Feb. 11th presentation to InfoPresses conference in Montreal

1. DIGITAL SIGNAGE: A crash course on what all the fuss is about

2. WHO IS THIS GUY?

3. SIXTEEN:NINE BLOG www.sixteen-nine.net

4. LOOKING BACK This stuff has actually been around for a while

5. WHERE WE ARE NOW …

6. $6.1 BILLION MEDIA INDUSTRY IN 2008

7. 12.9% PROJECTED GROWTH RATE OVER NEXT THREE YEARS

8. 100S OF VENDORS AND 100S OF NETWORKS - five software firms just in Montreal!

9. CHAOS ABOUNDS

10. SO WHY IS THAT?

11. WILD WEST DAYS - land grab attitude persists - few standards on measurement, content - little advocacy or organization - big promises made, few kept

12. FLAWED BUSINESS MODELS - build it and they will come mindset - media companies run by technology people - ANYTHING as a media opportunity - shovel-ware content

13. BAD EXECUTION - screens and PCs that are dead - screens in the wrong places - moronic media strategies - people selling media who have no idea how to do it

14. COST OF CONTENT - keeping content fresh costs big money - stale content gets ignored - content done cheap usually looks it, and has the expected impact (none)

15. TOO MUCH ENTHUSIASM, TOO LITTLE EXPERIENCE

16. TOO MUCH NOISE - how can so many companies be the world leader?

17. CAPITAL AND OPERATING COSTS WERE HIGH - money gone before ad revenues materialized - chicken and egg thing about critical mass and making enough money to build out to critical mass

18. AND … IT WAS JUST TOO EARLY

19. WHERE WE ARE NOW…

20. SUCCESS STORIES EMERGING - Consistent, reliable evidence of real sales impact in stores - ROI models can be developed and believed - efficient, ultimately inexpensive way to market

21. BUSINESS MODELS - Ad-driven networks - Private networks - Sponsored networks - Hybrid networks - Layered services

22. DEPLOYMENTS EVOLVING - Different screens for different places and reasons - from signature feature areas to small, simple shelf-edge units

23. NETWORK AGGREGATION - aggregated planning groups - conjoined sales teams - ad marketplace - common focus alliances One Plan. One Buy. One Bill.

24. THE CULL IS UNDERWAY - companies folding tents or selling - latest, TorStar’s Transit TV files for bankruptcy - 8,500 screens, 500 million riders

25. SHIFTING CONTENT - broadcasters and publishers moving content to this platform - social media stuff starting to intermingle - content work is also getting better

26. BLURRING LINES - POS systems - kiosks - mobile devices - in-store audio

27. DROPPING COSTS - panels less than $1,000 - PCs less than $500, soon sub-$300 - free or bundled software

28. DOOH-SPECIFIC MEDIA BUYS - Schering-Plough commits $8-$10 M

29. BIG GUYS ARE IN - IBM, Microsoft, Cisco, Dell, Fujitsu, Samsung and others - Is Google coming?

30. NEW TECHNOLOGIES - OLED’s thin, flexible screens - Electronic ink - Wireless broadband - Multi-touch and gesture-driven screens - LED micro projectors and window film - Adobe Flash Flex and Silverlight

31. NEW PLACES FOR SCREENS - sides of buses - rear windows of vehicles - building faces - queues - shopping carts and price checkers

32. NEW STAKEHOLDERS - human resources departments - store and venue operations - retail merchandising and design - public safety officials - interactive sector

33. BETTER MEASUREMENT - biometric gaze tracking may be a game-changer - trigger ads and events based on who is looking - but some worries about privacy

34. OVAB GUIDELINES

35. “ Average Unit Audience should be the currency metric for out-of-home video networks. Average Unit Audience is defined as the number and type of people exposed to the media vehicle with an opportunity to see a unit of time equal to the typical advertising unit.”

36. HUH???

37. OVAB EXPLAINED - presence, notice and dwell time .

38. OVAB EXPLAINED - the foot traffic in a venue, like a medical clinic - the foot traffic in the area(s) where the screens are up and running - what percentage of that foot traffic actually looked at the screen - dwell time in the vicinity of the screen - length of the playlist loop

39. OVAB EXPLAINED - gross “eyeball” count not good enough - 50,000 eyeballs turns into 1,487 audience units - finally, the beginnings of a way to compare audiences across network types

40. CANADIAN VERSION? - doesn’t exist - Canadian Outdoor Measurement Bureau has nothing formalized for this space - open question as to whether planners WANT this level of detail

41. ELEPHANT IN THE ROOM - many networks that sell on the basis of sheer eyeballs don’t want a better read on the “real” audience - massive dilution and re-think on rates?

42. LOOKING AHEAD - far fewer networks and vendors - screens everywhere - DOOH becomes a mainstream media buy

43. LOOKING AHEAD - technology goes to Internet cloud - digital signage no longer just a nice to have for retail and outdoor - like online, this is evolving very quickly now

44. WAKEY WAKEY! - Thanks for listening - Contact: [email_address] 289-242-3332