Digital Signage Initiative Defined: How to define and Advance a Digital Signage Project March 24 Dallas Lyle Bunn Principal & Strategy Architect Lyle@LyleBunn.com 1 Agenda • • • • • • • • • • • • The Enabling Effect (Lessons from Leonardo de Vinci and others) Digital Signage in Overview: Inherent, Unique Capabilities Business Models: Ad-based, Patron, Staff and Hybrids Relationship of DS with other Communications Tools (Web, Mobile, Print, etc). The “Why” of Digital Signage – Defining objectives available from DS in various environments (retail, hospitality, entertainment, consumer services, corporate, etc) The technology “Ecosystem” of a Digital Signage Network Playloop Strategy (planning, structure, refresh, targeting) “Content” (Sourcing, RSS Feeds, AD Sales) Measurement (audit, URL hits, observation, eye gaze, checkout) Elements of Operation. Involving all the right people – and making progress. Budgeting 2 Statement of Copyright The information, charts, graphs and perspectives presented in this program are elements of the “SPEED” Digital Signage Training Program which was produced and is owned solely and entirely by 1744825 Ontario Inc., which operate as BUNN Co., BUNN Consulting and BUNN Education. This published material is protected by copyright and may not be published, reprinted, sold or presented for commercial use without the expressed, written permission of the copyright holder or its agents. This material is intended for educational and planning purposes by those to whom and organizations to which it is presented. Any publishing, sale, presentation or use beyond that specified is an infringement of copyright. Lyle Bunn Principal & Strategy Architect Lyle@LyleBunn.com 3 For example… 4 3 Interfaces and “Local” Input 5 The NDI network of DTV broadcasters Source: POPAI 6 The “Why” of Digital Signage • Product /Service Sales Lift 4-50% - 300%! • Add vitality and energy to the environment 80% • Generate Inquiries 5-15% • Improved Branding 40+% recall • Improve Visit Experience 80% • Reduce Perceived Wait Times -40% • Increased Customer/Staff Awareness • Better “Compliance” - Display Control • Patron/Public Information and Safety • Liability Containment Revenue Generation + Better Location Experience Cost Reduction The bottom line: More effective communications spending. 7 “Brand” vs. “Activation” Content Brand Activated Cereal (80/20) Beer (70/30) Soft drink (65/35) Gasoline (55/45) Source: Millward Brown (A WPP company) Purchase decisions are made based in part on a brand perception, and in part because the buying decision is motivated (or activated) by point-of-purchase (POP) marketing and promotion approaches. This chart shows examples of the typical proportion of buying propensity. (i.e. 80% of a cereal purchase is motivated by branding and 20% by POP activation). Smirnoff8 Digital Signage Network NO waste Speed to display Control NO Pin-up & take-down Digital Signage Network Out-performs the print signage network for control, compliance, flexibility and ongoing cost. 9 Additions and Changes in Supply Chain • • • • • • Commercial AV and System Integrators Business System Providers (BSP) Harris, National Datacast, Cisco, IBM All-in-One products maturing Software as a Service (SaaS) maturing. Static Sign Providers and Digital Printers • I.T. Became engaged !!! 10 DS Network “Content Profile” examples Customer facing Hollister, NBCU, Airport. Aspiration Influence Perception Walmart, Target, Meijers and other retailers Toyota The Sports Network, Best Buy, etc. Information Enrollment Affinity Staff facing P&G Health, GM In-Plant Cost reduction Merchandising Branding 7 Past (current) DS/ DOOH Business Models External Outsourced network (US Navy) Advertising & location agreement (Medical Office) Operations Internal cost center (GM Saturn staff) Internal Advertising & internal operations (Campus) Funding External 12 Dynamic Media Platform. DYNAMIC MEDIA PLATFORM DIGITAL SIGNAGE •Product info •Advertising •Sponsored Info •Text Messaging •Recognitions •Services •“Values” messages SAFETY ALERTS & SECURITY •Mass Notification •Alerts •communications •Safety Reminders •Wayfinding •Monitoring •Text messages INTERACTIVITY Systems & People •Point of Sale •Inventory •Kiosks •Touchscreens •On route ordering •Registry •Digital Dispensing •Digital Services MOBILE COMMUNICATIONS & COMMERCE . Stored Value Card •Digital Coupons •Text Info/Messaging •Electronic Wallet •Social Networking •Mobile applications •Permission Marketing TRAINING & VIDEO ON DEMAND •“How to” info. •Just in time training •Staff courseware •Video Promotion NEW PARADIGMS OF SERVICE •Dispensing •Auto playlists •RFID •Biometrics •GPS 13 DS/DOOH on the communications continuum < Engagement Cellular Web Newspaper Audience >> Digital Signage Billboard Radio TV Each communications device appropriately applied Re-purpose brand assets and content elements Drive total traffic and engagement 14 The Enabling Effect Extension of current approaches Economic Value Quality Enhancement Doing “More with Less” Doing things differently New Paradigm and Business Doing different things. Cost Reduction Doing the same with less Level of Enabling Effect 15 Business Value Location Value • Patron, staff and student communications • Add energy and vitality • Increase and manage location traffic • Reduce perceived wait time Increased Revenues • Merchandise • Up-sell & Cross-sell • Increased basket size Reduced Costs • Reduce communications costs • Campaign placement • Advertising • Message Effectiveness • Sponsored messages • Staff training 16 Current Markets Points of Purchase, Transit, Wait and Gathering • Selection and Ordering Retail, Box Office, Order Counter, QSR, Deli Counter. • Assisted Selling and “Upsell” Electronics, Cellular, Service, Restaurants, etc. • Sport, Arts and Entertainment Venues Cinema, Casinos, Stadiums, Bars/Restaurants, Hotels, Hospitality • Captive Audience Communications Doctor’s Office, Transportation, Hospitals, Legal, Auto service, etc. • Corporate communications Staff, Visitors, Suppliers, Campus, Houses of Worship, etc. 17 DS on communications continuum < Engagement Cellular Web Newspaper Audience >> Digital Signage Billboard Radio TV <<<<<<<< Each communications device appropriately applied >>>>>>>> <<<< Re-purpose brand assets and content elements >>>> <<<< Drive total traffic and engagement >>>>> 18 The playloop “wheel” 19 Playloop Structure Sample Mobius Layo ut Secon ds Full screen or Main Viewing Window Full 15 Location Full 15 AD 3X 15 Location Full 15 Location Full 15 AD 3X 15 AD Full 15 Location Full 15 AD 3X 15 Location Full 15 AD Secon ds 15 Right Side Zone Time-Date-Branding Secon ds Bottom Zone of Display 5 Location 10 Location 15 Time-Date-Branding 15 Location 15 Ad 15 Location By repeating the above 2 Min : 30 Second layout four times, a 10 minute playloop of balanced content is achieved. - 10 minutes of Location Content comprised of 5 min. full display, 2 min. right side and 3 min. bottom scroll - 6 minutes of Ad Content comprised of 5 min. full display and 1 min. of right side bar. 20 Content Samples Smirnoff “07 Best of Best Rolaids - Senior Gillette ’08 DIGI Award Rolaids - Dude University Steak Sauce A&F NAVSEA C&B Samples provided by Alchemy www.AlchemyInternational.com 21 DS Content From “Stills” “Static” or still content such as text and graphics typically used in powerpoint, websites or newsletters or print posters WITH Dynamic animation of the text and graphics so that messages have motion. Composed based on a Style Guide “Content” spots are composed according to a style guide that assures DU branding and logos are suitable and the presentation through fonts and colors are “professional”. Call to Action: A verb such as Attend, Register, Visit, Dial, Download, etc. 22 Communication Analytics Exposures + Viewing Footfall Dwell time Engagement Recall Aspiration Enquiry Affiliation Perception of Brand Intent to Purchase Commerce Purchase Subscription Click-through Measurement = Audience “Presence”, Quantifying viewers is in the area where the display is visible and, if appropriate, audible, + “Notice” - Evidence that the screen has been noticed. + “Dwell time” – the viewers’ time in the display area. = Audience The bottom line: More effective communications spending. 24 Network Launch Considerations Fixtures & Environmental Integration Funding Hardware & Software Project Management Installation Management & Execution System Design and Application Integration Ad Sales Playlist Administration Logistics & Help Desk Mobile Commerce Mass Notification Connectivity. Messaging 26 Deployment RoadMap “When” and “where” against “why” Where & When Who Why 27 Hardware / Software Ecosystem Network Architecture Design Technology Selection & Sourcing Audio Media player Digital Signage Hardware & Software Connectivity Playlist Management and playout Software •System Design •Selection •Sourcing •Installation Deployment Planning & Installations Displays & Mounts sourcing Interface with devices (traffic monitoring, RFID, m-Commerce, 28 security, etc. What is to be Displayed ? (Build in functional capability) 29 “Software” functional capabilities 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Content Authoring Media Ingest and Handling (formats) Digital Asset Management Playlist control in Multi-zone Layout Playlist Access & Control / “Local” input Display Grouping and Control Handling of Data Feeds and System Interface Media Transmission Options Compliance Reporting Demands on Display hardware, Media player and Connectivity Ease of Use Source of Supply (direct vs. reseller) Training Requirements and Support Licensing Fees & Structure Stability of Software Supplier 30 Network Elements of Operation Performance Monitoring Compliance Reporting Functional Enhancement Playlist Management Platform Operations Ad Sales and Billing Corporate Management Supplier Management Network Operations Help Desk 31 “Content” Elements of Operation Optimization Network Objectives Definition Measurement SPOT CREATION & PRODUCTION Playlist Strategy and Structure Digital Signage “Content” provisioning and operations Media Formatting Playlist Management Style Guide & Mechanical Specs. RSS, PSA and “feed” Content Sourcing 32 C. VIEWERS Objectives can change for different times of the month, week or day, so try to be specific relative to a viewer demographic. You might want to describe these multiple viewers in the form of a matrix, and correlate this to the objectives. Information about the demographic profile of the viewer (age ranges, gender, etc.) will be helpful in content creation. 10. The targeted viewers of the network content include…. 11. The content is also being viewed by…. 12. The activity that viewers typically do while near the network display are.. 13. A typical duration of time near the display is… 14. The number of times that a viewer likely sees the display in a given period is… 33 Costs - CapEx over 4 years • • • • • • • • Display Media Management - Central Control Central Control Computer Media Management - Playout ($20/mnth) Media Player (hardware) Audio Mount Installation (Electrical, Hardware, Connectivity) Total $255 / month $2,000 $5,000 $3,000 $ 720 $1,000 $ 200 $ 300 $1,100 $12,220 Beat it !!! Look to <$6K per display.. 34 SELLING & ADVANCING THE OPPORTUNITY 1st Gear - Initializing 1-4 weeks Conceive, frame, assess and refine the concept. 2nd Gear - The Champion(s), then Steering Group 2-6 weeks “Pitch” the idea and generate “buy-in” 3rd Gear - Develop The Network Overview – Plan 1-18 months Project definition and refinement 4th Gear - “Pilot” and Refinement 1-4 months Proof of Concept, Apply processes, Refine 5th Gear - Deployment & Operations Ongoing 35 Operating Costs • Corporate Management (Resourcing, Primary Agreements, Corporate) • Supplier Management (Selection, contracting, administration) • Legal and Insurance • Content (Creation, Licensing, RSS, DAM) • Ad Sales (Media Kit, Promotional Expenses, Commissions) • Playlist Administration • Utilities & Help Desk • Viewership Audit • Location Fees / Profit Sharing 36 THE DS/DOOH NETWORK DESCRIPTION A. B. C. D. E. F. G. H. I. J. K. Network Ownership, Funding and Operations Objectives Viewers Deployment Timing Content Measurement Network Architecture Media Management Displays/Locations Audio Connectivity Template “DS/DOOH Network Description” available at www.LyleBunn.com/SPEED 37 1st Gear - Initializing • Establish points of reference • Define possible benefits – costs • Reduce – Reuse- Recycle available support materials The Enabling Effect New Paradigm and Business Extension of current approaches Economic Value Cost Reduction Doing the same with less Quality Doing things Enhancement differently Doing “More with Less” Doing different things. Dear X, While at the x, I noticed how the Digital Signage was x, y and z. Such displays could be useful to you/us in x, y and z. Having looked into it, there are many examples of similar uses by other x. Can we set up a time to discuss this? Level of Enabling Effect 38 2nd Gear - The Champion(s), then Steering Group 2. Executive Sponsor Seeks Org. Effectiveness Budget Authority Influence Across Org. Target Audience Communications • Marketing • Staff / Student • Patron/ Visitor Webmaster Org. Communications 3. AV / IT / Comm. Infrastructure Internal Connectivity Hotline support Facilities Display Positions Installation Electrical Others Whose Goals could be Supported i.e. Safety/Security Loss Prevention Newsletter Vendors serving location 39 3rd Gear - Develop The Network Overview - Plan • • • • • • • • • • • Network Ownership Objectives Viewers Deployment Timing Content Measurement Network Architecture Media Management Displays/Locations Audio Connectivity 40 4th Gear – “Pilot” and Refinement • Technology and infrastructure supply • Apply the processes of deployment and operations. • Demonstrate the system • Assess Impacts • Refine requirements and approaches. • Tune plans. 41 Deployment & Operations • Technology and Infrastructure Supply • Deployment according to plan • Manage expectations • Seek operational efficiencies • Maximize ROI-ROO • Welcome additional funding sources. • Sustain applicability of the content 42 Critical Success Factors • • • • Define objectives (x,y,z) Source against objectives. Use measurement to maximize “relevance” Mobilize “local” use (i.e. templates, training, etc. • Invest in content relevance • Invest in ad revenue achievement 43 Best Sources of Additional Information Reading Associations Events Digital Signage Magazine Marketing @ Retail SCN 44 Measurement: www.audiencecount.com • Arbitron • Neilson • PeopleCount Robert.Winston@Arbitron.com Paul.Lindstrom@nielsen.com Kelly@PeopleCount.biz Anonymous Viewer Analytics Cognovision VideoMining TruMedia Quividi Haroon.Mirza@Cognovision.com JHershey@VideoMining.com Myra@TruMedia.com Info@Quividi.com 45 RSS Feed - Suppliers www.datacalltech.com www.accuweather.com www.wisebroadcasting.ca www.sedaolive.com www.genr8digital.tv Your local community social agencies, media. 46 Content - Additional Information Events: Content Sessions Content Working Group Alchemy International Whitepaper www.DigitalSignageToday.com www.DIGI.com www.DigitalSignageDirectory.com www.LyleBunn.com – Content Guidelines 47 Ad Sales Agencies www.Adcentricity.com www.SeeSawNetworks.com www.rVue.com www.MediaPlace.com www.CharterDigitalMedia.com www.DigiOOH.com www.AdSemble.com www.UnSoldSpace.com 48 Resources Online • eZines www.DigitalSignageToday.com www.DailyOOH.com www.aka.tv www.DigitalSignageResource.com www.DigitalSignageUniverse.com www.RetailCustomerExperience.com • Forums www.DigitalSignageForm.com • Directories http://www.digitalsignagedirectory.com/dir • Awards www.DIGI.com www.POPAI.com Digital Signage Expo Awards GlobalShop Awards 49 Thank you ! “Nothing happens on its own.. there is always something before it and something after it” old Japanese saying Lyle Bunn Principal & Strategy Architect Lyle@LyleBunn.com