Information Intelligence by
Out of Home
from A to Z
CLEVERDIS Edition • JULY 2008 - JANUARY 2009
OUT OF HOME DIGITAL MEDIA
to better apprehend the utilisation of digital media and to have a clearer
vision of a market in constant evolution;
• Commercial spaces – just like booths at a trade show – where the main
players in the market can present themselves in an exhaustive and
Richard BARNES synthetic manner. They are also able to highlight their key competencies
Editor-in-chief and references. The object here is for anyone on a project team to be
able to obtain a clearer view of “who does what” and how they
Tel. +33 442 77 46 08 differentiate themselves.
For all market players, whatever their vocation, the SMARTreport allows:
• to communicate not only towards new prospects, but also with regular
• to put a company into perspective within its activity sector, underlining key
values and differentiation points;
“Get SMART”! • to underline their presence and implication in the market.
SMARTreport are distributed free of charge at all the most important trade
Welcome to our latest SMARTreport – what we hope will be a valuable shows dealing with Out of Home Digital Media (see calendar of events on
resource for all those looking to learn more about this exciting new medium, page 64, and also in PDF format via www.cleverdis.com. Via our website,
with the aim of this publication being that of a veritable B2B you are also able to order your free “hard copy”.
Communication Platform. Largely distributed via trade shows, the
SMARTreport is in fact similar in construction to a trade event, with: Designed in a “win-win” spirit, this publication is thus designed as a true
• Conference spaces, where end-users speak of their experiences, about “information hub” for the industry. That’s why, whether you are a major or
the whys and wherefores of OOH Digital Media; minor player in the sector, we welcome your comments and input for the
• Spaces open to professional associations and analysts, including next edition, due for publication in Q1 2009. We look forward to hearing
Cleverdis itself. Our vocation is to provide a kind of “toolbox” as to how from you.
PART ONE PART TWO 44 Hitting a High Note – Interview with Oscar
Out Of Home Digital Media Applications Market Data, Analysis Elizaga – Scala Broadcast Multimedia
5 Strengthening Social Bonds with the Public 24 Second Half 2008 Outlook for the Digital 46 A Focus on Pairing Hardware and Software
Using Digital Signage Communications Network Industry Key to Adtraxion’s Success – Interview with
Dick Tuinebreijer – Adtraxion Systems
6 Turbo Charging the Outdoor Advertising 27 The Long Term Outlook for Out of Home
Experience – Interview with Neil Morris – Advertising – Interview with Colin MacLeod – 47 Interview with Ignacio Lamarca – Focus On
Grand Visual The World Advertising Research Center Emotions
8 Neo Advertising – “a Fresh View” of Out of 28 Third Party Advertising Study Gives Positive 8- 48 Interview with Pierre Gillet – Roku
Home Digital Media Year Outlook 49 Towards Getting Video Right Over Networks
10 Making Custom TV Effective at Point of Sale 30 Digital Signage Industry Reaches Tipping 51 PC and Tuner Expansion Slot Solutions
12 Interactive Advertising Successful in UK Rail 53 FPD End-to-End Commercial Displays Now
Setting 31 Digital Media Networks Can’t Fail to Taking a Foothold for Digital Signage
Succeed this Time... Can They?
13 Sound Enhancements 54 Competing with the Sun
32 Adoption of Digital Media Alongside
14 When Images Leap From Screen to Screen Traditional PoP 55 Digital Outdoor Displays
15 Digital Signage in the Banking Sector 33 Tracking World Digital Signage Trends – PART FOUR
Interview with Aravindh Vanchesan – Frost Directory to Key Players
16 Creating the Luxury Cinema Complex
Experience and Sullivan
59 BroadSign International
17 Getting the Message Across in the Trade PART THREE
60 Cayin Technology Co., Ltd.
Show Setting Managing a Project from A to Z
61 C-nario Ltd
18 Hospitality and Tourism – A Major Growth 37 What Methodology to Use?
Sector 62 Focus On Emotions
38 Counting the Eyes
19 Innovative Digital Signage at Heart of Club 63 Net Display Systems
39 Content is King
64 One Digital Media
41 SPECIAL DOSSIER: Softwares, Servers,
20 Digital Signage Permits Multi-Tasking at New 65 Roku
Players - How Do I Deliver the Message?
43 Failure or Success? – Interview with Brian
21 Multi-purpose Digital Signage in the Airport
Dusho – BroadSign International 67 Events Calendar
Making Custom TV Effective
at Point of Sale
POSTV Pioneers the Way Reinoud. “Just like on national TV, there are Are Ad Agencies Starting
high quality programmes running and
for Successful Retail Media advertisers want to be a part of that.” to Catch on to Out of
in Holland According to Mr. Reinoud, the key is to Home Digital Media?
inspire, but doing this in a supermarket is
different to how it is in a consumer
POSTV differentiates itself by having a firm It’s just the beginning. According to Mr.
focus on developing Out of Home Digital Reinoud, “The industry is one or two years
Media in the retail environment. “We are a ahead of the agencies, but we have to
true believer in relevancy and we think Making Campaigns keep providing them with ways of
advertising is most relevant at the point of that Work simplifying the process so that with one
sale or as close to the point of sale as you touch on their screen they can also book
can get”, says POSTV Director, Michiel and plan campaigns in the digital industry.”
Reinoud. POSTV position their displays in Of course, working in the retail sector often While this is a fully digital medium,
high traffic areas of supermarkets or in means dealing with big advertising throughout the world it is not yet possible to
relevant categories, where they narrowcast agencies. Until recently, one of the greatest plan and process a campaign in the same
what Mr. Reinoud describes as highly difficulties in convincing agencies that Out way it is done for national radio or TV.
targeted “inspirational” programming: “The of Home Digital Media was a viable “That’s one of the things we are working
things you see on the TV can not be seen medium in its own right came from the fact very hard on implementing before the end
anywhere else in the store. That’s one of the that there was very little valuable data of the year,” says Mr. Reinoud.
most important things. They are not showing available when it came to audience
the promotions you have already seen in statistics. In supermarkets and fast moving
flyers or through other Point of Sale consumer channels, POSTV now provides
messages. What we do is to make a unique feedback from AC Nielsen (to which almost
TV programme with tips on beauty, on every food retailer is connected). This
cooking, on the household, and through this means advertisers are now able to get a
we add a blend of advertising from the sales impact report in a format they are
suppliers of the supermarket chain.” used to working with. POSTV also
The screens carry a maximum of 20% undertake exit interviews on a regular basis.
advertising, in the form of branded Every three months, 800 customers are
campaigns and specific promotions. “We interviewed about their experience and the
believe in creating an environment in which way they evaluate the content they have
the advertiser feels happy”, says Mr. seen: whether or not they are inspired, the
recall rates on advertising etc.
Founded in 2006, POSTV is the leading Dutch digital
signage network operator focusing on the retail environment.
Their networks are deployed at leading retailers such as
Media Markt, t for telecom, Vodafone and Makro. They are
part of the Neo Group, a Swiss Based company with
activities in 8 countries.
10 / Out of Home Digital Media SMARTreport July 2008 – January 2009 www.cleverdis.com