The document discusses the evolution and adoption of digital signage and interactive digital out-of-home (DOOH) media. It notes that the US digital out-of-home media industry is estimated to grow 11.2% annually from 2007 to 2012. Marketers and retailers expect to increase spending on shopper marketing programs that use digital signage. The document also explores how digital signage can enhance the retail experience, increase in-store sales, build brands, and drive traffic to other channels. It provides examples of evolving digital signage technologies, content strategies, and content management systems.

1. Beyond Times Square
Digital Signage > Interactive DOOH
Evolution & Adoption
State of the Art
Fun
What does it all mean?

2. What is Digital Signage?

3. Digital Signage
inform, involve & entertain
“It’s really using digital technology and content to ...”

4. Evolution & Adoption - Better, Faster, Cheaper
U.S. digital out-of-home media industry
estimate to grow 11.2 percent to $2.43 billion
in 2008 (compound growth rate of 12% from
2007 – 2012) PQ Media
Marketers expect to see an increase of 21% in
The industry shopper marketing plans through 2010,
is growing Retailers expect to see an increase of 26% in the
same period.
Responsibility for shopper marketing
•!Brand or marketing groups 30%
•!Sales 45%
•!Market research or analytics group 15%
•!Divided or separate unit 10%
AdAge, 2007

5. Evolution & Adoption - Better, Faster, Cheaper

6. Evolution & Adoption - Better, Faster, Cheaper
•! 73% of CPG manufacturers and 86% of
retailers ranked shopper marketing
programs among the top four activities
In-store that deliver meaningful return on
interest investment.
!! 50% plan to increase their spend
over the next few years to 8% of the
marketing budget.
•! In-store media is currently a $500
million line item
Grocery Manufacturers Assn. & Deloitte Consulting,

7. Evolution & Adoption - Better, Faster, Cheaper
The GoBoard at Courtyard by Marriott

8. Evolution & Adoption - Better, Faster, Cheaper
What!s Working in DOOH?"
Enhance the Retail Experience (Impact of media vs. static signage)
42% said prefer to shop at a store with video displays*
Increase in-store conversion and product sales
68% said in-store messaging swayed their purchasing decision**
Build your Brand
81% of all consumers are most interested in seeing video programming in
the stores that they shop***
Drive Traffic to your other touch points
Online & Mobile
Generate Incremental Revenue (Advertising Supported)
Targeted viewer minded partners

9. SONY PSP

10. Evolution & Adoption - Better, Faster, Cheaper
Screen Quality & Size
Networked
Wireless
Publishing Software
DOOH CMS
eCMS Leveraging
Radical Flexibility
Content Strategy
Metric based optimization

11. Evolution & Adoption - Better, Faster, Cheaper
One System > Any Venue > Any Content

12. Evolution & Adoption - Better, Faster, Cheaper
Billboards, Kiosks, Digital Signage, PoT, PoW,
PoS, Menus, Interactive Experiences ...

13. Evolution & Adoption - Better, Faster, Cheaper
Brand, Corporate Communications,
Educational, Informational ...

14. Evolution & Adoption - Better, Faster, Cheaper

15. Evolution & Adoption - Better, Faster, Cheaper
Make me
notice
(Awareness)
Done right, it
influences the Motivate me Intrigue me
path to to buy again
(Retain) (Connect)
purchase…
making it
“action-able !"$%(' !"#$%&'
media
Spread the Motivate me
word (Explore/
(Trust) Incent)
Surprise and
Delight me!
(use)

16. Content Strategy

17. Know Me/
Help Me!

18. Sourcing Strategies! Sourcing Strategies!
Short Form Media! HD Content!
–" ! Music Videos! –" ! Landscapes / Aerials!
–" ! Film Trailers! –" Travel!
–" ! Game Trailers! –" Live Concerts!
–" News / Entertainment Clips! –" Branded Entertainment!
Sourcing Strategies!
Original Content!
–" ! On Location Shoots!
–" ! Artist IDs / Interviews!

22. Future?

23. Content Strategy: eCommerce & In-Store Retail
“it’s not Point of Sale
it’s Point of Experience”
“70% of decisions are
made in the store”

24. Content Management

25. Content Development and Management
Call
Center
IDENTIFY
MarCom
User Goals Content Needs
Manuals
Sales DEFINE & MODEL
Training Investors
Shared Chunks Unique Chunks
Internal Events
Communications PRODUCE & TAG
Single Assets Multiple uses
Promotions
Global
Social
Retail
Media/
Partners
Viral
STORE

26. Content Development and Management
Assets Publish B-Cast
Assets Publish Print
Assets Publish Online
Download &
Upload
Digital
Assets Publish
Signage
Assets Publish Kiosk
Assets Publish Games

27. Content Development and Management
Content
Inventory
Strategy,
Publishing & needs
optimization assessment &
gap analysis
Design &
Production
authoring

28. Content Development and Management
MediaTile

29. Content Development and Management
MediaTile

30. Content Development and Management
MediaTile
http://www.mediatile.com/software

31. Fun

32. SHAPED SIGNAGE

33. SPRINT PHONE

34. SONY READER
DISPLAY

35. A&E
THE ANDROMEDA STRAIN

36. AIRTRAN

37. SPEC CREATIVE
DIGITAL DISPLAY

38. INTERACTIVE DISPLAYS

39. A&E GENE SIMMONS

40. A&E AIRLINE

41. BBC

42. HBO BIG LOVE

43. DHL

44. BRIDEZILLA
Season 2
Season 1

45. STARBUCKS

46. SPEC CREATIVE
SCENTED DISPLAY

47. LOW TECH GONE WILD

48. NATIONAL CAR RENTAL

49. ABSOLUT

50. PGE

51. A&E PARANORMAL STATE

52. COCA-COLA CARACAS

53. ANIMAL PLANET

54. NESQUIK

55. PRESIDENTE BEER

56. More Examples Online
Digital Signage Association
http://www.digitalsignageassociation.com/
Digital Signage Today
http://www.digitalsignagetoday.com/