0
Lessons for Sustainable                                           Success                                  Digital Place-b...
Agenda1.  Status of Use – Applications2.  Return on Investment3.  Planning4.  Content5.  Technology                       ...
Lyle Bunn (Ph.D Hon), Principal and Strategy Architect. BUNN Co.Independent analyst, advisor and educator to users, networ...
PLANNING RESOURCES        Papers onCampus, Health Services,  Content, Analytics & Templates for planningwww.LyleBunn.com -...
The communications imperative..                           5
$7B Industry - 24% CAGR$3.5 billion in content1.6 million Displays - 23% CAGR369+ ad based networks40/60% Large Ad-based /...
Cellular &                                               DatacastingTypical Digital Signage Network Architecture          ...
Hard wiring – Our brain and media1.  Motion gets noticed.2.  Visuals are de-selected based on    intention.3.  Emotions ar...
Contempt     Sentiment Analysis   Sadness                                        Surprise                              Neu...
Dynamic Place-based Medium – Market “Stride” The Diffusion of Innovation              Everett Rogers (1962)     End User M...
Market Acceleration•  Expenditures are increasing. In 2009, 79% said they planned to spend   up to $100K compared with 84%...
Industry Players / Drivers    Enterprise: Line of Business Managers“For Profit” Networks                                AV...
Mobius University – Sample Loop illustrating• Re-purposing content• Full zone and multi-zone layout• Templates• Drive traf...
Mobius University – Sample Loop• Re-purposing content• Full zone and multi-zone layout• Templates• Drive traffic to websit...
NAVSEA – Sample Loop illustrating• Re-purposing content• Content-rich loop• Templates• Audio•  Commander communications   ...
NAVSEA – Sample Loop• Re-purposing content• Content-rich loop• Templates• Audio•  Commander communications                ...
17
18
19
20
McDonald s Viva (Las Vegas)Viva Las Vegas Blvd             http://digitalsignage.harris.com                               ...
22
Projection is part ofDynamic Place-basedMedia.2005 election resultsprojected onto Big Benin London, UK.                   ...
24
25
26
27
Source: Digital Signage Association – Future Trends Survey 1200 respondents Nov. 2009. 1200 Respondents                   ...
The business model EvolvingSource: Digital Signage Association – Future Trends Survey 1200 respondents Nov. 2009. 1200 Res...
The Communications Continuum            << Engagement          Reach >>Cellular Tablet Internet Dynamic Signage Billboard ...
31
Multi-Purpose Media – Multi Benefits. •    Triggering ACTION                           •  Ahhhh… WOW •    Merchandising   ...
Multi-Purpose Media - Simultaneous Benefits and Outcomes    •    Triggering ACTION                       •    Modern Envir...
Typical Results of Dynamic Signage Use•    Sales Lift                       4-50% - 300%•    Generate Inquiries           ...
35
Dynamic Signage – High Growth Market Segments   Points of Purchase, Transit, Wait and Gathering•  Selection and Ordering  ...
37
Agenda1.  Status of Use – Applications2.  Return on Investment3. Planning4.  Content5.  Technology                        ...
ADVANCING THE PROJECT1st Gear - Initializing                             1-4 weeksConceive, frame, assess and refine the c...
2nd Gear - The Champion(s), then Steering Group3. Executive Sponsor          4. IT / AV- Org. Effectiveness          Intra...
2nd Gear - The Champion(s), then Steering Group3. Executive Sponsor          4. IT / AV     5.   (CMO, CIO, VP HR)- Org. E...
Objectives   Content   Technology                                    42
Digital Place-based Media Business Process                 Analytics                                                      ...
Business                                     Value                                Objectives/Benefits   Improve the       ...
DS Network Content Profile examples	Customer                                                           Brand Retail, facing...
SPEED of Messaging                                                          NO waste              Speed to display        ...
•    Networks are carefully targeted at the desired audience with the minimum over-spill into surrounding     areas.•    I...
Dynamic Media Platform.                                                              DYNAMIC                              ...
Harris Corp: Live event venue (2010)   49
Analytics - Measurement  OUTCOME  VIEWERS  SENTIMENT                          50
Agenda1.  Status of Use – Applications2.  Return on Investment3.  Planning4.  Content5.  Technology                       ...
Content Dayparting  Time       Monday   Tuesday   Wed.   Thurs.   Friday   Sat.   SunMorningLunchAfternoonevening         ...
Content Dayparting Fixed Income Health Conscious                                                   53
Content Dayparting - Before the Game                                       54
Analytics   Exposures !            Presence            Notice            Dwell time            Engagement            Recal...
Metrics Matter…Presence , Quantifying viewers is in the area where the display is visible and, if appropriate, audible,   ...
Anonymous Viewer Analytics (AVA)1.     Metrics2.     Content Effectiveness Review3.     Optimization4.     Dynamic Ad Prov...
Intel® AIM Suite: Face Detection                     §    2 viewers detected                     §    Demographics analy...
Total Vierwership by Month                    100.0                         89.0                             84.0         ...
Viewership Profile by Age Group                    90.0                                       8.2                         ...
Agenda1.  Status of Use – Applications2.  Return on Investment3.  Planning4.  Content5.  Technology                       ...
DS / DOOH Business Process                                                                                    Distributors...
THE Critical Success Factors•  Define objectives (Who – When - Why)•  Apply technology to achieve objectives.•  Use measur...
Software functional capabilities1.      On-system Content Authoring2.      Media Ingest and Handling (formats)3.      Digi...
Technology Evaluation Critical 2 of 3•  High quality media presentation to assure that the visual images as   appealing an...
Technology Evaluation Critical 3 of 3•  Ease of message targeting by display location, target audience   demographic, time...
Download (no cost or registration)“Fail to Plan – Plan to Fail” paper    www.LyleBunn.com - RESOURCES                     ...
Rollout Characteristics (1 of 2)   Successful                                        UnsuccessfulObjectives-based         ...
Rollout Characteristics (2 of 2)   Successful                                           UnsuccessfulRealistic funding     ...
Lessons for Sustainable                                           Success                                  Digital Place-b...
Upcoming SlideShare
Loading in...5
×

March 20 digital signage tampa lyle bunn

244

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
244
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "March 20 digital signage tampa lyle bunn"

  1. 1. Lessons for Sustainable Success Digital Place-based Media9AM Lyle Bunn - What Digital Signage is NOW10:10 Break10:30 Patrick Rondinelli, Cisco – Integrating Enterprise Media11 Dan Smith, LG Electronics – Media Display11:15 Linda Hofflander, Saddle Ranch Digital – CONTENT is Queen!11:30 Expert Panel Joseph Wisniewski, Qoncert Patrick Rondinelli,Cisco Dan Smith, LG Electronics Linda Hofflander, Saddle Ranch Digital David Wible, Industry WeaponMarch 20, 2012 Tampa 1
  2. 2. Agenda1.  Status of Use – Applications2.  Return on Investment3.  Planning4.  Content5.  Technology 2
  3. 3. Lyle Bunn (Ph.D Hon), Principal and Strategy Architect. BUNN Co.Independent analyst, advisor and educator to users, network operators, investors and suppliers of Digital Signage and Digital Out-of-Home.•  Helped hundreds of organizations, networks andprojects succeed with Dynamic Media since 2002.•  Over 200 published articles and whitepapers.•  eBook titled the Digital Signage Planning Guide,in its 5th edition is used around the world.•  Writer/Editor of supplements in USA Today, TheWall Street Journal and National Post•  Academy Faculty of InfoComm International•  Advisory Boards of Digital Signage Expo andCustomer Engagement Technology World.•  Judge. DIGI Awards, POPAI, Screenmedia•  Named in the 2005 Digital Signage Top Ten List,among Thompson, 3M, Clear Channel, FocusMedia and others. www.LyleBunn.com 3
  4. 4. PLANNING RESOURCES Papers onCampus, Health Services, Content, Analytics & Templates for planningwww.LyleBunn.com - RESOURCES 4
  5. 5. The communications imperative.. 5
  6. 6. $7B Industry - 24% CAGR$3.5 billion in content1.6 million Displays - 23% CAGR369+ ad based networks40/60% Large Ad-based / Internal Points of purchase, transit, waiting and gathering. 6 3
  7. 7. Cellular & DatacastingTypical Digital Signage Network Architecture 7 Source: POPAI 2004
  8. 8. Hard wiring – Our brain and media1.  Motion gets noticed.2.  Visuals are de-selected based on intention.3.  Emotions are involuntary. 8
  9. 9. Contempt Sentiment Analysis Sadness Surprise NeutralHappiness Anger Fear Disgust BrainJuicer® 2006
  10. 10. Dynamic Place-based Medium – Market “Stride” The Diffusion of Innovation Everett Rogers (1962) End User Market Uptake / Application Total Market Revenue 10
  11. 11. Market Acceleration•  Expenditures are increasing. In 2009, 79% said they planned to spend up to $100K compared with 84% in 2011. 16% of survey respondents in 2011 said they would spend more than $1 million, versus just 6% on 2009.•  73% expect budget increases over the next versus the 53% who expected it in 2009.•  24% of 2009 survey respondents expected to deploy new or additional screens in the 0-3 month period, whereas 49% of 2011 respondents expect to deploy or add displays.•  Respondents expecting to use Digital signage primarily for internal communications doubled in the period 2009 to 2011. Source: DigitalSignageToday 2011 Trends Survey 11
  12. 12. Industry Players / Drivers Enterprise: Line of Business Managers“For Profit” Networks AV Integrators IT Integrators Static Signage and Digital Graphics CMO, CTO, CIO, CFO 12
  13. 13. Mobius University – Sample Loop illustrating• Re-purposing content• Full zone and multi-zone layout• Templates• Drive traffic to website• Motivate TXT access, m-commerce• Link to mass notification 13 Mobius University
  14. 14. Mobius University – Sample Loop• Re-purposing content• Full zone and multi-zone layout• Templates• Drive traffic to website• Motivate TXT access, m-commerce• Link to mass notification 14 Mobius University
  15. 15. NAVSEA – Sample Loop illustrating• Re-purposing content• Content-rich loop• Templates• Audio•  Commander communications 15 Navsea – sample loop
  16. 16. NAVSEA – Sample Loop• Re-purposing content• Content-rich loop• Templates• Audio•  Commander communications 16 Navsea – sample loop
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. 20
  21. 21. McDonald s Viva (Las Vegas)Viva Las Vegas Blvd http://digitalsignage.harris.com 21
  22. 22. 22
  23. 23. Projection is part ofDynamic Place-basedMedia.2005 election resultsprojected onto Big Benin London, UK. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. Source: Digital Signage Association – Future Trends Survey 1200 respondents Nov. 2009. 1200 Respondents 28
  29. 29. The business model EvolvingSource: Digital Signage Association – Future Trends Survey 1200 respondents Nov. 2009. 1200 Respondents 29
  30. 30. The Communications Continuum << Engagement Reach >>Cellular Tablet Internet Dynamic Signage Billboard Print Radio TV TRANSMEDIA Integrated Multi-Channel, Omni-Channel Marketing and Communications 30
  31. 31. 31
  32. 32. Multi-Purpose Media – Multi Benefits. •  Triggering ACTION •  Ahhhh… WOW •  Merchandising •  Destination •  Engaging Leadership •  Selling •  Sense of safety •  Enrolling •  Reduced Perceived waiting / dwell Influence Ambiance times Branding Energy•  Establish and •  Vitality Reinforce Value •  Stimulation•  Aspiration •  Motivation•  Audience “Alignment” •  Modulate pace 32
  33. 33. Multi-Purpose Media - Simultaneous Benefits and Outcomes •  Triggering ACTION •  Modern Environment •  Events & Services •  Visual Communications •  Merchandising •  Sense of safety •  Engaging •  Reduced Perceived waiting / dwell times •  Selling INFLUENCE AMBIANCE BRANDING ALERTS ENERGY & NOTIFICATION •  Establish and •  Vitality Reinforce Value •  Stimulation •  Awareness •  Motivation •  Aspiration •  “Values” Messaging 33
  34. 34. Typical Results of Dynamic Signage Use•  Sales Lift 4-50% - 300%•  Generate Inquiries 5-15%•  Improved Branding / Recall 40+%•  Improve Visit Experience/ Environment 80% Revenue Generation•  Reduce Perceived Wait Times -40%•  3rd Party Advertising $3-40 CPM•  Increased Customer/Staff/Patron Awareness•  Better Compliance - Display Control•  Patron/Public Information and Safety Cost•  Liability Containment Reduction The bottom line: More effective communications spending. 34
  35. 35. 35
  36. 36. Dynamic Signage – High Growth Market Segments Points of Purchase, Transit, Wait and Gathering•  Selection and Ordering Retail, Food Services, QSR, Box Office, Order 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 Medical, Transportation, Hospitals, Legal, Auto, Consumer Services•  Corporate Communications Plant, Office, Staff, Visitors, Suppliers, Campus, Houses of Worship 36
  37. 37. 37
  38. 38. Agenda1.  Status of Use – Applications2.  Return on Investment3. Planning4.  Content5.  Technology 38
  39. 39. ADVANCING THE PROJECT1st Gear - Initializing 1-4 weeksConceive, frame, assess and refine the concept.2nd Gear - The Champion(s), then Steering Group 2-6 weeksInclude relevant stakeholders and generate buy-in3rd Gear - Develop The Network Overview – Plan 1-18 monthsProject definition and refinement4th Gear - Pilot and Refinement 1-4 monthsProof of Concept, Apply processes, Refine5th Gear - Deployment & Operations Ongoing 39
  40. 40. 2nd Gear - The Champion(s), then Steering Group3. Executive Sponsor 4. IT / AV- Org. Effectiveness Intranet,- Budget Authority Connectivity- Influence Across Org. & Hotline support 2. Webmaster Audio/Visual Communications 1. Target Audience Communications - Marketing - Staff / Student - Patron/ Visitor 40
  41. 41. 2nd Gear - The Champion(s), then Steering Group3. Executive Sponsor 4. IT / AV 5. (CMO, CIO, VP HR)- Org. Effectiveness Intranet, Application Other- Budget Authority Connectivity & Program Communicators- Influence Across Org. & Hotline Managers support 2. Webmaster Line of Audio/Visual Business Communications Managers 1. Target Audience Facilities, Communications Safety/Security - Marketing Loss Prevention - Staff / Student Vendors - Patron/ Visitor Suppliers 41
  42. 42. Objectives Content Technology 42
  43. 43. Digital Place-based Media Business Process Analytics Distribution (AV/IT) System Integration $ Software Business Ad Sales Financing ROI Model Content Displays ROO Network-------------- Player & PlaylistOBJECTIVES Admin. Connectivity Analytics 43
  44. 44. Business Value Objectives/Benefits Improve the Increased Reduced Environment Revenues Costs•  Reduce perceived wait time •  Reduce•  Increase visit frequency •  Up-sell & Cross-sell communications and •  Increase visit frequency promotion costs•  Destination attraction•  Info-tainment •  Parties, catering, gift cards •  Improve visual impact •  3rd Party Advertising •  Target messaging•  Add energy and vitality •  Focus staff•  Reflect community involvement 44
  45. 45. DS Network Content Profile examples Customer Brand Retail, facing Airport. Aspiration Influence General Retail Perception Car Dealer, Real Sporting Goods, Estate Electronics Information Enrollment Affinity Staff Offices, facing Plants Cost Merchandising Branding reduction 45 7
  46. 46. SPEED of Messaging NO waste Speed to display Control NO Pin-up take-down Digital Signage NetworkOut-performs the print signage network for control,compliance, flexibility and ongoing cost. 46
  47. 47. •  Networks are carefully targeted at the desired audience with the minimum over-spill into surrounding areas.•  Installation is carried out at the minimum environmental cost, and sympathetically with existing landmarks.•  Networks seek to replace alternative mediums that did (or would) consume significant resources for less overall impact.•  The digital displays used are only as large and as bright as needed and use the lowest power appropriate technology.•  Power usage is optimized, i.e. by powering down during periods of limited use or adjusting brightness to specific times of day.•  Computing power has been kept to a minimum, lower power computers generating less heat, needing less cooling and lasting longer.•  The longest lifetime components have been selected, ensuring that systems do not need to be replaced regularly.•  The amount of technology used has been minimized, less equipment consuming less and delivering greater long term reliability.•  Systems are regularly maintained ensuring continued operating efficiency, and where possible old parts are recycled.•  Suppliers have provided statements on their environmental credentials and the sustainability benefits of their products.•  All media content is generated and distributed with the minimum environmental impact•  The medium is used regularly and effectively to promote public awareness of green issues. 47
  48. 48. Dynamic Media Platform. DYNAMIC MEDIA PLATFORM INTER- MOBILE SAFETY ACTIVITY TRAINING NEW COMMUNIC- DIGITAL ALERTS VIDEO ON PARADIGMS ATIONS SIGNAGE SECURITY Systems DEMAND OF SERVICE COMMERCE People • Point of Sale• Product info . Stored Value Card • Mass Notification • Inventory • Dispensing• Advertising • Digital Coupons •  How to info. • Alerts • Kiosks • Auto playlists• Sponsored Info • Text Info/Messaging • Just in time training • communications • Touchscreens • RFID• Text Messaging • Electronic Wallet • Staff courseware • Safety Reminders • On route ordering • Biometrics• Recognitions • Social Networking • Video Promotion • Wayfinding • Registry • GPS• Services • Mobile applications • Monitoring • Digital Dispensing•  Values messages • Permission Marketing • Text messages • Digital Services 48
  49. 49. Harris Corp: Live event venue (2010) 49
  50. 50. Analytics - Measurement OUTCOME VIEWERS SENTIMENT 50
  51. 51. Agenda1.  Status of Use – Applications2.  Return on Investment3.  Planning4.  Content5.  Technology 51
  52. 52. Content Dayparting Time Monday Tuesday Wed. Thurs. Friday Sat. SunMorningLunchAfternoonevening Align with the pace and viewer demographic. 52
  53. 53. Content Dayparting Fixed Income Health Conscious 53
  54. 54. Content Dayparting - Before the Game 54
  55. 55. Analytics Exposures ! Presence Notice Dwell time Engagement Recall (Unaided-Aided) Aspiration - Affiliation Enquiry Opt-in Perception of Brand Intent to Purchase Commerce Purchase Subscription 55 Click-through
  56. 56. Metrics Matter…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 56
  57. 57. Anonymous Viewer Analytics (AVA)1.  Metrics2.  Content Effectiveness Review3.  Optimization4.  Dynamic Ad Provisioning www.intel.com/go/aimsuite Dynamic Ad Metrics •  Anonymous Provisioning •  Content Effectiveness Review •  Dynamic Ad Provisioning
  58. 58. Intel® AIM Suite: Face Detection §  2 viewers detected §  Demographics analyzed:   Gender: Males   Age bracket: Adults §  Show targeted content §  Viewing Information Collected:   Person 1: 10 seconds   Person 2: 8 seconds §  Accuracy Levels:   Face detection: ~98%   Gender: ~86%   Age: ~70% to 80% depending on life stage bracket (child, young adult, adult, senior citizen)   Distance: Up to 15 ft. or 35ft. depending on sensor resolution
  59. 59. Total Vierwership by Month 100.0 89.0 84.0 90.0 80.0 63.0 70.0Viewership (000) 60.0 50.0 40.0 30.0 16.0 15.0 15.0 20.0 10.0 0.0 March April May Dynamic Static 59
  60. 60. Viewership Profile by Age Group 90.0 8.2 8.2 80.0 22.4 70.0 22.5Viewership (000) 6.1 60.0 50.0 16.4 40.0 53.3 30.0 49.0 36.5 20.0 1.7 1.6 1.7 5.7 5.0 4.7 10.0 7.8 7.6 8.2 4.5 5.3 4.1 0.0 0.8 0.6 0.8 D-Mar D-April D-May S-Mar S-April S-May Child Young Adult Adult Senior 60
  61. 61. Agenda1.  Status of Use – Applications2.  Return on Investment3.  Planning4.  Content5.  Technology 61
  62. 62. DS / DOOH Business Process Distributors (AV/IT) System Integration $ Software Business Ad Sales Financing ROI Model Content Displays ROO Network-------------- Player PlaylistOBJECTIVES Admin. Connectivity 62
  63. 63. THE Critical Success Factors•  Define objectives (Who – When - Why)•  Apply technology to achieve objectives.•  Use measurement to maximize relevance.•  Couple DS with other devices.•  Make the content local . (i.e. templates, training, etc.)•  Assure content relevance•  Focus on ad revenue achievement if needed 63
  64. 64. Software functional capabilities1.  On-system Content Authoring2.  Media Ingest and Handling (formats)3.  Digital Asset Management4.  Playlist control in Multi-zone Layout5.  Playlist Access Control / Local input *6.  Display Grouping and Control *7.  Handling of Data Feeds and System Interface8.  Media Transmission Options9.  Compliance Reporting10.  Demands on Display hardware, Media player and Connectivity11.  Ease of Use *12.  Source of Supply (direct vs. reseller)13.  Training Requirements and Support14.  Licensing Fees Structure15.  Stability of Software Supplier 64
  65. 65. Technology Evaluation Critical 2 of 3•  High quality media presentation to assure that the visual images as appealing and compelling as possible. This is in part achieved by using media in its richest possible, native form through the digital media supply chain. Reducing the need for media reformatting and transcoding reduces cost, time and the degradation of the media.•  Local input and control of a predefined area of the display or the playloop can enable individual departments or display locations to schedule and present information relevant to achieving their very local goals through local communications, promotions and branding.•  Ease of campaign placement. Defining parameters such as the date, time, location and other display criteria allows media to be presented to best achieve the intended results.•  Content layering is used to localize content to improve revenue achievement. Compiling and rendering media spots in multiple content layers is a very efficient way of managing campaigns while having graphics, text, pricing and other elements be local 65
  66. 66. Technology Evaluation Critical 3 of 3•  Ease of message targeting by display location, target audience demographic, time and specific circumstances.•  Ease of use to allow for cost-effective operations and maximizing the benefits that digital signage can provide as a communications instrument. Ease of use minimizes costs of operations.•  Interface with data inputs and system integration with other systems such as point-of-sale, inventory and traffic patterns so that media presentation and sales activation are maximized.•  Triggering of content based on inputs such as viewer proximity, examination of a product, anonymous viewer measurement and demographic capture can assure the most suitable media is presented to achieve the results. 66
  67. 67. Download (no cost or registration)“Fail to Plan – Plan to Fail” paper www.LyleBunn.com - RESOURCES 67
  68. 68. Rollout Characteristics (1 of 2) Successful UnsuccessfulObjectives-based Ongoing ROI Technology Driven Content rich High Viewer Impact Boring IT QoS Operations Down time Modest Revenue Investor Satisfaction Under-funded Forecast Low Functionality RAS-able Scalability ceiling 68
  69. 69. Rollout Characteristics (2 of 2) Successful UnsuccessfulRealistic funding Ongoing ROI Lack of Sponsorship ROI / ROO Field of based Planning Foundation Dreams (Build it investment and they will come) rationale A grind of fits Rapid, organic Timing starts rollout Success has a Failure is an Embraced - Applied hundred fathers orphan 69
  70. 70. Lessons for Sustainable Success Digital Place-based Media9AM Lyle Bunn - What Digital Signage is NOW10:10 Break10:30 Patrick Rondinelli, Cisco – Integrating Enterprise Media11 Dan Smith, LG Electronics – Media Display11:15 Linda Hofflander, Saddle Ranch Digital – CONTENT is Queen!11:30 Expert Panel Joseph Wisniewski, Qoncert Patrick Rondinelli,Cisco Dan Smith, LG Electronics Linda Hofflander, Saddle Ranch Digital David Wible, Industry WeaponMarch 20, 2012 Tampa 70
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×