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  1. 1. SMARTreport Information Intelligence by Out of Home Digital Media Applications Market Data, Analysis & White Papers Managing a Project from A to Z Directory of CLEVERDIS Edition • JULY 2008 - JANUARY 2009 Key Players N N IO A IT PE ED RO EU
  2. 2. SMARTreport 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 clients; • 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 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 Point 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? CONTENTS 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 Med Repositioning 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? Norwegian Stadium 66 Scala 43 Failure or Success? – Interview with Brian 21 Multi-purpose Digital Signage in the Airport Dusho – BroadSign International 67 Events Calendar Setting
  3. 3. PART ONE Out Of Home Digital Media Applications A Cleverdis Publication • 45 avenue Jules Cantini 13006 Marseille • France • Tel: + 33 442 77 46 00 Fax: + 33 442 77 46 01 • SARL capitalised at €128,250 • VAT FR 95413604471 RCS Marseille B 413 604 471 - 00024 • Publisher: Gérard Lefebvre ( • Publishing Director: Jean-Guy Bienfait ( • Editor-in-Chief: Richard Barnes ( • Associate Editor: Jooree Cho ( • Editorial Coordination & Design: Valentina Russo ( • Project Manager: Raphaël Pinot ( • Cover © photo: Neo Advertising/BroadSign - Photodisc • Printing: Imprimerie Toscane (Nice, France) • With the participation of: Bettina Badon (, Ugo Massacrier (, Jean-François Pieri (, Claudia Ulrich (, Mareike Vitt ( © CLEVERDIS 2008 - Registration of Copyright July 2008 - ISSN 1771-2815 Information presented in this publication is purely indicative in order to illustrate subjects contained therein. No guarantee can be given as to the accuracy of data or content at time of printing and thus the latter should not be used to professional or commercial ends. While all efforts have been made as to accuracy and pertinence of content and data contained in this publication, CLEVERDIS may in no case be held responsible for the consequences, whatever their nature may be, that may result from the interpretation of this data or content, or any eventual errors therein. All rights are reserved. Any reproduction of the content of this publication, even partial, by any procedure whatsoever, is strictly prohibited without the prior authorisation of the publisher. Any copy, whether by photography, photography film, magnetic tape, disc or other means constitutes a forgery, liable to punishment under French law under the legislation of 11th March 1957 covering copyright. All brands cited in this publication are registered trade marks and/or belong to companies which are their respective proprietors. The publishers and editorial staff decline all responsibilty as to opinions formulated in this publication by those interviewed or cited therein. Their opinions are entirely their own, and are included with the understanding that they contain, to our knowledge, no malicious intent. The inclusion of all texts, photographs and other documents supplied by those included in the encyclopaedia imply the acceptance by their authors of their free publication therein. Documents and photgraphs are not returned. It should be understood that this publication contains forward-looking statements that involve risks, uncertainties and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements. Risks, uncertainties and assumptions include assumptions relating to the timing of the record date. If any of these risks or uncertainties materialises or any of these assumptions proves incorrect, actual results could differ materially from the expectations outlined in these statements. Cleverdis assumes no obligation and does not intend to update these forward-looking statements during the period of publication. Photo Credits and Copyright: All Rights Reserved
  4. 4. PART 1• Out of Home Digital Media Applications Strengthening Social Bonds with the Public Using Digital Signage Digital Signage allows public agencies to improve the flow of information to the public. Whether in the education or transportation fields to either make life easier for those waiting in line, or to manage in difficult moments, digital signage assists in the accomplishment of the public service mission. On the other hand, by giving the possibility of broadcasting messages about the local news, events, or running reports about local people or associations social bonds can be strengthened. A Dynamic Relay for to the right consumer, makes a digital Another advantage of digital signage is that signage network a unique way of building it can communicate on a wider range of Internal Communication brand loyalty. Configured in the right way, products in one single distribution point or it influences, as a compliment to other in- even by repeating messages throughout the Video screens networked to strategic places store communication supports, the whole store. In terms of store environment become the ideal support if they are seen experience of the consumer, impacting four and concept, digital signage contributes to by all employees in different sectors, with a key stages in the purchasing process: value the image of a brand, making outlets clear message in relation to a given context. more attractive, dynamic and modern. It is possible, for example, to broadcast • Recognition of a need: through corporate information on all production sites psychological and functional stimulation; Digital signage also provides a real to provide specific information to each • The search for product information: commercial support for sales reps working establishment. It is also a medium that relies providing messages tailored to the right in department stores or for department on the social life of the company. It is place and time; managers to be able to present the entire indeed possible to put a channel available • Assessment of products: by combining range of their products. They are thus able, to the staff that can broadcast messages on appropriate messages about the product, in just a few minutes every week, to create projects or customer feedback, summaries Digital Signage can give information on messages for local use, designed to of seminars, training… all this, so that different attributes of the product or coincide with their commercial operations. employees have the opportunity to share services dear to the individual consumer; This communication channel can also used their experiences on a larger scale than • Purchasing: Digital signage can directly for distance learning courses for personnel around a cafeteria table! influence the decision by a consumer to in contact with customers. buy a product or brand. This tool can be used as simple “signage”, Finally, depending upon the economic to announce a meeting or to report a room Digital signage has, for many brands, model chosen, Digital Signage also change for example - and may even be proven to be a fantastic means for the becomes a dynamic support through which used in case of an emergency in addition to adaptation or change of environment of a the store’s suppliers are able to standard emergency signage. brand. It allows, for example, to rapidly communicate. They can thus choose the change a price or to accelerate the best time and place to deliver their And finally, when linked to production, introduction of new products to the market, message, depending on their target Digital Signage is a tool which is reactive facilitating their appropriation both by the audience. with regards to the activities of the consumer and by the vendor. company. A Powerful Sales / Marketing Vector in PoS Summarising the various studies on subject, the average increase in sales with digital signage, when intelligently used as a compliment to other media, outdoors and in shops - is 20%. One of the main advantages of digital signage is that it enhances the consumer experience and retention and to participate in building © Photo: Dynamax brand recognition and association as well as strengthening identity. Delivering the right message at the right time, in the right place, Out of Home Digital Media SMARTreport July 2008 – January 2009 / 5
  5. 5. SMARTreport Interview with... Grand Visual Neil Morris Managing Director Turbo Charging the Outdoor Advertising Experience The Grand Visual Experience Digital OOH advertising is entering a phase today in which specialised creative teams are able to truly leverage the advantages offered by the medium. In 2005, Grand Visual was launched hot on the heels of the success of major outdoor media operators such as CBS Outdoor and Titan Outdoor in the UK who were starting to invest more heavily in their screen estate. Grand Visual, as a creative services agency focuses on moving images in a number of channels, specialising in the outdoor market. We asked Grand Visual’s Managing Director Neil Morris to give his vision of this fast growing medium. Simplistically, there are three interesting and via mobile devices, these are all How is your content formatted? features. The first is the power of moving exciting ways to engage an audience on a image. Instinctively we know that moving personal level and that has a real value. One of the more challenging aspects of images catch and hold our attention more We did an interactive campaign with CBS creating digital outdoor campaigns to run effectively than static. Scientifically, Outdoor for Valentine’s Day where London across different networks is that there is no research has shown moving image to Underground travellers could deliver a standard file format for copy delivery. From create a heightened state of arousal which message to their loved ones on screen via an advertiser’s perspective, it’s imperative is linked to stronger and more detailed SMS or online. In a sense, digital signage to get a specialist content agency. A good recall. It is a whole new depth of outdoor can be a notice board or used as a UGC example of this is when we worked with communication. canvas. RKCR/Y&R on the Bacardi “Made to Mix” Secondly, digital out-of-home media provides advertisers with the flexibility of time sensitive copy delivery. Instead of a two week static campaign displaying one message we now have total flexibility in campaign length and message scenarios. We recently created a campaign for the DVD release of “24: Season 6” where the copy changed every hour reflecting the style of the product, something you simply couldn’t do with outdoor media in the past. © Photo: Grand Visual Thirdly there is the ability to interact. In terms of touch screens, floor projections 6 / Out of Home Digital Media SMARTreport July 2008 – January 2009
  6. 6. PART 1• Out of Home Digital Media Applications © Photo: Grand Visual campaign. It was a visually compelling Rocky movies. It was the perfect creative What is the future of this medium? campaign which worked brilliantly across opportunity. To actually produce it was a lot nine different networks including in-bar, bus more painful because he doesn’t run at that With all the major UK outdoor media shelters, and huge LEDs, all with different angle to go from panel to panel in the right owners ploughing millions of pounds into spot lengths. It took over 140 pieces of way so we took 100 frames from the film developing their digital inventory we will copy to deliver the campaign with various and cut the character out so we could see this area becoming more and more file formats and orientation. Nobody will isolate Rocky running. We then recreated important in terms of outdoor media spend. ever cover Europe with a standard format the scene around Rocky to make it work. Retailers are also acquiring more screen because standardisation is a long way We’ve seen people respond to it incredibly inventory in-store and I think despite a slow away. Additionally, no network is the same well and feedback from the station has start in the UK this is an area that will pick in terms of environment, mind frame and been excellent. The creative won the ‘Best up. There is a real momentum across the dwell time. It’s about the fact that people Digital Outdoor Advertisement’ category at industry and that means there will be more are task focused and have only seconds to the 2007 Campaign Poster Awards and at screens of better quality in more spaces consume the media so it has to be simple, the 2008 British Television Advertising with audiences that advertisers will want to clever, and deliver a message. Awards. communicate with. Tell me about the Rocky campaign For me it’s a really good example of the medium and message working really effectively together. We’ve got an environment where people are moving on the escalator and we’ve got this well known iconic running scene from all the © Photos: Grand Visual Out of Home Digital Media SMARTreport July 2008 – January 2009 / 7
  7. 7. SMARTreport Neo Advertising – “a Fresh View” of Out of Home Digital Media © Photos: Broadsign Close-up on One of Neo has two main axes; firstly they have Success Stories developed an advertising network using Europe’s Largest Networks plasma and LCD screens and operating Neo already has three major success stories mostly in the retail, supermarkets and in Switzerland. They managed to convince Coming from a banking background, Neo hypermarkets. Neo operates in shopping the three largest retailers in the country to Group CEO, Christian Vaglio-Giors entered malls, with by far the largest network in the “take the leap” into Digital Signage… quite the Out of Home Digital Media sector with nation, running 40 of the top shopping an achievement! “As you know, these a “fresh view”. With his partner, Mr. Vaglio- malls there. They also operate in Giors had spent a lot of time traveling in pharmacies and travel agencies. Anglo-Saxon countries where the idea of renting out screens for advertising first came With more than 1,300 screens, Neo about. “We thought that it was a definitely already boasts more than 75-million good idea and we thought it might one day impacts per year in Switzerland. While that become a medium”. In 2003, having seems like a lot of people, major advertising identified this potential mass media, Neo agencies are just starting to catch on to Out Advertising was launched in Switzerland. of Home Digital Media. According to Mr. “The timing was really good, and we had Vaglio-Giors, agencies are just beginning to expertise in dealing with large client understand the interest of this medium: retailers in the specific area. My partner “What agencies are requesting now is to had an entrepreneur family in media, so he increase the number of screens, the number had the connections and basically we of locations, and the number of people, decided to join forces,” says Mr. Vaglio- because we are still marginal in terms of Giors. contact. The reach of the coverage is not enough.” Neo Advertising is a European leading provider and operator of Digital Out Of Home networks. Neo Advertising operates 15,000 public displays, partners with tier-1 institutions such as French retail chain Carrefour, German retail chain Edeka as well as most prestigious real estate owners. Neo Advertising operates in Belgium, Canada, Germany, Portugal, Spain, Switzerland and in the Netherlands. Christian Vaglio-Giors Neo Group CEO 8 / Out of Home Digital Media SMARTreport July 2008 – January 2009
  8. 8. PART 1• Out of Home Digital Media Applications people are extremely difficult to deal with best way to achieve this goal.” The decided to create a service department to and convincing them was not an easy task. application offers a lot of flexibility in help clients make the shift from traditional Now the market really sees the Neo Project creating content playback schedules, and it media to digital signage.” Firstly this was as one of the key ways to institutionalise this has media buyer-friendly documents such as done by creating light flash animations and media.” insertion orders, campaign progress reports today Neo has 8 full time staff working on and affidavits. The estimation of CPM content development for tier one clients. “I values for comparison to other media and think this was key in our process to educate Broadsign Adds Value ROI analysis is made possible through the the market and to help them develop the to the Offering use of Broadsign’s Dynamic Rate Card tool right and appropriate content for this built into the software interface. medium. My dream is that tomorrow we In its early days, Neo used a “lite” software can broadcast 3-5 second spots and by developing our internal production team that solution, but with the understanding that a Neo Assists Clients in high performance network was needed, certainly is the best way to achieve this they turned to Broadsign. “During the course Content Creation goal.” of 2004 we were advised that developing software was definitely not the function After two years of operations, the fact that 5 Years Out – Massive where we had the most value,” says Mr. only “broadcast” content was available Vaglio-Giors. “We reviewed many solutions became frustrating when planning Growth Potential and finally decided to go for Broadsign. I campaigns. This fact had also hampered always believed that for me technology business: “We were not getting some The future looks very bright for Neo if should take no more than 1 hour per week, business because at that time the clients growth projections are correct. “This market and using this software was certainly the often had no content for this medium, so we can definitely grab 5-10% of the entire media market in the next years,” says Mr. Vaglio-Giors; “10% being very aggressive and 5% being more realistic. If we assume that we will reach that objective over the next 5 years that still puts us in the 50-70% average growth rate!” Mr. Vaglio-Giors’ forecast echoes that of many others in the industry today. Given the right combination of talent, competencies and ideas, and with ongoing intense development of software by Broadsign in order to finally make media planning in Out of Home Digital Media “child’s play”, it is evident the major agencies will finally hop onto the bandwagon. © Photos: Broadsign Out of Home Digital Media SMARTreport July 2008 – January 2009 / 9
  9. 9. SMARTreport 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. electronics store. 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. Michiel Reinoud POSTV Director 10 / Out of Home Digital Media SMARTreport July 2008 – January 2009
  10. 10. PART 1• Out of Home Digital Media Applications © Photos: Broadsign The Importance of The other thing is the constant feedback that network, and then work on a revenue-share Broadsign gives us. We need that feedback basis. Broadsign’s Hosted in order to give our reporting back to the Software Solution agencies and advertisers. When an POSTV consists of five divisions (IT, channel advertiser asks for 16,000 impressions, we exploitation, channel management, content are able to get the feedback that shows that production and marketing services) that work According to Mr. Reinoud, it is essential to we did indeed make those impressions. closely together to optimally enhance the use the most reliable platform: “One thing is That’s one thing Broadsign does very well.” power of Captive Audience Networks.POSTV having flexibility and the fact they are fully network currently reach over 6 million dedicated to development. Every three to shoppers per 4-week periods, making POSTV five months there is a full new release, with 2 Business Models the largest digital advertising network in the new features. That’s very important. Dutch retailing. POSTV connects with POSTV currently uses two business models shoppers by providing engaging in the rollout of Digital Signage. The first is entertainment content, relevant shopper called “Corporate TV”, wherein a client information and highly effective advertising. such as Vodafone simply employs the POSTV network comprises of leading company for their services, and POSTV nationwide retailers, such as MediaMarkt, take care of all aspects of the network. The Makro, T for Telecom and Vodafone. It counts second possibility is that of the amongst its advertising clients tier-one “advertising” model where POSTV go as companies such as Canon, Gillette, far as investing 100% in the creation of the Heineken, Nokia, Samsung and Unilever. © Photos: Broadsign Out of Home Digital Media SMARTreport July 2008 – January 2009 / 11
  11. 11. SMARTreport Interactive Advertising Successful in UK Rail Setting Transvision and Dynamax Power Exciting New Concept The Challenge news. Titan Transvision has also been experimenting with “Bluecasting”, with their How does one capture the attention of one first ever campaign featuring the advertising of the biggest audiences in the UK? In for Coldplay’s album “X&Y”. 1999, Titan Outdoor was faced with this Using Bluetooth technology, Titan question when they were awarded the Transvision advertised the album on 6 advertising franchise of Network Rail. With screens across London along with a one billion rail commuters annually in the message inviting commuters to turn on their UK, the audience potential for digital Bluetooth. The Bluecasting technology signage was enormous. They had already available then allowed EMI, Coldplay’s done banners and posters on the floor so record company, to directly communicate they turned to digital signage. According to with their target market in an interactive way Robert Hood, Titan Transvision Manager, by sending Coldplay ringtones, wallpaper, “Once you get into digital there are a host and never-seen before video interviews to of problems but opportunities too. And it commuters' mobiles and laptops. allows you to slice and dice your audience and be all these exciting things”. More recently, Titan Transvision, along with Sky One network also launched a The Solution campaign ad for the popular series “Lost” where commuters could download exclusive Over the next years they installed 17 interviews with cast, ringtones, and screens at 16 network rail terminals, wallpapers at Victoria Station. Mr. Hood primarily next to the indicator boards for was optimistic about the opportunities for maximum impact. The railway is a more Bluecasting, “I think we’ve been excited than ideal place for digital signage as while about the interactivity that digital signage the commuters are waiting for their train or can offer. We’re in high foot and traffic glancing up at the indicator boards, 2 out areas. The opportunities to take more with a of every 3 frequent UK rail commuters digital poster are so thrilling”. reportedly look at the Transvision screens for approximately 2.6 minutes. Using Dynamax’s POV software, the player is linked to the server via a private network and broadcasts content according to the campaign schedule hosted on the server. This method allows Titan’s operators to create campaigns and run schedules and reports with maximum ease and minimum fuss. Content Titan Transvision has been able to run personalised content in addition to advertising content. “One of the first ones we did was show live scores from Wimbledon.” said Mr. Hood. Since Titan Transvision started their partnership with Sky © Photos: Transvision News, they have been able to offer specially personalised content for each railway station such as local weather and 12 / Out of Home Digital Media SMARTreport July 2008 – January 2009
  12. 12. PART 1• Out of Home Digital Media Applications Sound Enhancements The UK’s “Paradise Forum” – A Successful Life-Size Audio Experiment installation to date.” The Sound Shower is the message coming out of the speakers. In directionally maintained plane wave addition, this is all done without disturbing technology, meaning the sound is the retail outlets that surround the target area concentrated on a certain area so that it is in front of the screen. According to John controlled. Panphonics provided Nexus LeBeau, Sales Manager at Panphonics, with six Sound Shower speakers, each three “The reason people normally do not use metres long, thus having an audio footprint sound in digital signage is that sound can of 7x7 metres. The screens were placed at be intrusive. It irritates and creates noise the either end of the mall above the two clutter so it feels like you are being main entrance/ exits and a compilation of bombarded, particularly if you have multiple Sound Showers was elevated metres above posts in the same location. We keep the the centre of the forum where movement of audio in a contained area so it doesn’t © Photo: Panphonics people is greatest. According to Stuart spread around and add to the audio clutter Eustace, Project Manager at Mediastream or harass nearby staff.” Solutions, “The sound shower adds to our video walls as sound is something that most The Reaction Digital OOH formats cannot or do not The Idea provide”. The reaction from the public and from the management of the centre has been very Paradise Forum in Birmingham, UK is a The Advantages positive. While the screens for the moment thoroughfare between the two busiest public plays only advertising content, it has the squares in the city. In addition to being a The advantages of adding sound to digital potential to also show welcome messages walkway, Paradise Forum is also the key signage is that a group of speakers for tourists, public address announcements, meeting point in the city. Over 230,000 provides constant sound coverage for live news, and weather feeds. Nexus now people come through the doors every week: listeners. Thus, as visitors walk across the plans on offering this same complete 12 million visitors annually. Mediastream Forum’s walkway, they do not lose focus of solution to other large commercial centres. Solutions, the advertising solutions provider for Paradise Forum, realised there was great potential for digital signage opportunities, so they contacted Nexus, known for their digital signage software on multiple screens, with the aim of creating a digital solution. But the solution had to be something more than just simple visual messaging. The Solution Nexus mounted two 5 x 3 video walls made up of 42” NEC LCD screens. They also commissioned to suspend an audio rig to enhance the aesthetic appearance. According to George Price, Media and Software consultant at Nexus, “We knew that having sound would enhance the © Photo: Panphonics campaign to prospective advertisers so I spoke to Panphonics, creator of the ‘Sound Shower’, and they made their biggest single Out of Home Digital Media SMARTreport July 2008 – January 2009 / 13
  13. 13. SMARTreport When Images Leap from Screen to Screen Innovative Concept Attracts Attention at Zurich Airport When seeking ways to differentiate with original content, new and original ideas are popping up all around us. One in particular that caught our attention was at the Zurich Airport, where, as one arrives in the main terminal, a line of seven large 56’ vertical HD LCD screens conveys images that move from one screen to another as the passer zips by on the moving walkway. Clear Channel Outdoors has an exclusive contract with the Zurich Airport Authority which makes them responsible for all the advertising projects at the Zurich Airport. We spoke to Dominik Stauber, who is in charge of Clear Channel’s Digital Media Products in Switzerland. The Airport Authority wished to expand and Basically, this is what the advertising These are the people who make decisions move forward into digital products, so we customer wants. Advertisers want to get and set strategies for their companies. That took a look at the market to see what was noticed by any passenger walking by. In is why airport advertising is so important for being done at the moment. The idea was to Zurich, WalkSeven was installed in an area the world’s premium brands. create something new and spectacular, a offering high passenger frequency and very unique advertising media for premium little distraction from its content. brands. That is how the WalkSeven project was born. Can you see this as a starting trend in digital signage? How is it advantageous to use multi screens at the airport? Yes, definitely. We are thinking strategically and Clear Channel Outdoor has a long It is an advantage because it allows the term perspective on this. Zurich Airport customer to produce a spot that has real eye handles over 22 million passengers per catching effect. So advertisers can decide year and this figure increases monthly. whether to have the same spot on all the When we talk about target groups at the screens or display different spots on each airports, we can reach a very high screen. This concept enables us to create percentage of frequent fliers, business the advertising team for Walkseven. From left to right: innovative visual effects such as objects travelers, and executives; generally people Sharon Sessa, Dominik Stauber and Francesco Cairati moving from the first to the last screen. with high incomes. © Photos: Walkseven 14 / Out of Home Digital Media SMARTreport July 2008 – January 2009
  14. 14. PART 1• Out of Home Digital Media Applications Digital Signage in the Banking Sector Banks have long been haunted by digital consumer attitudes and behaviour impacted the level of service compared with signage in various forms. Beginning many by exposure to a DCN? A recent study by expectation were all positively impacted. years ago with networked bank and the Platt Retail Institute in the US took a close- financial information, more recently, the up look at one single bank. The survey was Branch Productivity paradigm shifted to become much more done in far more detail than had every been advertising/promotion based. Consumers seen before, with the objective being to Branch productivity was positively impacted. now have the chance to find out about other provide detailed analytics relating to The presence of a DCN can increase investments and services that the bank may consumer response to a DCN delivered branch transaction processing, resulting in offer, and indeed, what better time to message stimulus. This was accomplished by reducing branch labor costs. advertise products and services than when gauging impact and awareness, customers are standing in line waiting for the benchmarking the customer bank branch Product / Service next available teller? Banks today are experience, measuring the influence on creating their own custom TV channels, branch productivity, and track changes in Awareness and Revenue / digital banking signs and information select product / service revenue / Transactional Activity portals, visible on LCD or Plasma screens in transactional activity. The test lasted 90 days varying locations, and with content and involved ten bank branches: 5 Test, 5 The following are findings based upon DCN specifically targeting each situation. Content Control. It included two separate waves of delivered messages: in a bank branch window will generally be exit interviews involving 750 individuals. 38 1. A positive impact on product/service very short, bright and with animation to Digital cameras were installed in the awareness. catch the eye, in the knowledge that the branches, and recorded 17,000 hours of 2. For 7 of 8 promoted products/services, message has to be given in just a few video analyzing the behaviour of 85,000 purchase/usage intent was influenced. seconds in order to get the client in the door. customers. In addition, the test bank 3. For 4 of 8 promoted products/services, In the queue for the teller however, much provided an extensive amount of primary customer behaviour was impacted. longer segments – up to 30 or even 60 data. As a result of the research, it was 4. The impact on customer behaviour seconds can be used for promotional clips, determined that the returns from a DCN relating to transactional activities was but these are generally interspersed with investment are substantial. In summary, the greater than on product/service weather, finance, news etc. Indeed, while major findings by PRI are as follows: purchases. customers are waiting in line for tellers or 5. When incorporated into an integrated elsewhere in the branch, digital signs can DCN Impact and marketing campaign, new customer serve as dynamic bank message boards, product/service sales increased more delivering compelling messages about Awareness than current customer account activity. current rates and the benefits of signing up 6. In the majority of cases, the Test branches for new products and services. Bank Found that the DCN was effective in outperformed the Control branches in marketing directors have found they like the stimulating consumer message awareness. revenue generation of non-promoted flexibility of digital merchandising because products. they can easily change the content and keep Customer Bank Experience it fresh. In addition, outside normal banking Copies of this Working Paper can be hours, networks can also be used to inform Customer satisfaction increased as a result of purchased from the Platt Retail Institute, or and educate staff, as a great internal the DCN. This supports the conclusion that secured from its Sponsors pursuant to their communication tool. Kiosks and touch- the DCN had a positive effect on the license agreement. The Working Paper is 70 screens are also becoming more customer experience. Wait-time perceptions, pages, contains 67 charts and sells for U.S. commonplace in banks as people become customer satisfaction, customer loyalty, $1,000. more accustomed to “self serve” solutions. likelihood of recommending the Bank, and Self-service banking kiosks can also serve transactional functions, such as handling name and address changes or letting customers apply for a credit card account or other loan. Given that the importance of the customer experience in a bank has been established, many institutions are now attempting to evaluate methods to enhance the bank branch environment. Digital © Photo: ScreenRed communication networks (“DCN”) can be expensive to deploy and maintain, therefore, prior to making such an investment, the benefits should be evaluated. How are Out of Home Digital Media SMARTreport July 2008 – January 2009 / 15
  15. 15. SMARTreport Creating the Luxury Cinema Complex Experience Beaver Solutions teams with Scala for a Flagship Installation in Derby, UK The Challenge Implementation With the ‘Cinema De Lux’ concept, in In late 2007, Beaver Solutions, part of 2007, Showcase, a US-owned Cinema Beaver Group, was chosen to provide the Management company, decided to create complete digital signage solution. They an enhanced recreational environment for installed 47 Sanyo 42quot; LCD screens with their new £30-million (UKP), 12-screen six projectors in the foyer. The system is “Cinema De Lux” in the new Westfield managed using Scala InfoChannel 5 Shopping Centre in Derby, UK. The content management system, from the challenge was just how to make this new Beaver Solutions offices in Ware, location stand out in terms of futuristic Hertfordshire. A team of content editors, © Photo: Beaver Solutions design ideas, as well as how to enhance video producers and technicians create the delivery of important messages to custom content and manage the screens in patrons. Derby. The system runs on 28 media player PCs. Each player sends two Solution separate video signals to two screens or projectors. All the content for the screens is Posters and menu boards, which until now controlled independently, stored locally on Content have generally been static, were to be each player, while the overall network is replaced by an innovative digital signage managed by the Content Manager PC. All content is created in-house by Beaver project, leading to a much more interesting This PC is located at Showcase’s head Solutions, who worked closely with and exciting environment for cinema-goers. office in Nottingham and is accessed to Showcase CDL to promote the premier Movie trailers, box office screens and menu update templates, add content and brand. High-definition videos of the boards would be more elegantly displayed change display times or locations. The concession products are shot by Beaver and could be easily updated resulting in an content is thus dynamic, interchangeable Solutions, which are then inserted into the environment that is immersive and inviting in and independent on all the screens, menu board content. Up-to-date movie times a space where people have significant providing a complete and flexible signage and ticket availability is displayed on the waiting times. network. five box office screens, which are automatically kept live from a data server. Beaver Solutions used a link to an existing file held by Showcase and developed a custom application which interfaces with Scala InfoChannel to display this information on the box office screens, showing relevant times for movies and keeping track of ticket sales, displaying ‘SOLD’ or ‘FEW’ with the times of each showing, in real time. Important or promotional messages such as warnings or precautions about certain movies can be delivered to any of the screens using tickers or a full screen display. With new movies being released every week, Beaver © Photo: Beaver Solutions Solutions works with Showcase CDL to ensure that they have current, up-to-date trailers and movie posters displayed on the spillway screens. 16 / Out of Home Digital Media SMARTreport July 2008 – January 2009
  16. 16. PART 1• Out of Home Digital Media Applications Getting the Message Across in the Trade Show Setting Fair TV in BolognaFiere, Italy communication platform of the • Ability to broadcast customized content BolognaFiere. Cayin SMP-WEBPLUS on one or more transmission points players with 62” LCD displays have been • Possibility of integrating the system with deployed in the exhibition halls by Kennell. other communication tools • Web-based technology Through Fair TV, the fair organisers and exhibitors can promote their activities or products, inform events scheduled inside the fair, and even broadcast news from Italy and the world. Screens are placed at various points such as entrances, links between pavilions, restaurants, demonstration office and press rooms, where the impact of publicity on the screens is maximised. Fair TV, using the powerful media of digital © Photos: Cayin signage, is supported by Cayin CMS servers that allow complete management of content and transmission mode through a central control system. The Challenge The Benefits BolognaFiere is one of the most modern and functional exhibition centres in Europe. • Effectiveness in reaching the target Having four independent entrances, each audience. with adjacent logistic services, it is able to • Innovative and exclusive instrument host a number of different events • Ability to combine institutional information simultaneously. It has 20 air-conditioned, and public entertainment fully wired and IT-enabled multifunctional • Ability to engage target audience exhibition halls that follow a highly rational layout along four main axes. It hosts a total of 34 events divided into 5 sectors: Construction and Living, The World of Leather, Auto and Technology, Goods and Services, Cultural, Beauty and Wellness. When BolognaFiere sought a new and exciting means of communication for exhibitors, they decided an internal digital signage system was a must, but it had to be in keeping with the exciting, high tech feeling of the centre itself… The Project BolognaFiere called upon Kennell Digital Distribution to undertake the project. In return, Kennell launched “Fair TV”, based © Photos: Cayin on Cayin digital signage solution. It is a new advertising, dynamic and effective Out of Home Digital Media SMARTreport July 2008 – January 2009 / 17
  17. 17. SMARTreport Hospitality and Tourism A Major Growth Sector The use of digital signage is growing quickly in fields such as hospitality and tourism. While these vertical markets are very broad, there are common points of interest and ways in which businesses are leveraging the power of OOH Digital Media. content from the regularly scheduled information to unique content that has been created for that particular viewer. Specific software continuously monitors the status of every screen as well as the PC connected to it, without a Hyatt staff member having to physically check on the hardware. The software automates an appropriate notification, should a problem occur. Anaheim Marriott Achieves Greater Efficiency through Digital Signage Traditionally, in fulfilling the need to communicate important information to their guests, glass encased printed documents © Photo: Cleverdis were used at the Marriott. Each morning the staff would update the meeting room schedules and the day's events, print several copies, and deliver them to the information The Hotel Sector the system (in the case of the Chicago Hyatt cabinets situated throughout the facility. – Omnivex) may also be used to send the Quite often the information would need to Within a hotel, the use of digital media, same information on the public displays to be changed throughout the day and the and indeed the convergence of digital the in-room TV’s. In the case of the Hyatt the process would need to be repeated. The systems, is at the heart of the industry’s digital signage software also interfaces with Marriott's wanted the ability to show unique growth. Hotel management systems are the centralized Hyatt property management content on each display. It was imperative able to be linked to both digital signage server, called Envision. The Envision that they be able to simultaneously post and in-room entertainment systems in order database contains information from around meeting room schedules, advertisements for to enhance the guest experience, to open the world about all Hyatt meeting and the restaurant and lounge facilities, updated new revenue streams, and to streamline banquet bookings and schedules. This news information via CNN, and general business processes. information is then accessed and specific messages in a timely and efficient manner. meeting information is displayed on Television is a part of the screen layout and particular screens at a specified date and the software can change sound, closed Ideas – Example of Hyatt time, automatically with no manual captioning, and channel as required. Regency Chicago intervention by Hyatt Regency staff. The Marriott's existing marketing materials are integrated into the layouts, advertising At the Hyatt Regency Chicago, in addition Minority Report? the restaurant, bar, and other hotel facilities. to fifty fixed mounted LCD screens, mobile The system has opened up a new source of screens can be moved to different locations Through the use of radio frequency revenue for the hotel by enabling it to easily throughout the hotel depending on the daily identification tags (RFID) the Omnivex sell advertising space on the displays to events. Live TV feeds may be sent to some software at the Chicago Hyatt recognizes visiting groups, turning the entire project into displays, and the software used to power when a specified observer is in range of a a source of revenue as opposed to a cost screen and automatically changes the centre. 18 / Out of Home Digital Media SMARTreport July 2008 – January 2009
  18. 18. PART 1• Out of Home Digital Media Applications Innovative Digital Signage at Heart of Club Med Repositioning Club Med selects C-nario as software provider for three-screen displays at its 46 agencies throughout France. Overview between the screens, while maintaining the highest possible quality. That way, the Club Méditerranée, commonly known as screen becomes a true incentive to travel, Club Med, is a French corporation and a enticing the viewer to cross the threshold major player in the tourism sector, with a and enter the agencies. network of travel agencies and vacation resorts located in over 50 countries Solution worldwide. In 2007, Club Med decided to renovate the window displays at its 46 C-nario Messenger, a complete digital agencies throughout France, and equip signage display, distribution and them with multi-display systems aiming to management platform, and C-nario Canvas attract passers-by through the integration of controller were selected to create a multi- three dynamic synchronised screens in full screen synchronised solution. Canvas offers high definition. The concept was created by real time synchronisation of content without a major French architectural design agency, loss of definition, unlike the process of AKDV. Club Med chose C-nario’s French content expansion on multiple screens, partner, APIA Solutions, to deploy and which can lead to quality deterioration. The operate the systems based on C-nario’s advantage here is display quality, coupled software solutions for dynamic displays. with the ability to modify content separately. C-nario’s partner, APIA Solutions, operates Objectives the three-screen networks, and updates the media, playlist and scheduling. All 46 To accompany the increase in its popularity, outlets were equipped by the end of June Club Med has launched a programme to 2008. renovate its agencies, including the use of dynamic display. The goal was to generate Results more traffic in the agencies by attracting passers-by with information, advertisements The powerful scheduling features offered by and other commercial messages. C-nario allow Club Med to maximise its media plan in the use of its advertising, the excellent perception of Club Med’s image Description use of its advertising spots and promotional and a growing number of people stopping offers in real time over the entire network. to watch the windows and take in the Three screens were installed in each Initial results are already being felt, with an agencies’ offers. agency, displaying content consisting of 30- second loops of promotional information. The first screen displays movies that convey the experience at Club-Med vacation resorts, various images are displayed on the second screen, and promotional text messages and news on the third. The display on each screen is correlated with the two other screens, to avoid discrepancy. Challenges © Photos: Club Med The content had to be delivered simultaneously on all three screens, with maximum synchronisation and coordination Out of Home Digital Media SMARTreport July 2008 – January 2009 / 19
  19. 19. SMARTreport Digital Signage Permits Multi-Tasking at New Norwegian Stadium Forward Thinking by locations, from kiosks to the VIP room, the score board information, VIP lounge entrances and restaurants. There are also messages and advertising, without Project Planners Creates two 28 square metre “wide-aspect” LED additional data entry into the system. Exciting New Revenue monitors in the stadium itself. The system needed to be flexible enough to be used by Public Reaction Streams businesses during the off season which meant it needed software to feed live TV, The response has been tremendous. “They When Kristiansand Stadium in Kristiansand, content graphics and other display content. think it’s great, as we have become Norway was “outgrown” by Norway’s IK The system had to also be set up to view something more than a football club. We Start football team, Sør Arena was built in any IP-based TV channel. It was mostly have had very good responses in our VIP 2007. With a 14,000 seating capacity, important that it was “something we could lounges,” stated Ranneberg-Nilsen. it’s not the novelty that distinguishes Sør easily manipulate” according to Arne Arena, but rather the sophisticated Ranneberg-Nilsen, marketing manager at The stadium uses the system as a new technology that is within. Sør Arena. revenue stream through ad sales. Sør Arena has recruited the services of an advertising Multi-Purpose Vocation Project Management company to help businesses promote themselves using digital signage. It has thanks to Digital Signage Hatteland Vision was contacted for this made Sør Arena one of the most project because of their experience with technologically advanced stadiums in With the new stadium it was important to digital signage deployments. “They offered Norway. have a high tech digital signage system. us a great amount of flexibility with regards The intent was to not only dazzle the to tailoring solutions for the different kinds of There are future plans to make the stadium’s football fans, but to also operate during the customers both now and for the future.” said digital signage even more interactive, by off-season when corporations use their new Ranneberg-Nilsen. Using Omnivex’s Display using the Omnivex software to allow fans to conference rooms or even the entire stadium 3 software, this has become a reality. participate in voting for the player of the for presentations and meetings. According to Geir Ove Finstad, Managing game through SMS, for example. Mr. Director at Hatteland Vision the “match Ranneberg-Nilsen is enthusiastic for the For Sør Arena it was important to find a statuses are live and viewable from future: “Certainly it helps us to have a software that could handle all types of anywhere in the stadium in real time”. platform for the future so we are expecting media, including the MPG2 Multicast video Everything is managed from the control a lot of income from it and we already see stream broadcast during the games, and room with live TV, advertising and that in our various sponsorships packages. centrally manage all of the displays in the information based on what is appropriate at It’s great for our own branding to promote facility with one system. As you walk the time and in each specific location. The the stadium for ourselves, the conferences, through Sør Arena, you pass in front of more software automatically formats and displays concerts, our customers, and our partners.” than 100 monitors placed in varied © Photos: Omnivex 20 / Out of Home Digital Media SMARTreport July 2008 – January 2009
  20. 20. PART 1• Out of Home Digital Media Applications Multi-purpose Digital Signage in the Airport Setting Flight Information Just Part of “The Big Picture” at New Eindhoven Terminal Digital signage in airports has for a long time been a necessity for flight information. The focus is very much on the accuracy of © Photo: Net Display Systems information displayed for the travellers. Today, airports are seeking to enhance the use of digital signage, displaying advertising and other kinds of information. At Eindhoven, this is being done very successfully, through the use of various kinds of screens. Background information at the arrival / departure area, a second terminal building. In this case the check-in counters, security area, gate area number of screens will increase to more In 2005, Eindhoven Airport built a new and baggage belt area. Net Display than 100. passenger terminal and in 2006 they Systems also delivered a display solution for installed 50 Philips LCD displays that were the meeting rooms at the airport, a key a mixture of landscape and portrait mode to signage solution showing information about inform the passengers with up-to-date flight products and pricing for all restaurant information. In addition, the same screens facilities at the airport as well as a complete are used to display advertising. The airport digital advertising solution. The other unique also has a number of conference rooms, part of this solution is that there is an where the screen is used to display automatic interface between the Flight scheduled meetings for the available Information Display System (FIDS) and the conference rooms. Finally there are 2 huge Public Announcement System (PA). As soon LED boards in the central arrival/departure as there is an update on the flight hall. These screens are mainly used to information, it sends it to both the displays display commercials and promotions. as well as the PA system. If required, the PA system will automatically generate a voice With such impressive hardware just as announcement based on pre-recorded impressive software was needed. One voice fragments. In this way the displayed important aspect at an airport is reliability. information will always be fully For FIDS (Flight Information Display System) synchronised with the announcement system it’s an absolute must to have an availability of the airport providing emergency paging of more than 99.9%. One can imagine that messages and background music combined a failure with the displays showing flight into a single system, which gives Eindhoven information will directly lead to chaos Airport a unique AV solution. among the passengers. According to Bas Kluijtmans, IT Manager at Eindhoven According to Mr. Kluijtmans, the feedback Airport, “Airports are highly complex has been very positive. “According to our environments where a simple digital travellers, the information is clear and to the point. Our choice to use only a small part of © Photos: Net Display Systems signage solution is not sufficient. There are all kinds of specific situations at an airport the screens for advertising has made that the like code-shared flights and gate changes advertising is not seen as being annoying”. that require a unique solution”. The airport called upon Net Display with their PADS This is only the beginning for Eindhoven software, an application that displays flight Airport as it has plans for the construction of Out of Home Digital Media SMARTreport July 2008 – January 2009 / 21
  21. 21. PART TWO Market Data, Analysis