Posts Tagged ‘digital signage’
Advertising at the Point of Need
Posted by ddidier in advertising
Wednesday, 5 August 2009 10:05
Photo credit daveybot
I was standing at a urinal today (not these urinals) and there were little ads on the top of the urinal. This got me thinking. What would I want to buy while peeing? Tide to Go sticks? (stain removal) Underpants? Viagra? (if I were older)
See my point on this one? It’s “interesting” (cough cough) that someone came up with the idea to advertise while I’m peeing, insofar as someone thought that’d be a captive audience moment for someone else to convey their message.
Advertising works best if we’re at a point of need. Being that humans move around a lot, are inundated by messages all day, and are paying less attention as a result, what does this all say to you? more...
The Keys To The Kingdom of Retail Engagement | Daily DOOH
Posted by ddidier in advertising, small-business
Friday, 31 July 2009 10:05
The Keys To The Kingdom of Retail Engagement
Once upon a time a French medical anthropologist with the highly unlikely name of Dr. Clotaire Rapaille had a extraordinary idea. He gathered a handful people in a room of his upstate New York mansion and proceeded question them about their first ever experience with automobiles.
His goal was simple: to delve deep into his subject’s subconscious and bring out their most primal, emotive responses to cars. His research garnered some remarkable results that seemed to point to the fact that modern car design was all wrong and what consumers really wanted was something very different. The result of this research was one of the few automobile successes of the past few decades: the Chrysler PT Cruiser.
Now, what’s all this got to do with digital out of home, I hear you mutter? Well, there is a point to all this; just this week a joint venture was launched with The Marketing Agency , Emotion Mining and Merchant Mechanics that offers clients a ‘killer app’, as Alan Klein from The Marketing Agency calls it, for uncovering consumer’s subconscious attitudes to the brands they buy. In a very simplified nutshell, the research should provide the DOOH industry with some solid ground rules on the type of creative we should be playing on the screen to attract and engage consumers.
Dr. Tom Snyder, of Emotion Mining, explained to me how he sees this approach as a spring-board for strategists and creatives as they develop ideas and how it helps marketers get to the core of what consumers really feel about the brands they buy. He calls it a “rich harvest of subconscious imagery”
From my persepective, it’s an interesting idea that could have some real world implications in the digital out of home space. Little or no pre-research is done for DOOH creative, it’s usually cost or time prohibitive, but, if we began to mine some real, usable data that helps us figure out what creative triggers we need to develop to attract consumers in a cluttered retail space.
What I also like about this is that it’s not a numbers game, let’s leave that to the metrics guys, and really focus on the creative side of what we should be showing in-store. Of course, not every brand or product is going to have the money and time to conduct this depth of research, but who’s to say that within the next few years a company like Gillette wouldn’t dream of running an in-store commercial without first running a test like this. It’s a reality that’s coming closer and I think all retailers, creatives, marketers and the DOOH industry in general could benefit from taking a close look at what’s on offer here.
Read Full Article Here
Dylan Jones
Apple iPhone upgraded software perfect for Digital Signage! by Graham Gallagher
Posted by ddidier in advertising
Wednesday, 22 July 2009 11:27
Apple has recently released the updated beta version of the iPhone software 3.1. This is going to be restricted to application developers only and not for the every day user.
Among the improvements is the Bluetooth integration with voice control and non-destructive video editing, this will come in useful when used in conjunction with digital signage solutions.
As many digital signage integrators are looking at different ways to get shopping to interact with the displays enriching the shoppers experience and improving brand awareness, now Apple can be at the forefront of technology whilst encouraging iPhone users to interact with the digital signs.
These are currently being used in the Westfield Shopping Mall in London, UK, were the "designer shopping mall" encourages customer interaction to improve their shopping experience.
There are some digital signage solutions that incorporate Bluetooth technology, these send an SMS message informing passing shoppers of the "special offers", whilst customers walk by, as well as keeping them up to date on current breaking news.
With the ever increasing demand from the users, the iPhone is a perfect tool that is as comfortable working in the office, or whilst chilling but it certainly is leading the way in technology.
About the Author
Graham is an expert in outdoor digital signage, he also owns Europe's leading manufacturer of LCD enclosures. As well as protective outdoor digital signage, Graham also supplies the worlds digital signage integrators with weatherproof TV enclosures.
Article provided by GoArticles.
How Businesses Are Using Digital Signage to Generate more Revenue. by Graham Gallagher
Posted by ddidier in advertising, small-business
Monday, 20 July 2009 10:15
Digital signage solutions are spreading throughout the hotel industry, hotels are deploying dynamic signs from the lobby to the conference centre to the room. Discover how this new medium is engaging with customers and how it is also working for the hotel.
Hotels have taken technology that they used previously such as the "in house TV channels" that display your name on the screen as soon as you enter your room, to give customers more information about the hotel and surrounding area.
Hotels do not just use digital signage for advertising, they use it occasionally to improve the atmosphere of their lobbies, restaurants and hallways improving the guess's experience.
Up until recently placing a flat panel screen, much less than a network of digital signs simply wasn't cost effective. Screens were too expensive, too big and wore out too soon! However with the plasma/LCD revolution everything changed with the prices of screens tumbling down, making them comparable with the printing costs of static posters over the time of use.
How digital signage is used in business.
In bus and ferry terminals, as well as airports use digital signage to keep passengers up to date on arrivals and departures, whilst proving an advertising vehicle for shops and restaurants.
The retail sector uses digital signage to communicate the special offers, directing customers to other parts of the store and getting brand awareness across.
Casinos have used digital signage for use, creating a customer experience that is consistent to the ambience of the casino.
About the Author
Graham is an expert in outdoor digital signage, he also owns Europe's leading manufacturer of LCD enclosures. As well as protective outdoor digital signage, Graham also supplies the worlds digital signage integrators with weatherproof TV enclosures.
Article provided by GoArticles.
Consumers Don’t Hate Ads After All, Survey Says
Posted by ddidier in advertising
Thursday, 16 July 2009 10:26
In this article published by AdWeek, Mark Dolliver digs into survey data just released by Nielson. It is encouraging to learn that people generally understand that advertising allows for people to enjoy many of the free services available. This brings questions about people's perception in regards to DVR's and other advertising - avoidance systems. Since people know that these systems subvert the companies paying for free content, will they shy away from using them to help those advertisers? Probably not.
The article goes on to break down interesting facts about people's trust in advertising's message. 82% Of Latin American respondents trust advertising overall as an information source to 72% for people in North America. Europeans seem far more skeptical ranking in at just 50% agreeing that advertising provides important information. It is my understanding that the Latin American market prefers home-grown localized media, whether it's newspapers or television versus the large scale networks and multimedia conglomerates North Americans are used to. This might help to explain their inhereant trust in advertising.
The article continues with a look at traditional advertising versus new forms of ad delivery such as the internet and mobile phones. What is interesting here is that 53% of respondents in Latin America trust internet advertising "at least somewhat", 42% in North America feel that way, and Europeans are at 36% for the same measure. As can be expected, people trust brand websites the most, with search engine advertisements ranking lower. At the end of the spectrum is mobile phone advertisements. People "at least somewhat" trust those ads at at a paltry 24%. There are definite problems with this group - especially with a lack of quality advertisers and an abundance of fly-by-night mobile providers.
Concluding this article is what we can expect as an overall trend for these emerging advertising mediums. People have increased their overall trust in brand websites from 60% to 70%, and cinema advertising from 38% to 52% from 2007 to today. This is a nod toward these new media outlets and I think it will harbor in more trust in other emerging forms of advertising. Expect mobile advertising and other captive audience networks to gain trust as they prove themselves to be valid outlets for top tier brands. As long as standards are maintained in these new ventures they will all follow suit and help to compete with the trust that Nielson is reporting in the traditional media sectors.
Click to view the original article
