There's not a lot of readily available research being done in
corporate communications so I take what I learn from the
retail world and apply it.
At last week's
Digital Signage Contest
Strategies Summit in Las Vegas, I had the chance to hear
Michael Twitty, Director of Shopper Insights for Unilever Americas,
discuss the pros and cons of signage placement in retail stores.
His focus, given that he works for Unilever, is primarily on
consumer packaged goods (he called them CPGs - I had to look
it up) but the advice he had is sound no matter what...
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The exhibit hall doors opened just a few minutes ago for
Kioskcom &
Digital Signage
Show. If you happen to be here today, stop by the
Walsh Wireless booth (#314).
They have on display a very cool and practical application of our
cellular digital signage for the retail space. The unit is a
free-standing display that would allow a retailer to embed digital
signage inside a portable display. Walsh and MediaTile partnered
with
In-Store Experience to
create this product.
We provided the digital signage technology. Walsh Wireless provided
the cellular...
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Wow. You know when you go to conferences and you may not get much
out of them but you're still overly complimentary? This is not the
case at all. Day 2 of the Strategy Institute's Digital Signage
Content Strategies Summit was awesome. And those aren't just my
words, but the feedback from other attendees.
Aside from being a consumer myself, I don't have any experience in
the retail world and truly am not aware of the challenges they face
in the digital world. After yesterday, color me enlightened. Just
follow the hash tag
#DSContent and you can...
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Here's an example of a digital signage promotional campaign gone
awry at a local veterinary hospital:
Someone clearly spent some marketing budget on a
digital sign that they intended to
promote their product at the shelf for an up-sell opportunity in
the waiting room. Naturally I am instinctively drawn to see what is
being promoted by whom and how in a scene like this, but I was
disappointed to find the unit powered off - you can see the
rectangular supply laying atop the counter without a power
cord.
While there are any number of plausible...
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It doesn't require a miracle or a fortune to produce a great,
professional looking marquee like this for your
establishment:
If you break it down to its basic components, it's really quite
simple. There are three screens operating independently. Each
screen plays one set of pre-canned content. In the scene above, the
left and right screens may be rotating through concession
promotions as well as video snippets of coming attractions. A
little bit of motion is all it takes to draw the eye up here. The
center screen is displaying current offerings...
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I'm not. But several other digital signage bloggers are
commiserating over a recent study that reports on the alleged lack
of impact digital signage is having on buyer awareness and
behavior. The report (
available as a
PDF) cites what appears to be overall
ineffectiveness for the technology.
Now much could be debated over whether it's the fault of the
technology or the placement. Is it the content or the lack of
coverage. It's tough to know without talking to the people in the
survey at a greater depth, but many factors are at play to...
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We at MediaTile are PSYCHED to
announce the first "HumanKiosk"
prototype. This is an interactive, two-way video
conferencing mechanism, enabling consumers and retailers (among
others) to communicate directly with one another, in-store- no
middle man.
Imagine the possibilities - you're in the store, comparison
shopping, you have a question but the store staff doesn't know
anything more about the product you're holding than the info which
appears on its packaging. No problem- connect to a product
expert and have a face-to-face conversation...
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There is increasing
recognition in the DOOH industry of the importance of relevant
content and ‘making every screen count’ – in other words ensuring
that the content on each and every screen on the network is
relevant to its specific audience at all times. This of
course is not a straightforward task - technically, creatively, or
even logistically in the case of large disparate
networks. Add to that the drive towards
experiential and contextual-based content and you have a
complicated cocktail of requirements on your hands.
In response to...
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The other day, I made a visit to a
big-box electronics store to make a return. (I'd mention
the company's name, but as they've only recently edged another
big-box electronics store out of business, they hardly need my
plug... pun intended.)
A woman at the store's entrance helpfully pointed me to the
'Returns & Exchanges' area of the store, and when I got there,
I took my place in line behind the 5 or 10 others with a bone to
pick.
While waiting in line, I watched TV. A few minutes
passed before it even dawned on me that there I was,
queued up...
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As digital signage practitioners, we all spend a lot time and
energy explaining to our customers why digital signage is “not TV”
– yet the brand marketers, network operators, or corporate
communicators all seem to naturally call it “[something, something]
TV." [Insert Brand Name, Store Name, School Name, Company Name
etc.]
Digital signage networks differ from broadcast or cable TV for a
long list of reasons. For digital signage:
- The audiences are not captive;
- The content must always be relevant and localized;
- The business objective for the...
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