1. What's to come in 2014 by Geny Caloisi
Digital out-of-home continued to
grow in 2013 - and it doesn't look
like slowing down in 2014. With
lower prices and greater ease of
use, the market is expanding into
areas that perhaps wouldn't have
considered digital signage as an
option before.
Caption: Companies are now
targeting customers more
effectively, as demonstrated by
the Mini DOOH campaign
Compared with traditional advertising mediums, such as TV, radio or the internet,
DOOH has been able to offer brands more control over their content and a better
idea of the exposure they have. The interactive capacity of DOOH, as well as its
ability to gather information through facial recognition and mobile technologies,
puts it firmly on media planners' maps. Talon's chief executive Eric Newham calls
it 'face time', in that it allows advertisers to choose who they talk to directly.
Richard Blackburn, commercial director at MediaCo, agrees with this suggestion:
"The hottest trends in digital signage are currently facial detection and touch.
Facial detection is not, in itself, changing the role of digital signage, but it does
add another dimension for advertisers seeking to better understand how people
react to creative engagement. This ensures that brand content not only evolves
over the duration of the campaign, but also delivers relevant content to people.
"By combining touch capacity with this, we can deliver activation as well as
branding," he adds. "It is a potent mix."
Liam Boyle, managing director of Monster Media, believes that this development
shows the potency of DOOH: "I'm enjoying the continued use of data and
analytics that help to prove the effectiveness of the medium. Measureable results
support creative and demonstrate the power of integrated and interactive
campaigns."
The digitisation of OOH cannot be stopped and management tools for this fast
and flexible medium are essential. Mike Dillon, director of Key Systems
Out-of-home Software, opines: "Having seen the growth of digital assets amongst
our traditional OOH clients, we know that the industry needs flexible and robust
asset management tools.
"Our digital director is helping media owners and agencies to put the right content
onto the right screens at the right time. It also provides proof of posting, which
can be accessed through any Windows-enabled mobile device. Big data means
"Companies
that have put
their bets on
easy,
transparent
and
straightforward
operations are
reaping the
benefits"
About the author
Born in Argentina,
Geny started working
in the broadcasting
technology sector as
editor of online
publication Advanced
Television and was
previously assistant
editor at AV Magazine.
She now specialises in
the digital signage and
DOOH sector.
Date for your diary
Integrated Systems
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2. big business for DOOH, but you need software that can process the whole life
cycle of the campaign."
Tim Harvey, director of digital strategy at JCDecaux, adds: "Facilitating the buying
process by removing layers of administration and complexity between the brand
and media owner is key. We need to prove the ROI of the medium through
display metrics, through hardware and software performance, mixed in with
audience data from EPOS and mobile search channels."
When it comes to screens and players, simple is best. Companies that have put
their bets on easy, transparent and straightforward operations are reaping the
benefits. Signagelive is a good example of this, having seen a 40 percent growth
in the past twelve months. Jason Cremins, Signagelive's chief executive,
comments: "The biggest trend has been the shift from exclusively AV-Systems
Integrators installing digital signage networks to a mix of both AV and
IT-Enterprise resellers that are now moving into the sector."
Cremins attributes this trend to the simplification of end-user devices deployed
for digital signage purposes, including Samsung Smart Signage and Android
devices. Installation and maintenance of these digital display systems are so
easy that AV resellers might need to rethink their strategies.
"We've seen a major retailer purchase its Samsung Signagelive Smart Signage
displays from a major IT reseller, and then decide to install and maintain its digital
signage by itself," continues Cremins. "Previously, this type of deal would have
been sold and installed by a specialist AV reseller."
In terms of content, the move to HTML5 for media playback has encouraged
other sectors, such as web designers, to create dynamic passive and interactive
content and applications for digital signage, while the uptake of Android has
helped hasten the spread of DOOH.
Content also poses a challenge in ultra HD, or 4K. The industry seems positive
about its emergence but, due to the lack of components, content and the current
cost, we will wait a while before we see it fully implemented across the DOOH
spectrum.
For Matrox's sales account manager Rob Moodey, though, the unmentioned
barrier is actually in bringing the content to the screen. "The normal DOOH
distribution architecture uses cat5 extenders, while ultra HD requires fibre optics,
such as Avio's KVM extender," he explains. "For DOOH, more than just 4K, I
foresee up-scaled, dynamic, full-HD content."
For 2014, we can expect to see more fully integrated digital signage, in terms of
hardware and software. Incorporating NFC, touch-less interactions and brand
message personalisation will be a must. DOOH will also cease to be a separate
category for advertisers, as it begins to lead the way on media planning.
Europe 2014:
February 4th - 6th
2014, Amsterdam,
Netherlands
Following record
attendance at the 2013
show, ISE will return to
the Amsterdam RAI
with the latest digital
signage and AV
solutions from across
the globe.
Keep an eye on the
Output calendar page,
updated weekly with
more shows and
conferences from
around the industry.
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Laurel Brunner
Consulting editor
@laurelbrunner
lb@digitaldots.org
Geny Caloisi
Consulting editor
@Geny_Caloisi
geny@outputmagazine.com
Barney Cox
Consulting editor
@Barney_Cox
barneycox@gmail.com
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