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The top 10 digital signage trends for 2009

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The top 10 digital signage trends for 2009

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  1. Consumers have been increasingly preconditioned to gestural interfaces since they were first widely imagined in Steven Spielberg's 2002 film Minority Report, in which John Anderton operated a complex forensic computer display simply by moving his hands in thin air. Since that time, such interfaces have been increasingly showcased in weekly television dramas, such as the Emmy® award-winning CSI: Miami, to the point where many consumers assume they are commonplace. Consumers have shown a growing preference for the multi-touch, gestural interface pioneered by the iPhone®, but that so far was only appropriate for small devices in your hand or embedded in a surface. The goal is to provide value-added solutions that can provide MetroOne with clear market differentiation. MetroOne sees our future touchless, gesture-based user interface applications as trendsetting and an exciting business opportunity. Once consumers have experienced the fun and ease of use of the touchless, gestural interface, it will become a must have for all sorts of off-desk venue based applications.

  2. The top 10 digital signage trends for 2009 • Content is the next main talking point for the industry • Traditional broadcasters are getting into the digital signage marketplace • Agencies are awaking to the power of digital signage • Brands are shifting money to this market from traditional TV • Cross-platform and interaction with cell phones is critical • Interactivity and measurement • Data-driven content or ad search for DOOH • Cost of LCD and players is entering next phase of cost down • Consolidation and failures will continue • Growth for the industry is moderate, but positive Source: http://www.digitalsignagetoday.com/article.php?id=21353&s=1

  3. Trend #6: Interactivity and measurement • Along with interaction with cell phones, interactive technologies will propel the industry to enhance new consumer experiences, from touch-screens to floor screens and from window touch-screens to gesture-enabled interaction. The engagement of the consumer adds tactile to visual, and helps to create an emotional connection with the brand and product. As was the case with cell phones, 2009 will see more than simple small pilot projects, it will boast large-scale rollouts vying for consumer’s attention, ramped up to unprecedented levels. • Measurement proves the maturity of the industry and is key in 2009. Data collected from interactive solutions, and delivered upstream will give DOOH another powerful asset in the form of market intelligence and direct consumer feedback, for marketers and agencies to measure the success of their campaigns.

  4. MetroOne Research • 65% recalled it as the most memorable ad in the venue. • 32% expressed high purchase intent. • 16% conveyed a more favorable brand attitude. • 14% would return especially to visit the MetroOne display area. • Avg. interaction time exceeded 23 seconds.

  5. About MetroOne • Based in the Greater Toronto Area, Ontario, CANADA • North America centre of expertise for EyeClick solutions • About EyeClick • Founded in 2005 • Based in Ramat-Gan, Israel • Develops technology and content for interactive floors, walls, windows, and tables

  6. Vision The best interactive media solution based on motion detection technology Advertisement Media & Events - Unprecedented measured recall Retail – Proven sale booster Entertainment Device-less interactive gaming and controlling Education Effective way to deliver message to people

  7. Value Proposition Partnership EyeClick / MetroOne Scalability • Smart motion detection • Intuitive interaction • Many templates • Plug and play • Seamless migration Mature Innovation • Remote admin • Multiple endpoints • Multiple locations • Multiple campaigns Turnkey solution Measurability • Art design • Deployment • Complete package (HW & SW) • SLA • Measuring ROI • Optimize campaign in real-time based on success criteria

  8. Business Model • Revenue is generated from several sources: • Per system sold and delivered(hardware, software, professional services) • Rental of a complete system for a campaign and/or an event • Shared revenue with Trade Show and Mall operators • Content Development; • creative Ad design with emphasis on touch / interactive and • adaptation of existing Ads to interactive displays • Touch application development

  9. Target markets

  10. StepOne • Highlights • Interactivity • Passersby detection • Motion interaction • Multi users • Measurability • Crystal clear ROI • Usage reports • Simplicity • Dozens templates • Plug and play • Average interaction greater than 23 seconds Turn the floor into income resource…

  11. TouchOne • Highlights • Interactive poster • Browse products catalog • Personalize virtual model • Internet website integration • Advantages • Technology independent • Any-size display • Works on any window • Hardware is protected in store Invite passersby to buy…

  12. EyeClick and MetroOne Customers And more…..

  13. Digital Signage Effectiveness Non Interactive - Digital Signage Media that displays videos or electronic images on LCD, plasma, or normal TV outside of the home. Interactive - Digital Signage Interactive media displaced on the floor or on a front shop window Visibility index Visibility index

  14. Digital Signage Management • Online Media Management software to • Control any number of locations • Real-time tracing • Publishing • Scheduling & playlist • Cristal clear reports • How many interactive users? • How long did they interact? • How many passersby?

  15. MetroOne Audience Measurement Observer LongInteractor ShortInteractor Monitoring Zone Passer By Statistical Zone Projection & Interaction Zone

  16. Audience Measurement Reports • Total Engagement • Engagement by Application • Application Effectiveness

  17. Out-of-Home Interactive Technology Trends

  18. Out-of-Home Advertising Trends

  19. Out-of-Home Advertising Trends (cont.) • Single sense (sight) branding is expanding to multi-sense • Flat is turning into immersive • Informative is evolving into interactive • Content is king: creative is becoming more sophisticated • Measuring interactions is key to showing ROI

  20. Interactivity Works Volvo S40 TV Buying Intention Awareness Spontaneous Awareness +100-300% Buying Intention X10 Sources: Continental Research, Arbitron

  21. Interactivity Works (cont.) Buying Intention Observed in Malls Buying Intention +61% Sources: Continental Research, Arbitron

  22. Interactive Installation Environments

  23. Field Study Findings Described by Visitors As… Interacted 70%

  24. Field Study Findings (cont.) Visitors Also Said That…

  25. What’s in Store for the Future? • CreativeInteractive advertising will become much more creative as interactive displays become commonplace and the “wow” effect lessens • PersonalizationInteractive displays will become more personalized, uniquely identifying passers by (using cell phones, Bluetooth devices, RFID tags, etc.)

  26. What’s in Store for the Future? (cont.) • Audience MeasurementAs audience measurement systems become more accurate and affordable, leading brands will identify the ROI value of interactive advertising and will systematically incorporate it in their media budgets • Interactivity EverywhereNot only on floors but on walls, tables, and windows

  27. Find out more at www.MetroOne.com Imagination Sells

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