Microsoft Introduces TouchWall: Making Any Surface Interactive

At Microsoft's recent CEO Summit, Bill Gates demonstrated a new multi-touch computer system and interface dubbed TouchWall. The technology makes any vertical display interactive through multiple simultaneous touch points.

During the demonstration, Gates said:

"Our view is that all the surfaces--horizontal surfaces, vertical surfaces--will eventually have an inexpensive screen display capability and software that sees what you are doing there, so it is completely interactive."

When the words Microsoft and multi-touch are joined in a sentence, it's impossible not to think of the Microsoft Surface. The Microsoft Surface is an interactive multi-touch table and computer that can also identify physical objects. Its first commercial deployment will be in A&T stores nationwide.

While the Microsoft Surface retails for around $10,000, TouchWall offers a much more accessible price point. "The hardware to turn almost anything into a multi-touch interface for TouchWall is just hundreds of dollars" said Ian Sands, Microsoft's Director of Envisioning. The system consists of three infrared lasers that scan a surface. A camera notes when something breaks through the laser line and feeds that information back to the Plex software running on Vista.

In regards to the future ubiquity of interactive multi-touch technology, Bill Gates remarked:

"This kind of whiteboard--with a little bit of hardware advance over the next couple of years--will not be an expensive thing. And that's why we're saying that it will be absolutely pervasive. And people's ability to get it--information--and not want to see it on paper--want to just have it here where its so much more interactive--will be dramatically changed."

As the pervasiveness of this type of technology grows, so to will its presence in digital signage deployments. We are already seeing a number of brands and retailers take the plunge into gesture, mobile phone, and touch-based interactivity with powerful results.

Digital Out-of-Home Media Joins Network Upfronts

A recent Advertising Age article entitled, "It's Not Just TV Networks Doing All The Selling," touts the integration of other media platforms into the upfront TV network buying period to woo marketers. A growing number of web portals, out-of-home media companies, and cinema chains are joining in on TV's biggest buying period. Media mix marketing is becoming the strategy of choice for advertisers who are aren't looking to make the bulk of their buys in TV this year.

"The upfront meeting that has been about television for so long is making efforts to become more of a holistic conversation," said John Swift, executive director-managing partner at Omnicom Group's PHD.

Regarding the introduction of digital signage and digital out-of-home media assets into the upfront buying period, Andrew Hampp, writes:

Both CBS and NBC will plug their out-of-home assets during their companywide sales pitches this week to tout extra reach and added value, a rare opportunity for otherwise small, niche players in fragmented media to get more consideration from buyers and planners.

This is a great opportunity for digital signage networks with ties to CBS and NBC, such as SignStorey, Arena Media Networks, IdeaCast, The University Network, and Ripple TV, to get a seat at the table with the big boys. Hopefully, this is a harbinger for things to come in the digital out-of-home media industry.

As fewer and fewer people tune into major TV networks, the likes of CBS, NBC, and ABC will need to increasingly look to platforms like the Web and digital signage to reach consumers.

Digital Signage Association Publishes Report on Digital Signage ROI

The Digital Signage Association has published “Retail Digital Signage ROI: Finding the break-even point,” an exclusive research report that uses real-world numbers to estimate ROI and benefits for various types of retail.

“The one question that gets asked about digital signage more than any other is, ‘What is this going to do for me?’” said James Bickers, editor of Retail Customer Experience and former editor of Digital Signage Today. “This report spells out the benefits with clear numerical data.”

About the Report (via The Digital Signage Association)

It’s clear that digital signage has a positive impact on retail sales — but just how much of one is a matter of debate. Numerous studies have been commissioned and published, trying to determine the net effect dynamic signage will have on the average store’s sales.

In this report, we aim to provide a thumbnail estimate of that break-even point, for various types of retail. To do this, we created a fictional shopping center retailer, complete with a screen layout floor plan. We took that floor plan to 10 leading digital signage providers and had them price out a signage program. We averaged those numbers together, and then compared them to an average of the sales uplift figures and the ultimate impact on revenue.

You’ll see the assumptions we used, the prices we received and the results that follow when they’re all put together.

Learn about the costs – and the benefits – of deploying digital signage in your retail space.

- Get a grip on ROI with actual numbers provided by actual digital signage vendors.
- How much does your store stand to profit over time as a result of deploying screens?
- Pages of exclusive graphs tell the story.
- Make the case for adding digital signage with research-based sales-lift data.
- Gain insight into how digital signage works, and what specific benefits it brings, to specific retailer types.

Get your copy of the report here.

The report provides a nice overview of the ROI benefits of deploying digital signage in retail. The crux of the report correlates sales uplift resulting from stores leveraging digital signage and the costs (both initial and ongoing) incurred from installing such systems. I wish that the report included an appendix detailing the sources for the figures and data that are used in its graphs.

The report is a nice primer, in the vein of an executive summary, that those inside and outside of the industry can use as good resource (within one's library of digital signage books, articles, reports, etc.) to illustrate the power and benefits of digital signage in retail.

IdeaCast Announces Airline TV

Ideacast, a digital out-of-home media company that reaches consumers in health, entertainment, retail and transit venues nationwide, has just announced an advertising sales partnership with Continental and Frontier Airlines. Gaining another network in its already burgeoning portfolio of digital signage network partners, including the likes of Transit TV, Health Club TV, and Six Flags TV, IdeaCast is quickly becoming a major player in the digital out-of home media industry.

Having a portfolio of digital signage properties, each offering gateways to prized demographic groups, helps to position IdeaCast as a one-stop shop for advertisers to reach people when they're out of their homes. And, now, when they're not even on the ground.

The new offering, called Airline TV, is projected to reach 21 million passengers by the end of 2009, and up to 45 million passengers by 2010, according to the companies.

“LiveTV is the pioneer of a new model of in-flight entertainment. Gone are the days when consumers were content to share their movies and shows with the rest of the cabin. Today, consumers are used to more personalized service, and they want their entertainment to be tailored to them, as well,” said Jason Brown, president of sales and marketing, IdeaCast.

Beginning in January 2009, Continental’s domestic fleet of next-gen aircraft will be retrofitted with LiveTV’s in-seat satellite TV system, which delivers up to 36 channels of live DirecTV programming, four channels of stored content, and a real-time GPS map channel.
(Via Media Buyer Planner)

In-flight entertainment is rapidly changing from a one-size fits all model to an a-la-carte, consumer-driven experience. Seatback screens are giving each passenger the ability to choose what he or she wants to watch - movies or TV programming - and play - from sodoku to multi-player poker games. Targeted programming like this gives advertisers ample opportunity to reach passengers with the right message at the right time.

DC Metro System Issues "Zero Dollar" Digital Signage RFP

As digital signage efforts continue to grow both locally and worldwide, more and more major out-of-home initiatives are being implemented. In what may be one of the most aggressive examples of expectations set by the digital signage industry, the Washington DC metro system has recently issued a “zero dollar” bid for a wholesale infrastructure swap-out of its printed advertising to digital signage. Officially dubbed The Metro Channel (TMC), the Washington Metropolitan Area Transit Authority (Metro) has issued an official (and public) RFP for a no-cost contract to support the following components of a digital signage installation for the nation’s second largest transit system (via Display Search):

1. Financing
2. Design / Build
3. Operate, Maintain, Create Content and Sell content


As a “zero cost” bid, the WMATA expects to pay no money for these installations, maintenance and content management, with the winner of the bid keeping all revenues associated with advertising. Based upon past history of revenues generated from prior contracts, this contract is expected to yield revenues in excess of $35M annually but require a CAPEX spending of an estimated $50M with $2.5M to be paid upfront to the WMATA and no revenue contributions available until July 10, 2010 (the date when the current CBS outdoor contract expires).

The folks over at Display Search, a leading provider of information, consulting and conferences on the display supply chain and display-related industries, have done a great job in reviewing the scope and projected costs of the DC Metro's "Zero Dollar" RFP. Publicly known bidders as of April include the likes of: CBS Outdoor, JCDecaux , CNN Airport, CISCO, Transit TV, Turner Private Networks, and NBC Universal.

Investing in this type of digital signage initiative is projected to offer significant long-term revenues, but, of course, that comes with high upfront costs and recurring expenses. This RFP is more like a venture capital or private equity deal than a pure technology infrastructure swap-out. Hey, if the DC Metro System can have another entity, or group of companies, pay to transition its static signs to digital signage - and significant revenues are generated - then everybody wins, including DC Metro passengers.

Clear Channel Links with Reactrix for Airport Interactivity

Reactrix displays, gesture-based interactive projection screens, have a national footprint in malls and arenas. Having been named as the interactive technology partner for National CineMedia, you will soon see Reactrix displays in cinema lobbies across the country.

Thanks to a new partnership with Clear Channel, Reactrix displays will soon be gaining a foothold in airports as well.

Clear Channel Airports, a division of Clear Channel Outdoor, will have full responsibility for the operation, sales and licensing of Reactrix's StepScape displays for its airport partners. Clear Channel has partnered with most major airports in the country outside New York City, including Chicago O'Hare, Boston Logan, Dallas-Fort Worth Intl., Philadelphia Intl., Phoenix Sky Harbor and San Francisco Intl.

Like its other StepScape displays in malls and other public areas, the Reactrix system will project digital images onto the floors of airport terminals, which attract passersby by responding to their motion. Once engaged, the user is invited to explore the interactive display, controlling it with different gestures that are tracked by motion sensors. (via MediaPost)

Given that Reactrix executives have said recently that they are looking to make their displays into more of an actual point-of-sale, linking their technology with place-based commerce initiatives, I am surprised that the press release touting the Company's partnership with Clear Channel did not make any mention of Reactrix's WAVEscape displays.

WAVEscape represents the integration of gesture-based control and flat panel displays. WAVEscape features configurable levels of interactivity that are heightened as a consumer moves closer to the display. The interactive display technology can be triggered from approximately 15 feet away as the display content responds to consumer movement to entice further interaction. As consumers approach a WAVEscape digitally-formatted advertisement, their position and gestures are instantly recognized, enabling different levels of interaction based on proximity to the display. In more simple terms, WAVEscape delivers "Wii-like" functionality in a digital signage experience. (via Reactrix Company Website)

I see great potential in integrating point-of-sale applications with Reactrix's WAVEscape displays, enabling consumers to purchase items through gesture control and other interactive technologies. If the Company really wants to go in this direction, I don't see them linking place-based commerce with interactive floor projections. For some reason, I don't think people will warm to the idea of stepping on a product to buy it.

But, having a behemoth like Clear Channel selling your technology into major airports is a success that should be celebrated. I imagine that Reactrix will use the door that this deal opens to broaden its reach and ultimately push new, more pervasive, technologies into these venues.

Art and Digital Signage

I have written about the topic of Art and Advertising previously, citing the widespread benefits of linking art and digital signage. The aesthetic and cultural value captured by sharing screen time with artistic endeavors, such as working with emerging artists, non-profit art organizations, museums, galleries is priceless.

A recent post on the blog Digital Out-of-Home brings to light the most recent artistic campaign brought forth from the partnership between ONESTOP Media Group, an out-of-home digital company in the retail, hospitality,and transit industries; Art for Commerce; and the Toronto Transit Commission. The campaign give the city’s commuters a chance to see how photographers have interpreted their city.

The 2nd Annual Photography Exhibition – themed on ‘Contacting Toronto: Memories for the City’ - is running for the month of May on the TTC Digital Network.

‘Contacting Toronto’ is showcasing a total of 62 photographic stories in 31 days to over 1 million people weekly. The photos are showing on more than 250 platform screens in over 40 stations throughout the TTC. The exhibit airs once every 10 minutes and features two different photographers a day in 30-second blocks of time.