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.

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.

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.

Road to ROI

Return on Investment, or ROI, is how every investment decision in capital equipment, marketing materials, signage, is made by those who approve expenditures.

An objective is determined, a value assigned to that investment, and then some effort at due diligence in securing the best price (cost-effective) for that investment/purchase.

Someone determines that display and signage is necessary, someone identifies a budget, and then investments are made according to budget.  When a new type of investment (in new technology) for signage or display comes under consideration, then the process begins anew for that particular investment.  Perceived, and actual value are debated and assessed, not always from a fully-informed perspective, but usually some effort is expended in that direction.

The vendor does their best to convey the indispensability of their product; usually from a features/benefits standpoint, but not always in the terms or language that the potential investor uses.  This is a key marketing and sales function:

"What will this investment do for me?" asks the potential buyer.

In the best possible scenario, the seller of the product has informed themselves diligently on the buyer's needs and valuation method, and can answer, "Here's how much this will make you/save you, over --- period of time."  They articulate the value of the product in clear financial terms, and THEN restate the practical or functional values and features.

ROI gives the client/buyer the permission to invest in your product.

Window Video Systems (WVS) have clear, broad and deep ROI potential:

Display more of the client's product in a more dynamic, useful, attractive way than ever before.  Never before has a retailer or business been able to display or demonstrate ALL of their products directly ON their storefront window, in full color and motion repeating the message.  Never have they been able to repeat multiple or different kinds of messages, and especially, selling propositions, whether it be SALE, or pricing incentives, or other types of value propositions, or promotion of upcoming opportunities to the customer.  WVS allows for interactive engagement with the viewing traffic, via QR or text to mobile device.  WVS can drive traffic:  both foot traffic in-store, or traffic to the Web, or to e-commerce portal.  In the process, WVS can allow stores to "capture" viewers via engagement.

WVS is transformative.  It has the potential to enable the retailer or other commercial business to transform how they communicate with customers with more immediacy and more depth.

Always look for ways to articulate and specify value to your OOH displays, to demonstrate ROI.  It is the key to purchase approval.  How does your OOH display provide ROI?

Projected Digital Signage II

Projections in store windows are attention-grabbing.  It's one of the most exciting display methods available in the market today.

Except when you can't find someone to install one for you.
Except when you realize that having exciting images is something you have to pay for.
Except when you discover that not all video content is created equal.
Except when you discover there is more to buying a projector than you realized.
Except when you discover that there's more to installing that projector than you realized.
Except when you discover that most projectors are rather expensive to own, especially replacing their lamps every few months (because you wanted to actually USE your window video system every day!
Except when you realize that someone has to turn the system on and off every day.
Except when you realize that someone (you) has to come up with the design and flow of the visual content so that it's not just the same darn thing everyday, all day.
Except when you realize that finding a rear projection screen provider (in your area) is not that easy.
Except when you realize that finding and putting all this stuff together is ----ing expensive!!!
Except when you realize that finding the right hardware/software system to more easily manage your system is time-consuming and expensive!
Except,
Except,
Except.....

The purpose is not to discourage you.  Take heart!  We have figured all of this out for you.  Window video systems by Looknglas are:

Affordable
Easy to install
Low (hardware) maintenance
Easy to use (we create and manage your messages for you!)
Green (enviro-friendly, saving paper, no lamp replacement, low energy consumption, no mercury in the lamp.)
Flexible
Powerful (able to display virtually unlimited images and messages!)
Awesome and exciting (see Digital Mannequin and Oakley Store videos.)

The possibilities are endless for retail display, in particular.  Designers and Visual Merchandisers are adapting and adopting.  The ability to show whatever you want, when you want, and change or add to the messaging is an absolute game-changer.  So much so, that even the bigger chains are looking at it, and talking about implementing.  (See article below.)

http://www.businessinsider.com/macys-announces-digital-mannequins-2012-5

Put your store on the map this holiday season.

POS Engagement

Customer experience, featuring interactivity (most commonly touch) is the coming thing in the retail industry.  And rightly so.

Brick and mortar retail has the advantage over online retail in that they can provide a superior experience.  After all, online can only provide so much, and all of it "virtual".  But brick and mortar can provide "real" and people are hungering for ever more "real" experiences.  Actual engaging interaction at the Point Of Sale (POS) is a huge distinction and advantage that the brick and mortar store can offer. Apple stores, Microsoft stores, AT&T's new interactive store, and even places like Cabela's and Bass Pro Shops are all great examples of retail POS engagement.  The places that do it really well are destinations.  You love going there.  They keep it real and relevant.

Digital Signage can assist greatly in this POS engagement.  Text campaigns, QR campaigns, Social Media campaigns, even simple signage promo campaigns that drive the viewer to interact in some distinct way with the store, its product or its personnel are all strategies that need to be employed via digital signage.  Please don't stop with mere signage messaging; get that powerful DS or DOOH system working to engage people, especially customers, to add value, to enhance that vital (personal) business relationship.  Every personal interaction you create enhances the relationship in so much more powerful a way than a "like" or a share.

You have the tools; step out of the box, figuratively and literally.  Work on new ways to use your DS, especially Window Video Systems, to engage!

Ahead of the Game

Some ideas are just a wee bit ahead of their time.  If you're a techno-geek/gadget fan, if you scour Mashable daily for cool new technology breakthroughs and products, if you're always looking for the next new cool thing, then you already know this:  Technology always far outstrips the marketplace's willingness or ability to adopt.  That may never have been truer than today, with a worldwide recession keeping a damper on things, at the same time as unprecedented tech advances continue to come around the bend.

This blog being about DOOH generally, and Window Video Systems (projected digital signage) in particular, I am pleased to announce that the reasons why WVS has not caught on faster in the retail space are starting to disappear.  Sheer unfamiliarity is the least of these, and the proliferation of screens of all types being used for display has blown that one away.  But for WVS, one big problem has been cost of ownership (projectors aren't cheap, and they're not cheap to maintain when you want to run them 24/7 or even daily.)

A constant stream of upgrading projectors is addressing this, with smaller and smaller projectors getting brighter and brighter.  Costs are likewise coming down.  Most importantly, new projection lamp technologies are directly affecting the issue of lamp life and/or lamp replacement, for the better.

Another issue has been a general lack of expertise in terms of creation, deployment and management of content for WVS systems designed for retail use.  This is also an area where costs have been somewhat prohibitive for higher-effect content look and execution.  I can happily report that Looknglas is bringing increasing expertise and flair to the content creation and management issue.  Better method, as well as efficiencies are on the way.

What this means is, Window Video Systems for retail are more easily available in terms of cost, price and content creation/management than ever before, by a significant increment.  Bottom shelf pricing of systems, attainable by even the humblest retailers, will be a welcome development for the retail sector, and should contribute to a continuing transformation of retail display, messaging, and customer experience.