Archive for January, 2009
Uh Oh… The Monster under our Digital Signages: Google
It has not even been a week since the Sina.com + Focus Media: Paving the way for Google to run over Out of home Media post, and now it seems that Google’s entry into the Digital Signage space is definitely possible, which is probably a welcomed prospect for some; Scary for many. Those Googlers do work fast! Here is a video that illustrates the New Digital Information Signages at the New York City Information Center:
Yeah, it’s for information, but we can obviously see the potential applications of this type of system; between the Touch-Screens, and content delivery capabilities, and an Adwords-type system, this could potentially be a historical event in our industry when we look back a few years from now. You know Google excels in building a business process very rapidly, and most definitely has the funds to buy out networks / programs in our industry; which is probably what some companies / stakeholders are wishing for, but for the potential competitors; this is ABSOLUTELY SCARY! as Google can come in and wipe out companies with the snap of their figures…
Just Out-Of-Home will be keeping a close eye on this development, as many of you out there will as well. Not sure how this will all unfold, but it’s certainly possible that there will be mergers, acquisition, and bankruptcies a comin in our space..
Add comment January 28, 2009
We’re talking Nielsen PRISM here; or the lack there of…
Could not wait to post this any longer. In the past few days, our industry’s insiders are buzzing about the cancellation of Nielsen’s PRISM project. Bill Gerba’s Measuring Out-of-Home Media and DOOH Without Nielsen PRISM article at WireSpring gave an excellent perspective on this matter, and as he knows, Just Out-Of-Home completely shares his sentiments. (Read it!!)
Enough has been discussed in terms of this issue, but few points:
1. Yes, this is not the most positive news for the Digital Sigange & Out-of-home industries. The Nielsen “Stamp” is invaluable for an industry such as ours.
2. At the same time, it’s not the end of the world. Individual networks / infrastructure companies can still commission Nielsen, or other research / data companies (Arbitron, as well, for example) to get the “stamp,” and put brands at ease about their buys; how do I know? I have personally seen, analyzed and communicated such studies for several DS networks.
3. Point 2 brings up an important point I think; there will always be different companies that are studying our industry. Meaning, it is likely that no ONE company will be the “end all” in terms of establishing data and methodologies, although that is the point we are trying to get to. The Nielsens, Arbitrons, and the OVABs of the world will some how need to work together on Standardization, but this will continue to be one of the greatest challenges in the industry; Just Out-of-Home looks forward to this day, if it ever comes.
4. Although many companies claim to be in the industry of Decades; and this is rightfully so and true, we have taken HUGE steps in the past few years and continue to grow as a undeniable medium (although some account managers / biz development colleagues may disagree these days; hang in there guys and gals! Our time will come soon again!) Case in point; we have been here before the PRISM project, and we Will continue to be here without it.
Let us think about where we come from and where we are at today. We have made Great strides in only a few years, and are able to justify our medium in the most intelligent and data-backed way then ever-before! We all know the tasks at hand, and Just Out-of-home is very proud of those trying their best on this subject. This news is not a positive one, but it is certainly also understandable in the crappy economy we have today, and not the worst thing in the world.
Add comment January 28, 2009
“Record” Spending in the Digital Signage & Out-of-home Media Ad Space: Schering-Plough “ploughs” money into the Out of home space!
The industry is starting on a Great note this week, and buzzing about the recent MEGA-Media buy involving Schering-Plough (SGP) and its agency MPG. Whether this is the industry record in terms of a media buy or not is yet to be confirmed, but from personal experience and knowledge; it’s up there. (Please let me know otherwise) So, how much you asks?
$10,000,000
You heard right; $10 Mil!! (I would LOVE to see the media plan for this campaign!) This is tremendous news for all parties involved in our industry. For agencies & networks, the bar has been raised in terms of the potential revenues that can be generated from a single brand. My personal record was strategizing and planning an annual $2.5 Mil Out-of-home campaign for a certain consumer product / diapers brand (not hard to guess…), and know how much work goes into not just strategizing & media planning; but also justifying such a buy. So a buy that is 4 times greater than that is just unbelievable. I also know networks that spent far less in setting up their entire network (in the IT sense), which also puts things into perspective a bit as well. For Digital Siganage Software & Screen providers, this is also great press, as it will certainly help to bring even more attention to our industry, which should also increase the demand on the software and screen supplier space; at least more than before.
Put this all together, then think about the economy we are in today; this news could be seen as one of the top highlights in Q1 of 2009; perhaps in the history of our industry, and is definitely worth the attention. So, THANK YOU Schering-Plough & MPG!! You have just done your part in justifying our media and industry in a BIG way!; MPG, time to spend some of that commission to revamp your logo and website!, but from an industry colleague; Great job!
2 comments January 26, 2009
Rub your eyes!: Out of home Optical Illusions
Some may have found the last post about Sina, Focus Media, and Google a bit ominous, and perhaps, rightfully so. It’s the weekend; Just Out-of-home is going lighter with this one, and in the constant search for cool concepts, here are some examples of how Optical Illusions (some not) are being used in the out of home industry around the world.
4 comments January 24, 2009
Sina.com + Focus Media: Paving the way for Google to run over Out of home Media
For some time, it has been the general sentiment here at Just Out-Of-Home that sooner or later, online media and out of home media would some how eventually converge. This is not some Nostradamus-esque prediction either; we know a lot of the creatives, especially designed for digital signage, are similar (if not the same) formats as those used in the online advertising biz. Another is the fact that most digital signage & networks are indeed connected by the Web (at least in the simple sense), and there are also web-based content management programs popping up like crazy these days. The connection between online and out of home may be a destiny as with this combination, advertisers will be able to hit consumers EVERYWHERE!!; at and out of their homes. Indeed, a potentially lethal and undeniable media mix in the near future. Lastly, no media has shown the ability to collect, record, and report accurate data more than online media, and out of home is still in its infancy in terms of research / data standardization, and perhaps online companies can bring in a fresh perspective and speed up the process.
Well, this concept is actually coming to fruition as Focus Media (a GIANT in the Chinese out of home company) released the following statement:
Focus Media Holding Limited (Nasdaq: FMCN), China’s leading multi-platform digital media company, today announced it has entered into a definitive agreement with SINA Corporation (Nasdaq GS: SINA), a leading online media company and value-added information service provider for China and for global Chinese communities, that SINA will acquire substantially all of the assets of Focus Media’s digital out-of-home advertising networks, including LCD display network, poster frame network and in-store network.
And here is the “small snow ball”… So, do we think the Web demi-god, Google, will stand idly by while their Chinese counter-part makes such “Checkmate in 3″ moves? Well, here’s the answer
If you clicked on the link, you will see a one of Google’s Patent Application. Yeah, it’s long and perhaps boring; but in sum, Google seems to be looking into making the same moves as Sina did recently. AdWords-like system + Digital Sigange? If this is the case, this may have huge implications and effects on the out of home industry; implications and effects that will have to be thought about very deeply. What we do know is, where ever Google has gone, they have had a good market share (maybe not the Gphone…), and most of the times; Just simply Dominated! With the Google’s “think tank” and their bankroll; one has to wonder what the out of home media landscape will look like post-Google; mergers, buys, and a graveyard of companies unable to compete are all certainly possibilities. Great for the companies / stakeholders getting bought out, Scary for the others. We may not have to wonder for too much longer… Google still beat analyst earnings expectations recently, while the current reality of the out of home space is that it has also gotten hammered along with everything else. We saw 2009 as out of home’s year of consolidation, in companies and methodologies; But add Google into the mix?
The “small snowball” that turned into an Avalanche…
Add comment January 24, 2009
Ricoh goes “Green” with their Digital Signage / Billboard
Just Out-Of-Home is a friend to the planet earth, and a fan of all things in Green Tech land. Here is a “why didn’t I think of it first?”-moment. According to nytimes.com, the Japanese office equipment maker, Ricoh, is setting an example for everyone else by installing the first “Green” digital signage EVER in Time Square / Eastern U.S., 2nd in the U.S., and 3rd in the World; all powered by 64 solar panel, and 16 wind turbines; reducing CO2 usage by approximately 18 tons a year, and saving about $12k to $15k a year in Con Ed bills! Just Out-Of-Home has two words for this; “Just Awesome!” Now only if power can be generated from the freezing cold… Hey Titan Worldwide; are you listening??
Add comment January 24, 2009
Enqii’s Stu Armstrong’s talks Digital Signage
When the president of one of the leading Digital Sigange solutions companies in the world speaks, we, as digital signage or Out-of-home professions need to listen to what he preaches. According to Retail Customer Experience Magazine, this was the case at the 98th Annual National Retail Federation Covention, where Armstrong evangelized the Digital Signage industry by providing tid bits about the past (using Walmart and Tesco TV as examples and the lessons learned), the importance of Content Relevancy, as well as his “11 Benefits of Digital Signage,” which were benefits that anyone working or interested in the Digital Signage / Out Of Home industry should know like the back of your hands. These points may be “basic” for many of us, but I also wanted to place the educational value of his presentation to the less experienced individuals out there as well. In sum, Armstrong key 11 points were as follows:
1. Enhance the shopping experience
2. Increase in-store conversion and product sales
3. Build your Store Brand
4. Reduce perceived wait-time for customers
5. Drive traffic to your Web site
6. Strengthen relationships with your community
7. Reduce point-of-purchase expenses and in-store clutter
8. Improve employee communication and training
9. Strengthen your mobile marketing/loyalty program
10. Influence inventory and supply chain efficiencies
11. Generate new revenue by selling advertising space
The full transcript of his speech is at this link : NRF: Stu Armstrong on in-store digital media and is definitely a recommended read for all of you Digital sigange & Out-of-Home pros out there.
Add comment January 24, 2009
OVAB’s Audience Metrics Guidelines
I know, I know… Talking metrics and research in any topic could be pretty dry… But straight out of the OVAB (The Out-of-home Video Advertising Bureau), a potentially critical and industry-shaking “Audience Metrics Guidelines” has been released recently(Full PDF Guideline in the link below) in the attempt to bridge the gap between the marketing potential and the industry’s ability to standardize the way the audience is measured, proposed, and reported in digital signage / TV network space.
I have personally seen the progression of this process in 2008 due to the position I held as an analyst, and the fact that being “OVAB-compliant” during the media planning, media asset / product development, and reporting processes quickly became critical at the company I worked for, which is rightfully so. To develop something to become the industry standard is challenging, but OVAB provides an excellent ground work, and the potential solution to the ever prevalent question in the Out-of-home / digital signage space: “How is your audience measured?”
OVAB FINAL 102408 no watermark.pdf (application/pdf Object).
Add comment January 20, 2009
Just Out-Of-Home is Now LIVE!
Welcome to the Just Out-Of-Home blog where I’ll be discussing various topics in the Out-Of-Home space, from industry news to emerging concepts and technologies.
Ever since I saw Ridley Scott’s 1982 film, “Blade Runner,” it served as the framework for my inspiration in various industries and positions I’ve held in my life. In my advertising career, the OOH; or more specifically, the digital signage applications shown throughout the futuristic cityscape still serves as my inspiration for my interest in the Out-Of-Home space where I dream of a city covered with screens; this future is now quite close…
Add comment January 20, 2009
