output report: what's to come in 2014 by geny caloisi (powered by clarity marketing)
TRANSCRIPT
What's to come in 2014 by Geny Caloisi
Digital out-of-home continued togrow in 2013 - and it doesn't looklike slowing down in 2014. Withlower prices and greater ease ofuse, the market is expanding intoareas that perhaps wouldn't haveconsidered digital signage as anoption before.
Caption: Companies are nowtargeting customers moreeffectively, as demonstrated bythe Mini DOOH campaign
Compared with traditional advertising mediums, such as TV, radio or the internet,DOOH has been able to offer brands more control over their content and a betteridea of the exposure they have. The interactive capacity of DOOH, as well as itsability to gather information through facial recognition and mobile technologies,puts it firmly on media planners' maps. Talon's chief executive Eric Newham callsit 'face time', in that it allows advertisers to choose who they talk to directly.
Richard Blackburn, commercial director at MediaCo, agrees with this suggestion:"The hottest trends in digital signage are currently facial detection and touch.Facial detection is not, in itself, changing the role of digital signage, but it doesadd another dimension for advertisers seeking to better understand how peoplereact to creative engagement. This ensures that brand content not only evolvesover the duration of the campaign, but also delivers relevant content to people.
"By combining touch capacity with this, we can deliver activation as well asbranding," he adds. "It is a potent mix."
Liam Boyle, managing director of Monster Media, believes that this developmentshows the potency of DOOH: "I'm enjoying the continued use of data andanalytics that help to prove the effectiveness of the medium. Measureable resultssupport creative and demonstrate the power of integrated and interactivecampaigns."
The digitisation of OOH cannot be stopped and management tools for this fastand flexible medium are essential. Mike Dillon, director of Key SystemsOut-of-home Software, opines: "Having seen the growth of digital assets amongstour traditional OOH clients, we know that the industry needs flexible and robustasset management tools.
"Our digital director is helping media owners and agencies to put the right contentonto the right screens at the right time. It also provides proof of posting, whichcan be accessed through any Windows-enabled mobile device. Big data means
"Companiesthat have puttheir bets oneasy,transparentandstraightforwardoperations arereaping thebenefits"
About the author
Born in Argentina,Geny started workingin the broadcastingtechnology sector aseditor of onlinepublication AdvancedTelevision and waspreviously assistanteditor at AV Magazine.She now specialises inthe digital signage andDOOH sector.
Date for your diary
Integrated Systems
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big business for DOOH, but you need software that can process the whole lifecycle of the campaign."
Tim Harvey, director of digital strategy at JCDecaux, adds: "Facilitating the buyingprocess by removing layers of administration and complexity between the brandand media owner is key. We need to prove the ROI of the medium throughdisplay metrics, through hardware and software performance, mixed in withaudience data from EPOS and mobile search channels."
When it comes to screens and players, simple is best. Companies that have puttheir bets on easy, transparent and straightforward operations are reaping thebenefits. Signagelive is a good example of this, having seen a 40 percent growthin the past twelve months. Jason Cremins, Signagelive's chief executive,comments: "The biggest trend has been the shift from exclusively AV-SystemsIntegrators installing digital signage networks to a mix of both AV andIT-Enterprise resellers that are now moving into the sector."
Cremins attributes this trend to the simplification of end-user devices deployedfor digital signage purposes, including Samsung Smart Signage and Androiddevices. Installation and maintenance of these digital display systems are soeasy that AV resellers might need to rethink their strategies.
"We've seen a major retailer purchase its Samsung Signagelive Smart Signagedisplays from a major IT reseller, and then decide to install and maintain its digitalsignage by itself," continues Cremins. "Previously, this type of deal would havebeen sold and installed by a specialist AV reseller."
In terms of content, the move to HTML5 for media playback has encouragedother sectors, such as web designers, to create dynamic passive and interactivecontent and applications for digital signage, while the uptake of Android hashelped hasten the spread of DOOH.
Content also poses a challenge in ultra HD, or 4K. The industry seems positiveabout its emergence but, due to the lack of components, content and the currentcost, we will wait a while before we see it fully implemented across the DOOHspectrum.
For Matrox's sales account manager Rob Moodey, though, the unmentionedbarrier is actually in bringing the content to the screen. "The normal DOOHdistribution architecture uses cat5 extenders, while ultra HD requires fibre optics,such as Avio's KVM extender," he explains. "For DOOH, more than just 4K, Iforesee up-scaled, dynamic, full-HD content."
For 2014, we can expect to see more fully integrated digital signage, in terms ofhardware and software. Incorporating NFC, touch-less interactions and brandmessage personalisation will be a must. DOOH will also cease to be a separatecategory for advertisers, as it begins to lead the way on media planning.
Europe 2014:February 4th - 6th2014, Amsterdam,Netherlands
Following recordattendance at the 2013show, ISE will return tothe Amsterdam RAIwith the latest digitalsignage and AVsolutions from acrossthe globe.
Keep an eye on theOutput calendar page,updated weekly withmore shows andconferences fromaround the industry.
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Laurel BrunnerConsulting editor@[email protected]
Geny CaloisiConsulting editor@[email protected]
Barney CoxConsulting editor@[email protected]
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Annie CurtisOperations and credit control
Caroline JonesConsulting editor@[email protected]
James Matthews-PaulEditor-in-chief@[email protected]
Sophie Matthews-PaulConsulting editor@[email protected]
Ben McCabeJunior editor@[email protected]
Will ThompsonMarketing executive@[email protected]
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