Archive for April, 2009
Carnival Cruises Sleeping with the Fishes and Digital Out of Home
Ships and cruises have been buying up Digtal Signage and DOOH concepts recently, and perhaps, there has been no better friend to the Out of Home and Digital Out of Home sectors overall than the Carnival Cruises brand these days. AdAge covers one of their newer campaigns that highlights much of what was discussed in the previous post. Using Moblies to create you own fishes (and move them around) on a large digital display install on the street. Watch the video to get the details, but few key things that stuck out was:
1. They are NOT cutting their marketing budgets in this tough time: Smart – the campaigns they run now will help them not only in the short-term, but in the long-term as well. Case in point: P&G during the Depression, as discussed here and Bonita blog.
2. Integration of DS, Mobile and Web: Wont go into the DS, Mobile, Web (as well as Interactivity/Engagement) parts – read the previous post for that. But always like to stress the importance of Integration of media here.
3. “Fun” always helps to get “Eyes”!: The use of gaming concepts is starting to really take off; tho I find this particular campaign a bit crude. Still, Carnival has been light years ahead of the competition. There should be a lot of ops where mobile, and even, console game concepts and techniques can and will be used in DOOH to create some very good campaigns in the future.
Anyway, a near-perfect video in terms of relevancy with the previous post, and enjoy the fun Friday vid!
Why the Integration of Mobile and Web Were Simply Destined in Digital Out-of-Home
Setting up the Basis:
We live in a world of Screens these days. Whether it’s our computer screens at the office, or the 42″+ HD flat screens at our homes; screens/displays have become a routine part of our daily lives.
Digital Out-of-Home is based on the premise that networks, or locations provide such screens outside of the home or office, and therefore can reach viewers/consumers when they are out of these elements. Simple enough… But was has been the problem with DOOH in the past? One may say that it is the lack of Interactivity, or the difficulty to Engage. One may also say that DOOH at times has a difficult time being Relevant; after all, demographical data are great and certainly helpful, but let’s be honest, just because a certain demographic is dominant at a network or location, that does not necessarily mean you are hitting everyone you want to, supposed to, or even, claim to.
Let’s think about it this way. What makes Google’s Search engine and Adwords/AdSense so efficient and hard to deny as a buy? You type in a term (Interaction with a screen and keyboard), and the results instantly shows up on the screen (Engagement thru providing results the viewer seeks), then you click on the links/ads that are most likely to lead to the information you are seeking (Relevancy).
In DOOH, you do not “type in,” but rather, “walk in.” When you walk into a store or a mall, you are, indeed searching for potential goods, information, and/or offers as you would when you are online. Even when you are at a life style venue/location, there are such opportunities as well, where your purpose might not have been to search for such factors, but may still be really glad that you are made aware of such products, information, and offer, which this in itself is the “Art of Targeting” in the DOOH, and in any other media/advertising/branding worlds.
Mobile and DOOH Integration:
Completely jacked from digitalsignageexpo.net, and looks to be: Ad Space Networks
The integration of Mobile and DOOH is not anything new actually. Before DOOH “blew up” in the recent years, there has been countless campaigns that integrated Mobile with Out-of-Home/printed creatives. In this sense, as much of OOH continues to evolve into DOOH, this continued partnerships between the medias obviously makes sense. Ultimately, both medias may have actually needed each other to be effective all along.
Mobile, by it nature, is an entity that is “moving” and usually outside of the home or office. It is likely that you would use a computer over your mobile phone if both were available to you simply because of the speed of information access, but more relevant to this subject, because of the screen size. Mobile, also by its nature, have horribly small screens. It is definitely harder to read and navigate the information thru these screens.
DOOH, by its nature, is an entity that provides large, readable, and more attention-getting screens while the viewers are “moving” around. Hit them with the right content at the right time and place; it is far more likelier that it would grab the attention of the viewer. Also, by its nature, Digital screens/displays are just that, a screen or display. There are no keyboards around for viewers to interact with the digital signages for the most part.
At the end of the day, it’s all about placing viewers in their element and comfort zones. Simple advertising and retail psychologies would state that when viewers/customers are more comfortable in the element or environment; they are more likelier to be receptive to an advertisement or offer. Simply put, people like the ability to see what is going on, but they definitely also like their privacy and the ability to opt-in for more information as well; bascially, “choice is a good.” The problem with DOOH has been the lack of ability for viewers to opt-in, and the viewers are at times being force fed content and advertising. On the other hand, the problem with Mobile (and what has limited mobile media’s future so far) is the issue of privacy, as people do not like being tracked, and also being force fed content thru technologies such as Bluetooth or GPS. Even when they do opt-in, mobile creatives/content can be pretty bad and strategies/timing; simply annoying.
But put the Mobile and DOOH medias together; these issues become far less so, and helps to promote creative, new, and cool ways to engage the viewers and consumers (such as gaming, and socia media), helps with measurement (keyword is: “helps” as mobile will never be able to tell the Full story in terms of results or measurement by itself in DOOH), increase relevancy of content, and interactivity overall becomes less of an issue as well. Think mobiles as the keyboards (w/small screens that can display actually relevant and useful things like coupons and simple updates AFTER the info is promoted through the DS screens and opted-in for), and Digital signage as the Computer screens. Put this all together and this ultimately places the viewers and consumers at a very similar comfort levels as when they are using their personal computers.
It was never really a choice, but rather, a matter of time.
Web and DOOH Integration:
The web is intertwined with our daily lives so much so that, I personally can’t imagine a day or world without it; although this could be more of a personal problem compared to some. Issue related to the web is that you need a computer. Yes, there are Netbooks coming out these days that make the issue of “Mobility” less so, but honestly, they are still pretty big, and no where near compares to mobile’s sizes. Again, mobile web simply is not that good for couple of reasons.
There are a Lot of great things going online in terms of content and interaction and usually sets the blueprints in which Mobile and DOOH tries to emulate to make them their own. The key thing that attaches the Web with DOOH is content and factors such as social media, which helps in terms of interaction, engagement and perhaps most importantly, giving viewers a real/true voice and the sense that they are a part of the content; not the walking targets of content. Illustrated is an example of a Wiffiti screen that was created last week. The background of the screen may look familiar: It is from a previous post, where DS at the new Yankee Stadium was covered in this blog. Between the Tweets, web/text messages, and Flickr images that were automatically attached and rotated around the screen by the LocaModa program, this screen certainly elevates the quality and “interesting/fresh-ness” of the photo. This was not for a specific network or a screen, but you should be able to get the idea here in terms of the potential and what web content and capabilities can do for Digital Out-of-Home/signage content. Replace the photo with a product shot, a company logo, or what have you, and you get the idea; or at least, I would hope you do. Networks, such as Danoo, swear by web content/capabilities as well (also have tried their system), as Flickr and YouTube dominates the content of their network, and are posted by individuals from their own computers. At the end of the day, people like “realness,” helping with the “comfort” psychology factor, and it certainly doesn’t hurt to get their individual “2 seconds of fame.”
From personal experiences, such utilization of the web (and social media) were not used as much they should be in many DOOH networks, but the power and potentials of the Web and DOOH is starting to gain true momentum, and should also be seen as an eventuality, rather than an option.
The Question is:
Were Mobile and Web medias really just options for DOOH?? or Were we simply just heading towards a world and future all along where the lines of these “different” medias blurred to the point where the “line” itself was ultimately destined to disappear?
LG: They Don’t Just Make Screens; They Really Care About Our Content As Well
LG is obviously known as one of the largest LCD/DS makers in the world, but they really do care about the content within the screens as well! Some Friday fun LOLs for the folks! The translation is pretty good too.
Fans Buy Out of Home Billboard to Bring Back Their Favorite Show
Who says Out-of-Home Billboards are only for advertisers? This is fairly old actually, but just wanted to show how individuals; even those not in the ad game, see OOH billboards as an effective measure of communication and perhaps rallying up a community as well.
Fans of the TV show “Jericho,” a look into a small mid-west town in a post-apocalyptic setting, rallied up support to find the temporarily-cancelled show to find a “New Home.” A group of fans gathered up their own money and donations from others to create the billboard and buy the space for it. Quite heart warming and clever if you ask me.
The result: there were reruns on the Sci-Fi network and a possible film and comic book series in the works. The show did grow on me as well, but more importantly, here’s a case of how a group of passionate people can get together and get creative to used OOH billboards to convey their message. Hey, it’s certainly a lot more creative than some other creatives I’ve seen out there.
A Little Piece of LED Heaven Right Smack in the Middle of NYC
So, Yes: I had the good fortune to attend the XL LED Lab event yesterday as well, and Yes: @manolo_almagro of DailyDOOH beat me to the post. Argh, he is Such an “Early Bird”! He wrote up a nice professional piece on the event at My Visit to Soho’s Coolest Loft… and some great videos as well on XL Video – LED Lab Soho – Reception 9 Apr 2009. Two reasons why this event was relevant:
1: These are the folks who apparently are behind and dominate the Time Square LED boards; the Digital Out-of-Home capital.
2: They are also behind all the LED spectaculars in many of the concerts for huge names. I attended the ColdPlay show at the Continental Arena a few years back, and the LED show simply blew me away! Since then, I always wondered who was behind the work, and now I know.
For those of you whom have visited this site before, I like “futurific” things, and the event and all the different LEDs was a glimpse into where some of DOOH will be heading in the near future. Think “Blade Runner,” but a LOT sooner than you thought. The motion and resolution capabilities were far more advanced then what I thought was possible, and I am glad to see this sector of the industry step up in such a rapid manner. They were indeed hard to illustrate on pictures and even videos; you had to simply be there to get the full effect.
So all serious things aside; it’s Friday, and time for some fun. Here are some visuals: INCLUDING the JustOutOfHome.com Exclusive of Manolo “REALLY enjoying” his time at the event. Apparently drinks in the “-teens” were not enough to slow him down… A tactical failure of the week on my part! But all in all: Great times were had!
Manolo seemed to be enjoying the XL LED Lab event a lot.. Perhaps Too much, as by end of the night, he was getting REAL FRIENDLY witht the LED Mannequin. "Sir, you are causing a scene.."
He was also getting in the way of Most of my shots. Argh...
DJ was putting on some good tunes as well
Out of Home Affiliate Marketing
Image bought from the black market: originally from http://springwise.com
Most of you know all the affliate marketing ops online these days, but such opportunities are available in the Out-of-Home media market as well. Everyday Models is an example of such an opportunities for everyday joes and joessetts like you and me. It’s like renting out “space” in your daily lives. Remember those people who were selling ad space on their heads, or pregnant bellies on Ebay? Pretty much the same concept here, except a bit less extreme. With these kind of services you can place ads on your fashion, cars, and houses to become an instant “walking” OOH campaign. This is not so off considering that must of our wears are branded all over anyway, so you might as well get paid to wear them. And in this economy, we can certainly use some extra cash. I know this kind of companies exist in the U.S. as well, so Google it and may be you can start your own localized OOH mini-network.
Rules of the Game: What Do You Think or Ask About Before Buying Digital Signage Software?
Did Dave Haynes (aka: @sixteennine) jump ship and ditch one of my faves; www.sixteen-nine.net ?? Nah, although I think he is spreading his wings and knowledge by also writing for Web 2.0 Journal as well now. Not sure if this is his debuting article at Web 2.0, but it is certainly the first one I have seen, and whichever case; it is a Gem as usual. In his 4.6.2009 article, “Making the Right Digital Signage Software Decisions,” Mr. Haynes discusses 20 points that any individual or organization needs to consider and ask about before making the oh so serious decision of picking the right content delivery software for your network. Consider this the Ultimate Check List that you will absolutely need as you consider your options: (Go to the article for further details on each of the 20 factors)
1 – Avoid relying on reports, ratings and rankings lists
2 – Look at the track record
3 – Insist on references
4 – Test drive
Get a production account on a managed platform, or an eval license on shrink-wrapped software. Use it, learn it.
5 – Create a minor calamity
Screw something up in your testing and then ask for help and support. Nothing catastrophic, just a problem needing help.
6 – What do they really do
The big thing I hear over and over again is turnkey solution. Find out what that means, and how much is REALLY done in-house and how much turnkey is really just outsourced, with 15% added on. Some companies base a lot of their revenue on margin from hardware and service fees.
7 – Is there a development roadmap?
8 – Ask for a current staff list
9 – What’s the process?
How is the product developed, tested and released. Are there formalized release processes? What’s the timing?
10 – Forget the shiny buttons and dancing bears
There’s usually a reason something is graphically pretty and dead easy to use. It doesn’t actually do much. While the user experience is important, and I think sometimes given short-shrift by developers, the real keys to software in this space are:
- stability of the platform and particularly the playback engine
- efficiency for industrial use: as the network gets bigger, does the workload also grow at that rate? If so, move on
- accountability: what reporting can be extracted from the system, and at what level of granularity? Doers that reporting match up with your needs. Your target industry’s needs?11 – Don’t get hung up on the gadgets
I remember a Dali-esque episode about five years ago when my fledgling company almost lost a contract because a new competitor came in and said it could do its network delivery using Wi-Fi. I said, “Yeah, so?”
12 – What’s your vertical?
As a sales slob, my job is to get people to buy my stuff. But I emphatically believe the best sales people are those who don’t mercilessly try to pound their square peg into the round hole of an opportunity.
13 – Does it suit YOUR customers’ needs?
The biggest networks out there are supported by advertisers or brands, and prosper or perish at the whim of the media planning and brand communities. They have their own language, and expectations around things like audience measurement.
14 – Open sesame
Is the architecture open, so that if you need functionality that the software vendor is not going to get to anytime soon, the tools and hooks are in place to allow you or a third-party to get that bit done? Ask if they have an API, and what it is for.
15 – Is it safe?
If your network is compromised, you are either dead or breathing badly. Look for a solution that encrypts all the control data and protects against tampering.
16 – What model works for your business?
There are two core approaches to software these days – shrink-wrapped or managed. With shrink-wrapped, you buy it once and pay an annual license/support fee. You almost always run the platform on your own servers, and have IT people making things tick. With managed, also known as Software as a Service, you effectively rent the software and the platform, and all the services are covered. Your in-house IT needs are minimal.
17 – Player, heal thyself
The big, largely hidden cost with these networks is with field maintenance.
18 – Future-friendly
This is a very fast-moving industry and the lines with other media are blurring, as well as with other technology.
19 – Consider the circumstances
Are you going to be using cellular for broadband? If so, are the best compression codecs supported by the software? If not, think about what that means for your per site broadband bill (which will be ugly). Do you want to work with GPS? Do you need triggering of content? And on and on. There’s often MUCH more involved than getting something to play ads over and over.
20 – What does your exit strategy look like?
And Dave Haynes hits again!
GE’s Smart Grid Augmented Reality Campaign: Quite Possibly the Coolest Thing EVER!!
@manolo_almagro (who by the way is too smart and cool for his own good!) just sent me the link for General Electric’s “Smart Grid Augmented Reality” campaign. All I want to say is; go to the link, print out the sheet and check it out yourself!! Definitely! All you need is a printer or mobile phone, and a webcam. How does this relate to Out-of-Home? I’m thinking handouts on the street that also ties in with a bit of mobile to communicates and illustrates a brand message or product. That’s just in OOH / mobile, but I also see Digital Out Of Home being able to use this as well, which I’ll leave to Mr. Almagro and his expertise. 
I’ve seen this work from the print out, And Mobile phones, so this is a great example of how different medias can tie in / work together to send out an Integrated message and ultimately do something Really cool that is eye-catching and memorable.
This has SO many implecations in our space and others was well that my brain is going into overdrive as we speak in terms of how this could be used in the advertising sense. Manolo says, “this is quite possibly the coolest thing I’ve seen (today);” I say this is the coolest thing EVER! It’s So good, it’ So good! Thanks Manolo!!
Welcome to the New Yankee Statdium! a.k.a: Digitial Signage & LED Heaven
If you didn’t know; I am a HUGE Yankees (but Not a “ARoid”) fan. Initially, I was not crazy about the new Yankee Stadium plan when I first heard about it; I’m a traditionalist when it comes to Baseball.
But I was fortunate to accompany some photographers to the first public unveiling of the New Yankee Stadium on 4.2.2009. Aside from being a big fan, I also wanted to see whether all the stories were true in terms of the new stadium being the sports stadium Mecca of Digital Signage and LED technology. I can officially say that the stories were Correct! and the trip did not disappoint! The new Yankee Stadium is Beautiful, and although I will definitely miss the old stadium and all the history made in it; I welcome the New one now as well.
Enjoy and Let’s Go Spankees!
The Grand Hall when you enter the Stadium
The Large HD screen at the Grand Hall & The LED Strip (the "Rock This Way" message) that runs all the way around Hall
Digital Signage Screens: The standard stuff
The standard DS screen were a plenty and ran all throughout
And the Main Feature! "Gone" is the old LED Scoreboard; "In" is the much talked about 103 ft. x25 ft. High-Definition Mitshubishi Diamond Vision LED Display! An actually announcement was made about the screen and with the CEO of Mitsu. present. The sheer scale of it is unbelivable! If that wasn't enough, accompanied on the sides are two "smaller" screens as well!
DS Displays in the New Center Field Lounge as well!
There was a LED strip running through the entire Upper Deck. (where it says "NEW YORK YANKEES")
Another perspective
“Is digital out-of-home meeting expectations?”- The Most Un-Orignial Post Ever
Straigh off of MediaWeek’s April 1, 2009 article comes ”Is digital out-of-home meeting expectations?” This is a very interesting view on how Digital Out-of-Home is being perceived by four individuals; and perhaps a sneaky/Ninja-rific way to pin two sides within the Out of Home / Digital Out of Home industry against each other without blatantly saying so. Here is how these individuals replied to the question:
YES – Chris Marjoram, managing director, IPM Any medium that increased its ad sales by as much as digital out-of-home in 2008 has to be considered a success. Digital will enable out-of-home to further increase its market share as it allows the advertiser to create a new relationship with the consumer. Digital can both inform and entertain, as well as deliver messages in real time, which wasn’t possible before. By enhancing standard outdoor plans with a digital element, we anticipate overall budgets will increase rather than shrink. Clearly, the economic downturn will slow the tremendous rate of investment in the medium, but digital will still offer advertisers more rounded solutions than before. Outdoor is now the most exciting medium to be in and digital is a key reason for this.
NO – Ivan Clark, director of digital and creative solutions, Kinetic Last year was undoubtedly the year of digital out-of-home and 2009 will again deliver big revenue increases to sales companies that invested wisely in the medium. However, it will only account for about 10% of out-of-home budgets. Although the capital’s commuter is well covered with digital on the transport network and roadside – with some notable exceptions – it’s too focused on London. You can’t reach a mass audience with digital out-of-home outside the M25. Research proving the increased impact of the medium has been scant. Sales directors have not delivered the required flexibility, while planners have been slow to exploit the potential. Additionally, creatives have not always fully understood the new mechanics.
YES – Tim Sapsford, managing director, Meridian Outdoor Exploring new digital developments in the out-of-home sector – and getting them right – was always going to involve some trial and error. In the past two years, we have seen rapid progress. Building on early successes like Transvision, clients can now access a significant portion of London Underground digitally with CBS’s Alive plant; central London’s busiest roads with JCDecaux and Clear Channel’s LED 48 sheets, as well as the major rail termini and shopping malls. Every study I’ve seen shows that screens improve consumers’ experience and brand perception, while driving impressive recall figures. My only disappointment with digital out-of-home is seeing it used in traditional two-week posting cycles. The medium offers ultimate flexibility and it’s crying out to be exploited.
NO – Arum Nixon, associate director outdoor, radio and press, MediaVest A few years on from the coming of the digital revolution in outdoor and the initial novelty is finally wearing off for consumers and advertisers alike. This is all part of a positive process as the market matures, but what does it leave us with? There have been success stories, predominantly in higher dwell-time environments – CBS’s ongoing £35m investment on the Underground being an example. But even here, we are still just scratching the surface of understanding the true value of the media and how best to maximise its potential. It is in roadside where digital outdoor is still finding its feet. There are still just a handful of digital sites, with the usual London myopia. There are some great examples of digital outdoor being used to its full potential. But we are still a long way off the level of understanding or critical mass to be able to plan and buy an effective national digital outdoor campaign.
Ok, so there are usually two sides of every story and that just makes for good conversation. But, if you are in the industry, or know anything about advertising, you may have really noticed who said “Yes,” and who said “No.” If you are still not aware, or new to advertising; here’s the breakdown. The two “NO”s both come from 2 of the Top Ad Agencies in OOH/DOOH space, while the two “Yes”s come from OOH/DOOH Media Asset Holders. And clearly, there is work to be done as the Agencies’ perspectives are not the most positive, this is not old news to most of us.
In plain English, here’s how this all works. Media Asset Holders (I have mentioned this term before here, so might as well explain now) are the ones who represent the networks/media assets, or owns these outright. These “Holders” present the media and assets to the Ad Agencies, whom represent the Brands, and also as the Buyers in this space. There are times where the Holders will go directly to the Brands themselves, but ultimately, the Ad Agencies bring in the “Big business” most of the time. A bit of “how this all works 101″ for those of you that are not familiar with this process/differences. Anyway, it is interesting to see the clear differences / contrasts between the opinions here. Is this because the Media Holders obviously have to have a bias point of view? Obviously positive perception helps. Or, is it that the Agencies still don’t get the medium or “protecting” the budgets? Maybe, some are still “traditionalist,” but they should Always “protect” the budgets with only the best intentions for the brands they represent. I think somewhere in the middle of the “Yes”s and “No”s is the real actual answer to the question: ”Is digital out-of-home meeting expectations?”
YES and NO – Christian, Chief Blabber Mouth, Justoutofhome.com
Yes: in the sense that 2008 was indeed a boon for the Digital Out-of-Home industry. Much of the technologies evolved at a rapid pace last year. Many networks were born, and existing ones continued on with their development and maturity. More importantly, the previous issues related to metrics and measurements; ROI, are finally starting to get figured out and certainly on the forefront at the present time. Interactivity has increased as well. The DOOH media overall is still at its infancy, but has excellent Potentials in the long-term.
No: In the sense that, the key word in the first answer is “potentials.” Critical aspects such as “metrics and measurements; ROI” has not been standardized yet, and potentially, never will be. In general though, these critical factors will get to a point where they are as solid as they can be, as they are in the “competing” mediums as well, thus making the buy process increasingly more logical, accurate, and sensible. It is also agreeable that the issues of “creatives” or content strategies have not reach their optimal levels. There are only a few “experts” in the industry whom understands how to create effective content for the Digitial Out-of-Home medium, and safe to say, these few individuals / companies will lead the charge on this front and experience a sudden increase in growth when the issue of content really comes to the forefront. Lastly, I believe the Apex of the industry will be reach when Measurement, Content (as well as issues like placement, layout, etc.), and Interactivity are all combined together effectively. Mobile, and even, some online mediums are helping to set the basis in terms of providing Integration and Interactivity as we speak, but there remains much more experiments to do, and social, direct response, and touch/kiosk technologies will also help on this front as well.
In order to have “Expectations” on a media, one must have a solid idea on what the media actually is, in conjunction with the media having been matured almost fully itself. This question is like asking, “Is your 5 year old child meeting your Expectations in terms of what you are hoping for his or her life?” It is just too early to tell. But as stated before, DOOH has excellent potentials to become an undeniable media; especially if all involved parties do their parts and well. If not, yes, it certainly could become a “flavor of the month” media. But overall, there is enough of a basis that exists today for buyers to consider spending their budgets on DOOH if the audience opportunities and rates are right.
