"Content is King!"
So says everyone. Except the majority of business decision-makers, who tend to fasten on hardware and software and price. They can't help it; they just gotta know "how much will this cost me?"
For any DOOH or other digital signage display, the content is critical. With all the advances over the past 5 years or so, the issue of high-quality content is still a tough one, because, face it, true creative costs something.
Example: I just spoke with a major international brand that is installing a very large, multi-tile video wall in their corporate Headquarters lobby, where everyone will see it. Great idea!
But they decided, for content, they will go with their in-house app-designer because they don't have a budget for content. Now, keep in mind, this company manufactures key components for digital displays. They are a major player.
Ya gotta be kidding me!!! You have budget to install a very large multi-tile video wall, but you forgot to allocate ANY budget toward content???!!!
So much for "Content is King." Truth is, for so many otherwise smart business decision-makers, content is an ugly step-child, neglected and unwanted. Shoot, the content should just come with this great hardware, right?
So the King, the prince, is actually a pauper. No one will give him a dime.
When was the last time you saw a truly engaging, stop-you-in-your tracks digital display? Uhh, let me see.... you don't really see them very often, and the reason is, decision-makers focus on hardware and widgets. Something they can negotiate hard. Something they can commoditize. But the all-important content, the message, the thing that actually makes people move, THAT is too expensive, don't have a budget for it, we'll do it in-house.
This is a major reason why this industry doesn't rocket forward. The value (content) is a tough sell.
People, please: Set budget for this critical component of your display implementation. If you're a systems seller, or a software seller, or an integrator, get the client to put some cold hard cash value towards their implementation's content! It will make you look good, and they'll stand a better chance of getting the true value out of their purchase that they intended. And you'll sell more.
Showing posts with label digital signage content. Show all posts
Showing posts with label digital signage content. Show all posts
Friday, August 30, 2013
Wednesday, August 21, 2013
Projected Digital Signage
Why not put a screen in your window?
Because everyone has that. Well, not everyone, but even a big screen is just a big screen.
Window Video Systems (projected digital signage) allow for eye-popping effects, different size possibilities, customized visual formats, and most of all, a completely different effect than an installed screen.
Window Video Systems (WVS) use projection and rear projection films applied to window glass to literally turn the glass into a video screen---hence the name, Looknglas.
Businesses, especially retail, need and crave fresh, attention-grabbing content. The key to effective implementation is not hardware! (Everybody's so fixated on hardware and gadgetry---thanks Apple!)
The issue is, what do you have to say? What is the value of that message?
Invest in the message, a really good, powerful message, that is strategic and measurable. All the things I have been saying for years. Don't invest in hardware, invest in messaging to your target audience effectively, and you'll never go wrong.
Feel free to ask any questions about this system or how it can work for your business. Let's blow some minds!
Because everyone has that. Well, not everyone, but even a big screen is just a big screen.
Window Video Systems (projected digital signage) allow for eye-popping effects, different size possibilities, customized visual formats, and most of all, a completely different effect than an installed screen.
Window Video Systems (WVS) use projection and rear projection films applied to window glass to literally turn the glass into a video screen---hence the name, Looknglas.
Businesses, especially retail, need and crave fresh, attention-grabbing content. The key to effective implementation is not hardware! (Everybody's so fixated on hardware and gadgetry---thanks Apple!)
The issue is, what do you have to say? What is the value of that message?
Invest in the message, a really good, powerful message, that is strategic and measurable. All the things I have been saying for years. Don't invest in hardware, invest in messaging to your target audience effectively, and you'll never go wrong.
Feel free to ask any questions about this system or how it can work for your business. Let's blow some minds!
Thursday, June 6, 2013
Content is KIng - so Bow Down!
It has been oft repeated that "content is king!"
So, if that's the case, why do people consistently try to get their content for free or on the cheap?
So many in Digital Signage and DOOH are systems focused, and so very, very few focused on content production, production values, message, and message strategy.
I think it's often assumed this is the responsibility of advertising agencies, and marketing "people", but if you are installing or running a network, it needs to be your focus.
The message (content) is where the value is. You can have the best hardware and software platform, the best integration, the best technical support, but if the messages suck, the whole thing sucks.
Think of a Limo without seats, steering wheel or brakes.
Content (message) truly is king, and strategy must be queen, and the DS system, can only ever be the coach and four.
So, qualified, strategic content producers are a critical part of your success equation. That is, people who know more than just how to make a pretty picture. People who can create great visual messaging designed to accomplish real business objectives.
We like Phase 3 Digital, because they're both artistic as well as digital and strategy savvy.
Serious investment must be made in that expertise, that marketing message expertise and the appropriate production values that should accompany it. If the message and strategy are great, but the visuals look like hell, the campaign will fail, and then Digital Signage and DOOH takes yet another black eye. Don't do that to yourself, to your client, and to the industry; make sure that content and strategy are the best you can get. Get the best expertise and production at the best price you can, but don't sacrifice mission-critical standards to a bean-counter's mentality.
So, if that's the case, why do people consistently try to get their content for free or on the cheap?
So many in Digital Signage and DOOH are systems focused, and so very, very few focused on content production, production values, message, and message strategy.
I think it's often assumed this is the responsibility of advertising agencies, and marketing "people", but if you are installing or running a network, it needs to be your focus.
The message (content) is where the value is. You can have the best hardware and software platform, the best integration, the best technical support, but if the messages suck, the whole thing sucks.
Think of a Limo without seats, steering wheel or brakes.
Content (message) truly is king, and strategy must be queen, and the DS system, can only ever be the coach and four.
So, qualified, strategic content producers are a critical part of your success equation. That is, people who know more than just how to make a pretty picture. People who can create great visual messaging designed to accomplish real business objectives.
We like Phase 3 Digital, because they're both artistic as well as digital and strategy savvy.
Serious investment must be made in that expertise, that marketing message expertise and the appropriate production values that should accompany it. If the message and strategy are great, but the visuals look like hell, the campaign will fail, and then Digital Signage and DOOH takes yet another black eye. Don't do that to yourself, to your client, and to the industry; make sure that content and strategy are the best you can get. Get the best expertise and production at the best price you can, but don't sacrifice mission-critical standards to a bean-counter's mentality.
Thursday, May 9, 2013
Digital Signage and ROI
Phil Cohen cracks me up.
He does a video blog called "Cohen on Content" http://onthecspot.com/archives/1070 dishes on all things DS and DOOH. Being a successful owner of a network himself for years, he knows a thing or two about the subject.
So I was watching his latest post, and though he takes a while to get going, he makes some great points.
Point 1: Don't think you're going to create DS content with Powerpoint. You don't want him coming after you speaking a language he knows you'll understand. (He speaks fluent baseball bat.)
Points 2-10: It's not about impressions. It's not about eyeballs. It's about making money. You have to have engagement, and a way to prove that engagement, be it third party corroboration, sales, track-able promotions, or whatever, you need to show that you are accomplishing something, preferably making money.
DS and DOOH are not about putting up a screen where you think a bunch of people will see it. It is about effectively accomplishing serious business objectives. And you don't do that by being the next DIY digital signage failure. You do it by knowing what you're doing; what hardware and software platforms are apropos to your purpose, and what content and strategy will accomplish that purpose.
"It's about making money!" he says. And I say,
"Bravo, Phil!"
He does a video blog called "Cohen on Content" http://onthecspot.com/archives/1070 dishes on all things DS and DOOH. Being a successful owner of a network himself for years, he knows a thing or two about the subject.
So I was watching his latest post, and though he takes a while to get going, he makes some great points.
Point 1: Don't think you're going to create DS content with Powerpoint. You don't want him coming after you speaking a language he knows you'll understand. (He speaks fluent baseball bat.)
Points 2-10: It's not about impressions. It's not about eyeballs. It's about making money. You have to have engagement, and a way to prove that engagement, be it third party corroboration, sales, track-able promotions, or whatever, you need to show that you are accomplishing something, preferably making money.
DS and DOOH are not about putting up a screen where you think a bunch of people will see it. It is about effectively accomplishing serious business objectives. And you don't do that by being the next DIY digital signage failure. You do it by knowing what you're doing; what hardware and software platforms are apropos to your purpose, and what content and strategy will accomplish that purpose.
"It's about making money!" he says. And I say,
"Bravo, Phil!"
Friday, January 11, 2013
Casio Digital Signage - Failing its way to Success
Casio just announced its new counter-top digital signage products, which, interestingly, use projection. Being a projected digital signage fan (Looknglas, Window Video Systems) I am intrigued by their product intro, and the concept.
http://www.avinteractive.com/top-story/45437/casio-digital-signage
While these little boxes may not come across that exciting, they are an interesting step in what I believe is a very good direction. Sure, the execution is not super exciting; frankly, kind of cheesy if you really want to know my opinion. But, exciting at the same time! Why? Because they represent an ongoing effort to innovate digital signage at Point of Sale, in an easy to use solution.
I do agree with Dave Haynes' (Sixteen Nine) feelings about the product from a strictly unbiased point of view. But my problem is that I am not unbiased! I am all about projection as a digital signage solution, and I am aware of the obstacles the method needs to overcome. But this is an honest effort. The solution may not be super effective, but it is a good try. I think Casio can do a lot better. The method has a very big upside.
The images and even the packaging are not there yet. But the thing to remember with any device like this is that the content and ease of use are the most important things. The design of the device itself can easily be improved.
So, while I am not enamored of this device in its current iteration, I applaud Casio for the effort, and urge them to keep at it. This is a good step in a good direction for POS merchandising, messaging and display. What do you think?
Thursday, January 3, 2013
Projection-based Digital Signage
I thought it time to revisit this topic from a previous post ("Projected Digital Signage"), to check on the progress of the method.
It would appear that progress is there from a potential standpoint, but not in terms of actual use. Let me break it down:
Progress: Components and system software/management continue to improve with prices coming down. More companies appear to be showing interest in Digital Signage, especially for retail Point-of-sale (POS), and coming out with newer, more versatile components.
A lot of interest has been paid to touch screen technology as it relates to engagement.
The projector industry continues to advance; they have all the capabilities, but they don't seem to be focusing on their product so much as a primary element of digital signage, though more and more seem to be factoring that possibility into their design and features.
We have come up with a solution for the issues of direct sunlight and refracted glare, especially from multiple sources. Since glare can play havoc with any projection or other screen behind glass, (such as a store window,) this is a significant step.
More and more people continue to express and demonstrate interest in the method, trying it out, but not a lot of long term installs yet. This should change as we demonstrate lower cost of ownership, and higher value of use.
Needs Improvement: Pricing needs to come more into line with a level more accessible on a widespread basis.
Most implementations are temporary, and isolated. To date, I am not aware of any chain which has adopted projected signage across their brand.
Although the method has been used to create "engagement", that engagement has been mostly on a gimmicky, "look what we can do" basis, but not in a functional, ROI-based way to engage the viewing audience for the purpose of directly doing business. This is a key change that needs to occur. So far most installs have been strictly for display. The method needs to be adapted to more transaction-based purposes, for promotion, and especially sales.
More attention needs to be paid to content production specific to the method, and specific to ROI-based objectives.
Below is an example of a WVS implementation with some of the problems I point out:
Although the method has undeniable coolness, its viability for business will not come to fruition until these issues are resolved.
Overall, projection systems for retail have not made the jump to serious, affordable, long-term business solution. I believe that chasm can be crossed, but the issues mentioned above need to be addressed.
At Looknglas, we have addressed these issues. When the marketplace comes to grips with the reality that these systems are not widgets, but rather, serious communications and POS marketing solutions, the Window Video System will have arrived.
The Window of Opportunity is here: the problems have been solved by Looknglas. Let us help you develop your POS window display and promo system for true, measurable ROI.
It would appear that progress is there from a potential standpoint, but not in terms of actual use. Let me break it down:
Progress: Components and system software/management continue to improve with prices coming down. More companies appear to be showing interest in Digital Signage, especially for retail Point-of-sale (POS), and coming out with newer, more versatile components.
A lot of interest has been paid to touch screen technology as it relates to engagement.
The projector industry continues to advance; they have all the capabilities, but they don't seem to be focusing on their product so much as a primary element of digital signage, though more and more seem to be factoring that possibility into their design and features.
We have come up with a solution for the issues of direct sunlight and refracted glare, especially from multiple sources. Since glare can play havoc with any projection or other screen behind glass, (such as a store window,) this is a significant step.
More and more people continue to express and demonstrate interest in the method, trying it out, but not a lot of long term installs yet. This should change as we demonstrate lower cost of ownership, and higher value of use.
Needs Improvement: Pricing needs to come more into line with a level more accessible on a widespread basis.
Most implementations are temporary, and isolated. To date, I am not aware of any chain which has adopted projected signage across their brand.
Although the method has been used to create "engagement", that engagement has been mostly on a gimmicky, "look what we can do" basis, but not in a functional, ROI-based way to engage the viewing audience for the purpose of directly doing business. This is a key change that needs to occur. So far most installs have been strictly for display. The method needs to be adapted to more transaction-based purposes, for promotion, and especially sales.
More attention needs to be paid to content production specific to the method, and specific to ROI-based objectives.
Below is an example of a WVS implementation with some of the problems I point out:
Although the method has undeniable coolness, its viability for business will not come to fruition until these issues are resolved.
Overall, projection systems for retail have not made the jump to serious, affordable, long-term business solution. I believe that chasm can be crossed, but the issues mentioned above need to be addressed.
At Looknglas, we have addressed these issues. When the marketplace comes to grips with the reality that these systems are not widgets, but rather, serious communications and POS marketing solutions, the Window Video System will have arrived.
The Window of Opportunity is here: the problems have been solved by Looknglas. Let us help you develop your POS window display and promo system for true, measurable ROI.
Monday, December 17, 2012
Split Screen = Divided Loyalties
I know this has been addressed before by other of my fellow curmudgeons keeping an eye on the doings in DOOH. Yet the issue remains:
More than one message per screen diminishes the effectiveness of the whole. The infamous "L". A main screen, with a column on the right or left side, accompanied by a lower banner across the entire bottom of the screen, often with a data stream.
Two words: TOO BUSY!
I know this will not stop anyone from using this screen configuration. I know it will not stop the average ad salesperson from trying to sell all those different screen opportunities. But people, please, listen: as a visual layout, this absolutely blows!
The next time you see a digital screen in the marketplace, if it has this layout, I want you to consciously try to notice whether your own eye finds it easy to take in all the messages, images and data that this format presents. I already know the answer.
I totally agree that all of the small screen should be utilized; just not in this manner. This is a content creation issue. This is an issue of actually thinking about your viewer, and caring about whether they will care. Your content better be interesting and relevant. It better grab their attention and deliver the "goods" (message) in a meaningful, useful way, or you risk committing the deadly sin of diminishing (or even completely immasculating) your own medium.
Focus on the want/need/interest/preference of your target viewer. Spend some serious time and money on your content development. You might make a little money this month with a poor ad campaign on behalf of your clients, but not next month. If it does not work, they will not continue to buy. If your network does not produce the desired effect (usually some measurable business-related result) your clients will stop buying and go elsewhere. There are too many opportunities and options available to their ad dollar.
There may (on rare occasions) be legitimate times to utilize a split screen, but I can't think of what they are off-hand. Don't divide your screen (message). Better to shorten your ad units and ad more inventory, than to have multiple disparate messages on one screen at the same time.
More than one message per screen diminishes the effectiveness of the whole. The infamous "L". A main screen, with a column on the right or left side, accompanied by a lower banner across the entire bottom of the screen, often with a data stream.
Two words: TOO BUSY!
I know this will not stop anyone from using this screen configuration. I know it will not stop the average ad salesperson from trying to sell all those different screen opportunities. But people, please, listen: as a visual layout, this absolutely blows!
The next time you see a digital screen in the marketplace, if it has this layout, I want you to consciously try to notice whether your own eye finds it easy to take in all the messages, images and data that this format presents. I already know the answer.
I totally agree that all of the small screen should be utilized; just not in this manner. This is a content creation issue. This is an issue of actually thinking about your viewer, and caring about whether they will care. Your content better be interesting and relevant. It better grab their attention and deliver the "goods" (message) in a meaningful, useful way, or you risk committing the deadly sin of diminishing (or even completely immasculating) your own medium.
Focus on the want/need/interest/preference of your target viewer. Spend some serious time and money on your content development. You might make a little money this month with a poor ad campaign on behalf of your clients, but not next month. If it does not work, they will not continue to buy. If your network does not produce the desired effect (usually some measurable business-related result) your clients will stop buying and go elsewhere. There are too many opportunities and options available to their ad dollar.
There may (on rare occasions) be legitimate times to utilize a split screen, but I can't think of what they are off-hand. Don't divide your screen (message). Better to shorten your ad units and ad more inventory, than to have multiple disparate messages on one screen at the same time.
Tuesday, November 20, 2012
Screens on the Machines
By now you've grown accustomed to the screens at the gas pump. Old news. But for DOOH people, good news. The premise is screens in high traffic areas for the purpose of creating advertising opportunities, and cash flow. I personally have not been a fan of the screens on the gas pumps so far, because the messages I have seen are useless and irrelevant to me.
But what if those messages were actually INDISPENSIBLE?!!! What if they provided me with essential information? Not weather, not a promo for a tv program, or some other lame thing. But something really important and relevant to me? Then I would probably be interested in a heartbeat. The point is not the screens or the gas pumps. The point is the CONTENT. The Message!
I am certainly not the first to beat this drum, and I won't be the last, but I will beat this drum nonetheless! DOOH has so much potential to drive traffic and sales. To promote. To inform. To sell. As DOOH providers we need to be more strategic about what we allow on our networks and our screens. I understand the need to get money in the door, but let's push for something more. Let's strategize engagement, and interactivity.
I work with a provider of content, Phase 3 Digital, that create and strategically distribute content and campaigns. We have recently brought a network of phone banks in airports online, with the first 2 of many airports, Denver and Palm Springs. Instead of pay phones, these phones provide free calls in the US and Internationally. But each phone also has a digital screen with sale-able content, as well as 5 buttons for direct connect to any client. In other words, a car rental agency can buy one of the buttons. Or a ticket company, etc. So the air passenger is walking along and needs to make a call but his cell phone is dead. He can charge his phone at this phone station while he makes a free call, and as he does so, he is facing a screen showing ads for hotels, events, destinations, offers, etc.
Bingo. Automatic engagement. Direct connection. Target audience. This is exactly the type of indispensible opportunity that DOOH must offer.
By the way, advertisers, the very first day online 2,000 people made calls on those phones!
We are also working with a vending machine company whose machines all feature video screens. Same thing: the viewer has an immediate engagement opportunity. Powerful.
Gas pumps. Airport phones. Vending machines. Store windows. Get the message out, and get engaged.
But what if those messages were actually INDISPENSIBLE?!!! What if they provided me with essential information? Not weather, not a promo for a tv program, or some other lame thing. But something really important and relevant to me? Then I would probably be interested in a heartbeat. The point is not the screens or the gas pumps. The point is the CONTENT. The Message!
I am certainly not the first to beat this drum, and I won't be the last, but I will beat this drum nonetheless! DOOH has so much potential to drive traffic and sales. To promote. To inform. To sell. As DOOH providers we need to be more strategic about what we allow on our networks and our screens. I understand the need to get money in the door, but let's push for something more. Let's strategize engagement, and interactivity.
I work with a provider of content, Phase 3 Digital, that create and strategically distribute content and campaigns. We have recently brought a network of phone banks in airports online, with the first 2 of many airports, Denver and Palm Springs. Instead of pay phones, these phones provide free calls in the US and Internationally. But each phone also has a digital screen with sale-able content, as well as 5 buttons for direct connect to any client. In other words, a car rental agency can buy one of the buttons. Or a ticket company, etc. So the air passenger is walking along and needs to make a call but his cell phone is dead. He can charge his phone at this phone station while he makes a free call, and as he does so, he is facing a screen showing ads for hotels, events, destinations, offers, etc.
Bingo. Automatic engagement. Direct connection. Target audience. This is exactly the type of indispensible opportunity that DOOH must offer.
By the way, advertisers, the very first day online 2,000 people made calls on those phones!
We are also working with a vending machine company whose machines all feature video screens. Same thing: the viewer has an immediate engagement opportunity. Powerful.
Gas pumps. Airport phones. Vending machines. Store windows. Get the message out, and get engaged.
Monday, February 1, 2010
Thing One
"In the beginning was the Word..."
I don't want to in any way compare what we do to the meaning of that phrase, but from a business messaging standpoint, it is very illustrative of the importance of your message. It is the articulated word that defines an entity, or an endeavor.
If you don't have the right word or message for who or what you are, everything else suffers, often fatally.
This is why your message must be right. This is why you continue to work on it, refine it, hone it, grow it, distill it.
Because nothing valuable happens without doing that. Say what you will, do what you will, if you start with the wrong message, you are working uphill with an avalanche coming at you. Business is challenging enough as it is, with competition breathing down your neck, or worse, eating your lunch. So get your message right, and get it out there pointedly, targeted, aggressively, consistently, repeatedly. Do it right. Do it better. Do it louder. Do it more.
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