The status and best practice of the current European Digital

Signage Market

Adrian J CotterillIndustry Analyst, Co-Founder DailyDOOH

and WeAreON.com

“A network of displays that can be remotely managed and whose business model revolves around merchandising or advertising”

Network Types...Self Financed / BrandingFinanced Through AdvertisingMixed / Hybrid

• Digital Out of Home• In-Store TV• Digital Screen Media• Retail Media Networks• Narrowcasting• Place Based Media• Shelf Edge Labels• Video enhanced Shopping

Carts• Captive Audience Networks• Screen Networks

AKA / Also Seen As...

Digital Signage Definition(s)

• General Outdoor• Billboards, Posters• Stadiums, Exhibition Halls• Mobile• Airports, Railway Stations

Examples...

High Impact

• High Street Retail• Grocers• Shopping Malls• Petrol Forecourts• ATMS

Examples...

Retail

• Leisure, Pubs, Clubs, Bars• Transport, Taxis, Trains,

Buses• Hair Salons• Waiting Rooms• QSR

Examples...

Captive Audience

Cost reduction of POSInstant customer message –

actionBrand enhancementTime of day content targets

specific types of customerCentrally controlled campaign

management toolsBrand relevant feel-good

editorial contentThird party brand activity

• Wrong adverts• Embarrassing brand collision• Wrong colour schemes• Can't choose music• No interactivity• No control of ambience• Presenter Led• Family Values• Wrong Language• Bad language

Why not MTV?

Why Retail Digital Signage?

Advertising Content

Do customers remember the advertising they see on screens?

Does advertising on your network increase brand perception lift?

Does the advertising prompt unplanned purchases?

• 15 Neo advertising, Food Courts

• 10 VMG / Clear Channel, Shopping Malls

• 7 Eye Corporation, Airports• 7 Neo Advertising Retail• 5 Tesco Screens

Shoppers Move !!!

Legacy Offline Screens

You have screens but can you guarantee that they are turned on and that they are playing relevant content?

You have content but can you target your customers by time of day or week or make seasonal adjustments?

• Compliance for Digital Signage and Screen Networks

• Relevance with regard customer habits, buying patterns, stock levels, time of day etc.

• Can you sell what's selling or if you prefer sell what's not selling?

Industry Problem

Imitate The Norm

It's not Television and it's not Digital Signage!

Think Poster+ rather than “TV minus something”

Digital Out of Home is a content delivery business

• Screens won't be traditional screen shaped

• Branded fixtures more common

• Device based signage solutions will prevail

• EPOS based networks will become more common

• We will see more Shelf edge labelling

• More active digital signage rather than just passive

Trends

Note: Poor graphic quality due to Screen Shot

Content Delivery Roadmap

Building A Solution

A Clear Strategy and Vision requires a mix of...

Customer Retail PyschologyMarketing CommunicationsVideo / Graphic DesignTechnology – both AV and IT

• What content should go on the screens?

• What's the eye-on-screen dwell time?

• How long should content segments be?

• How should the content be day parted?

• What is the wear out time for content?

• ALSO where should screens be placed, how many and what size!!!

Screen Content

• Most retail sound is arbitrary, incongruous and HOSTILE

• Main affect is to reduce dwell time

• Need to create audio brand guidelines

• Remove inappropriate noise• Optimise acoustics and install

a decent sound system• Consider the whole

soundscape• LISTEN. SHUT YOUR EYES

The Sound Agency

Sound Matters