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Lessons for Sustainable Success

Digital Place-based Media

March 20, 2012 Tampa

9AM Lyle Bunn - What Digital Signage is NOW 10:10 Break 10:30 Patrick Rondinelli, Cisco – Integrating Enterprise Media 11 Dan Smith, LG Electronics – Media Display 11:15 Linda Hofflander, Saddle Ranch Digital – CONTENT is Queen! 11:30 Expert Panel

Joseph Wisniewski, Qoncert Patrick Rondinelli,Cisco Dan Smith, LG Electronics Linda Hofflander, Saddle Ranch Digital David Wible, Industry Weapon

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Agenda

1.  Status of Use – Applications

2.  Return on Investment

3.  Planning

4.  Content

5.  Technology

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www.LyleBunn.com

•  Helped hundreds of organizations, networks and projects succeed with Dynamic Media since 2002. •  Over 200 published articles and whitepapers. •  eBook titled the “Digital Signage Planning Guide,” in its 5th edition is used around the world. •  Writer/Editor of supplements in USA Today, The Wall Street Journal and National Post •  Academy Faculty of InfoComm International •  Advisory Boards of Digital Signage Expo and Customer Engagement Technology World. •  Judge. DIGI Awards, POPAI, Screenmedia •  Named in the 2005 Digital Signage Top Ten List, among Thompson, 3M, Clear Channel, Focus Media and others.

Lyle Bunn (Ph.D Hon), Principal and Strategy Architect. BUNN Co.

Independent analyst, advisor and educator to users, network operators, investors and suppliers of Digital Signage and Digital Out-of-Home.

PLANNING RESOURCES

Papers on

Campus, Health Services, Content, Analytics &

Templates for planning

www.LyleBunn.com - RESOURCES

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The communications imperative..

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$7B Industry - 24% CAGR

$3.5 billion in content

1.6 million Displays - 23% CAGR

369+ ad based networks

40/60% Large Ad-based / Internal

Points of purchase, transit, waiting and gathering.

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7 Typical Digital Signage Network Architecture

Cellular & Datacasting

Source: POPAI 2004

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“Hard wiring – Our brain and media”

1.  Motion gets noticed. 2.  Visuals are “de-selected” based on

intention. 3.  Emotions are involuntary.

BrainJuicer® 2006

Contempt

Surprise

Anger

Disgust

Happiness

Sadness

Fear

Neutral

Sentiment Analysis

Dynamic Place-based Medium – Market “Stride”

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The Diffusion of Innovation Everett Rogers (1962)

End User Market Uptake / Application

Total Market Revenue

Market Acceleration

•  Expenditures are increasing. In 2009, 79% said they planned to spend up to $100K compared with 84% in 2011. 16% of survey respondents in 2011 said they would spend more than $1 million, versus just 6% on 2009.

•  73% expect budget increases over the next versus the 53% who expected it in 2009.

•  24% of 2009 survey respondents expected to deploy new or additional screens in the 0-3 month period, whereas 49% of 2011 respondents expect to deploy or add displays.

•  Respondents expecting to use Digital signage primarily for internal communications doubled in the period 2009 to 2011.

Source: DigitalSignageToday 2011 Trends Survey 11

Industry Players / Drivers

Enterprise: Line of Business Managers

“For Profit” Networks

AV Integrators

IT Integrators

Static Signage and Digital Graphics

CMO, CTO, CIO, CFO 12

Mobius University – Sample Loop illustrating

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Mobius University

• Re-purposing content

• Full zone and multi-zone layout

• Templates

• Drive traffic to website

• Motivate TXT access, m-commerce

• Link to mass notification

Mobius University – Sample Loop

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Mobius University

• Re-purposing content

• Full zone and multi-zone layout

• Templates

• Drive traffic to website

• Motivate TXT access, m-commerce

• Link to mass notification

NAVSEA – Sample Loop illustrating

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Navsea – sample loop

• Re-purposing content

• Content-rich loop

• Templates

• Audio

• “Commander” communications

NAVSEA – Sample Loop

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Navsea – sample loop

• Re-purposing content

• Content-rich loop

• Templates

• Audio

• “Commander” communications

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McDonald’s Viva (Las Vegas) “Viva” Las Vegas Blvd http://digitalsignage.harris.com

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Projection is part of Dynamic Place-based Media.

2005 election results projected onto “Big Ben” in London, UK.

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Source: Digital Signage Association – Future Trends Survey 1200 respondents Nov. 2009. 1200 Respondents

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The business model Evolving

Source: Digital Signage Association – Future Trends Survey 1200 respondents Nov. 2009. 1200 Respondents

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The “Communications Continuum”

Reach >> << Engagement

Cellular Tablet Internet Dynamic Signage Billboard Print Radio TV

Integrated Multi-Channel, Omni-Channel Marketing

and Communications

TRANSMEDIA

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Multi-Purpose Media – Multi Benefits.

•  Vitality •  Stimulation •  Motivation •  Modulate pace

•  Establish and Reinforce Value

•  Aspiration •  Audience

“Alignment”

•  Ahhhh… WOW •  Destination

Leadership •  Sense of safety •  Reduced

Perceived waiting / dwell times

•  Triggering ACTION •  Merchandising •  Engaging •  Selling •  Enrolling

Influence Ambiance

Energy Branding

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Multi-Purpose Media - Simultaneous Benefits and Outcomes

•  Triggering ACTION •  Events & Services •  Merchandising •  Engaging •  Selling

•  Modern Environment •  Visual Communications •  Sense of safety •  Reduced Perceived

waiting / dwell times

•  Vitality •  Stimulation •  Motivation

•  Establish and Reinforce Value

•  Awareness •  Aspiration •  “Values” Messaging

AMBIANCE INFLUENCE

BRANDING ENERGY ALERTS &

NOTIFICATION

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Typical Results of Dynamic Signage Use

•  Sales Lift 4-50% - 300% •  Generate Inquiries 5-15% •  Improved Branding / Recall 40+% •  Improve Visit Experience/’Environment 80% •  Reduce Perceived Wait Times -40% •  3rd Party Advertising $3-40 CPM

•  Increased Customer/Staff/Patron Awareness •  Better “Compliance” - Display Control •  Patron/Public Information and Safety •  Liability Containment

Revenue Generation

Cost Reduction

The bottom line: More effective communications spending.

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Dynamic Signage – High Growth Market Segments

•  Selection and Ordering Retail, Food Services, QSR, Box Office, Order 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 Medical, Transportation, Hospitals, Legal, Auto, Consumer Services

•  Corporate Communications Plant, Office, Staff, Visitors, Suppliers, Campus, Houses of Worship

Points of Purchase, Transit, Wait and Gathering

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Agenda

1.  Status of Use – Applications

2.  Return on Investment

3. Planning

4.  Content

5.  Technology

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ADVANCING THE PROJECT

1st Gear - Initializing 1-4 weeks Conceive, frame, assess and refine the concept.

2nd Gear - The Champion(s), then Steering Group 2-6 weeks Include relevant stakeholders 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

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2nd Gear - The Champion(s), then Steering Group

1. Target Audience Communications - Marketing - Staff / Student - Patron/ Visitor

2. Webmaster Audio/Visual Communications

4. IT / AV Intranet, Connectivity & Hotline support

3. Executive Sponsor - Org. Effectiveness - Budget Authority - Influence Across Org.

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2nd Gear - The Champion(s), then Steering Group

Other Communicators

Line of Business Managers

Application & Program Managers

1. Target Audience Communications - Marketing - Staff / Student - Patron/ Visitor

2. Webmaster Audio/Visual Communications

4. IT / AV Intranet, Connectivity & Hotline support

3. Executive Sponsor (CMO, CIO, VP HR) - Org. Effectiveness - Budget Authority - Influence Across Org.

Facilities, Safety/Security Loss Prevention Vendors Suppliers

5.

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Objectives Content Technology

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Digital Place-based Media Business Process

$

ROI

ROO

-------------- OBJECTIVES

Business Model

Network& Playlist

Admin.

Software

Displays

Player

Connectivity

Financing

Distribution (AV

/IT)

Content

System

Integration

Ad S

ales

Analytics

Analytics

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Business Value

Objectives/Benefits

Improve the Environment

Increased Revenues

Reduced Costs

•  Reduce perceived wait time

•  Increase visit frequency

•  Destination attraction

•  Info-tainment

•  Add energy and vitality

•  Reflect community involvement

•  Up-sell & Cross-sell

•  Increase visit frequency

•  Parties, catering, gift cards

•  3rd Party Advertising

•  Reduce communications and promotion costs

•  Improve visual impact

•  Target messaging

•  Focus staff

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Customer facing

Branding Merchandising Cost

reduction

Staff facing

DS Network “Content Profile” examples

Aspiration Influence Perception��� ��� Information Enrollment Affinity

Brand Retail, Airport.

General Retail

Sporting Goods, Electronics

Car ���Dealer, ���Real ���

Estate

Offices, ���Plants

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NO Pin-up & take-down

Speed to display

Control

NO waste

Out-performs the print signage network for control, compliance, flexibility and ongoing cost.

Digital Signage Network

SPEED of Messaging

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•  Networks are carefully targeted at the desired audience with the minimum over-spill into surrounding areas.

•  Installation is carried out at the minimum environmental cost, and sympathetically with existing landmarks.

•  Networks seek to replace alternative mediums that did (or would) consume significant resources for less overall impact.

•  The digital displays used are only as large and as bright as needed and use the lowest power 'appropriate technology'.

•  Power usage is optimized, i.e. by powering down during periods of limited use or adjusting brightness to specific times of day.

•  Computing power has been kept to a minimum, lower power computers generating less heat, needing less cooling and lasting longer.

•  The longest lifetime components have been selected, ensuring that systems do not need to be replaced regularly.

•  The amount of technology used has been minimized, less equipment consuming less and delivering greater long term reliability.

•  Systems are regularly maintained ensuring continued operating efficiency, and where possible old parts are recycled.

•  Suppliers have provided statements on their environmental credentials and the sustainability benefits of their products.

•  All media content is generated and distributed with the minimum environmental impact •  The medium is used regularly and effectively to promote public awareness of green issues.

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Dynamic Media Platform.

DYNAMIC MEDIA

PLATFORM

DIGITAL

SIGNAGE

SAFETY ALERTS

& SECURITY

INTER- ACTIVITY

Systems & People

MOBILE COMMUNIC-

ATIONS & COMMERCE

TRAINING & VIDEO ON DEMAND

• Product info • Advertising • Sponsored Info • Text Messaging • Recognitions • Services • “Values” messages

• Mass Notification • Alerts • communications • Safety Reminders • Wayfinding • Monitoring • Text messages

• Point of Sale • Inventory • Kiosks • Touchscreens • On route ordering • Registry • Digital Dispensing • Digital Services

. Stored Value Card • Digital Coupons • Text Info/Messaging • Electronic Wallet • Social Networking • Mobile applications • Permission Marketing

• “How to” info. • Just in time training • Staff courseware • Video Promotion

NEW PARADIGMS OF SERVICE

• Dispensing • Auto playlists • RFID • Biometrics • GPS

49 Harris Corp: Live event venue (2010)

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Analytics - Measurement

OUTCOME

VIEWERS

SENTIMENT

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Agenda

1.  Status of Use – Applications

2.  Return on Investment

3.  Planning

4. Content

5.  Technology

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Time Monday Tuesday Wed. Thurs. Friday Sat. Sun

Morning

Lunch

Afternoon

evening

Content Dayparting

Align with the “pace” and viewer demographic.

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Content Dayparting Fixed Income Health Conscious

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Content Dayparting - Before the Game

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Notice

Purchase

Intent to Purchase Perception of Brand

Analytics

Aspiration - Affiliation

Exposures !

Engagement

Commerce

Recall (Unaided-Aided)

Opt-in

Subscription

Presence

Dwell time

Enquiry

Click-through

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“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

Metrics Matter…

•  Anonymous Metrics

•  Content Effectiveness Review

•  Dynamic Ad Provisioning

1.  Metrics

2.  Content Effectiveness Review

3.  Optimization

4.  Dynamic Ad Provisioning

www.intel.com/go/aimsuite Dynamic Ad Provisioning

Anonymous Viewer Analytics (AVA)

Intel® AIM Suite: Face Detection

§  2 viewers detected §  Demographics analyzed:

  Gender: Males   Age bracket: Adults

§  Show targeted content §  Viewing Information Collected:

  Person 1: 10 seconds   Person 2: 8 seconds

§  Accuracy Levels:   Face detection: ~98%   Gender: ~86%   Age: ~70% to 80% depending on life stage

bracket (child, young adult, adult, senior citizen)

  Distance: Up to 15 ft. or 35ft. depending on sensor resolution

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84.0

16.0

89.0

15.0

63.0

15.0

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0V

iew

ersh

ip ('

000)

March April May

Total Vierwership by Month

Dynamic Static

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4.5

49.0

22.5

8.2

5.3

53.3

22.4

8.2

4.1

36.5

16.4

6.1

0.8

7.8

5.7

1.7

0.6

7.6

5.0

1.6

0.8

8.2

4.7

1.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

Vie

wer

ship

('0

00)

D-Mar D-April D-May S-Mar S-April S-May

Viewership Profile by Age Group

Child Young Adult Adult Senior

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Agenda

1.  Status of Use – Applications

2.  Return on Investment

3.  Planning

4.  Content

5. Technology

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DS / DOOH Business Process

$

ROI

ROO

-------------- OBJECTIVES

Business Model

Network& Playlist

Admin.

Software

Displays

Player

Connectivity

Financing

Distributors (AV/IT)

Content

System

Integration

Ad S

ales

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THE Critical Success Factors

•  Define objectives (Who – When - Why) •  Apply technology to achieve objectives. •  Use measurement to maximize “relevance.” •  Couple DS with other devices. •  Make the content “local”. (i.e. templates,

training, etc.)

•  Assure content relevance •  Focus on ad revenue achievement if needed

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“Software” functional capabilities

1.  On-system Content Authoring 2.  Media Ingest and Handling (formats) 3.  Digital Asset Management 4.  Playlist control in Multi-zone Layout 5.  Playlist Access & Control / “Local” input * 6.  Display Grouping and Control * 7.  Handling of Data Feeds and System Interface 8.  Media Transmission Options 9.  Compliance Reporting 10.  Demands on Display hardware, Media player and Connectivity 11.  Ease of Use * 12.  Source of Supply (direct vs. reseller) 13.  Training Requirements and Support 14.  Licensing Fees & Structure 15.  Stability of Software Supplier

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Technology Evaluation Critical 2 of 3

•  High quality media presentation to assure that the visual images as appealing and compelling as possible. This is in part achieved by using media in its richest possible, “native” form through the digital media supply chain. Reducing the need for media reformatting and transcoding reduces cost, time and the degradation of the media.

•  “Local” input and control of a predefined area of the display or the playloop can enable individual departments or display locations to schedule and present information relevant to achieving their very local goals through local communications, promotions and branding.

•  Ease of campaign placement. Defining parameters such as the date, time, location and other display criteria allows media to be presented to best achieve the intended results.

•  Content “layering” is used to “localize” content to improve revenue achievement. Compiling and rendering media spots in multiple content “layers” is a very efficient way of managing campaigns while having graphics, text, pricing and other elements be “local”

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•  Ease of message targeting by display location, target audience demographic, time and specific circumstances.

•  Ease of use to allow for cost-effective operations and maximizing the benefits that digital signage can provide as a communications instrument. Ease of use minimizes costs of operations.

•  Interface with data inputs and system integration with other systems such as point-of-sale, inventory and traffic patterns so that media presentation and sales activation are maximized.

•  Triggering of content based on inputs such as viewer proximity, examination of a product, anonymous viewer measurement and demographic capture can assure the most suitable media is presented to achieve the results.

Technology Evaluation Critical 3 of 3

Download (no cost or registration)

“Fail to Plan – Plan to Fail” paper

www.LyleBunn.com - RESOURCES

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Ongoing ROI Technology Driven

High Viewer Impact

Operations

Scalability

“Boring”

Down time

Low Functionality “ceiling” RAS-able

IT QoS

Content “rich”

Objectives-based

Investor Satisfaction Modest Revenue Forecast Under-funded

Unsuccessful Successful

Rollout Characteristics (1 of 2)

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Rollout Characteristics (2 of 2)

Ongoing ROI Lack of “Sponsorship”

Planning Foundation “Field of

Dreams” (Build it and they will come)

Failure is an “orphan”

ROI / ROO based

investment rationale

Realistic funding

Success has “a hundred fathers”

A “grind” of “fits & starts”

Unsuccessful Successful

Timing

Embraced - Applied

Rapid, “organic” rollout

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Lessons for Sustainable Success

Digital Place-based Media

March 20, 2012 Tampa

9AM Lyle Bunn - What Digital Signage is NOW 10:10 Break 10:30 Patrick Rondinelli, Cisco – Integrating Enterprise Media 11 Dan Smith, LG Electronics – Media Display 11:15 Linda Hofflander, Saddle Ranch Digital – CONTENT is Queen! 11:30 Expert Panel

Joseph Wisniewski, Qoncert Patrick Rondinelli,Cisco Dan Smith, LG Electronics Linda Hofflander, Saddle Ranch Digital David Wible, Industry Weapon