Digital OOH Ads More Catchy, Less Annoying than TV, Web, Print

More than two-thirds of US consumers say digital out-of-home (OOH) advertising catches their attention, and the majority say it is less annoying than ads onTV, radio, the internet, and in magazines, according to data from a report by EPM Communications.

Moreover, more than one-third (36%) of consumers say they take action as a result of digital OOH ads, EPM said, citing data from SeeSaw Networks/OTX. Among those age 18-24, that number rises to 51%.

The report, "Digital Out-of-Home Media," which draws on industry data from SeeSaw, the Cinema Advertising Council and Arbitron, also states that digital OOH advertising - which is a $1 billion business and growing -  places second (48%), after television (56%), in terms of the percentage of people who find it "entertaining," and only 26% of consumers say digital signage advertising is annoying, when compared with ads on the internet (67%), radio (52%) and TV (51%).

News from Marketing Charts, please clic here

Como en la empresa, la innovación publicitaria es más efectiva

Si nos atrevemos a innovar (en vista de la situación es lo más inteligente y lo que nos hará sobrevivir) obtendremos campañas más efectivas y mejor posicionamiento.

Escaleras mecánicas para los que beben Coca-Cola Light

Coca-Cola y McDonald's han realizado una curiosa acción en el metro de Estocolmo, creada por la agencia DDB.  Las escaleras mecánicas fueron forradas con anuncios de Coca-Cola Light, mientras que las de al lado, que no lo eran, estaban reservadas para la versión clásica del refresco. El mensaje, obviamente, era que si bebes Coca-Cola Light, te puedes permitir el lujo de subir por las escaleras mecánicas.

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fuente: marketing news

Accenture: The Capabilities to Drive High Performance in the Digital Advertising Industry

For the 2008 Accenture Global Digital Advertising Study—our second annual report on important trends in the digital advertising industry—we surveyed executives of digital media organizations, traditional firms and media services companies about the attributes of high performance and which of their peers they believe will rise to the top of the digital advertising industry in the years to come.

In general, the quest for high performance frames this year's study. We asked respondents to think about keys to achieving high performance in digital advertising: What are the attributes most important to success? Which of these attributes do they feel is most in need of upgrading at their companies if they are to compete effectively?

These two questions led to the emergence of three capabilities that are seen as most important to overall success in digital advertising and, simultaneously, most in need of attention: workforce talent; applied business analytics; and investments and business development.

All the study

Digital Signage at investors.com. Wal-Mart

Digital Signage A Sign Of Times At Retail Stores

Wal-Mart shoppers strolling down the grocery aisle late in the day don't have to go far to get some tips on what to have for dinner that night. They can just glance overhead at the nearest display screen.

The ability to display custom promotion spots is a key feature of the new Wal-Mart Smart Network and of the growing number of digital signs popping up in stores. The No. 1 retailer's digital display network can peg content to the season, time of day, geographic area or a certain type of shopper, such as teens looking for back-to-school items.

All news here

Nearly half of all digital displays to leverage SMS by 2012

SCOTTSDALE, Ariz. — The promise of interactivity between potential customers and display technology is only at its beginning; however, advertisers are looking to enable a higher level of engagement with digital signage audiences by enabling a backchannel. Due to the simplicity of SMS messaging and the ubiquity of wireless handsets, 40 percent of new networked digital display platform installations will leverage SMS for interactivity by 2012, according to MultiMedia Intelligence. This is up from approximately 5 percent in 2007.

SMS is not the only manner for providing interactivity. Other wireless methods such as RFID, Bluetooth and Wi-Fi will also find significant penetration in interactive digital signage platforms. In 2008, 169,000 newly installed digital displays had Bluetooth, RFID, Wi-Fi or SMS capabilities or some combination of these four protocols.

"Wireless is the operative word for how digital displays engage customers," said Rick Sizemore, chief strategist for MultiMedia Intelligence. "Implementing SMS interactivity is a path that opens new revenue streams and will bring back 1-to-1 marketing. MultiMedia Intelligence expects that no alternatives will find the potential success enjoyed by SMS."

 

MultiMedia Intelligence also found that:

• In 2008, 90 percent of all networking connections from the servers to the set top boxes or digital media adapters in digital signage networks were Ethernet.
• Cabling options to the display include Ethernet, 1394, HDMI, Wireless HDMI, and co-ax. HDMI promises to comprise 70 percent of connections to newly installed digital displays by 2012. Cabling and related electronics will account for U.S. $170 million in 2008 revenue for companies like Gefen and Belkin in digital signage.
• Europe is becoming more significant in the digital signage market. Germany is seeing a significant rise in deployments with 5,000 new digital signage display screens expected to be installed in 2008.

The research report, "Network Digital Signage: Infrastructure, Displays, Technology," examines and forecasts key market verticals in the networked digital signage market.

www.digitalsignagetoday.com

Sign of the times: In-store private networks open up to ads

Two of the networks run by Channel M, which produces the content for and manages several in-store TV networks, are opening up their programmning to allow third-party advertising.

The networks running in Ashley Furniture and ecko had been entirely store-focused, but will now allow 30-second spots, flash billboards, product integration and trailers that are targeted by geography.

Another Channel M network, Gym TV, had previously announced there would be advertising.

MediaWeek reports:

Primarily targeting women, The Ashley Furniture network includes more than 1,500 screens in 215 retail locations reaching more than 900,000 monthly store visitors. ecko, a younger-skewing male brand, has a network across 68 retail locations.

"By providing the ability for brands to connect with consumers who are actually out shopping and ready to make purchases, Channel M has created a more effective method for delivering branded messages that generate immediate sales results. We are pleased to support this evolution in advertising by opening up these retail networks to brands and advertisers," said Dennis Quinn, president of sales and marketing for Channel M.  

In relative terms there still aren't alll that many retailers who have in-store screen networks, but of those out there most have resisted the the third-party ad thing unless it is a third party that came in and both set up and ran the network, like PRN and countless c-store networks. But a very wobbly economy and worrying retail outlook would certainly prompt retailers to look at ways, like ad revenues, to at least offset the costs of their screen networks.

www.sixteen-nine.net

Comunicar a través de nuevos medios es más efectivo... y obtienes mejor retorno. Apuesta por la creatividad en nuevos medios.

Se publicó hace unos días la noticia de que se reducirán las inversiones en medios no convencionales ante la crisis... lejos de eso, los clientes deben aprovechar mejor sus recursos, y eso conlleva desarrollar estrategias más creativas, que nos acerquen más y mejor a nuestro consumidor. Para ello debemos estar donde él está. Se trata de medios mucho más efectivos, ante un consumidor más receptivo y en mejor disposición para la compra. Conceptos que hemos leido y escuchado muchas veces, y demasiado importantes para que las agencias los sigan pasando por alto... Las herramientas de medición ya existen (por ejemplo en el digital signage) y los resultados son alentadores, sigamos trabajando para desarrollar análisis y estudios que nos permitan mejorar y actualizar estos medios, mucho más dinámicos que los tradicionales.
Es compresible que desde las agencias y centrales de medios convencionales se lancen mensajes de ese tipo, para intentar asegurar spots de televisión o grandes campañas publicitarias... pero en realidad deberían luchar de nuevo por la creatividad, que la creatividad también está en el medio. Lo importante es que al cliente le sirva y venda más.

Un ejemplo reciente de inversión en nuevos medios: Burger King utiliza un nuevo soporte de exterior: agarraderas de autobús

An Updated Budget for Digital Signage Hardware and Software... in USA

As we can read in Wirespring, blog post by Bill Gerba, the budget for a digital signage network is manageable to many retailers... were is the content? were is creativity? next chapter? You have the news here:

What's the cost of a typical 100-screen digital signage installation?
Enough with the introduction and disclaimers. You want to see the numbers, right? Well, here they are:

Cost of a digital sign for 3 years
40" LCD screen	$1,000
Player hardware	$1,100
Display mount	$200
Player software	$450
Management software & tech support	$1,500
Installation	$1,100
Initial project management	$300
Total	$5,650

How have things changed
since our last pricing study?

Before we get started with the analysis, all of the usual caveats from past years apply. Namely, this is an aggregate budget, so it's not meant to reflect any one company's products. It also doesn't distinguish between traditional software licensing versus software-as-a-service (SaaS) products. Installation assumes a two-man team arriving at a venue that has existing power lines (so no high-voltage work required). That said, the cost of installing a 100-screen network has dropped about 16% in the past year. The biggest savings came from dramatic price reductions on large LCD screens, which now run about $1,000 for a 40" screen with a three-year warranty (which is a good idea in general, and may be a requirement if you're leasing your equipment).

Citizens Bank Digitizes Greensense Ads

Citizens Bank is stepping up enrollment in its Green$ense program—which rewards customers with a dime for every electronic transaction they make—with interactive window displays in two major U.S. cities.

Motion-triggered ads touting the bank's Green$ense eco-friendly initiative debuted in Boston's South Station and Philadelphia's Market East Station earlier this month. The work is one of many interactive projects to come out of Arnold Worldwide's R&D lab, which opened its doors last spring.

Green$ense allows customers to earn up to $120 annually for each electronic transaction they make, including debit transactions, online bill payments and recurring payments. Citizens Bank launched a campaign to promote the program last month with the tagline: "The Environment is like a bank account. Every little bit helps."

Similar to the TV ads, the interactive screens feature a bird dropping coins into consumers' hands. Consumers can engage with the screens through a camera device that reacts to movement. Depending on the range of motion, viewers can help grow trees and flowers or make birds fly. Street teams stationed at the Boston and Philadelphia branches will help direct foot traffic to the display.

Citizens Bank, which spent $10 million in U.S. measured media last year and $8 million through August (not incuding online initiatives), per Nielsen Monitor-Plus, is hoping the effort will turn into enrollment for its Green$ense program.

"[Green$ense] offers customers real value—cash back—for every payment without paper," said Mark Fabbro, Arnold's svp/group account director. "At the same time, this program offers customers an easy and tangible way to help the environment and do something good. So, in essence, it's the best of both worlds."
www.brandweek.com

North American Narrowcasting Market: economic dates and advantages

“The education phase is over,” said Norman McLeod, Director, Market Research at InfoTrends, speaking on the opportunities, demand, and competitive landscape for the digital out-of-home market. InfoTrends published a landmark research report on the size and scope of the digital out-of-home market in 2004 called The North American Commercial Display Market For Networked Digital Signage. The report is often quoted today and will be updated in the second quarter of 2009.

“The Internet is the biggest competitor for advertising dollars with digital out-of-home media,” Mr. McLeod said. Other key points made during his presentation include the fact that the advertising-based business model is outperforming other network models. He pointed out that many digital out-of-home networks are falling below original projections regarding CPM rates.

According to study data, narrowcasting revenue is currently valued at $452 million. InfoTrends/CAP Ventures expects this market to experience a CAGR (Compound Annual Growth Rate) of over 20%, reaching $1.3 billion by 2009.

At the same time, however, the market sizing and forecast show that the largest single revenue component for this industry is and will continue to be external advertising revenues. An additional $161 million in advertising revenues were generated in 2004, and this amount is expected to increase at a CAGR of 40% to reach $857 million in 2009.

Figure 1: United States Narrowcasting Revenues, 2002 – 2009 ($Millions)

The Narrowcasting Advantage

Why narrowcasting? For one thing, a number of traditional channels are becoming less effective. Television audiences are fragmenting with the huge number of cable channels, and perhaps more seriously, remote controls with "mute" function and picture-in-picture capability enable more and more of the audience to skip or ignore the advertising. Daily newspaper readership is in decline, while the magazine audience is also fragmenting. Narrowcasting delivers the message to a known demographic group in a defined setting.

The most powerful of these settings is retail sites, as the message is being delivered to consumers who are in a purchasing mode. Narrowcasting systems are also found in a wide variety of settings, including:

Airports Retail bank branches Gas station forecourts ATMs Hotel, mall, and movie theatre public areas Tops of taxi cabs and interiors of buses Casinos

Elevators in high-rise office buildings Trucks and truck trailers Health practitioner offices Billboards Trade show signage Backdrops for political and stage and screen events Food halls and student unions in colleges

Installation of a well-designed narrowcasting system enables reduction in the number of static printed signs. The potential savings in actual print costs are considerable in themselves, but the potential savings in deployment costs (program coordination, signage shipment, erection, compliance monitoring, and eventual dismantling and removal) are even greater. There are also compelling broad advantages to narrowcasting, such as:

• Narrowcasting is sound-capable, which enhances the ability to capture the consumer's attention and deliver a memorable, high-impact message.
• Narrowcasting offers a dynamic picture rather than static signage. Many studies have confirmed that moving images are far more eye-catching than static ones, and the structured survey confirms that retailers and advertisers are in full agreement with this concept.
• Narrowcasting enables messages to be deployed more rapidly, changed more frequently, and managed more effectively.
• Central control and monitoring has the capability (although not yet always effectively realized) to improve compliance while reducing the amount of time spent by local staff on signage/promotional deployments.

News by Infotrends
The information on InfoTrends came from the Digital Signage Universe Website. Please include a link and credit line for Digital Signage Universe.

http://www.digitalsignageuniverse.com

Do low prices really have to mean poor store design?

What in-store experience can we hope for at the lower end of the price spectrum and do we have any right to expect it?

We may all be trading down at the moment – or at least that's what the figures from Aldi, Lidl, et al would seem to indicate – but does that mean we should leave our expectations about what a store should look like at the door?

It's not so long since the received wisdom was that those venturing into hard discount stores could more or less like it or lump it, because the prices were such that there was little room for such fripperies as design, layout and visual merchandising.

In truth, nothing much has changed with the onset of the credit crunch and discount food retailing environments remain largely devoid of inspiration.

But here's a thing. If the whole of the UK really does cross the portals of these undeniably cheap merchants, then the retailers involved may have to raise their game just a little.

With Tesco reminding us at the entrances to its branches that it is the UK's largest discounter, it may not be that long before the siren call of the neighbourhood discounters becomes a little less sweet when faced with the might of some of the bigger players.

Tesco, Sainsbury's, Asda and even Morrisons have all spent large amounts on honing their interiors and they all pass the recognition test where if you took the name off the door, you'd still be able to work out which store you were in.

Not so with Aldi and Lidl, where identities are still sufficiently indistinct for shoppers to understand little more than that they are in a place that sells cheap stuff.

If the food inflation that has been feeding the exodus to the discounters begins to ease, as people who should know are forecasting it will, it seems reasonable to assume that the tide may begin to turn as shoppers head back towards greater choice and better environments.

The spiritual home of hard discounting is Germany, where there is a general acceptance that low price means low design input. For shoppers, that link is not firmly established in this country and there is every reason to suppose that it won't become embedded. If food inflation falls, as things stand, it's back to Sainsbury's, Tesco, et al.

All of which can only be a good thing for shoppers. We may be on the verge of seeing the original German hard discounters deciding that it's time to do something a little different from the way things are done back home.

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Retail Week

Titan Installs Digital Signage On 300 Bus Sides

Titan is to install digital signage LED screens on the outside of 300 buses across New York and Chicago.

UK company LiteLogic has secured the £2.8M deal to provide its high resolution LED 'Evolution' technology, fitted with GPS technology to enable the advertisments to be controlled in line with the vehicle's location. A similar installaiton to the company's existing systems on 25 London buses.

Titan says it has already signed up advertisers including Coca-Cola, Sprite, Sleepy's, Dunking Donuts and Oreos - and the first screens are due to be live in New York this month.

News by Aka.tv

Digital Signage Gone Rubbish

We can read in Daily DOOH:

We have had a LOT of interest in our two stories entitled 'Bomb Proof Street Furniture' and 'RENEW Street Furniture' which talked about the bomb proof digital street furniture initiative involving recycling bins in one of the financial districts of London, i.e the City's Square Mile.

We will be looking at this in more detail tomorrow (Tuesday) in town, meeting the owners and some of the investors and will be writing more shortly on a piece of street furniture that absolutely fascinates us.

by Adrian J Cotterill

Digital Signage Conference in Chicago

Building your Digital Signage Bussiness. Please, read here for more information

Will digital signage businesses survive during this economic downfall?

This question has been on my mind this past week and I've been wondering whether digital signage businesses have been impacted from this economic downfall.

After speaking to several people about this topic I came to the understanding that out of all the departments in a company, the marketing team would be the first group to go. The marketing team generally spends money to make money so this is one of the main reason why a business would strategically decrease the head count of this department. What this may potentially mean for digital signage companies is that less marketing people would look for spending money in deploying digital signage solutions even thought the solution may increase sales and profit (needs to be qualified and quantified).

We haven't felt the wave yet in Australia but I'm sure that it will hit us any time soon.

What are your thoughts on this? Visit the digital signage portal forum to discuss further.

News by The Digital Signage Blog

¿Cómo evolucionan los hábitos de compra?

Un estudio reciente de TNS nos ofrece algunas previsiones sobre los hábitos de compra y su evolución hasta 2015. El estudio de se ha basado en investigaciones en los principales mercados: Estados Unidos, Japón, Canadá, Reino Unido, España, Francia y Alemania.
Entre las conclusiones podemos leer alusiones muy interesantes a la evolución tecnológica que prevee el consumidor, integrada dentro de nuevos conceptos de tienda... siempre en busca de una mayor interactividad.
Es interesante echarle un vistazo y mantenerse informado, no es algo ajeno al digital signage, sino que le afecta directamente. Gestionar el cambio adecuadamente...

Puedes descargarte todo el estudio aquí

Digital signage content goes bilingual

LOS ANGELES — Channel M, a developer of customized in-store TV networks, is rolling out a new in-store network for PLS Check Cashers, one of the nation's oldest and largest check cashing establishments. Advertising and programming on the network, installed across the country at PLS Check Cashers stores, will be offered in both English and Spanish to reflect customer demographics and language preferences. PLS TV is the first network Channel M is programming with bilingual content. Test networks have been rolled out in 50 PLS Check Cashers locations nationwide.

"The launch of our in-store PLS TV network follows an initial beta program that demonstrated very positive results in our test locations," said Dan Wolfberg, president of PLS Check Cashers. "The qualitative results included improvements in the overall customer experience and increases in usage of the PLS products featured on the in-store program. Working closely with Channel M, we developed program features and ads that strategically promote our products and services to our multicultural, bilingual clientele."

News by Digital Signage Today... here

Strategic thinking in Digital Signage

El Digital Signage está "sufriendo" un empujón importante en España... las empresas especializadas en este medio se han unido para crear foros de opinión comunes, e incluso los ecos del 1er Salón de Digital Signage impulsarán durante unos meses diferentes iniciativas y proyectos. La otra cara de la moneda es que el principal enfoque (y énfasis) se está poniendo en las soluciones tecnológicas, aunque se tienda a decir lo contrario. Si levantamos la mirada a otros países que nos llevan cierta ventaja, encontramos mayor énfasis en la estrategia... e incluso en generar una ambientación adecuada entre todas las herramientas y estrategias de marketing, y el digital signage.

Rescatamos este artículo que nos aporta una visión estratégica interesante para nuestros proyectos de digital signage; tal vez así lo pongamos en práctica.

"Retailers see integrating in-store digital signage content with the rest of their marketing and branding messages as a way to reap the best return from the digital signage investment. But integration on this scale takes a plan that starts before the first screen is hung on the wall"

1. See it as unique

2. Set an objective

3. Get all the players together

4. Develop a calendar

5. Maximize assets

6. Measure and refine

This article originally published in Retail Customer Experience magazine, Sep. 2008. Click here to download a free PDF version.

Digital signage ads provide a better return than TV

Bill Gerba explains return (ROI) on Digital Signage. If we have a good content channel, good marketing strategy... we can have a good ad strategy

"So what does it all mean? Simply put, if we assume that my estimate above isn't wildly off the mark (and it might be), then for every dollar that comes out of TV advertising and gets put into digital signage advertising, a CPG advertiser would "recover" the entire $0.51 loss and then generate a small profit on the original amount spent. (This is based on an average return of $1.08 for digital signage versus $0.49 with TV, each on a per-dollar basis.) For an advertiser that spends $10M a year on TV, simply moving 10% of that into digital signs would be like reducing their ad budget by $590,000 without sacrificing performance. In fact, there would probably be a performance boost, since their skills with designing and deploying ads for digital out-of-home environments would improve with experience. If we extend this trend to the advertising industry as a whole, moving 10% of TV ad spend into digital signage would save $4.5B per year, with no loss of performance and lots of upside potential.
All else equal, will a spot on a digital signage network "do" more than a spot running on TV? And where does the bulk of an in-store ad's value come from: "hard" sources like sales lift, or "soft" sources like brand recognition?

London Expo expects 4000 visitors, 130 stands

The 7-8 April event, held at Olympia National Hall in London, is expected to attract 130 exhibitors and 4000 visitors in total.

Highlights include a new content and network owners' area, and an expanded digital media gallery with screens showing networks and advertising campaigns.

Three separate conference strands will focus on out-of-home media, out-of-home technology, and digital media in retail, while visitors will also be able to attend daily industry briefings on topical issues. A call for papers will go out shortly.

Read full article here

Digital Signage needs marketing strategies

We can see in digital signage a lot of companies focused in technology solutions... Hardware, software, contents... but the most and first step is the marketing strategy. We need to work in the good way of the digital signage; as we can read in Ian McKenzie article:
"...technology is an inherent part of any digital signage installation, and thus should never be ignored. That said, the industry needs greater focus on what the installation makes possible and accomplishes from a traditional marketing perspective, and that requires deep knowledge and expertise in creating and implementing sound marketing strategies"

Read full Ian McKenzie article on Digital Signage Association here

Primer test para el Digital Signage en España... aprobado!

Acudimos al 1er Salón del Digital Signage en España (Casa de Campo - Madrid), organizado por TotalMedia, donde todas las empresas dedicadas al digital signage pudimos compartir experiencias, conocimentos del sector y proyectos futuros en los que colaborar.
En un clima excepcional, aprendimos a cuidar cada uno de los pilares del digital signage: desde la estrategia inicial, hasta la instalación, contenidos y los soportes de emisión más oportunos. Sin dejar de lado el trabajo del día a día, que requiere un estudio contínuo del medio y una correcta medición de impactos con propuestas de acción concretas que ayuden a evolucionar y dinamizar el canal.
Nos encontramos con soluciones de hardware (displays, pantallas antivandálicas de gran formato, videowalls...) muy profesionales, adaptadas y desarrolladas específicamente para el Digital Signage... esto es lo que se necesita, para un proyecto de DS serio, debemos trabajar un hardware profesional, con buenas garantías... el medio es importante.
Destacaron también los avances en medición de impactos; la identificación de la audiencia es una realidad, ya nos acercamos al GRP Efectivo en el punto de venta.
Aprovechamos para estudiar nuevas soluciones de software y de contenidos... lo que nos llevó una vez más a reafirmarnos en que para un proyecto de DS óptimo, debemos aprovechar al máximo las posibilidades de ambientación del punto de venta. Hicimos especial hincapié en ello en la conferencia "Errores habituales del Digital Signage... hacia la ambientación del punto de venta", para potenciar el valor del digital signage como medio de comunicación eficaz, y no verlo solamente como la publicidad del futuro. Lo más importante es entender el significado y el "uso" que daremos a cada proyecto digital signage al que nos enfrentemos, y trabajar cada uno de los pilares de forma profesional, ofreciendo al cliente un servicio global y continuado.

Valoramos muy positivamente esta primera edición en España, un aprobado alto... mientras seguimos caminando para mejorar y ampliar experiencias de cara al 2009. Si queremos un medio profesional, cada detalle del proyecto debe trabajarse con profesionalidad.

El Making Off del Digital Signage

Entregue ésta invitación en el stand de Altabox en el 1er Salón de Digital Signage que se celebra en Madrid el 25 y 26 de septiembre y disfrutará del Making Off del Digital Signage que le permitirá conocer las claves para desarrollar un canal propio en sus establecimientos...

Altabox en el 1er Salón de Digital Signage en España

Los próximos 25 y 26 de septiembre Altabox participará en el 1er Salón de Digital Signage que se celebrará en la Casa de Campo en Madrid. En dicho evento se presentarán las principales soluciones tecnológicas para llevar a cabo proyectos de digital signage.
Altabox acude a la cita para ofrecerle a sus clientes El Making Off del Digital Signage, un entretenido vídeo que introducirá al público en un proyecto de digital signage en todas sus fases, y que responderá a las principales preguntas que se plantean a la hora de trabajar canales dinámicos en puntos de venta. Se ofrecerán también las principales claves para la creación de contenidos y las ventajas del software Kentia.
En paralelo a este salón, se celebra también el 1er Congreso de Digital Signage, en el que Altabox participará el viernes 26 a las 18.30h, para exponer su experiencia en proyectos de digital signage y la importancia de ambientar con éxito el punto de venta.
Si está interesado en disfrutar del Making Off del Digital Signage solicite su invitación: info@altabox.net o descárguela en nuestro blog.

Creando atmósfera en el punto de venta...

Dos veces bueno. A través de una escenografía podemos transmitir el mensaje en la atmósfera que el consumidor necesita; envolverle en una sensación en la que reciba mejor nuestro mensaje.

Altabox incorpora un nuevo Módulo de Medición de Impactos para digital signage. Audience measurement for Digital Signage.

Desde agosto de 2008, Altabox pone a disposición de sus clientes un Módulo de Medición de Impactos y Audiencia para sus canales de digital signage.
Este nuevo módulo de medición de impactos permitirá medir la audiencia de los canales de digital signage situados en los establecimientos, así como la efectividad de las promociones y anuncios que el cliente desee medir.
El módulo de medición de impactos y audiencia se integra dentro del software Kentia de Altabox. Con esta mejora, el Kentia permite a los clientes gestionar canales de música personalizados, cuñas y avisos publicitarios, canales de vídeo, así como medir la respuesta del público ante los mismos.
La solución incorpora gráficos y documentos de seguimiento de la audiencia a través de los cuales se hace más sencillo saber cuánta gente ha visto qué contenido en fecha y hora exactas de emisión. Podríamos decir que con esta nueva herramienta de medición conseguimos el GRP Efectivo en el punto de venta.
Para más información sobre nuestras soluciones digital signage, producción de contenidos o asesoramiento para su proyecto:

info@altabox.net

T. +34 902 43 00 46

www.altabox.net

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Altabox introduce Audience Measurement Module in Kentia Software for Digital Signage. With this module Altabox can measure the effective impact of contents and advertising in digital signage projects.

Música en puntos de venta. In Store Music: affects the way shoppers

La música (el sonido, los avisos o mensajes...) destaca dentro de la ambientación punto de venta por envolver al público en un estilo, en el ambiente que la marca quiere ofrecer en sus puntos de venta. Como se puede leer en la noticia de Retail Week adjunta, numerosos estudios sobre la influencia de la música y el sonido en los puntos de venta indican que influye directamente en las compras, así como en favorecer la experiencia de compra que experimenta el consumidor. Podemos leer además algunos errores comunes que se deben evitar en la gestión musical en puntos de venta.
Altabox ofrece a sus clientes su software Kentia, único en el mercado debido a que le permite optimizar la ambientación de su punto de venta: música, cuñas y avisos, y vídeo. Tres módulos combinados entre sí, y que ayudan a la creación de un canal propio que entretenga, incremente las ventas y, por tanto, fidelize al consumidor.
http://www.retail-week.com/NonChannelContent/2008/08/tuned_in.html

You can read in the news Retail Week attached numerous studies on the influence of music and sound outlets that indicate that directly affects purchases, as well as promote the shopping experience that the consumer experience. We can also read some common errors to avoid in managing musical outlets.
Altabox offers software Kentia, unique in market because it lets you optimize the ambience of your stores: music, jingles and ads, and video. Three modules combined, and that help you to create a channel that entertains, increase sales and retain consumers.
http://www.retail-week.com/NonChannelContent/2008/08/tuned_in.html

Help for shop... and new advertising oportunities

 

Using a display on their trolleys, shoppers in a test in the US will be able to find the products they need and pay for them. The system comes from Microsoft in collaboration with Media Cart. And of course, by knowing where the trolley is travelling around the store, relevant ads can be placed just as the consumer is passing the right spot. The east coast ShopRite supermarket chain will get the test this summer.

Scott Ferris, general manager of the Advertiser and Publisher Solutions Group at Microsoft, tells:

"Digital advertising opportunities are expanding rapidly into new areas, as many of consumers' daily activities, such as shopping, become increasingly 'connected,' and Microsoft is committed to working with advertisers and agencies to take advantage of these opportunities as they unfold."

The shopper will get promotions based on location within the store but that's the least of it. The whole thing works with loyalty cards, so the store will also deliver suggested shopping lists and promotions based on previous habits. Expect more crashed trolleys and tumbling displays of tall canned goods pyramids as shoppers no longer look where they are going in your local supermarket.

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MediaSoon

Effectiveness of digital signage... increase sales 20%!

The latest study effectiveness of digital signage made in Australia by PDM and Sigma has shown that the shops that use these systems increase their sales by 20% more than the stores that do not have digital signage. In addition to the considerable increase in sales showed that the consumer is receptive to the messages and respond to them.
You can read more information in a news item published by Digital Signage Today, which describes the study in Sydney pharmacies:
http://www.digitalsignagetoday.com/article.php?id=19963

Coke sells ads on its vending machines

Coke is going to start advertising other brands on its vending machines, beginning with a pilot programme in California. AVT has negotiated a cooperative agreement with Coca Cola to distribute vending machines with three to six month campaigns. Jointly, Coke and AVT will invite strategic companies to advertise on the network, generating revenue from the network of Coke machines along with other AVT vending systems.

AVT's founder, Shannon Illingworth, tells:

"We have retrofitted our AVTi digital advertising signage hardware/software into multiple Coca-Cola vending systems located at Laguna Hills Shopping
Mall in Laguna Hills, California, for the initial stage of a multi-phase southern California base pilot program with Coke. This is creating an opportunity for Coca-Cola to be part of type of network that it is so familiar with branding and disseminating information."

The advertising LCDs are being retrofitted into Coke vending systems and are connected by 3G modems which link all the systems to the Internet, which in turn links to AVT's dynamic server located in California. On the server, there's software which can dynamically control and update the content on any Coke vending systems at push of a few keystrokes.

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MediaSoon

¿Qué dicen los líderes del Digital Signage?

Asistimos a Digital Signage Expo 2008, en Essen, Alemania. Una pequeña escala entre lo investigado en Londres, que sirvió para contrastar y confirmar opiniones. Los principales referentes de digital signage a nivel mundial -Scala, Sony, Fujitsu, IBM, Samsung, etc- se dieron cita para presentar sus novedades y principales proyectos en marcha.

Por los case histories que pudimos comentar, lo que más se sigue echando en falta son empresas dedicadas a la creación de contenidos para este nuevo medio. No nos referimos a que las grandes productoras se adapten y comiencen a dedicarse a ello. Es necesario que haya empresas dgital signage; especialistas y profesionales en estos nuevos canales. Se trata de un ritmo de comunicación diferente, una disposición diferente del consumidor, otros medios competidores, nuevas formas de patrocinio y publicidad dentro del medio, etc. De todas formas hay que alegrarse por que el digital signage avanza y que el gusanillo comienza a surgir en muchas empresas. Tecnológicamente se han dado saltos de gigante (mejores pantallas, más grandes, mejor definición del color, antireflectantes...), e incluso en el aspecto económico las cosas han mejorado. Nos toca ahora trabajar buenos contenidos, y dar un servicio global al cliente, y a ello nos estamos encaminando desde Altabox.
Aquí puedes observar algunos avances impactantes... gran alternativa para los gimnasios de las grandes ciudades, que pueden mejorar la experiencia de verte anclado en la bicicleta junto a 5 filas de sudorosos compañeros con cara de esfuerzo. Falta mucho camino en estos temas de realidad virtual, pero las ideas son buenas. También son interesantes las mejoras en las pantallas táctiles, donde prácticamente podemos hacer de todo: expandir videos, ver varios a un mismo tiempo, poner en segundo, tercer y cuarto plano, dibujar sobre los mismos y directamente con las manos...
No hay líderes (de momento). Queda mucho recorrido y va a ser apasionante vivirlo y trabajarlo de cerca.

Un digital signage todavía inmaduro en London

Describiremos algunas pinceladas de nuestra estancia en Londres, donde investigamos en el digital signage. El prejuicio inicial era el paso de gigante que Europa está dando en el empleo de las nuevas tecnologías y las nuevas formas de publicidad; frente a España, siempre a remolque. El análisis se basó en cadenas de alimentación como Sainsbury´s, Mark&Spencer o Tesco. La sorpresa fue inmediata; todos se habían lanzado con las nuevas tecnologías, disponían de grandes pantallas en sus puntos de venta... pero "parece que nadie las mira".
Basta observar unos minutos (segundos si acaso), para darse cuenta de la falta de buenos contenidos, de la falta de estrategia por tanto, que tenían la mayor parte de los canales. Las fotos te pueden parecer más o menos buenas, pero los contenidos que allí se mostraban eran básicamente insustanciales para el público, o en otros casos, una oportunidad desaprovechada para vender más. Quizá Tesco se libra un poco de estas connotaciones negativas, pero no así sus competidores.
Picadily es otro mundo; nada que reprochar a un corner que es el eco de todas las miradas. Los flashes son continuos, e incluso a veces molestos.
"Mira bien dónde pisas". Esta sí es una ubicación efectiva; no la convirtamos en paisaje...

El medio y el mensaje... no bastan

En la última visita a Zaragoza nos sorprendió ver cómo las cajas se aventuran con el digital signage. Se trata del canal corporativo de la CAI, lanzado con una estética cuidada, contenidos de buena calidad, información de actualidad, agenda y eventos de Zaragoza, etc... Aunque curiosamente, las pantallas están situadas en la fachada, detrás de un gran ventanal que recibe con gusto, durante prácticamente todo el día, la luz del sol. Cosas tan simples dan al traste con inversiones o nuevos proyectos prometedores; podemos analizar el medio, el mensaje... y también el lugar.

Porque una imagen vale más...

Algunas instantáneas en la capital del mundo.
Tienen apenas unos meses, pero el tiempo habrá corrido ya... la tecnología avanzada vertiginosamente y los medios se sirven de ella para encontrar nuevos caminos, para decirte a las claras "Bebe Coca Cola", y aunque sigas tu camino ya no vas sólo. La batalla sólo acaba de comenzar; es una lucha continua por llamar tu atención, que se convierte en la principal moneda de cambio. Haciendo eco de la "ley de las percepciones", ya no es una batalla de productos, sino de percepción.
Lo mejor es que las propias imágenes lo digan. En el exterior y en la calle, el digital signage se hace dueño.

The Digital Signage Company in Spain

Abrimos un nuevo espacio de debate, información y, sobre todo, donde podremos aprender más sobre digital signage.
Un medio con enormes posibilidades, agigantado por todos, criticado por algunos y conocido por nadie. No puede hablar la voz de la experiencia, pero sí la voz (y la imagen) de los que quieren analizar, comprender, mejorar y desarrollar buenos proyectos de digital signage.
El digital signage tiene 4 pilares fundamentales: el hardware, el software, los contenidos y la gestión publicitaria. Todos fundamentales, y todos deben partir de una estrategia de marketing acertada. Intentaremos aportar luz en cada uno de estos pilares para ayudar desde Altabox a profesionalizar el medio.
Gracias por tus críticas, por tus aportaciones y por tus consejos. Todo es importante para ayudar a que el digital signage crezca.