Sure, it's still a month and a half away, but I'm really looking forward to the
2010 IABC World Conference this June in Toronto. I've been a member of IABC for practically my entire career but my first world conference was last year in San Francisco.
Far and away, it was one of the best corporate communication shows I've ever attended. And according to the IABC website, they estimate more than 1,400 communications professionals will attend.
MediaTile exhibited last year and we'll be there again (booth #312). Many of the companies we are working with today on implementing digital signage at their companies I met at the 2009 conference. Given that Toronto is IABC's largest local chapter, I only expect more of the same.
As a brief introduction, my involvement with
MediaTile dates back to 2004 when I was working with founder Keith Kelsen on prototyping a content management system for a revolutionary digital signage platform based on cellular networking technology. Thus was born the term, Cellular Digital Signage. The concept was exciting, broke new ground, leveraged technology components that were at the time far from common - it was a great opportunity for me to exercise my strengths in mixed-platform systems engineering to integrate disparate and discreet technology components into a cohesive, working system, so how could I resist?
Today I am a Vice President of the company leading the product development group and we are still blazing new trails. MediaTile has been an influential industry leader when it comes to innovation and establishment of best practices in the technology and Software as a Service (SaaS) - this is the kind of momentum that we will continue to pursue as we strive to lead the way for excellence. I know that I am on the right path when the MediaCast System is relevant, simple, robust, secure, and flexible.
Now let's get on to the nuts and bolts, so to speak. It is my desire to demonstrate through this blog the countless ways that the MediaCast system can be configured and linked with other technology to produce an awesome array of capabilities that may not be self-evident at first glance. I have gone to great lengths to enable this "Swiss Army Knife" of digital signage platforms, and I'd like to show you just exactly how this tool can be put to work in the real world to meet your goals for effective business communication.
While it is true that the Digital-Sign-in-a-Box concept couldn't be simpler with respect to getting a basic digital sign up and running, there are possibilities that extend the content system out to the farthest reaches of the Internet and that extend the viewer (and management) experience to new heights for a comprehensive solution that bears both depth and bredth - technically speaking...
Those of us who find ourselves spending most of the work day online (in one capacity or another) are aware of the power and effectiveness of social networking - but just as important is the power of traditional networking. Industry organizations such as the
Digital Signage Association (DSA) provide like-minded professionals an industrious and business-neutral forum for education, networking and advocacy.
The DSA brings together vendors and users alike- everyone from display manufacturers, resellers and distributors, to content creators and network operators across all vertical markets. Members and sponsors (including
MediaTile) work together to move the industry forward, share best practices and business opportunities, and increase awareness about digital signage.
Whether you're a brand manager, a corporate communications manager, or a display vendor, the Digital Signage Association has an
event, a
whitepaper, or a behind-the-scenes
initative designed to grow your deployments and ensure your success.
We wanted to give a shout-out to the DSA for everything they do and for giving us a voice.
Check them out, or better yet:
Digital signage content suffers from the same ailment that web browsers did in the early 1990's... a complete lack of agreed upon standards with which new technologies and content can/should be created. A lack of standards creates an environment where each technology provider is working in a vacuum resulting in industry uncertainty and significant migration issues.
We need a organization like
W3C (World Wide Web Consortium) to develop a set of standards for digital signage so that we, as an industry, can work toward enhancing content rather than developing yet another new way to approach digital signage technology. While there isn't a W3C of digital signage with an established set of industry standards, there are a number of groups that are beginning to make significant headway in this regard.
POPAI, the global association for marketing at retail, has taken it upon themselves to become this consortium. They have brought technology providers together to publish standards on hardware and protocols, and recently they have begun working on software standards. I commend the efforts POPAI has taken, and it will certainly help the industry mature.
Additionally, the
Digital Signage Association (DSA) has established the Content Committee to be a guide for "
Best Practices" for creating content. Both of these groups are making big strides toward building a foundation for digital signage technology and content.
The most important action a digital signage company can take is to be involved with the standards process, because as we begin to see adoption of hardware and software standards across the industry content will become much easier to create and manage. We must get to the point where a single piece of content can be created and used on multiple networks, and digital signage technology becomes as transparent as web technology. We still have quite a long way to go.
You may only get one chance to make a first impression, but you get a second chance to listen to a fantastic webinar.
If you missed Best Practices in Digital Signage content webinar from a few weeks back, fear not. You can listen to a
recorded version of the session. It was hosted by our very own Keith Kelsen and featured a panel of Michael Chase and Paul Flanigan.
It was largely focused on the retail environment but many a lesson could be gleaned for other networks, including corporate communication.
Check out the post I did after the webinar and make sure to listen to the webinar this time. There are great examples of content from both Dunkin Donuts and Best Buy.
Very few people outside the industry know about this, but the
Digital Signage Association (DSA) offers free memberships to qualified companies. If you're a user or are deploying digital signage, I highly recommend
signing up.
What do you get with the membership? What are the perks? I contacted David Drain, the Executive Director of DSA, to get the answers. Here are the
highlights he provided:
- Networking
- Access to best practices
- Expert advice
- Savings on research publications, conferences and trade shows
- Ability to participate on committees
If a free sign up is just too big of a commitment or you're still not sure, you can always get their
free newsletter, too. There doesn't appear to be a large corporate communication membership presence but let's see if we can change that.
MediaTile is a proud DSA member. And if you'd like to learn more, visit their site or follow David Drain (
@DavidDrain) on Twitter.
If you missed today's Best Practices in Content webinar by the
Digital Signage Association, then you missed out on a lot.
There were two great case studies that spoke volumes about the success digital signage can have in the retail environment. Michael Chase, St. Joseph, referenced work he did with Dunkin Donuts and Paul Flanigan, Experiate, spoke about his project at Best Buy. In both cases, digital signage had a profound impact on sales.
I especially enjoyed Paul's focus on purpose, and not product. Meaning that their messaging was all around with their product could and would do for you, not necessarily a list of features and creature comforts. It created an emotional response, something that's tough to do with static signage. Paul had a few other key takeaways from his project. You can click on the image to see his complete list.
What I'd be curious to know in the cases of both Best Buy and Dunkin Donuts is if they saw a change in employee behavior as a result of the signage installation. I'd like to know if employees felt better informed or engaged as a result of this information being promoted. Did it positively impact employee communications? Inquiring minds want to know!
Continuing on this nerdy trend, if you're interested you can follow along to the tweets that myself (
@MediaTile) and Digital Signage Today (
@DigSignageToday) contributed during the webinar. Just follow the hash tag
#DSA.
Get signed up today so that you an check out the free
Best Practices for Digital Signage Content webinar. It looks to be a great one, put on by
Digital Signage Association.
I signed up last week and am looking forward to the discussion by the panelists. It's only an hour long so I hope you can make the time to attend.
Date: Tuesday, August 11, 2009
Time: 12:00 pm EDT
Description: This is a must-see webinar on content for point of sale networks. Members of the Digital Signage Association Content Best Practices Committee will present and discuss examples of great content and the latest content strategies. They’ll show examples and provide tips on best practices. You’ll learn how to create powerful and relevant messages in retail environments.
Even though this
webinar if focused on the point of sale networks, I'm sure there will be some lessons learned for corporate communicators looking to either improve their existing employee communication networks or install their own.
The
Digital Signage Association is hosting a Best Practices for Digital Signage content webinar next Tuesday (August 11) at 12:00 pm EDT.
Get signed up today.
It's being moderated by MediaTile's executive chairman Keith Kelsen. Panelists for the webinar are Michael Chase, Vice President, Marketing & Creative, St. Joseph Content, and Paul Flanigan, Experiate.net.
Here's the meeting description:
This is a must-see webinar on content for point of sale networks. Members of the Digital Signage Association Content Best Practices Committee will present and discuss examples of great content and the latest content strategies. They’ll show examples and provide tips on best practices. You’ll learn how to create powerful and relevant messages in retail environments.
While this
webinar focuses on Point of Sale, and not corporate communication directly, I would still recommend checking it out. It's a great chance to hear some of the industry leaders and get their opinions on the best in digital signage content.
On a side note, Paul Flanigan writes for his own blog at
Experiate.net. It's a great read for those looking to learn more about the digital signage industry, especially in retail.
It's quite timely that just as we wrap up a successful IABC World Conference, we've announced a special new version of our
ROM (Return on Message) Methodology for corporate communications.
In my biased opinion, this is a game-changer. The topic of measurement came up again and again at the IABC World Conference. It's a tough topic to take on in internal communications. But with ROM Methodology, corporate communicators can now attach real data to their digital signage networks.
Here's a screen shot of the ROM radar map, along with the seven indexes used to evaluate the networks:
It's no secret that content is important and is #1 on the list. But the methodology also factors in relevance, interaction, schedule, placement, refresh and attraction. The map above shows where a network has its strengths and weaknesses so that a communicator can maximize the technology. And for those who haven't installed a network yet, ROM provides a road map to success.
We think ROM is key to digital signage analysis, but the techniques and application didn't come out of thin air. The system is based on best practices by the independent
Digital Signage Association.
Measurement is difficult in communications but it's also a necessity. ROM provides communicators with a simple solution to a complex problem. In data-driven organizations (like so many are today), being able to provide leadership with measurement figures is huge.
Whether you're looking to install a network for corporate communications, banking, or even retail, you're expected (and likely want) to maximize the impact of your
digital signage network. With the industry still in its infancy, there are still questions to be answered:
- How do you effectively measure and predict impact?
- How do you plan and optimize to achieve a desired result?
- What needs to be included in creative specifically produced for digital signage?
This is what MediaTile's
ROM (Return on Message) is all about. ROM utilizes a seven-vector methodology based on digital signage best practices, established by the independent
Digital Signage Association. The seven vectors are:
- Content
- Relevancy
- Interaction
- Schedule
- Placement
- Refresh
- Attraction
These are all key elements to any successful digital signage. The holistic evaluation allows network owners to see where their strengths are but also where improvements need to be made. It's certainly not a tool to rank networks or to determine whose network is best, but more to provide a proper evaluation of each network so that owners can maximize its effectiveness.
I really think this is huge for employee communications. It's always been a challenge to provide data points to what we do. ROM provides that in a big way.
As I mentioned earlier in the week, our very own
Keith Kelsen took part in two different panels at this year's
Globalshop in Vegas. Here's what he had to say:
The Best Practices for Digital Signage Content in Retail panel was a huge success. The key take-aways for this audience were that digital signage:
- will engage your brand
- brings an uplift in sales
- needs to part of a larger campaign in the design and use of message across all screens
Paul Flanagan of Best Buy revealed that a digital signage project for their Insignia brand that ran on their digital signage network increased sales of Insignia’s LCD’s by 149% AND has held this number consistently even in the down economy. This is a remarkable uplift in sales and further proves that digital signage is a very powerful tool when the content is done right. Retailers need to pay attention to the uplift that digital signs can bring especially in a down economy
Michael Chase from Alchemy showed how to connect the messages across each screen, including print. Alchemy also creates content for Sears (Canada). They create the catalog, web, newspaper ads, and in-store printed media. Michael was able to show the audience how two look at the assets and use those asset across the board.
Thanks Keith for providing the overview. Though the last example ties directly to retail, the lessons learned can be applied to employee communications. You have multiple vehicles you're managing and it comes down to managing the content across each of the mediums.
Digital Signage Man of the Year, also known as MediaTile's Keith Kelsen, will not only be at
GlobalShop 2009, he's participating on one panel (the first one listed below) and moderating another (the second) on Tuesday, March 24.
If you're attending this year's show or just happen to be in Vegas, I recommend swinging by the Sands Expo and listening in on Keith's sessions.
Session DS-2
Digital Signage Delivery: The Best Choice for Your Network
9:45 a.m. – 10:30 a.m.
Digital signage networks are popping up everywhere you go. Airports, malls, banks, bars and grocery stores are just a few of the places where content is delivered to capture the attention of the consumer. But every digital signage implementation is different, and is only as effective as the network that delivers the content. In some cases, the content may be able to be delivered and maintained through physical media, cellular broadband or terrestrial broadband, while other, more extensive networks require satellite network delivery. Which content delivery method would best fit your network? Find out here.
- Session DS-6
Content Best Practices for Retail Digital Signage Networks
2:45 p.m. – 3:30 p.m.
This panel discussion will highlight how to create and schedule content to achieve the highest possible viewer impact, influence and response. Presented by the chair and members of the Digital Signage Association's Content Best Practices Committee, this presentation will provide attendees with the critical factors that ensure the ongoing and ultimate success of their in-store network. Key topic areas of this presentation include understanding environmental issues such as display placement, location and traffic; creating content that is relevant to viewers based on demographics, lifestyle and dwell time; structuring playlists to achieve maximum effect with loop times, day parts and update frequency; and adding elements that create additional viewer interest such as weather, news and subscription services.
For those especially interested in
corporate communication networks, the first one about choosing the right network will be extremely insightful and valuable.
Officially launched at Digital Signage Expo in late February, you can now download the full
Return on Message (ROM) white paper. The publication is authored by Keith Kelsen, our executive chairman of the board and chair of the Content Best Practices committee for the Digital Signage Association.
As revealed in
Digital Signage Today, the report answers three critical questions for network operators:
- How do I effectively measure and predict the impact this network will have?
- How can I plan and optimize to achieve a desired result?
- What needs to be included in the content?
Evaluating and measuring communications activities has always been a tricky science. With
ROM, we've narrowed it down to five steps. And after these steps are completed, your network is evaluated based on seven indexes:
- Content
- Relevance
- Interaction
- Schedule
- Placement
- Refresh
- Action
When all is said and done, internal communications pros managing networks will know where they need to make necessary improvements to optimize their digital signage. You may even learn how to apply similar techniques to your other communication vehicles.
I've dropped a few posts about our new
Return on Message™ (ROM) Methodology, but I had to keep most of the details under wraps. Well now the proverbial cat is out of the bag.
Officially launched today at
Digital Signage Expo, MediaTile's ROM will effectively measure and optimize the impact of digital signage content. Based on best practices established by the independent
Digital Signage Association®, it delivers a standards-based system that will guide companies through the complex variables which must be considered for successful digital signage deployment.
In other words, this is huge for employee communications networks. Where it's always been tricky to calculate digital signage ROI, our ROM methodoloy answers the fundamental question of how to effectively measure and improve the impact of digital signage.
We plan on integrating these elements directly into our
Mediacast content delivery and management system to simplify and automate the process of delivering highly relevant content for viewers.
I don't want to spoil any of the
presentations taking place tomorrow so I'll wait to go into greater detail in my post tomorrow.
Calculating ROO (return on objectives) and ROI (return on investment) in employee communications is next to impossible. Some will try to factor in employee engagements numbers, employee retention rates and so forth, but it's nowhere near an exact science.
We now have an exact science. MediaTile's new ROM (Return on Message) Methodology is it. I can't reveal too many details at this point because I don't want to spoil the full announcement next week at
Digital Signage Expo, but ROM is a new methodology to plan and measure digital signage effectiveness, value and impact. It's going to give corporate communicators the ability to apply real data around their digital signage networks.
MediaTile's ROM Methodology:
- Takes an accurate measure of impact.
- Applies learnings to enhance the message.
- Aligns with organization best practices.
- Maximizes relevancy.
- Is the Proof point.
Sounds great, right? Here's how you can learn more.
Keith Kelsen, our executive chairman and
2008 Digital Signage Man of the Year, other MediaTile staff will be leading special pre-launch sessions during next week's Digital Signage Expo in Las Vegas.
There are three sessions:
- Wednesday, February 25 at 10 am
- Wednesday, February 25 at 3 pm
- Thursday, February 26 at 10 am
If you're going to be out at the show and would like to attend one of the ROM sessions, leave a comment at the bottom of the blog with your name and email and I'll see if I can get a spot for you. The sessions are being held at the Las Vegas Hilton in the MediaTile hospitality suite. Space is limited to the first 45 people.
This is by invitation only so you must register beforehand.
We kind of feel like a proud parent with Keith Kelsen winning
2008 Digital Signage Man of the Year. We just can't stop talking about it. We've already saved a spot in our end-of-the-year Christmas letter (figuratively speaking).
Keith was selected for his contributions in advancing digital signage medium in retail promotions, branding campaigns and in corporate communications activities. I first met Keith when I was a customer and was impressed with the keen interest he took in my employee communications network. Plus, he's a huge fan of this blog.
His knowledge and leadership have provided customers with a roadmap for defining, deploying, and running digital signage networks that deliver a higher return on investment (the ever-important ROI).
Here's words straight from the Man of the Year's mouth:
“I am truly honored to receive this award from a panel of my peers,” Keith said. “Simplicity and relevancy are the cornerstones of the digital media revolution. In the current economic climate, it’s become imperative for businesses to find communication solutions that are not only easy to deploy and manage, but that also deliver highly engaging messages that compel audiences to act in measurable ways. I am privileged to work alongside some outstanding thought leaders in digital media and together we’re shaping this industry and moving it forward into the next decade.”
Keith most recently lead a digital signage webinar on content best practices and also posted the
Top 10 Trends for Digital Signage in 2009, which logged more than 10,000 downloads. Keith is a busy man, leading many endeavors within the past year:
- Advisory board membership with the Digital Signage Association
- Content Best Practices Committee Chair for the Digital Signage Association
- Advisory Board Member for the Digital Signage Expert Group
- Recipient of the Frost & Sullivan 2008 Digital Signage Technology of the Year award.
“And we’re not done yet,” Keith added. “This industry is just heating up and 2009 will be another year of new innovations in digital signage. I’m very excited to lead the charge of the ‘Fifth Screen’. Stay tuned!”
These are exciting times at MediaTile. Exciting times.
Last year, MediaTile was fortunate to win
Frost & Sullivan's 2008 Digital Signage Technology Award. Well, we can now add another award to the our mantle (if we had one).
I just found out this morning that Keith Kelsen, our executive chairman and founder, was named
2009 Digital Signage Man of the Year.
Not only is the recognition well deserved, what's great about Keith is that I can guarantee you that this recognition will not go to his head. Sure, he might take a victory lap around the office in Scotts Valley (if he's there), but he'll get right back to work once he catches his breath. In addition to his role with MediaTile, Keith serves as the chairperson of the Content Best Practices committee for the
Digital Signage Association.
Josh Coffman, Digital Signage Forum moderator/Digital Signage Forum Judge states, “What Keith Kelsen has accomplished on top of running a successful and innovative company is impressive. Not only does he run a hardware and software company, but he has shown that he is committed to good content.”
There's that word again: content. If you're going to be associated with MediaTile, we will beat it into you about the importance of content.
Two other awards were also given out: Woman of the Year and Newcomer of the Year. This recognition went respecticely to Jill Miller, president of the Digital Signage Group, and Justin Clupper, Program and Public relations manager of Neoti Broadcast Network.
I haven't had the pleasure of meeting Jill, but I did meet Justin at the
Strategy Institute event in Chicago this past Fall. Congratulations to Jill and Justin are also in order.
Last week, I blogged about the upcoming
"Content Best Practices Digital Signage Networks" webinar, brought to you by the
Digital Signage Association. Well, time flies when your having fun. The webinar is tomorrow, Thursday, January 29. Snooze and you might lose. If you haven't signed up, you need to do it today!
Keith Kelsen,
MediaTile's executive chairman and panelist on the webinar, mentioned yesterday that more than 700 participants have signed up. To put that in perspective, if you had 700 people lay head to toe it would, well, look like 700 people laying head to toe. Pretty silly actually.
But what it does demonstrate is the interest in digital signage as a communications platform and reinforces the importance of content. For those who didn't read my earlier post or are too lazy to scroll down, here's a reminder summary of tomorrow's webinar.
Join us for a very special webinar where members of the Content Best Practices Committee will present a methodology that delivers the highest possible viewer impact, influence and response for digital signage networks. The presenters will discuss the critical DOs and DON’Ts for creating content and programming schedules.
1. How to create powerful content that drives results
2. How to structure playlists to achieve maximum effect; loop times, day parts and update frequency
3. Adding elements that create additional viewer interest such as weather, news and subscription services
4. Understanding environmental issues such as display placement, location, and traffic
Next week, the Digital Signage Association is hosting a free webinar Thursday, January 29, at 12:00 pm EST. And today, FREE is good. The topic is (surprise!) Content Best Practices for Digital Signage Networks.
Sign up now in case the spots fill up quickly. We're proud to report that Keith Kelsen, MediaTile's executive chairman, will be one of the speakers on the webinar.
Here's the description provided:
Join us for a very special webinar where members of the Content Best Practices Committee will present a methodology that delivers the highest possible viewer impact, influence and response for digital signage networks. The presenters will discuss the critical DOs and DON’Ts for creating content and programming schedules.
1. How to create powerful content that drives results
2. How to structure playlists to achieve maximum effect; loop times, day parts and update frequency
3. Adding elements that create additional viewer interest such as weather, news and subscription services
4. Understanding environmental issues such as display placement, location, and traffic
The webinar should be extremely relevant and provide some good tips and recommendations for any corporate communications professional looking to install digital signs to enhance employee communications activities.
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