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Is Digital Signage a natural evolution of outdoor communication or a New Media?

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There are more and more digital screens everywhere, in the streets, in restaurants, in cafe's, in fitness, in cinema's, in malls. Could digital signage be considered as a natural evolution of Outdoor Communication or is it a new media?
With a new positionning and a new approach? What are the existing business models and what should be the new ones? What will be the issues this new out-of-home communication will face?

During the Cleverwood Friday Session on Jan 15th, Bertrand Prignon, senior media and marketing consultant at Irimi, updated the team with the latest Digital Signage situation in Belgium.

Published in: Business, Technology
  • "The future digital marketing technology will evovle from complex to simple applications and usages. With its unique features and easier application and CMS, it will gain profit. SignaVista is one such Digital Signage Solution. Check this link http://www.dusaneinfotech.com "
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Is Digital Signage a natural evolution of outdoor communication or a New Media?

  1. 1. Bertrand Prignon IRIMI Digital Signage A new Media? B. Prignon
  2. 2. ? B. Prignon
  3. 3. ? B. Prignon
  4. 4. ! CONTENT Outdoor the only media without content B. Prignon
  5. 5. Evolution Time & Place Outdoor Time & Place Targets OOH Time & Place Targets DOOH Behaviours B. Prignon
  6. 6. The search for the Graal Land Lords CMS Media Content B. Prignon Reps
  7. 7. Major Trends Mobility Interactivity « Always On » «UGC» Location Base Services User Generated Content Digital OOH Participative Out-of-the Box Brand Experience Disruption Engage the consumers Surprise the targets B. Prignon
  8. 8. The Gold Triangle Information Advertising & Services Advertainment Infotainment ! B. Prignon Exploitation Land Lords & CMS
  9. 9. Driving Demand / Driving Consumption... Digital Out-of-Home and the Participation Age New Communities, New Behaviors Infrastructure, Demands On the Network Driving Demand B. Prignon Driving consumption ..
  10. 10. The DOOH challenge… Need to integrate Participative Engagement and Added Value B. Prignon
  11. 11. The DOOH challenge… Added Value Relevant Contents Location Base Service Time Base Information Relevant Advertising B. Prignon
  12. 12. The DOOH challenge… Added Value France : La ville de Marseille installe une borne interactive outdoor facilitant la localisation des B. Prignon commerces 14 janvier 2010 à 9:48
  13. 13. The DOOH challenge… Metrics How Many? How Often? B. Prignon
  14. 14. The DOOH challenge… Metrics How Well? Impact on Brand Equity Brand Activation B. Prignon And...Sales
  15. 15. Monetizing – Business Models Advert. Revenues Land Lords CMS Advertisers Renting Software Hardware (screens) Kick Back On Adv Rev Implementation B. Prignon Location Loans
  16. 16. Monetizing – Business Models Financing Advert. Revenues Software Land Media CMS Advertisers Lords Reps Financing Screens Kick Back On Adv Rev Implementation B. Prignon Location Loans & Revenues Sharing
  17. 17. Monetizing – Business Models CMS Advert. Revenues Land New Media Advertisers Lords Reps Content Kick Back On Adv Rev Provider Revenues Sharing B. Prignon
  18. 18. Monetizing – Business Models CMS Advert. Revenues Revenue Financing Screens Interaction Land New Media Advertisers Lords Reps Sharing Kick Back On Adv Rev Revenues Sharing B. Prignon Content Provider Content Renting
  19. 19. Futur’s Bright? The end of “classical”Screens? B. Prignon
  20. 20. Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels. And tweets down here Summary over here Thank You Bertrand Prignon Pic’s will be here Slides will up be there Cleverwood is a trademark of Fair Wood Ventures sprl/bvba

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