
B a c k g rou n d :
S tars C entre is p art of th e C ity C entre sh op p ing comp lex
in H eliop olis, E g y p t
C h a l l en g es
N eeded a simp le and f lexib le w ay to attract customers
N eeded a new w ay to drive revenue f rom advertising
I mp l emen ted C i s c o D i g i ta l S i g n a g e
A b out 6 5 0 dig ital sig ns across th e mall to entertain and
attract customers
A b ility to disp lay comp elling content such as
advertisements, movies, W eb p ag es, imag es, f lash
animations, and live f eeds th at entertain
B u s i n es s B en ef i ts :
G enerate revenue f rom selling advertising sp ace
R O I : p ay b ack time < 2 y ears
I ncrease customer satisf action and draw crow ds
H ig h er sales as a result of larg er crow ds
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 20

M o b i l e C o u nt y P u b l i c S c h o o l s
F o sters a P o sitive P erc ep tio n o f th e D istric t
B ac k g round
T h e larg est emp loy er in th e state of A lab ama
6 3 , 0 0 0 students, 9 1 0 0 f aculty and staf f
R eceived neg ative coverag e ab out money sp ent and
p erf ormance
C h alleng es
I mp rove community ’s p ercep tion
C onvince voters to sup p ort district in an up coming
election w ith U S $ 6 0 million tax ref erendum on th e
b allot
I m p lem ented DM S
Pub lish ed multimedia content on dig ital sig ns in each
sch ool
C reated a video lib rary f or teach ers to access
B roadcasted live sch ool events on th e video p ortal
B enef its
I ncreased aw areness of district accomp lish ments and
f unding needs
E nrich ed classroom instruction
R eduction in costs
M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 21

M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 22