All In One, vs. Delivery Systems – Where They Fit

We classify digital content delivery systems into four types:

  1. All In One Systems: a media player is connected to a screen, and content is updated via USB or flash drive or other method. The software is local, in other words, not web-based, and the playlist formatting and management software is loaded onto the media player. This type of system is appropriate where content does not need to be changed often; where internet or wired connectivity poses a challenge; or where budgets are limited.
  2. Wireless or Wired Content Delivery Network:  This type of system employs a “controlling” computer where a more advanced IT professional can arrange place-paced content schedules, and then deploy across the internet or within a local network to update players and screens. Advanced systems allow content to be pushed to screens automatically, report back on screen problems, and allow for unlimited variations of content: by geography, time of day, store zone. The cost of these systems can be higher, but the ease of use is often better than option 3.
  3. Cloud-based Content Systems: Here, a content management system is cloud-based, meaning web-based, on a remote server. The cost can fall between options 1 and 3, with greater scheduling options and deployment ease than option #1. Here, however, you must rely upon the software, server and configuration of the management tools to set up your files, crop, time and place them. In most cases, the time to upload quality HD files and then view them on the cloud-based application makes this a cumbersome model. On the plus side, you can give access to multiple users – if you trust them – to create content for particular events or regions.

LobbyPOP has preferred products for all three types of content management scenarios. We can advise you and end-users in the best application for current and future needs. Next post will talk about this consultative process!

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The Fourth Screen

The number of public displays is forecast to grow by 44% in 2009 reports Chris Connery,Vice President of PC and Large Format Commercial Displays at DisplaySearch. But this increase to the 900,000 displays of 27” and larger already installed is the tip of the iceberg, since smaller displays are typically used for elevators, shelves, service counters and other uses. “Digital signage is accelerating rapidly, even in the midst of a recession in the larger economy” explains David Keene, Executive Editor of Digital Signage magazine, “because Money is shifting into more ‘TiVo-proof’ places where consumers commute, wait, shop and gather, prices for LCD displays and related technologies have declined.

Add to that, a demographic shift toward younger consumers with mobile technology devices, and you have the ingredients for the kind of technology boom not seen since the birth of the Internet.”

Beyond the “three-screen” world of televisions, computers and mobile devices, National Datacast, Inc. a subsidiary of PBS, sees digital signage as the “fourth screen”.

PQ Media, providers of media econometrics are bullish on digital out-of-Home. “Despite severe economic headwinds and declining traditional advertising spending, the U.S. digital out-of home (OOH) media industry grew 12.3% in 2008 to more than $2.4 billion
and is on pace to grow 9.1% in 2009, according to PQ Media research. Digital out-of-home accounts for almost 30% of the overall out-of-home advertising market, which grew 5.0% in 2008 to $8.31 billion. “Economic crisis are resulting in a seminal transition across the media landscape,” says Patrick Quinn, president & CEO of PQ Media. “This will likely be the first recession in which advertisers not only spend less, but also spend differently.”

We believe affordability is and will remain a determinant of adoption rates for digital signage systems. As systems proliferate, and when the economy improves, the cost for some of these hardware and software packages – internet based or not – will be close to free. The X factor will be content. That’s where we hang our hat.

$13 Billion by 2010

In today’s world of digital marketing techniques, there has been a marked increase in
creative advertising to communicate core messages across a broad audience. From conference rooms to retail, digital advertising is a way of educating and engaging consumers through unique content applications on a variety of products, services and messages.Over the next three years almost half of corporate AV budgets will be spent on digital signage and videoconferencing goods and services. According to iSuppli, the U.S. digital signage industry is also expected to grow to $13 billion by 2010.

Average recall rates for digital & video out-of-home advertising networks are around 40 percent.Compare that to other traditional media recall rates like TV (32%), radio
(27%) and magazines (21%) and it’s easy to see why this medium can be very effective for marketers.

Consider becoming a digital sign expert and building on your videography or sign technology skills. LobbyPOP was here first, and will keep you ahead of the curve. Contact us through our website, www.lobbypop.com or at 1-888-LOBBYPOP [1-888-562-2976] 

And that concludes our sponsor’s message 😉   

 

Waiting Room Opportunities

We estimate that 8,000,000 businesses are prime candidates today for lobby signage. The application of dynamic sign technology will improve customer satisfaction, lift sales, and build credibility. Here is a partial list of markets that can be well-served with signs of this type:

  • Dental Office
  • Local hospitals
  • Health Spas
  • Pediatricians
  • CPA/Financial Planners
  • Lube & Tire Service Centers
  • Restaurants
  • Train Stations
  • Veterinarian Clinics
  • Doctor’s Offices
  • Medical Labs
  • Health Clubs
  • Beauty Salons
  • Community Centers
  • Assisted Living Centers
  • Post Offices
  • DMV
  • RX Pick-Up Sites
  • Banks

😉 Not necessarily in that order!

Tell Your Story – Part 5

This is a series all about marketing through good digital signage design. The first in this series related the importance of “story” or narrative. The second offered a perfect advertising message that wins sales. The third post covered the “song and dance” To Do list for your content. And the last two posts cover what not to do – Part 4 was What to Avoid in your content messaging. This post is What to Avoid in your content formats.

First, avoid using simply static images in a sequence, trying to mimic video. The technology is already far advanced beyond a PowerPoint show or series of jpg images. You don’t have to spend a lot to get high quality video content with educational impact. LobbyPOP Pros can offer a wide range of affordable video sequences.

Second, avoid Flash! This is not a platform-agnostic file type. If you are displaying on a commercial screen and later want to deploy through web and smart phones, you will find some serious roadblocks. You also limit the number of partners who can assist you in customizing and changing the content. In addition, flash images lack the emotional depth of video, and are easy to spot when comparing campaigns. Today’s technology has allowed marketers unprecedented flexibility, targetability and accountability in reaching and impacting their audiences. Digital networks are a perfect storm of advanced technology platforms.

Third, Don’t skip the music! Studies prove that consumers are more sensitive to and appreciative of a dynamic message that is delivered with an appropriate music bed.

Fourth, invest in knowledge of your target audience demographics. Unless you know what buying motivators exist for potential clients, and what colors, style, and “right brain vs. left brain” approach works for that industry, your message can backfire.

LobbyPOP Pros offer LobbyPOP content which encompasses the “hot buttons”  and critical messaging desired by nearly every industry, all developed through a research study commissioned by Sign Biz Inc. that cost over $100,000. LobbyPOP content is the only digital signage media in North America to be built on this exclusive research.

Next Post: Story of a CPA and a Digital Sign   

Tell Your Story – Part 4

Be sure to read Part 1, Part 2, and Part 3 for the rest of this series on best marketing tips for digital signage content.

Here in Part 4, we present the second to last post on this subject, with “Things to Avoid” when crafting your digital signage content. This list reflects the extracted result of multiple research studies. Case studies published since 2005, and results studies presented privately to prospective advertisers have advanced the development of Digital Signage. The Platt Retail Institute (www.plattretailinstitute.org) and their partners in creating impact effectiveness reports are particularly to be applauded.

First, content basics – What to Avoid:

Telling people how you do your biz. Don’t explain the process. The natural inclination is to talk about your workaday goings-on, anecdotes, extraneous info, industry- specific facts. Avoid jargon!!

Prices or costs unless it works to your benefit or it’s part of your positioning.

Selling yourself short with qualifiers.

Example: We have just four employees. We’ve been in business only three years. We’ve just started. There’s no need to bring our insecurities into the formula. Don’t highlight the things you don’t/can’t do.

Next Post, Part 5: What to Avoid in Content Formats

Tell Your Story – Part 3

A Little Song and Dance…

If you have not been reading the recent posts, this three-part series provide inspiration wrapped around proven marketing concepts. Part 1 featured the importance of your own “story.” Part 2 gave the most successful ad campaign of all time built around “story.

The “story” is the heart of content that you would feature in your digital signage display. It is important to engage the viewer in a narrative, not simply a set of photos on the screen. The characteristics of electronic digital signage allow for stories to be told in ways that digital print signage cannot. With evocative images, music, and high-definition video, the viewer is captured… even if they have only a few moments to hear your story…

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Image is (c) Signhugger, all rights reserved. See http://www.signhugger.com

A Little Song & Dance Goes a Long Way…

We get this a lot. Maybe you can identify.

One of us from Sign Biz is at a family party or meeting with people we want to work with. And it never fails — just as we pop a yummy dessert tray cookie in our mouth, some innocent soul says, “So, what do you do? What’s Sign Biz?” All of a sudden we’re on the spot. We’ve only got a minute or so (tops!) to introduce Sign Biz and get them interested in the concept. [Some relatives still think we install signs, not businesses!]

Even if your business concept is more familiar, chances are you get put in the same spot. You often have to give an impromptu one-minute presentation that says who you are, what you do, and why anyone should bother. [Think Chamber of Commerce introductions]. Many kinds of presentations are useful, but before you invest in a dynamic sign system, be sure you encompass the “7 second rule” into your planning. You want to encapsulate the colors, images, text, voice-over and music throughout your content delivery that reflects who you are. In seven seconds, the viewer will decide if your presentation is worth watching. Here are Four Questions to Help You Create the Most Effective Digital Signage Content:

1. What do you want them to remember most? They won’t remember everything — so choose carefully! Maybe you’re the leading manufacturer of your product. Or the first to have designed it. Or the only one in the tri-state area.

Example: Sign Biz is the leading sign business developer in the world.

2. Your Unique Selling Proposition (USP) This is a phrase or sentence that describes your biz in a nutshell. This is your USP.

Example: LobbyPOP offers full service brand development signage and consulting- from a visual communications expert perspective.

3. What would add credibility to you? Have you been in business five years? Do you sell signs to Levi’s? Were you recently featured in a trade magazine?

Example: Sign Biz is a true pioneer of the computer-aided sign industry, with roots dating back to 1982.

4. What benefits can you offer this person? If you know what the need of the person is, tie that into your description. What can you do for them? 

Next Post, Part 4: What to avoid in your digital sign content…