jeudi 15 novembre 2012

Digital Signage, the latest of the new media


According to the Digital Place-based Advertising Association, revenues from Digital Out Of Home (DOOH) has grown faster than most other American media during the first semester of 2012. DOOH was measured by Miller, Kaplan, Arase while the other media revenues were measured by Kantar Media. See below (first semester 2012 vs first semester 2011. %)

Sources: DPAA, Miller, Kaplan, Arase (DOOH), Kantar Media. First semester 2012

Definition
DOOH covers all the screens which air advertising out-of-home: shopping malls, elevators, supermarkets, transportation (airports, subways, train stations, etc.), gas stations, doctors' waiting rooms, sports stadiums, convenience stores, urban furniture, cinemas, universities, you name it. This media is obviously growing strongly. And, in fact, it is a very new media, at the very beginning of its lifecycle: it is not simply TV sets hanging from the ceiling as was the case of Wal-Mart TV in 1990.
It is Out-Of-Home but it is not Outdoor. It is mostly out-of-home and indoor (the classification needs to be fixed) where it replaces posters. On-premise, In-Door-Out-Of-Home; it is also a social media where people meet and exchange.

Ad networks
Digital screens are all over the place and advertising networks sell local and national advertising time to advertisers.
Soon an ecosystem is bound to develop around digital signage like the one for Web display advertising including AdExchanges (DSP / SSP), Real Time Bidding, etc. for a programmatic marketplace. First, the problem of standard analytics have to be solved. The solution is probably to be found in apps on smartphones, thanks to wi-fi; such analytics will include indoor mapping and precise localization.
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7 commentaires:

Kira Leuthold a dit…

DOOH seems to be a growing market in Switzerland too. It came to my attention when I last visited my parents in the region of Einsiedeln in the canton Schwyz: The PostBus (the bus company operated by the Swiss Post) which runs in that region had installed screens inside the buses. And while I was watching the content that was showed on one of the screensI realized that, as a company, you have to be cautious if you place your advertisement in this kind of DOOH.

To be more clear: The PostBus screens showed me the topical local weather, some headlines of local newspapers and advertisement from local companies– or at least that should be the plan, I think. The only problem was that the content was not nearly as local as it should be: The PostBus that runs in the Einsiedeln region is part of the PostBus network of Eastern Switzerland. The content showed on the screens is therefore not limited to the canton Schwyz let alone the region Einsiedeln but comprised the whole canton Glarus, Schwyz, St.Gallen, Thurgau and both cantons Appenzell. And honestly: Nobody in Einsiedeln cares about the flower shop that extoled it’s offer on the PostBus screen that day if it is located anywhere in Appenzell Innerhoden. No matter how good the offer or how nicely done the advertisement – nobody drives nearly 90 km to buy flowers, especially if there are enough flower shops nearby.

Laura Graafen a dit…

I totally agree to what Kira wrote before - DOOH seems to be a growing market in Switzerland, too.
For me, I first heard about this type of advertising when somebody ,from my communication team in the student-organization I work for, had the idea to do some advertisement on the screens that are now spread all over our university.
These screens are at strategically very good places, e.g. the cafeteria or in front of the decanats (where students have to wait quite often) so that bored students take a look at them.

From the advertising organization point-of-view these screens are great! Especially the ones in the university, as our target group are students. And it seems to work: When I was in meetings with interested students there were already quite some that mentioned that they caught attention about us at these screens. Still, obviously the screens are not the only contact that the students had with our organization, there are many more factors that make a student apply; but the screens are a good additional tool to make people remember that we’re there.

In general I think this advertising-tool is especially useful for small local-based companies that are already known (at least a bit) by the local population. I think there are only few cases when a single ad on a screen makes a person become a new customer – it needs more to that (like good recommendations from friends, family, local newspaper, etc.).

Isabel Zbinden a dit…

Digital technologies have already entered homes and replaced many daily objects and activities (e-news, e-mail, e-shopping...). Once people get used to them on a private level, they start considering it like normal and often even necessary. Digital technologies then slowly enter the public sphere and replace what can be. Their (economic) potential is huge; on the same surface, you can introduce 10, 20 or a 100 times more advertising than on a static poster (which makes me think about a previous post http://mediamediorum.blogspot.ch/2012/11/pourquoi-votre-publicite-est-elle-muette.html). Other senses than the eyesight can be used (hearing, touch ...). Advertising enters another dimension.
DOOH can be a big financial ressource for supermarkets, transportation or whatever but it also demands a proper infrastructure (TV, iPad, screen, beamer)and maintenance, which are more expensive than for a poster.

@Chechevre a dit…

DOOH presents also the massive advantage it allows you to connect and engage with te brand in a way no other outdoor media presently allows you to.
A good example is McDonalds' Pick n'Play in Stockholm. You can watch a short video at the following adress http://vimeo.com/24592430
Added to the fact that it is very flexible especially when it comes to broadcasting updates anywhere with a simple click.
The following infographic identifies some key advantages of DOOH
http://www.vizworld.com/2012/02/infographic-growth-digital-signage/
Now we can wonder if a company can do what Decaux did some decades ago with good old signage, by creating a network that would allow advertisers to spread a commercial around the globe on DOOH as easily as they go digital on the web...

XU Jing a dit…

DOOH s'agit de l'affichage digital, un média qui permet de toucher de manière dynamique tout le monde hors de leur domicile, c'est pourquoi il est en expansion.
Il peut optimiser la mémorisation de notre campagne TV et presse, ainsi qu'il touche et accompagne les personnes tout au long de la journée, de leur domicile jusqu'aux points de vente.

According to Hispanic 3D's (AD company) report, DOOH network nearing 4 millions impression mark. This expansion can have with the screens and associated advertisers through their mobile device, this platform will only increase after already generating some great results, allowing advertisers to track results in real time and generate a list to market back to.


Nastassja a dit…

Thank you Kira for your post. It appears that the Postbuses' screens from the canton Schwytz are not used in the same way where I live, in the canton Jura. In fact, in my canton, I have never seen advertisement on the buses' screens. There are only local and national news. It is surprising to see this difference inside the same company.

JordiA a dit…

Digital screens are placed everywhere and have many purposes. They are used to inform people, to infuence their behaviors, to enhance their experience and even to share general advertising. As Kira and Laura said, even in Switzerland, the DOOH market is growing. When I started University five years ago, digital screens in the bus, the train, ski station or at University were missing. I can also remember when I saw the first ones, I just thought " it's useless", because the broadcast information was not targeted. Since then, I am still watching them but sincerely, I still find them a bit useless (especially university) even if the information is better. Nevertheless, I think that they can be really usefull in some places (like supermarkets or elevators) but they have to stop to spread them over all places.