Digital Signage and Smartphones: There Should Be an App for That

Apple sprayed confetti across the Internet - in the form of animated leaderboard and banner ads on the home pages of major web publishers - to celebrate the one billionth iPhone application download. If you have seen Apple's recent television commercials for the iPhone, you know there are applications for reading MRIs, scanning credit cards, finding apartments, fixing a wobbly bookshelf, editing photos, etc.

Where are the applications that allow iPhone users to interact with digital signage? "There Should Be an App for That."


Nate Nead of DigitalSignage.com wrote an article recently on the dearth of smartphone applications that relate to digital signage. Given the creativity and level of innovation that has been seen across the iPhone and Android app stores to date (excluding the novelty apps), you would think that developers would jump on the opportunity to create unique connections between smartphones and digital signage. The GPS functionality of the iPhone and other smartphones make them ripe for integration with place-based digital signage networks.

The iPhone 3.0 software update opens the door to even greater opportunities to connect the device to digital signage. The software update offers device interoperability which could be leveraged to increase the targeting power of digital signage. With the new SDK, developers will have the tools to enable in-app purchases — like subscriptions, additional game levels, and new content. They can also create apps that connect peer to peer via Bluetooth, communicate with hardware accessories, and use the Apple Push Notification service to provide alerts.

Imagine an application sponsored by a major digital signage network, or aggregator, that uses a smartphone's internal GPS to identify when an individual is near a digital screen; and, use this information to deliver uber targeted content. The application could tag content within a person's phone, index his recent web history (such as a Times article the user just read), and draw on the user's social network connections to deliver "smart" digital signage content.

When multiple people are in the direct vicinity of a digital sign, the application could aggregate behavioral data across the group. It would communicate with the back-end digital signage system to deliver intuitive content that draws from the combined traits of every person within range of the sign.

A user would download the application under the knowledge that it would pull behavioral data, etc. in order to deliver enhanced content on digital signage that he encounters. The software program could even be an embedded feature within a broader location-based application. This is but one potential application that could be developed to foster connectivity between smartphones and digital signage.

If I were part of the executive team at TouchTunes or ECast, I would focus significant energy on developing smartphone applications that enable communication between a user's phone and a digital jukebox. Giving a user the ability to purchase songs on a digital jukebox via his smartphone would lead to an easier, faster, and more efficient purchase process. With the 3.0 iPhone software update, a person with the TouchTunes application on his phone could purchase additional jukebox credits from within the application itself. This could have a major impact on the company's revenue.

I also see a key opportunity area in the development of applications for smartphones and portable media devices that solve the problem of integrating sound into digital signage. In some transit networks people tap into a digital sign’s audio feed by navigating to an FM radio channel on their music players. In my opinion, there is no way this could ever be a viable, long-term solution. The irony is that outdated technology is being used to facilitate audio on an emerging media platform.

The creation of applications linking a person’s smartphone, iPod, etc. to a digital sign’s audio feed could solve the sound problem for a number of networks. NBC, for example, could create an application for its new PATH Transit network that would allow users to access the channel's audio feed. Those who download the application to their portable devices could watch programming with the accompanying sound ported to their phone or iPod. This way other passengers wouldn't be confronted with audio that they perceive to negatively impact their environment.

What I have mentioned are just a few ideas for smartphone applications that can improve or enhance one's experience with digital signage. There are many other ways in which a smartphone could connect with digital out-of-home media. Applications relating to digital signage could be developed around location-based services, content transmission, remote operation, social gaming systems, and a plethora of other verticals.

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The Cloud Mirror - Digital Signage, Augmented Reality, and Social Media

We often look past the implications of the breadth of personal information that we put online. In many ways we have blurred what it means to be a stranger. With a few clicks, you can find out a person's likes and dislikes, where he lives (at least the city and state), his place of work, his relationship status, etc. We publish photos of our families on the Web and think nothing of it. We have grown comfortable enough to tell anyone who will listen what we're doing at any given moment. By posting all of this information online, we have become de-sensitized to the boundary between what's public and that which should be kept private.

The Cloud Mirror is an art installation that visualizes the grey area that we have created between our public and private lives. The interactive digital experience blends facial recognition, 2D barcodes, SMS, and the personal information embedded within online social networks. The Cloud Mirror illustrates the results of our online disclosure.

Have we created the foundation for Orwell's "Big Brother" to peak into our lives with ease?


The Cloud Mirror from eric gradman on Vimeo.

The CLOUD MIRROR is an interactive augmented reality art installation by Eric Gradman of Monkeys & Robots. Live video captured by a camera and is re-projected on the wall behind the camera, functioning like a “magic mirror.” But the CLOUD MIRROR software alters the images on the way to the screen. It runs an algorithm that tracks faces from frame to frame and also examines each frame for 2D barcodes printed on attendee badges. By pairing each face with a badge, and each badge id with a database row, the CLOUD MIRROR can identify by name whoever is standing in front of the installation.

The CLOUD MIRROR then augments each frame, adding a thought bubble to each face in the image. The contents of that thought bubble are selected from a set of “tags” associated with that person. Tags come from various sources, including Facebook, Twitter, and SMS data.

When registering for the event, attendees were asked to optionally provide their Twitter name, Facebook profile ID, and to answer the question “Where is your favorite place in LA?” In the weeks leading up to the event, the CLOUD MIRROR software sent a friend request to any attendee that provided that information. The poor trusting souls who accepted this request had their personal profile gently data-mined. Specifically, the information captured was “Facebook updates,” “Twitter updates,” and “Facebook relationship status.”

CLOUD MIRROR also capitalized on peoples’ innate desire to embarrass their friends by allowing anyone to anonymously “graffiti” in a thought bubble by sending an SMS message to a special number containing the target’s unique badge ID. (via Monkeys & Robots)

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Interactive Mirror for Sneakerheads

During my time at an advertising startup in Philly a number of years ago, I spent countless hours on a new business pitch for a lifestyle company aiming to connect with sneakerheads. (A sneakerhead is a person who collects exclusive, vintage, rare, and limited edition shoes)

Sneakerheads are a passionate group whose seal of approval can elevate a brand to "must have" status. They collect shoes for fashion and status. It's in the exclusivity and the uniqueness of a given pair that they draw their inspiration.

When I came across this one-of-a-kind interactive installation, I immediately connected with the designer's passion. For him a sneaker is a work of art.

Sneaker Mirror from Jesse Chorng on Vimeo.

This interactive mirror belongs in the flagship store of a major sneaker retailer. It also could be modified to feature the designs of a single sneaker company and be used for advertising and promotion. Maybe we'll see this at the NBA All Star game next year. Another idea would be for a footwear company to put this in the lobby of its headquarters. It clearly evokes the statement that your shoes say a lot about you.

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Times Square Digital Earth Day Campaign

On Earth Day Manolo Almagro of DailyDOOH wrote a very compelling post on the digital out-of-home media industry and its impact on our environment. In his post "Digital Signage Carbon Footprint Considerations," he outlined specific instances in which companies and projects have failed to embrace green initiatives against those geared toward reducing our industry's carbon footprint.

He referenced the eco-friendly steps forward that were made from projects such as:

- the installation of the Ricoh sign at 42nd and 7th in New York that is powered by 16 wind turbines and 64 solar panels.

- the Duracell Lodge in Times Square that asked volunteers to pedal stationary bikes to generate electricity to power a digital billboard on New Year's Eve.

Manolo did leave out a significant digital out-of-home green awareness campaign celebrating Earth Day 2009. Thomson Reuters and NASDAQ OMX have dedicated their Times Square signage this entire week to facts about environmental sustainability. The signage has also featured information on how New York residents can switch to renewable energy through ConEdison Solutions’ WIND Power Program.

Where:
Thomson Reuters and NASDAQ MarketSite signage New York’s Times Square

See examples:
http://www.timessquare2.com/clientlist/earthweek/ http://www.timessquare2.com/clientlist/communityenergy/

Background:
Thomson Reuters and NASDAQ OMX remain continually committed to bettering our world through the use of Times Square’s most visible signage, Thomson Reuters signage and the NASDAQ MarketSite Tower. Throughout the week, the signage (which will remain mostly dark to conserve energy), will display a “What Can You Do?” series about the environment, encouraging people to take action to preserve the Earth’s resources. Informational topics include:

-1/3 of the garbage generated in the U.S. is from packaging.
WHAT CAN YOU DO? Cut back on single-serving and individually wrapped goods. Purchase brands with less packaging.

-There are currently 400 million people worldwide facing severe water shortages. According to the United Nations, that number will be 4 billion by 2050.
WHAT CAN YOU DO? Be conscious of water use when washing dishes and showering, and fix leaks.

(via Thomson Reuters)

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MuVChat Brings Text Messaging to the Movies

What do you get when you combine Twitter and "Mystery Science Theater 3000?" The answer is MuVChat. At first glance MuVChat appears to be an idea that should be relegated to the same category as a Jump to Conclusions Mat. Under normal circumstances, texting during a movie should be cause for instant ejection from the theater(Do not pass GO, Do not collect $200).

With this in mind, you might be surprised to hear that I think MuVChat is a pretty cool concept.

Rien Heald, the founder of MuVChat, understands that the average person doesn't want to see a scrolling comment ticker on the screen during a Summer blockbuster. The ingenuity of MuVChat's business model is that the weekend showing of the latest adventure movie isn't the market the Company's targeting (at the moment). A movie with a cult following that's airing at a local club or on a college campus is a completely different story.

Movies like "Zoolander," "Anchor Man," and "Office Space" are in MuVChat's sweet spot. When much of the audience has already seen the movie playing multiple times, MuVChat instantly becomes a megaphone for the off the cuff comments that are normally reserved for the friend sitting next to you. With MuVChat you can participate in a conversation with the entire theater. It's a service that could really catch on in the right venues.



MuVChat is at a very early stage as a company. The service is being beta tested at a single theater in the Chicago area. So far the response from theatergoers has been very positive. Most viewers make about 40 comments per movie, Heald said, and not all of them are snarky. Just as often, people will play "Name That Tune" when the soundtrack swells.

The reaction has been so strong that there have even been calls to pair MuVChat with cinema bombs like Mariah Carey's "Glitter" and Ben Affleck's "Gigli." I can only imagine the lively conversation that would emerge from such an experiment. It's a whole new opportunity to make money off of films that critics wouldn't watch twice. Well, maybe if they could voice their opinions to everyone in the audience.

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BMW Outdoor Ad Shows "The Medium is the Message"

Audi teed it up, and BMW hit it out of the park. This outdoor execution is a thing of beauty.

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Fiat SMS Adventure at the Movies

I'm a little surprised that I had never seen this before; especially, considering the campaign debuted in 2006. For a company to come up with something like this at a time when advertisers were just beginning to scratch the surface of mobile marketing (many would claim that we're still in this stage), makes me want to fly to Brazil to give the designers my kudos in person. With such an interesting use of SMS technology, that also ties in crowdsourcing and branded entertainment, you would think that this effort would have been duplicated many times over by now.

Beyond the innovative call-to-action and participation payoff, the campaign succeeds in motivating users to visit the branded Fiat "choose your adventure" site after the movie. While the greatest number of participants with matching responses watched the Fiat short movie that corresponded to their survey answers, there were still 15 other versions of the branded film to view online. Curiosity alone would push a person to visit the site.

The campaign generated significant coverage for Fiat. The campaign articulated Fiat's brand ethos while forging direct connections with consumers.

Are you surprised that other brands haven't leveraged this form of SMS interactivity?

For more information on the campaign, and to view two versions of the Fiat Adventure movie, click here.

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"Evolution of Advertising" Video

This is a great illustration of how advertising has changed over the last sixty years. Ultimately, we need to focus our collective energy on engaging consumers once again.



The video is courtesy of German agency Scholz & Friends.

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Interactive Carphone Warehouse Storefronts Courtesy of Monster Media and Samsung

Monster Media, a market leader in the field of interactive storefronts, generated significant buzz over its recent work for Carnival Cruise Lines. The gesture and mobile interactivity behind the innovative digital aquariums succeeded in capturing people's imaginations, both on the street and across the Internet.

It should then come as no surprise that Monster Media has followed up its work for Carnival with another cutting-edge deployment for a top company. In its continued effort to create brand experiences that educate and inform consumers, Monster has launched a series of window displays in the form of giant interactive SAMSUNG Tocco Ultra Edition phones. The displays appear in 18 Carphone Warehouse store windows across the UK.

The Samsung window displays provide users with the opportunity to experience every aspect of the new Tocco Ultra Edition phones. Through stunning digital graphics and touch-based interactivity, the giant displays mimic the look and functionality of the feature-rich Samsung Tocco Ultra Edition. People on the street can test drive the many applications on the smartphone. Users are able to drop and drag icons across the display, inviting them to explore the phone's music player, calendar, weather features, web surfing tools, and more.

Interactive storefronts similar to this one have been created for Tommy Hilfiger, Ralph Lauren, and Orange Mobile, but I feel that this deployment succeeds on a higher creative level. The resulting displays don't just showcase a retailer's product offerings. They transform a store window into a complete product and shopping experience. By expanding upon the tried and true practice of testing out a phone's features and aesthetics prior to purchase, the displays elevate the Samsung Tocco Ultra Edition above its peers. Since the interactive units are available for use even when the stores are closed, the window displays are as much sales tools as they are promotional outlets.
"The launch of this new interactive window display reflects SAMSUNG's leadership in both mobile user experience and marketing innovation", said Mark Mitchinson, Vice-President SAMSUNG Mobile UK and Ireland. "By recreating the user interface of one of our flagship mobile phones in this way, we open up the interactive mobile experience to thousands of potential customers who may not have experienced our market leading touch technology. We're proud to be the first mobile phone manufacturer to bring this unique product experience to the high street; increasing footfall, driving sales and demonstrating true leadership."

Andrew Harrison, CEO of The Carphone Warehouse, said "I think it's great that we're bringing leading technology to the high street to give customers experience that they won't be able to get anywhere else. It's a really fun piece of equipment which I'm looking forward to seeing people enjoying and engaging with."

(pictures via Display Blog)

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In-Flight Entertainment + Virgin Atlantic + Entrepreneurs = Pitch TV

It's not a much of a stretch to call Richard Branson an innovator. The man epitomizes what it means to be an entrepreneur. If he's not attacking an existing business model and turning it on its head, he's coming up with an entirely new business altogether. To this point, he is currently working on a project that merges the classic elevator pitch with in-flight entertainment, and mixes in a dollop of social media.

Though his Pitch TV Challenge, Branson is attempting to narrow the gap between a person with an innovative business idea and the professionals who can turn one man's vision into reality. The first step is the elevator pitch. To participate, an entrepreneur must submit his business idea in video format to Virgin.com. Once a month, Branson and his staff will pick out a selection of the best video pitches and then let the virgin.com community vote for their favorite.

This is where it really gets interesting...Each month the five most popular video pitches will make it on to the PitchTV show which will premiere on Virgin Atlantic's in-flight entertainment - to be seen by top business professionals from around the world.

Through this endeavor Branson is bringing together the worlds of user-generated content, online video, social media, and digital signage. It's vator.tv with a greater reach, courtesy of a targeted digital signage network. If the project proves successful, it will be interesting to see if Branson will populate Virgin Atlantic's in-flight entertainment system with other forms of user-generated content.

(picture via Springwise)

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New York Taxi Commission Seeking Technology Enhancements

In what is a great opportunity for digital signage companies to promote their wares, the New York Taxi and Limousine Commission (TLC) is in search of recommendations, suggestions, and ideas to support the further development of its Taxicab Passenger Enhancement Program (T-PEP). Having already equipped its fleet with a number of cutting edge technologies over the last few years, the commission is now looking to go from Taxi 1.0 to Taxi 2.0. Current onboard systems include:

• Automatic Trip Sheet Technology


• Driver Information Monitor (DIM) with text messaging capability


• Credit/debit card payment capability


• Passenger Information Monitor (PIM) with payment screen, live map, and on screen content
  

In a nutshell, the TLC is looking for new technologies and applications, such as innovative location-based services, that will improve the taxicab experience for passengers and drivers alike. The Request for Information (RFI) is an "all points bulletin" seeking ideas from the riding public, all segments of the taxicab industry, technology companies, content providers, and advertisers. The aim of the RFI is to garner feedback on the current T-PEP system while also generating a wide array of recommendations and ideas (some are sure to be off the wall) from which the commission can draw actionable suggestions. And, ultimately, make a call for RFPs.

Responses to the RFI may include, but are not limited to, possible approaches to any or all of the following:

Passenger Benefits
• Enhanced opportunities to integrate improved Passenger Information Monitor (PIM) content including: new applications, increased access to Public Service Announcements and City produced content, music videos on demand and entertainment in general

• Improved methods to deliver PIM content and services to passengers

• Wayfinding; knowing where you are, knowing your destination, following the best route, recognizing your destination, and finding your way back

• Mobile technology (i.e. functionality to connect with phone, Bluetooth or other devices)

• Standardization of advertisements and other content to provide uniform platform across all taxis

• Additional payment options

• Enhanced receipts – Larger, more detailed, delivered electronically to an e-mail address

• Ability to access internet

• Location based services/advertising

• Possible synergies with common mobile smart phone capability

Taxicab Industry Benefits
• Driver navigation systems

• Enhanced Driver Information Monitor

• Lower credit card processing costs

• Improved driver amenities

• New Media

• Improved fleet management

NYC/ TLC Benefits
• Better access to trip sheet data and more streamlined, comprehensive analytical abilities

• Enhanced functionality of text messaging and PIM options to the entire taxi fleet and/or various subsets of taxis

• Prevent driver use of cell phones while on duty other than for emergencies through emerging cell phone blocking technology

• Improved oversight and testing capability of T-PEP systems

• Ability of taxi meter to calculate multiple fares

• Ability of T-PEP systems or portions thereof to be used in other TLC regulated industries.

The RFI is posted on the TLC Web site, and those interested may submit their ideas, suggestions, comments, etc. either through the Web site, via US Mail at NYC TLC, 40 Rector Street, 5th Floor, New York, N.Y. 10006; via Fax at 212-676-1002, or by e-mail at policymail@tlc.nyc.gov. The submission deadline is June 15, 2009.

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Thoughts on Adcentricity and Impact Mobile Partnership. 2D Barcodes Anyone?

The story of Adcentricity's partnership with Impact Mobile has been lighting up digital signage news outlets. The announcement has also spread to a number of mobile marketing focused blogs and media sites. With its broad reach across all of North America (yes, Adcentricity has a strong presence in Canada...Its key competitor, SeeSaw Networks does not.) and over 80 digital OOH networks in its portfolio, the aggregator is sure to implement a number of cross platform campaigns in the future.

Impact Mobile offers a complete catalog of mobile solutions, including smart phone application development and barcode scanning. The company is an ideal solutions partner for Adcentricity given both organizations have a base of operations in Toronto and representation in the US. Such a partnership offers equal benefits to both companies. Impact gains a major sales partner in an emerging industry, and Adcentricity complements its already strong media proposition with a trusted mobile marketing provider.

The tie up speaks directly to Adcentricity's mantra of "1 Plan, 1 Buy, 1 Bill." Rob Gorrie and his colleagues are now a one stop shop for digital out of home media and mobile marketing. Why go to one shop for DOOH and another for mobile, when you can get it all from Adcentricity?

In addition to gaining a significant partner in the digital OOH industry, Impact Mobile is saving a large amount of time and money by eliminating the need to go out to each of Adcentricity's 80 network partners individually. One business development win has basically secured them all. This relationship has the potential to increase Impact Mobile's billings from the digital signage space significantly over time. As Adcentricity's network grows, so too will Impact's number of digital OOH outlets for future mobile campaigns.

Another major outgrowth of this symbiotic partnership is the opportunity for increased penetration of 2D barcodes across the digital signage industry. Often referred to as QR Codes, the unique (mainly black and white - Microsoft Tags have color) barcodes contain embedded content and information that is accessed through the snap of a camera phone. The technology transforms physical media into gateways to a wealth of interactive experiences. 2D barcodes are well-positioned for an auspicious future in the digital signage space.

At this point you're probably asking yourself how this relates to Adcentricity and Impact Mobile. The key here is that Impact Mobile is a major channel partner of one of the largest global providers of 2D barcode technology - ScanBuy. I strongly believe that Impact's relationship with ScanBuy will influence the speed at which we'll see this technology used in a major Adcentricity digital OOH campaign. An initiative of that scale would further cement Adcentricity's place in the digital OOH sector, and the company's position as an industry innovator. It carries the potential of generating significant publicity for all parties involved, thus becoming the dominant paradigm to support the integration of 2D barcodes into future interactive digital signage media campaigns.

Companies have just begun to test the waters when it comes to linking 2D barcodes and digital signage (Creative Search Media has been leading the charge thus far). These initial efforts have created some buzz, but it will take a major national campaign across a wide swath of venues to blow the top off what could be a pitch perfect technology pairing. The targeted nature of digital OOH media and its use in retail environments make the format well-suited for 2D barcodes.

Just as content can be updated on digital screens, so too can 2D codes be changed according to different promotional campaigns. Directions for leveraging the technology is be more easily presented (in video format) on digital signage than traditional media. As a result of their flexibility and ease of use, 2D barcodes could very well become a dominant link between a consumer's mobile phone and digital signage. There are number of things that need to come together to make this a reality. Adcentricity partnering with a major provider of 2D barcode technology can be looked at as one of them.

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Graffiti is Digital With WiiSpray

When you look at this picture, what do you see? Do you envision possibility; the potential that forms when creativity and technology meet? When you think about what you could do with such a device, do a flurry of ideas and images pop into your head?

I see street artists spray painting digital windows. People stop what they're doing and form a crowd around the artists, captivated by the streams of color that magically appear before them. A tapestry of red and blue lines envelops a once vacant storefront. Images grow from the corner of a window that just moments before was covered by brown paper. Digital graffiti artists move between one another the way notes intertwine on a page of sheet music. As my eyes center on the motion pouring forth from the digital canvas, a radiant image rises before the crowd. It is beautiful.

I realize the scene that I just drew errs on the ethereal, but I wanted to capture the creative possibilities that I see when art, interactivity, and digital media converge. I applaud Martin Lihs, and his team at Bauhaus University, for creating a device that blurs the line between the tangible and virtual worlds. WiiSpray is an invention born from creative exploration. It shows what can happen when technology is stretched beyond its original design.



What is the "WiiSpray" project?

The foundational basis for the project goes well beyond replacing real graffiti as an art form. Moreover, WiiSpray is to be seen as an interface to give graffiti a new virtual level surpassing tactile boundaries of the tangible world.

Within the system, there is a symbiosis of digital and analog as well as overcoming restrictions of distance and time. An advantage of the system proves to possess a user-friendly design simple enough for children to use. The virtual canvas allows the user to decide what is saved and what is discarded, all the while keeping the surrounding area clean and free of what otherwise would be a messy form of media.

The actual hardware tool of the artist – the spraying can – remains constant in its shape and function and is a catalyst for this software supporting innovative computer interaction. The self-explanatory program requires no previous knowledge or reference of a user’s manual. This software allows users to make the game all their own, offering a wide range of colors, interchangeable caps, along with the possibility to incorporate the user’s personal photos, graphics, and backgrounds into the setting.

The WiiSpray provides a framework of different possibilities yet without any specifications on how to use it. Every user decides for themselves what his or her creative expressions might be.

WiiSpray is independent of platforms and is based on »Adobe Flash«, a »WiiiSpray server« how is based on the »WiiFlash server«, and standard »Wii« technology.

WiiSpray, a technical experiment with a lot of potential for expansion and application.

Martin Lihs 2009 (WiiSpray)

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An Affinity for Media, Advertising, and Digital Signage

I love media and advertising. I know that it's obvious from reading this blog. But, I really do. I love reading about different forms of media and how new technology influences advertising. I spend countless hours parsing through commentary on the latest advertising campaigns and emerging technologies, driven by the desire to uncover new ways in which media can connect with consumers.

I love diving into websites, blogs, articles, Twitter feeds, forums...and experiencing how media and advertising are changing. How they are growing and adapting in a world where content creation and consumption are shifting; a world in which communities are being born from people's desire, and new found ability, to be heard on a grand scale.

It's from this passion for innovative communication that my affinity for the digital signage industry has grown. I see immense opportunity to reach and engage people (of varied backgrounds and ages) through digital signage. The outlet offers the potential to share diverse content across communities, ensuring that what's broadcast blends seamlessly into the fabric of its environment.

Digital signage opens a gateway to micro interactions. It eliminates the blanket of mass communication. A message doesn't need to be contained any longer by singular boundaries. It can be shaped and delivered according to the unique characteristics of its audience.

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Carbon Footprint of Digital Window Displays

If you owned a retail store and a salesman told you that that a digital window display consumes 7.5% less carbon than a traditional poster package, would you be inclined to replace your printed signs with projected displays?

MediaZest, Cisco, and Panasonic hope that the information would trigger such a decision. The three companies partnered on a recent study across 150 retail locations that found digital signage offers significant environmental advantages over traditional displays. When pairing the study data with the cost savings and efficiencies realized in replacing printed signs with digital signage, the companies believe an organization would be hard-pressed to ignore the business case for updating its window displays.

I recommend you review the quotes below from executives at MediaZest, Cisco, and Panasonic. The sound bites are fantastic.

Highlights / Key Facts:
- The estate of 150 High Street stores hypothesized for the study showed a carbon saving over three years of 29.74 tons of carbon dioxide equivalent (tCO2e) following the change to a digital window display solution. This is equivalent to the total energy consumption of a typical UK household for more than five years

- The independent study, commissioned by MediaZest, co-sponsored by Cisco and Panasonic, and carried out by leading consumer research company ROI Team and Brunel University show that the carbon consumption of a projected display is 7.5% lower. It takes into account the emissions "from warehouse to warehouse" and compares all aspects of both types of installation, performance, maintenance and decommission; assessing consumptiom on electricity, diesel paper and ink

- The digital display analysed consisted of a Panasonic PT-D4000 projector, which was chosen for its reliability and flexibility with its dual lamp system, 3M Vikuiti film applied to the window, and a Cisco media player. All changes of content are sent via a broadband line, thus eliminating repeated printing of materials and road distribution. The lifetime of the display was set at three years

Quotes:
-Tim Skinner, Operations Director, Consumer Industries, Cisco UK and Ireland
"Cisco has a clear commitment to reducing our carbon footprint and work with our customers to enable them to reduce their impact through the smart use of technology. Digital signage provides an engaging experience, and these results show that its use can reduce retailers' carbon footprint."

-Dr Joyce Tsoi, Research Fellow at Brunel
"We have experience of looking at the environmental aspects of various business practices and these results show a strong positive result for the use of digital media."

"Surprisingly little sustainability research exists that can inform business opinion about carbon performane issue, and we were pleased to be involved in what we believe will be a significant step forward in encouraging environmental debate in the point-of-sale advertising business."

-Hartmut Kulessa, Marketing Manager Projectors of Panasonic
"As a global technology provider, we take our responsibilities very seriously and are confident that we will continue to produce more and more environmentally conscious products for use in the digital signage arena."

-Andy Hawkins, Sales and Marketing Director of MediaZest
"We believe it is both a business and moral imperative for all companies to analyse their practices and make any contribution possible towards the environment. We are obviously delighted by the results, as we took a risk in its commissioning before knowing what we would see. Our gut feel has always been that our clients can not only enjoy the business, branding and aesthetic benefits of digital displays but that it was more environmentally friendly, and that seems to have been proven."

"With our partners Cisco and Panasonic, we intend to spread the word on the results as far and wide as possible."

(Research Data via Cisco)

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Kinetic Worldwide Moving HQ to the US

Kinetic, one of the world's largest out-of-home agencies, is moving its headquarters from London to the United States. As part of the restructuring plan, Steven Ridley, currently CEO of Kinetic's Americas division, will assume the role of Global Chief Operating Officer.

While Kinetic has a grown its presence in the US to 6 offices and over $1.3 Billion in billings, shifting its HQ to New York symbolizes the Company's overall objective of expanding its global presence. Given that New York is the capital of the media world, it's apparent that Kinetic wants it business center to lie at the heart of that activity, and the opportunities that lie therein.

Kinetic, founded in 2005 and led by Global Chief Executive Eric Newnham, has established itself as the market leader in the Out of Home media sector across the world. With an extensive global network spanning 27 countries and billings totaling $4 billion, Kinetic is the preeminent force in the planning and execution of Lifestyle & Environmental Media.

David Payne, currently Chief Executive of Kinetic EMEA, will be transferring to the United States to take on the role of Chief Executive for the Americas. David has been instrumental in the rapid development of the Kinetic European office network and this experience will be key to cementing the company's market leadership in the United States and further developing offerings across the region.

Eric Newnham will temporarily assume the role of Chief Executive of EMEA along with his Global Chief Executive role, and a new EMEA Chief Executive will be announced shortly.

Eric Newnham commented: “So much has been achieved over the past four years; it is time for Kinetic to capitalise on all that hard work. The position we have developed across the world is unprecedented and I am delighted that Steve will be joining me to help develop the business even further.”

Steve Ridley said: “It is time to build on Kinetic's success and put even more emphasis on ensuring that our global offering is both coordinated and fully equipped to handle the exciting challenges ahead. Kinetic sits in a unique position as the only company in the world dedicated to Lifestyle and Environmental Media.”

David Payne commented: “Developing Kinetic's European operations has been an exciting and highly rewarding challenge, and I am proud to have built such a strong, dynamic network. However, the opportunity to put that experience into play on a canvas as broad as North America was too good to miss.”

Rupert Day, Global Chief Operating Officer, GroupM said: “Kinetic has carved a new position in the media world as it offers a proprietary, lifestyle-centric perspective on how to connect with consumers. This unique approach coupled with unrivalled global reach adds tangible value for both agencies and clients alike.”

(via MediaWeek)

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Lottery Study Calls for Digital Signage

A research study from Frost & Sullivan on state lotteries highlights the potential to greatly increase sales, up to 127%, by implementing key changes to existing business models. The potential exists for lotteries to generate an additional $14 billion dollars in funding to state governments facing unprecedented budget gaps.

The study shows that lotteries have the opportunity to generate greater sales by embracing best practices in areas such as marketing, retail strategy, and advertising. Gains can be realized in optimizing lottery checkpoints and making point-of-sale display more eye-catching. A key finding of the study illustrates how this can be achieved...

Installing digital signage at lottery outlets strengthens retail marketing initiatives while contributing to overall branding.

In 2002, several retailers in New Mexico implemented digital signage at lottery checkout points that advertised jackpot sizes and other enticing elements of their Pick 5 Roadrunner Cash game. From this simple addition, sales increased more than 70%.

"U.S. lotteries have already contributed billions of dollars to good causes," said Frost & Sullivan Vice President, Wayne Adams. "However, our analysis demonstrated that, by being able to implement some basic changes and practices and innovation similar to other consumer products, lotteries have a unique opportunity to contribute even more to state governments."

The complete study, U.S. Lotteries: Achieving Strong Results in a Weak Economy, may be accessed online at www.frost.com/uslotterybestpractices.

(via PR Newswire)

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Parallels Between Digital Signage and In-Game Advertising

In-game advertising is built on the same principles as digital signage. Advertisers can dynamically update their marketing messages in real time. Gamers can be targeted down to their geographic location. Campaigns and creative executions can be changed on the fly.

Comparable to the data that can be garnered from audience recognition software, information can be sent back from a gamer's machine regarding advertisement performance; data such as time spent looking at advertisements, type of advertisement and viewing angle may be used to better formulate future campaigns and also allows the advertising agency to offer more flexible campaigns to their clients.

The companies leading the in-game advertising industry,Massive Inc and IGA, aggregate publishers' game titles across various consoles to deliver mass reach. Massive and IGA have built their expansive media networks by aggregating games from developers and publishers that include Electronic Arts, Atari, Sega and Microsoft.They operate in a similar fashion to Adcentricity and SeeSaw Networks. In the same way a company can choose whether to advertise in restaurants or pharmacies via SeeSaw, it can position a campaign to reach players in action or sports games via IGA.

Delivering the right message at the right time is the core tenet of both in-game advertising and digital signage. Their growth is fueled by emerging technology and the spread of high-speed Internet connectivity. Digital out-of-home and in-game advertising are two of the fastest growing media formats as a result of their ability to deliver targeted campaigns, connect with millions of viewers, and reach sought after demographic groups.

In addition to generating sizable revenue for game developers, dynamic advertising from Massive and IGA serve to create more realistic gaming environments. Billboards and digital media displays within games create tenable parallels between the game environment and the player's actual environment. Without the inclusion of commercial advertising that mirrors what a person would see in the real world, a video game would appear artificial. For example, if an NFL video game were not to include stadium advertising, which is prevalent across all professional sports, in-game realism would suffer.

This interconnection lies at the heart of the recently announced, first of its kind, deal between IGA and out-of-home specialist Posterscope. Outdoor advertising from Posterscope's roster of clients will soon appear in more than 80 games represented by IGA. Billboards bought by Posterscope on behalf of its clients will appear in contextually relevant locations inside IGA's network of premium computer and video games, simultaneously with their display in the real world.

The initiative increases the impact of outdoor advertising while heightening in-game realism. Complementing an outdoor campaign with simultaneous in-game placement leads to greater advertising effectiveness, relevancy, and timeliness. This is a great way to illustrate the widespread benefits of in-game advertising. It also speaks to the wealth of creative opportunities available through out-of-home media.

According to James Davies, Director of Posterscope’s innovations division, Hyperspace, “it is a logical step to include this package when planning broadcast out-of-home campaigns as the similarities in creative approach, media consumption and Postar-style audience measurement are huge.”

Ed Bartlett, Vice President Europe for IGA agrees; “Our network offers a wide range of relevant photorealistic and interactive environments, from cities to sports arenas, with the added advantage that our technology measures the size and duration of every ad on screen, for every single user."

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Digital Advertising on Hotel Room Phones

How would you feel if you paid top dollar for a hotel room in a foreign country and were confronted with advertising on the touchscreen phone next to your finely made bed?

The advertising message appears as a small banner ad and then expands into a full commercial that takes up the entire screen. You try to navigate away from the advertising clip, but the phone is unresponsive. Pressing your entire hand on the touchscreen does nothing.

Since you can't find an easy way to turn the advertising message off, you're left with the option of unplugging the phone all together. You reach your hand toward the electric socket. Your forearm muscles tense as you ready to pull the thin black cord from the wall...You STOP. You realize that you can't unhook the phone. You're expecting a call from your family today. It might be in a few minutes or in a few hours.

So in a hotel room that you paid for, you are forced to listen to incessant advertising, before you can use the phone for the function that it was designed.

How would this make you feel?

(images via PSFK)

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Is Digital Out-of-Home Living Up to the Hype?

Such was the question posed by Mediaweek UK to a handful of high-ranking media professionals. Within the resulting article, Mediaweek highlights both sides of the debate. While the responses are based solely on digital out-of-home media in the UK, rather than looking at the industry globally, it is definitely worth a read. It is also important to note that individuals who answered "No" to the question still spoke optimistically about the future of digital out-of-home media.

The respondents include:

• Chris Marjoram, managing director, IPM
• Ivan Clark, director of digital and creative solutions, Kinetic
• Tim Sapsford, managing director, Meridian
• Arum Nixon, associate director outdoor, radio and press, MediaVest

To find out where they stand, click here...

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