Digital Signage for Cosmetics Counters


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Presentation explaining how to maximize the impact of digital signage in cosmetics counter applications.

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Digital Signage for Cosmetics Counters

  1. 2. Topics <ul><li>What is digital signage? </li></ul><ul><li>Why use digital signage? </li></ul><ul><li>Digital signage methodologies </li></ul><ul><li>Current technologies </li></ul><ul><li>Best practices </li></ul><ul><li>Solution checklist </li></ul><ul><li>What’s next? </li></ul>
  2. 3. What is Digital Signage? Digital signage* is a term used to describe computer controlled display systems designed to inform, entertain and advertise. Digital signs are usually found in public spaces, retail stores and elevators. * Also called: Narrowcasting or “out-of-home” advertising .
  3. 4. Why Use Digital Signage? <ul><li>Excellent advertising and brand enhancing medium </li></ul><ul><li>Higher impact than traditional signs </li></ul><ul><li>Content is updated as needed </li></ul><ul><li>Content can be derived from existing advertising material like web, print or video </li></ul>
  4. 5. Digital Signage Methodologies <ul><li>Various methodologies: </li></ul><ul><ul><li>Stand alone </li></ul></ul><ul><ul><li>Networked: “Forward and store” </li></ul></ul><ul><ul><li>Networked: Streaming </li></ul></ul><ul><ul><li>Networked: Internet Browser Based </li></ul></ul>
  5. 6. Digital Signage Methodologies <ul><li>Stand alone digital signs: </li></ul><ul><ul><li>Least expensive solution to implement </li></ul></ul><ul><ul><li>Can use less sophisticated equipment </li></ul></ul><ul><ul><li>Relies on content being delivered by memory card, CD or DVD (end user interaction required for updates) </li></ul></ul><ul><ul><li>Not suitable for content that needs to be updated often </li></ul></ul>
  6. 7. Digital Signage Methodologies <ul><li>Networked – Forward and Store: </li></ul><ul><ul><li>Content resides on a shared storage device or server </li></ul></ul><ul><ul><li>Each player gets content as required </li></ul></ul><ul><ul><li>Fault tolerant; if network goes down, players continue to play existing content </li></ul></ul><ul><ul><li>Requires a networked storage device or FTP server depending on the solution </li></ul></ul>
  7. 8. Digital Signage Methodologies <ul><li>Networked – Streaming: </li></ul><ul><ul><li>Content resides on a central storage device or server and gets sent to each player on a continuous basis (push) </li></ul></ul><ul><ul><li>If network goes down, players can also fail </li></ul></ul><ul><ul><li>Relies on video technology (MPEG) and requires plenty of network capacity (bandwidth) </li></ul></ul>
  8. 9. Digital Signage Methodologies <ul><li>Networked – Browser based: </li></ul><ul><ul><li>Content resides on an internet web server and gets sent to each player on a continuous basis (push) </li></ul></ul><ul><ul><li>If network goes down, players can also fail </li></ul></ul><ul><ul><ul><li>Note: Some browser based systems also use “forward and store” and are more fault tolerant </li></ul></ul></ul><ul><ul><li>Relies on internet technology (most often Microsoft Internet Explorer) so there are limits to the types of content that are supported </li></ul></ul>
  9. 10. Current Technologies <ul><li>Displays: </li></ul><ul><ul><li>Plasma </li></ul></ul><ul><ul><li>LCD </li></ul></ul><ul><ul><li>Rear projection (DLP) </li></ul></ul><ul><li>Software based player systems </li></ul><ul><li>Hardware based player systems </li></ul>
  10. 11. Current Technologies <ul><li>Plasma Displays: </li></ul><ul><ul><li>Mid-priced large screen technology </li></ul></ul><ul><ul><li>Limited lifespan (about 3 years) </li></ul></ul><ul><ul><li>Brightness levels decline as screens age </li></ul></ul><ul><ul><li>Highly susceptible to “burn in” if static images are left on screen for long periods </li></ul></ul><ul><ul><li>Some units have a narrow viewing angle </li></ul></ul><ul><ul><li>Heavy, requires special mounting hardware </li></ul></ul>
  11. 12. Current Technologies <ul><li>LCD Displays: </li></ul><ul><ul><li>Most expensive large screen technology </li></ul></ul><ul><ul><li>Offers increased longevity and more vibrant image than plasma screens </li></ul></ul><ul><ul><li>Not susceptible to “burn in” </li></ul></ul><ul><ul><li>Wide viewing angle </li></ul></ul><ul><ul><li>Most often used in smaller sizes and mounted at eye level (15” and up) </li></ul></ul>
  12. 13. Current Technologies <ul><li>Rear Projection Displays (DLP): </li></ul><ul><ul><li>Least expensive large screen technology </li></ul></ul><ul><ul><li>Projection lamp must be replaced every 3+years </li></ul></ul><ul><ul><li>Bulkier than Plasma or LCD units </li></ul></ul><ul><ul><li>Not susceptible to “burn in” </li></ul></ul><ul><ul><li>Requires good ventilation and access to replace projection lamp </li></ul></ul>
  13. 14. Current Technologies <ul><li>Software based players: </li></ul><ul><ul><li>Basically a multimedia playback program runs on a “Player” PC. </li></ul></ul><ul><ul><li>Each PC is hooked up to a display and managed through some type of Server/Scheduler program. </li></ul></ul><ul><ul><li>The scheduling software can be managed either by internal or external resources </li></ul></ul>
  14. 15. Current Technologies <ul><li>Software based players: </li></ul><ul><ul><li>Most require Windows XP based PC (some run on Linux) </li></ul></ul><ul><ul><li>You must specify hardware that will match the capabilities of the software </li></ul></ul><ul><ul><li>Be sure to test the software solution to ensure it can play your media. Not all video formats or CODECs are supported. </li></ul></ul>
  15. 16. Current Technologies <ul><li>Software based players: </li></ul><ul><ul><li>Some digital signage software requires you to run on a dedicated network to which you must subscribe to (for a monthly fee) </li></ul></ul><ul><ul><li>Some software can be configured to run on your dedicated (private) network or you can use FTP servers to transfer content to each player </li></ul></ul>
  16. 17. Current Technologies <ul><li>Hardware based players: </li></ul><ul><ul><li>Hardware players that are optimized to playback MPEG video content </li></ul></ul><ul><ul><li>Most require proprietary control and scheduling software </li></ul></ul><ul><ul><li>At least one hardware player supports animated Flash content natively </li></ul></ul><ul><ul><li>Usually offered as a complete solution (including a server) </li></ul></ul>
  17. 18. Current Technologies <ul><li>Hardware based players: </li></ul><ul><ul><li>Proponents claim these solutions are less expensive and more reliable than software based players </li></ul></ul><ul><ul><li>Built in proprietary operating systems </li></ul></ul><ul><ul><li>Runs on optimized hardware platform </li></ul></ul>
  18. 19. Best Practices <ul><li>Select the solution that best matches your requirements: </li></ul><ul><ul><li>Is your content mostly video? </li></ul></ul><ul><ul><li>Will you update the content often? </li></ul></ul><ul><ul><li>Do you plan to acquire the technology or farm out the implementation to a third party? </li></ul></ul><ul><ul><li>Will you partner with a content provider? </li></ul></ul>
  19. 20. Best Practices <ul><li>Test using “real world” conditions: </li></ul><ul><ul><li>Install one or two screens in a test store </li></ul></ul><ul><ul><li>Position the signs close to (or integrate into) your boutique or island </li></ul></ul><ul><ul><li>Other good areas: small LCD screen on showcase, freestanding screen in an aisle between boutiques… </li></ul></ul><ul><ul><li>Monitor sales of advertised products during test period </li></ul></ul>
  20. 21. Best Practices <ul><li>Design your content for maximum impact: </li></ul><ul><ul><li>Use short (5 to 7 seconds) duration for pure promotional content. </li></ul></ul><ul><ul><li>Rotate short ads interspaced with video content to maximize exposure. The short ad attracts attention while the video retains it for a longer period. </li></ul></ul>
  21. 22. Best Practices <ul><li>Examples of suitable content: </li></ul><ul><ul><li>“ Brand building” video clip </li></ul></ul><ul><ul><li>Series of short animations advertising products located within the digital sign’s location </li></ul></ul><ul><ul><li>Fashion show video clip (new products for the season/year) </li></ul></ul><ul><ul><li>Store announcements, events </li></ul></ul>
  22. 23. Solution Checklist <ul><li>Will you be tied to a proprietary server? </li></ul><ul><li>Can you acquire all of the technology if you decide to run the project in-house? </li></ul><ul><li>Is the solution scalable? </li></ul><ul><li>How long has this technology been on the market? </li></ul><ul><li>Who currently uses the product? </li></ul><ul><li>Is there a “product map”? Where is the technology heading? </li></ul>
  23. 24. What’s Next? <ul><li>Better integrated, less expensive solutions are coming to market </li></ul><ul><ul><li>Smaller form factor PCs with enhanced video capabilities (such as Intel Extreme Video) </li></ul></ul><ul><ul><li>Windows Embedded based systems </li></ul></ul><ul><ul><li>Plasma screens with increased longevity and more resistant to burn in </li></ul></ul>
  24. 25. About the author… <ul><li>I have 5 years of expertise in digital signage backed by 20+ years in the retail sector. </li></ul><ul><li>I can be reached at: </li></ul><ul><li>[email_address] </li></ul><ul><li>(905) 706-7543 </li></ul>