Learn from one of the industries leading experts in retail digital signage...Jeff Porter as he explains the do's and don'ts in plain English.

1. Jeff Porter jeff@porterdigitalsignage.com
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2. * Industry’s foremost expert in field
* Involved with digital signage 1994
* 18 years with Scala
* 6 years on POPAI board
* Founded POPAI digital signage group
* Co-authored 4th & 5th Edition of POPAI
Marketing at Retail text book
* Now working with various clients in
retail, entertainment & food service
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3. *

4. *
* “Digital signage is a network of digital displays that are
centrally managed and addressable for targeted
information, entertainment, merchandising and
advertising.”
* It is NOT TV, it is NOT print, it is NOT the web…
It’s this new “thing”!
* I’m sure you’ve seen screens every where … on gas pumps, in
shopping malls, on menu boards.

5. *
*76% of all purchase decisions are STILL made in the
store today!
*The moment of truth is in the store, and what
better way to sway the purchase decision your way,
than with an attractive digital sign?
*What’s involved?
*Let’s de-mystify the technology and come up with a
solid plan for your first network.

6. *
*Don’t start with technology or screens.
*Start with a solid content strategy.
*Follow some simple rules.
*Then pick your technology and partners.

7. *
*You need a content strategy to begin with.
*The content needs to be relevant to the
location, who’s watching, and for how long.
*It must be LIVELY, RELEVANT, APPEALING and
TIMELY or people will simply “tune it out.”
*Realize that you’ll need to “Feed the Monster”
after day 1… with an going content strategy!

8. *
* If you “just play the same 30 minute video loop everywhere
all day”, how compelling is that?
* Don’t make your content look like TV.
* 3-4-5 Rule: You have three seconds, at four paces to grab
someone’s attention with just five words.
* Dynamic Content: National, Regional, Local

9. *
*Add a “local angle” to your content
*Then the store personnel will be on your side
*Pride and involvement in the community
*Employee of the week
*Store Manager’s Special of the Day
*Sponsor of Little League team
*(and don’t make the audio annoying to the staff…or
they will sabotage your system!)

10. *
*Location, Location, Location
*Put the screen where you have a longer dwell time
*Put the screen within arms reach of the product
*Get a “hook”… a reason that customers or
employees need to look at the screen.
(“Now serving customer #25”)

11. *
*How easy is it to do updates?
(can different stores have different prices without
needing a separate video for each?)
*Can you track what ads have been played?
(people that buy time on your network will want to
know that their ad actually played!)
*Can you relate a campaign to sales stats?
(are you moving the needle?)

12. *
*In a word, “Yes”.
*Avoiding IT means you’re back to sneaker-net DVDs
or SD cards, which don’t get updated very often
(and have no proof of play!)
*3G cell networks can avoid IT, but you’ll need to
make sure you have “bars” (and your content is
small enough) … can be expensive
*Large networks should consider Satellite Multicast

13. *
*Do you have a high turn over of sales staff?
*Perhaps your network can provide subliminal
training for your employees
*Or have the CEO speak to the employeess
before the store opens
*Think about content for customers and
employees both

14. *
*Do you already sell shelf space and end caps?
*Sell time on your screens the same way.
*Get extra $$ from TV budgets
*Remember 76% of purchase decision is in store,
not “in-couch” 
*Typical sales lift (if done right) is 20-40% !!!

15. *
*Vendor Proprietary systems are probably not the
way to go
*Are you sure that your needs will not be changing in
the next 3-5 years?
*Is the platform future proof?
*Is it too bleeding edge?
*Is the system 7x24x365?
*Cost to replace a system can be huge

16. *
*Anyone can do a small pilot but will it scale?
*What happens when you grow from 5 stores to
100 or even 1000 stores?
*Will the same strategy work?

17. *
*Digital Signage is not 300 dpi like print
*Think Pixels and know your screen resolution
*Get the aspect ratio right: 16x9 or 4x3 or 9x16
*Remember the 3-4-5 Rule: Use big fonts
*Have a short and concise call to action
*Think about Day-Parts vs monthly or weekly
*Animate the content to draw attention

18. *
*Have a “hook” – a reason to look at the screen
*Match loop length to dwell time
*Don’t use a TV commercial
(usually need something shorter without sound)
*Be careful with audio (not used in most cases)
*Put the screen next to the product
*Drive frequency as well as sales lift
*Opportunity for additional revenues

19. *
*Use dynamically generated content to have the
RIGHT MESSAGE in front of the RIGHT PEOPLE at the
RIGHT TIME automatically!
* Loyalty Card
* Time of Day
* Location
* Weather
* Language
* Point of sale database (correct price on screen)
* Other metadata on Media

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23. Let’s look into the future!
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24. *In-audible tones or Bluetooth LE
trigger offers on smart phones
*Extreme proximity, not
dependent on GPS or Bluetooth
www.sonicping.net

25. *Changing the car buying experience (in shopping malls!)
*Gesture based interactive kiosk with mobile app

26. *
*1000’s of small battery displays in each store

27. *
*Huge multi-person video wall spans the perimeter

28. *
*Small display at shelf edge
in tobacco shops

29. *
*Interactive Mannequin

30. *
*Interactive Shelf with
LCD Mirror Display

31. *
*Interactive Shelf with
LCD Mirror Display

32. *
*Award Winning Transit Station in New York:
Synchronized LED boards

33. *
*Award Winning Transit Station in New York:
Synchronized LED boards

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