Digital Out-of-HomeJanuary 2010 your guide to digital signage application & business trends today

digital OUt-OF-HOME

2

CONTENTS 2 BrightLightsIn—AndFor,

TheEconomy

3 DigitalSignageExpo

4 EngagingCustomersInRetail

5 BigNamesMakeWavesIn

TheIndustry

6 RightTime,RightPlace

7 ConnectingDOOHNetworks

AndAgencies

10 TheModelTGenerationOf

DigitalSignage

12 IncreasingCommunications

AndROI

13 CaseStudy

14 ThePowerOfDigitalAdvertising

15 PanelOfExperts

DIGITALOuT-OF-HOME

Publisher: Tony Hymes tony.hymes@mediaplanet.com

Contributor: Lyle Bunn lyle@lylebunn.com

Designer: Carrie Reagh carrie.reagh@mediaplanet.com

Photos: ©iStockphoto.com

For more information about supplements in the daily press, please contact: Kayvan Salmanpour, 1 646 922 1400 kayvan.salmanpour@mediaplanet.com

This section was written by Mediaplanet and did not involve USA Today News or Editorial Departments.

www.mediaplanet.com

a very special thanks to...

The Greatest Digital SignageShow on Earth!

www.DSE2010.com

Presenting Sponsor: Conference Sponsor:

Gold Sponsors:

Silver Sponsors:

Feb. 23-252010

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DSE2010_MediaPlanetBanner_Samsung:Layout 1 12/10/09 4:16 PM Page 1

This provides significant im-

provement to the return on

communicationsinvestment,

helpingbrands,marketers,retailers,

facilityoperatorsandotherorgani-

zations such as consumer services,

government, campuses and sport/

arts/entertainment centers to ef-

fectively achieve their communica-

tions and business goals, at a time

when communicating to shoppers,

patrons, staff and students is

increasinglycomplex.

Arbitron has reported research

that Out-of-Home video as a

mediumreaches67percentofAmer-

icans18yearsandoldereachmonth,

and delivers a fairly representative

cross-sectionofconsumers.76per-

centofthoseseeingdigitalsignage

noticeddisplaysinmultiplevenues.

Advancements indigital signage

technologiesareimprovingnetwork

economies and message targeting

tospecificdemographicsandtimes

ofdayandlocation.

Significant advances continue

to be made to simplify advertising

planningandplacement.

David Drain, executive director

ofthe400memberDigitalSignage

Associationsays“DigitalSignage is

more likethe internet than it isTV.

When internet advertising came

alongadecadeorsoago,advertisers

weren’tsurehowtocreateadsforit,

becauseitwasdifferentthancreat-

ing ads for TV, radio, newspapers

and magazines. Then advertisers

started to realize the beauty of it,

withmeasurementslikeimpressions

and“click-throughs.”Digitalsignage

istodaysecondonlytotheinternet

inadvertisingrevenuegrowth.”

At the 2009 Out-of-Home Video

Advertising Bureau (OVAB) Digital

Media Summit, Bob Liodice, CEO

of the Advertising Association

of America said “Marketers who

aren’t taking advantage of this

(medium) are going to be left in

thedust.”Atthesamesummit,Bob

Garfield, editor-at-large for Adver-

tisingAgenotedthat “unlike tradi-

tional media, out-of-home cannot

beavoided.”Readon!

Bright Lights In—And For, The EconomyThe economy has its shining lights and the brightest of these is NorthAmerica’sDigitalSignageandDigitalOut-of-Homeindustry.Thesecentrally-controlled digital media networks are improving the effectiveness ofcommunications inout-of-homeenvironmentswhereverpeopleshop,buy,wait,work,travelandgather.

DigitalSignageExpo istheworld’slargestannualinternation-altradeshowandconferencededicatedtodigitalsignage.NEC Display Solutions is a leading provider of commercial

LCDdisplayandprojectorsolutions,withanacutefocusondigital signage.Asa leader in thismarket,NECpowersVU-KUNET,auniversaladservinganddistributionplatformthatconnectsdigitalout-of-homenetworkswithadvertisingrev-enue.Learnmoreatwww.vukunet.com.

Ourpurposeistoacceleratethegrowthandadvancetheex-cellenceofdigitalsignagedeploymentsworldwide.

Out-of-HomeAdvertisingBureauisthenot-for-profitindustrytradeassociationthatpromotestheadvancementof digitalandvideoplacebasedadvertisingnetworks.

Ciscoistheworldwideleaderinnetworkingthattransformshow people connect, communicate, and collaborate. TheCiscoDigitalMediaSuiteisacomprehensiveofferingofdigi-tal signage, Enterprise TV and social video applications, allmanagedfromasingleuserinterfacetohelporganizationsimproveproductivityandincreaseprofitability.

Asthenationaltradegroupoftheadvertisingcommunity,we’re uniquely equipped to provide the latest news andresources for and about the marketing communicationsecosystem.

HP’s industry-leading technology and partnerships delivercomplete, integrated digital signage solutions that helpmakeyourcommunicationsmorerelevantandmemorabletoyourkeyaudiences.

BY:LYLEBUNN,PRiNCiPAL&STRATEGYARCHiTECT,BUNNCOMPANY

LyleBunn

3

digital OUt-OF-HOME

You won’t find it everywhere as

yet,butthatisrapidlychang-

ingasmoreandmorevenues

installdynamicflatscreen,projection

andinteractivetechnologywitheye-

poppingcontentthatisdesignedto

serveyoubetterandfaster.

Digital Signage Expo, produced

by Exponation LLC, is currently the

world’s largest trade show and con-

ference serving this fast-paced and

emergingindustry.

Fromitsinception,DigitalSignage

Expo’srolehasbeentobringendusers

andtechnologyvendorstogetherfor

invaluable face-to-face communica-

tionandprofessionaleducation.

We also have heavily invested in

a robust and information-packed

Webportalthatsupportstheever-in-

creasingneedfordigitalsignageand

digitalout-of-homenetworkinforma-

tion.Thisnewportalisorganizedby

end-userindustrysegmentandoffers

news,casestudies,research,recorded

seminar viewing, video interviews

andmore.

Digital Signage Expo, a two-time

TradeshowWeek“Fastest 50” award

winner, will stage February 23-25,

2010, at the Las Vegas Convention

Center in Las Vegas, NV. For more

informationvisit:www.dse2010.com.

BY:CHRiSGiBBS,PRESiDENTExPONATiON,LLC

Digital signage, a relatively new and emergingtechnology, is revolutionizing communicationseverywhere—in airports, restaurants, banks, ho-tels,retailstoresandmore.injustaboutanyplaceyou visit or shop, digital signage is deliveringdynamic,customizedinformationtohelpenhanceyourexperience.ChrisGibbs

Digital Signage Expo: Uniting Users and Vendors

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digital OUt-OF-HOME

4

Lawrence Dvorchik, general

manager of The Digital Sig-

nageShowwhichisco-located

with KioskCom Self-Service Expo,

notesthatasorganizationssettheir

2010 strategies, a few consistent

themes continue to be at the fore-

front.

1. What can we do to engage with

customersbetter?

2. Whatcanwedotomaketheirex-

periencebetter—anddrive them

topurchase?

3. Whatwillweneedtodotomaxi-

mizeinvestmentintheseengage-

ment programs and deliver the

necessaryROiasfastaspossible?

The use of digital signage along

with kiosks, mobile and other

customer-facingandengagingtech-

nologiesallows forbettercustomer

service, product knowledge and a

more informed purchase.They also

provideanorganizationwiththeop-

portunity to cross-promote related

activities, products and services

thatareof interesttothecustomer,

increasing “conversion,” revenues

per order, visit frequency, gift card

and loyaltyprogramsorothersales

generatingactivities.

Point of Purchase Advertising

international (POPAi), the only

global, non-profit trade association

dedicated to the advancement of

marketingatretail,hashadanactive

DigitalSignagemembershipforsev-

eralyearsdevotedtoadvancingthe

digitalsignageindustry.

As more retailers continue to de-

ploy their retail sellingfloors toen-

gageconsumersinabranddialogue

and invite shoppers to experience

the retail brand, we see digital sig-

nagebeingincorporatedintovarious

marketing at retail designs—from

endcapstoentirestorenetworksto

enhancetheshoppingexperience.”

POPAi Digital Signage working

committees are advancing digital

standardsforthe industryandedu-

cating the marketing at retail com-

munityaboutthepotentialofdigital

signage in-store while also tackling

industryissues.

“The volume of business and the

trafficitrepresentsmakeretailstores

ofall typesan idealvenue forplac-

ingadvertisingwhereitwillhavethe

most impact—at the point of sale,”

saysRichardLebovitz,editorialdirec-

torforAtlanta-basedDigitalSignage

Expo.Headds,“Retailoperatorsand

brandmarketershaveseizedonthis

opportunitytoplacedigitaldisplays

with relevant shopper messaging

at strategic points within retail en-

vironments—in store windows, in

theaisles,onshelvesandatthecash

register.”

in addition to improving the so-

phistication and relevancy of their

digital messaging, retail establish-

ments also are incorporating a va-

riety of digital display technologies

toengagetheircustomers,explains

Lebovitz. These include the use of

interactive kiosks, digital shelf tags,

anonomousrecognitiontechnology,

customer-facingscreensatcheckout

countersandmore.

“Retail stores also are designing

stores with digital signage in mind

ratherthanasanafterthought,”says

Lebovitz. “in the coming years, we

expecttoseedigitaldisplaysincreas-

inglyintegratedintothedécorrather

thansimplytreatedasafixturetobe

hungonthestorewalls.”

Digital signage is increasingly

integratedinto“architecturalmedia”

whichbringsaphysicalexpressionto

abrand.ChesterNiziol,CEOofArchi-

tecturalMediaCorpsays“theintegra-

tionofstaticordynamicmediawith

physical infrastructure can provide

a compelling, high impact experi-

ence in which the brand is clearly

andpowerfullyexpressedandcom-

municationsgoalscanbemorefully

achieved.”

JoseAvalos,digitalsignagedirec-

tor at intel’s Embedded and Com-

munications Group notes,“intel has

akeeninterestindevelopingdigital

signage technologies that will pro-

videvaluetoindustriessuchasretail

and hospitality, and enhance the

waysweshopandlive.”

At the National Retail Federation

(NRF) Convention in NewYork, intel

unveiledanewconceptdevicebased

onconsumerresearchshowinghow

storescanbetterconnectwiththeir

shoppers. The 7-foot-6-inch digital

windowconceptenhancesthecon-

sumer in-store experience within a

multi-user, multi-touch form factor

using an LCD display and holo-

graphicglass toprojectaugmented

reality-enabledmapsofeachfloorof

thestore.Thisenablesretailerstosu-

perimposeimageslikecouponsand

sales promotions next to the prod-

uct visualizations on the glass. Says

Avalos, “intel envisions that future

digitalsignswillalsoenableusersto

submit feedback on products, read

customerreviews,viewpastpurchas-

ing histories and share what they

have discovered with their friends

via social media and mobile phone

integration.”

“Akeyword is‘environment”says

Virginia Cargill, an industry veteran

andpresidentofCBSOuternet.“The

users are finally realizing what the

industry has been saying for a few

years now—’environment’ drives

the location, the technology and

the optimal type of messaging and

graphics.Agencieshavebeentesting

andarenowembracingthefactthat

creativemustbedifferentfordiffer-

ent environments and that those

environmentscanevenbedifferent

withinthesameretailstore.”

Jeff Hastings, chief executive of-

ficer, BrightSign says, “ The cost of

hardwareisaffordableformostcus-

tomers,anditiscapableofdelivering

highqualityandcompellingpointof

sale presentations to buyers at the

pointofdecision.“

Laura Davis-Taylor, newly named

VP of Global Retail Strategy at Cre-

ative Realities, who, in her years

headingupRetailMediaConsulting,

became a leading authority in the

in-store digital media space, notes:

“Almost every analyst and futurist

out there is mentioning digital sig-

nage as a technology that retailers

willcapitalizeonin2010.However,in

conjunction, they are also speaking

to the importance of brand leaders

surrounding themselves with the

rightpeopleandempoweringthem

to make positive change. Both the

marketing and the retail industry

are at critical junctures. People are

changingeverythingabouthowthey

communicatewithbrands,witheach

otherandonwhatplatforms.

Thomas Opdycke, CEO of DS-iQ

reflectsthatdigitalsignagetechnolo-

gies now go beyond measurement:

“Theyoptimizesales lift inreal-time

andcanproveandimproveROicon-

tinuouslythroughbettercampaigns

andactionableinsights.Harddatais

apowerfulcatalyst.”

Engaging Customers In RetailTheU.S.retailindustryiscomprisedofnearly1.1millionestablishmentswithannualsalesofcloseto$4.5trillion.Theindustryemploys25millionpeople,nearly one in five working Americans. Retailers are struggling through theworsteconomicenvironmentinover40years.Digitalsignageisincreasinglyfindingitsplaceasabrandingandmerchandisingtoolatandnearthepointofpurchase.

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5

digital OUt-OF-HOME

Chris Gibbs,president of Atlanta-

basedExponationLLC,which

producestheindustry’sannual

DigitalSignageExpoinLasVegas,has

seen growth from 600 to over 3000

technologyproviderandenduserat-

tendeesintheevent’sfiveyears.

SomeofAmerica’slargestandmost

respected technology providers to

industryandgovernmentaremoving

digitalsignagetoitsnextlevel.

OnesuchfirmisHarrisCorporation,

whichservesgovernment,broadcast,

advertisingandcommercialmarketsin

morethan150countriesandishead-

quarteredinMelbourne,Florida.ithas

$5billionofannualrevenueandmore

than 15,000 employees, including

nearly7,000engineersandscientists.

“Thepromiseofdigitalsignageoverall

thatisexcitingisputtingcontentcloser

tothecustomer’saction”notesHarris

MorrisVP,Broadcast,HarrisCorporation.

Growingnetworks require reliable

systems to connect screens to hard-

wareandmanagementsoftware.Get-

tingtoconsumersintherightplaces

can be difficult with wires and their

inherent limitations. Wireless giant

Sprinthasrecognizedtheimportance

of this industry and has stepped in

to takeadvantageof theopportuni-

tiesbyprovidingthefastestwireless

network to date. Wayne Ward, vice-

president,SprintEmergingSolutions,

says,“Thedynamiclandscapeofdigi-

tal signage with its expanding need

to deliver media rich high-definition

content will require a network that

candeliverthepeakperformanceand

valuethat4Genables.Sprintisexcited

toenablethesenewadvertisingplat-

formsonthe4Gnetwork,today.”

Jose Avalos, digital signage direc-

tor at intel’s Embedded and Com-

munications Group, who will deliver

the opening keynote address at the

industry’s Digital Signage Expo says,

“We anticipate that digital signage

solutions based on intel® Core™“i”

micro-architecturewillhelpstabilizea

marketthathasbeenfragmentedby

numerous,non-standards-basedplat-

formsandtransformthewaypeople

interactwithdigitalsignsinenviron-

ments such as retail stores, airports,

banksandhotels.”inteltechnologyis

expected to deliver additional value

todigitalsignageoperatorsandusers

with improvements in Total Cost of

Ownership (TCO) via energy savings

andremotemanagementcapabilities,

aswellasimprovedreturnoninvest-

ment (ROi) for advertising using

AnonymousVideo Analytics.To help

customers integrate these solutions

into their signage applications, intel

hasalsodevelopedanext-generation

Digital Signage Platform based on

intel® Core™ i Micro Architecture

validated with Microsoft’s Windows

EmbeddedStandard2011operating

system.

“The DS/DOOH industry has seen

tremendousgrowthinthepastyears

andwithit,theneedtoefficientlyand

economicallymoveincreasinglylarger

volumes of the right media to an

increasing number of displays,” says

JacquelineWeiss,CEO,NationalData-

cast inc., which uses the national,

digitalmediadistributionnetworkof

PBSforfiletransfer.Sheadds,“National

Datacastinc.bringsprovenreliability,

capabilityandscale-abilityatlow-cost

forenterprisenetworks.”

DellrecentlyutilizedDOOHaspart

ofitsglobal“TakeYourOwnPath”ad-

vertisingcampaigninindia.According

toP.H.Ferrand,Dell’sVicePresidentof

GlobalSMBMarketing,Dellincreased

their brand awareness and market

share—proofthatDOOHstandsupto

thetest.

Big Names Make Waves In The IndustryDigitalsignage’sinherentbenefitsareprovidedbya“technologyecosystem”of digital media authoring, management, connectivity and display, the ele-mentsandinterconnectivityofwhichhavebeencontinuouslyimprovingastheindustryhasmatured.

digital OUt-OF-HOME

6

“Targeting!!!” says Jerry

Hall, president/CEO,

TargetCast Networks,

inc.“Televisionviewingisclearlynot

going away but it is increasingly

going away from home.” Dan DeS-

met, TargetCast Networks inc., vice

president of marketing cites an ex-

ampleoftheenhancedvalueofDigi-

talOut-of-home.“Arecentcampaign

delivered by our network for a na-

tionaltelecommunicationsmarketer

inmultiplemarkets,featuringdiffer-

entservices,andpricingplansbyzip

code. Our agency partner provided

the creative units and zip code and

we had the campaign up and run-

ning in less than 20 minutes.That’s

realcompetitiveadvantageintoday’s

quickchangingeconomy.”

“Digitalout-of-home isagrowing

medium—asignificantstatement in

atimewhentraditionalmediaoutlets

arestruggling”saysBillYackey,editor

of the online industry publication

DigitalSignageToday.com. “And ad

agencies are noticing. Knowing this,

theDOOHindustryhasbegunwork

tomakethebuyingprocesseasierfor

those agencies. in addition to OVAB

releasingguidelinesforthemeasure-

mentofDOOHadvertisingnetworks,

networks themselves are using re-

searchcompaniestoperformnetwork

auditsinordertobettercomparewith

traditional media. Also, network ag-

gregationservicesareemergingand

allowing media buyers one stop to

placeadstotargeteddemographics

downtothescreenlevel.”

Adcentricity,aprominentadsales

agency for many DOOH networks,

reflects that Digital Out-of-Home

(DOOH) is one of the fastest grow-

ingmediumsinNorthAmerica.Total

DOOHspendingwillhit$4.53billion

in2013,upfrom$2.6billionin2009,

accounting for 44.1 percent of all

OOHspending.Marketersareincreas-

inglyfindingdigitalout-of-homean

effectiveandefficientmediumwith

42 percent of agency and brand

marketersplanningtoincreasetheir

spendinginthecategorythisyear.

There are approximately 180

DOOH networks in the USA and

30 in Canada that carry third-party

advertising.Collectively,thereareac-

tivemediascreensinover70venue

types,eachwithuniqueaudienceand

mediacharacteristics.Thelandscape

willcontinuetoaggressivelygrowin

capacityandmarketcoverage.More

than one-third (38 percent) of ac-

tive digital OOH network operators

are planning capital investments of

between$1M-$10Mtoexpandtheir

venueandscreencapacityinthenext

12months.Justunder20percentof

themplanonexpandingthescreen

counttomorethan1,000each.

“Consumer media consumption

patterns have changed and the ad-

vertising business is realizing that

theyneedtogowheretheirconsum-

ersareDigitalOOHlinesupwiththat

philosophyofbeingthere,”saysRob

Gorrie, CEO of Adcentricity.“Certain

brands and agencies have made

dramatic swings in their adoption

ofDOOHin2009andhavecuttheir

teeth even more than in the past.

in the early adopter category, you

havecompanieslikeGM,Verizonand

BankofAmericawhohavelongbeen

internal champions of the DOOH

space. ithasnotbeenaquestionof

changingtheirviewofDOOH,more

amatterofmakingiteasytoevalu-

ate, buy and execute for the brand

and their agency partner based on

theirneeds.Themediumhasreached

scale, allowing a much deeper pen-

etrationtosupportcampaignefforts.

Dramatically larger spending and a

morestrategicapproachtocampaign

placementisexpectedin2010andas

networksexpandfurther.”

The efficiencies and lower cost

of the ad sales/media placement

exchange process also reduces the

cycle time of ad planning, place-

ment and presentation. As media

plans are continuously“tuned” and

budgets are continuously refined,

thisshortercycletime,whichreflects

the nimbleness that is an inherent

characteristicofDigitalSignage,isa

significantbenefittomarketersand

communicatorsseekingtomaximiz-

ingadspendingROi.

Theonlineadplanningandplace-

mentexchangeallowsadvertisersof

allmarketscopeandbudgettotake

advantageofthegrowinginventory

of dynamic digital displays and the

ability to better target audiences in

placeswherepeopleshop,buy,travel,

workandgather.

Organizationswitha longhistory

ofservingtheadvertisingandmedia

industriesarebringingproductsthat

align with agency approaches and

requirements. Harris Corporation’s

“Punctuate”software,forexample,al-

lowscampaignplanning,placement

and review across individual net-

worksandplatforms.“Thepromiseof

digitalsignageoverallthatisexciting

isputtingcontentclosertothecus-

tomer’saction,”notesHarrisMorrisVP

Broadcast,HarrisCorporation.

Right Time, Right PlaceDigital signage and Digital Out-of-Home (DOOH) offers advertisers reliable,measured dynamic media presentation with very concise market, location,timinganddemographictargetingatascaleandpricethatmakesDOOHoneofthebestadvertisingtoolsavailable.

No More PC!PC based solutions have been the

most obvious choice for digital signage

because of the apparent low cost and

easy availability of the technology.

Because a PC needs to be many things

for many different people, there are

many elements of a PC which are not

required or endanger reliability in a

heavy duty application like digital sig-

nage. items like fans, hard disks have

moving parts which will fail in time and

there are other parts of the PC which

rely on heat dissipation for perfor-

mance and operation. if heat builds up

due to internal or external issues the PC

becomes less dependable and can fail.

These problems have been recognized

by other industries, where non-PC solu-

tions are used instead, such as automo-

tive, industrial, and medical to name a

few areas where long term operational

reliability is essential to operations, and

in some cases lives depend on it.

Spinetix is the world’s first manufac-

turer of a non-PC based digital signage

solution using Hyper Media technol-

ogy. The HMP100 devices are purpose

built and don’t have moving parts.

Maintenance is almost eliminated

and cost of ownership is reduced. The

targeted features allow for a com-

pact design (150g) and lower power

consumption (only 2W) for a greener

solution to what has been a technol-

ogy compromise with PCs up till now.

The HMP100 is dedicated to displaying

content and thanks to the use of stan-

dards the solution is more robust and

reliable. The size, simplicity of use and

open standards architecture, makes

the HMP100 simpler to install, operate

and maintain.

there are approximately

180 dOOH networks in the USa and 30 in

Canada…

7

digital OUt-OF-HOME

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VUKUNET advertising ex-

change was recently an-

nouncedbyNECCorp,which

ranks 85th on Fortune’s Global 500.

The VUKUNET advertising platform

connects digital out-of-home net-

workswithadvertisingagencies.The

freeservicecangenerateincremental

income to existing networks—even

existingad-basednetworks,canhelp

payfornewnetworksandopenthe

doortonetworkexpansion.

The ad exchange is a natural ex-

tensionforNEC,whichranksNo.1in

North America as brand vendor of

large-formatLCDdisplays(26-inches

and larger) and has ranked No. 1 in

LCD displays for commercial/public

displayusageforthelastthreeyears

accordingtoDisplaySearch.NECwas

ranked No. 1 in digital signage and

receivedFrost&Sullivan’sprestigious

2008 CustomerValue Enhancement

Award.

According to the Future Trends

Study conducted by the Digital

Signage Association, only about 10

percent of networks are currently

runningatleast50percentadvertis-

ingontheirnetworks(versuspatron,

staffandstudentinformation).Yet,60

percent of the 1200 survey respon-

dentssaidthattheyplannedtocarry

thirdpartyadvertisinginfuture.

The VUKUNET automated ad ex-

changecanmakeiteasyfororgani-

zationsandnetworkoperatorstolist

theiravailabledisplay“inventory”and

forlocal,regionalandnationaladver-

tisers to place their ads.The system

allows for acceptance of the ad by

thenetworkoperatorandverification

thattheadhasrunasintended.

Pierre Richer, president & CEO of

NECDisplaySolutionssays,“TheDS/

DOOHindustry isagrowingmarket

that combines hardware, software

and integration revenue. However,

when one overlays the advertising

revenue for digital out-of-home ad-

vertisingontopofthedigitalsignage

components,thereisasignificantdif-

ferenceontheplusside.Thisissim-

plyagreatopportunity fornetwork

operators.”

Connecting DOOH Networks And AgenciesAdvertising has primarily been placed through direct contact with DOOHnetworkoperatorsincludingnetworkassociationmembers(Seewww.OVAB.org),throughadvertisingsalesagencieswhichrepresentlargenetworksanddisplay inventories and can help plan ad placement such as Adcentricityand SeeSaw Networks and service providers such as rVue ad serving anddistributiontechnology.

about VUKUNEtVUKUNET helps digital signage

network owners generate incre-

mental incomebymakingiteasier

to connect all screens that cur-

rently have time/space available

ontheirnetworktoadvertise.ideal

candidatesarenetworks thathave

locations with heavy foot traffic,

substantialdwelltime(timespentin

frontofthescreen),strategicmoni-

torplacement,numerous locations

inkeydemographicareas,andthat

can run a variety of ads from dif-

ferent advertisers instead of being

focusedonasinglebrand.

VUKUNET is a breakthrough in

digital out-of-home advertising

becauseitistheonlyplatformthat

connects all digital signage net-

works,withtheabilitytoprovidethe

largestsinglereachintheindustry.

Advertisers and ad agencies that

formerly had to contact hundreds

of potential network owners to

determineratesandavailabilitycan

now use the companion ADVUKU

ad-serving platform to search for

thebestnetworksinanylocation.in

addition,theproof-of-performance

automated technology enables

networkstoreceiveaconsolidated

paymentonamonthlybasisforall

theadvertisingthatran.

The VUKUNET platform is com-

pletely agnostic, meaning ads can

bedistributedtoscreens fromany

manufacturer, not just NEC and

networksthatareusingalmostany

CMS(contentmanagementsystem).

There is no charge to become a

memberofVUKUNET.

...60 percent of the 1200

survey respon-dents said that they planned to carry third party advertising in

future.

digital OUt-OF-HOME

10

Wireless in a Wired WorldExtend HDMI Wirelessly up to 100 feet.

• Broadcast Mode (Allows Multiple Receivers) Features

• Supports 1080p/24

• Frequency Band Range: 5.1 to 5.8 GHz

The GefenTV Wireless for HDMI Extender is a wireless solution for extending any A/V sources utilizing HDMI such as satellite boxes, DVD players and Blu-Ray players to a remote display. The Wireless for HDMI will even penetrate through walls and does not require line-of-sight alignment of the units for good good reception.

www.gefen.com®Stretch It. Switch It. Split It. Gefen’s Got It.

Consumers now have choices.

Thankfully for marketers,

out of home digital signage

canprovidethetypeofoneonone

messagingrequiredtoreachtoday’s

sophisticated consumer. SYNNEx

and our iT integration partners are

excitedtobeabletohelpcompanies

expandcustomerreachbyembrac-

ingthisdigitaltransformation.”

CiscoDigitalSigns,partoftheCisco

DigitalMediaSystem, includesend-

to-endproductandservicesoffering.

Jeff Hastings, chief executive of-

ficer, BrightSign, reflects that “the

DigitalSignageindustryisnowatthe

samepointthatthemotor industry

was100yearsago,inwhichtheinno-

vationsofHenryFordbroughtcheap,

reliablecarstoallwiththelaunchof

theFordModelTin1908.”

The personal computer has

achieved for office and home com-

puting what the Model T achieved

formotoring—butanewgeneration

of purpose-built, dedicated digital

signage devices is emerging for

digital signage. These will reduce

capabilities’ redundancy and com-

plexities,whilereducingthecostsof

purchase,deployment,management

and networking without sacrificing

featuresorperformance.

Spinetix has been advancing the

designanduseofsolidstatemedia

players.“TheSpinetixHMP100,with

itscompactdesignandlowerpower

consumption isagreenersolution,”

says Serge Konter, communication

manager at Spinetix noting, “its

energy consumption is only 2watts

is up to 200-300 times less than a

typical PC solution used in digital

signage.”

Additionally, the use of exciting

new touch technology is only in

its infancy; and one of the leaders

for the development of interactive

technology is HP. The tech giant’s

multi-touch screens and software

allow new ways of interaction for

consumers.Whiletouchscreentech-

nologyiswidelyused,forexamplein

ATMs, kiosks, and smart phones, HP

created new programs designed to

attractpeopletoscreensand,more

importantly, keep them there with

innovative programs and market-

ing ideas. While the application of

touch technology is still in its early

stage,industryleadersareconstantly

thinking of new ways to maximize

its power. For example, point-of-

purchasescreenscanbecomeinter-

active, allowing customers to print

coupons, join loyaltyprograms,and

answerbriefsurveyquestionswhile

waiting in line. There are already

manyapplications,withmany,many

moreonthehorizon.

Mike Strand, founder & CEO of

StrandVision, a 20-year veteran of

providingtechnologysoftwaresolu-

tions,sumsuptheviewsofmanyin

thedigitalsignageindustryinsaying,

“i’ve seen the explosive impacts of

pasteconomicrebounds.Webelieve

that digital signage will offer even

greaterreturnasthiseconomygains

strength.Theneedtoexpandupon

traditional advertising combined

with the continued decrease in the

cost as well as the increase in the

capabilities of software, computer,

networkanddisplaytechnologywill

cause digital signage to go gang-

bustersin2010.”

The testing of early models and

themeasurementoftheirsuccesswill

leadtoabetterunderstandofwhat

will capture people’s attention. The

combinationofnewtechnologyand

proven techniques will propel the

growthoftheindustryfurther.

“The Model T” Generation Of Digital Signage “Thedigitizationofmediahastransformedthemarketterrain,”explainsKevinMurai,presidentandchiefexecutiveofficer,SYNNExCorporation,anannual$8billioninformationtechnologyproductsdistributor.“Althoughtraditionalmediaisnotdead,itmustevolveandbecomemorepersonalanddynamic.

Why digital Media?Eleven Reasons For A Retailer To Implement A Digital In-Store Media Network

1 Enhancetheshoppingexperience.

2 increasein-storeconversionandproductsales.

3 Buildyourstorebrand.

4 Reduceperceivedwait-timeforcustomer.

AccordingtoastudydonebyBTV+,“Virtuallyeveryuseofdigital

signagedisplaygenerates…a40-60percentreductioninperceived

waittime.”

5 Drivetraffictoyourwebsite.

6 Strengthenrelationshipswithyourcommunity.

“Narrowcasting”capabilitiesofthismediumenablesyoutopinpoint

uniquemessagesdowntothelocation.

7 Reducepoint-of-purchaseexpensesandin-storeclutter.

Digitalmediacanhelptoclearupthoseaisleswhileloweringthecosts

relatedtoprinting,shipping,in-storecomplianceanddisposal.

8 improveemployeecommunicationandtraining.

9 Strengthenyourmobilemarketing/Loyaltyprogram.

10 influenceinventoryandsupplychainefficiences.

Oneofthemostpowerfulbenefitsofthismediaistodojust-in-time

messagingandleverageitsabilitytodriveincrementalsalestomove

over-inventoriedproductatthespecificstorelevel.

11 Generatenewrevenuebysellingadvertisingspace.

CourtesyofStuartArmstrong,President,EnQiiNorthAmerica

All the hardware you need for seamless operation. There’s only one place you need to look.

When it comes to your digital signage display needs, now you can get the entire solution from one trusted source: HP. In addition to innovative displays, HP offers all the components you need to complete the picture. Add a stand, speakers, and the computing power of an HP workstation, thin client, or PC behind it all. Check out the entire HP line-up, including the new interactive HP LD4200tm digital display with touch capabilities.

*Not included. Please purchase separately.

© 2010 Hewlett-Packard Development Company, L.P.

DISPLAY INNOVATION MEETS COMPUTING LEADERSHIP.

Call 1-888-491-8370 | www.hp.com/go/itsasign

HP LD4200tm 42-inch diagonal Widescreen LCD Interactive Digital Signage Display

HP Compaq t5145 Thin Client*

digital OUt-OF-HOME

12

Research indicates that digi-

tal signage achieves com-

munications results such as

sales lift, product/service enquiries,

increased awareness and reduced

perceived waiting time while also

addingvitalityandenergytoanen-

vironmentandimprovingsafety.

Digital signage can provide both

high“reach” to large audiences and

high “engagement” while messag-

ing can increase traffic to websites

andmobilecommercethroughtext,

downloads, mobile browsing and

evenvoicemessaging.

“Digital signage has grown both

inapplicationsandsize,”saysSerge

Konter, communication manager

at Spinetix “making it the area of

choice for audio visual dealers and

systemintegrationcompanies look-

ing to improve turnover and offer

newservicestheirexistingcustomer

base.Newmarketsareappearingin

digitalsignageinareassuchasbuild-

ing evacuation, community com-

munications,wayfinding/directions,

schedulingdisplays,facilities&status

displaysandmanymoreareas.

Jeff Porter, executive VP at Scala,

inc,anoutspokenadvocatefordigi-

tal signage who serves on several

industry advisory boards explains

that“digitalsignageisnotaboutthe

technology,butitsapplication!”

Thomas Wyatt, general manager

ofCisco’sdigitalmediasystemsbusi-

ness unit says that the key trends

drivingCiscodigitalsignsimplemen-

tationare:

• Economicchallengesarechanging

businessopportunities

• Global value chains and

globalization

• Consumerization of information

technologies

• Shiftinadvertisingspending

• Newsocialmediatrendstoreach

customersandemployees

Jeff Hastings, chief executive

officer, BrightSign notes, “Undue

focusonthedownturnhasmasked

an essential underlying shift in the

market for signage.To draw on the

Boston Consulting Group’s classic

model, Digital Signage has moved

fromtheEarlyAdopterphasetothe

EarlyMajorityphase.TheEarlyAdopt-

ers were driven by functionality

ratherthancost—buttheEarlyMa-

jorityismuchmoresensitivetototal

cost of ownership. Affordable and

atthesametimepowerfulsoftware

solutionsthatmakecreatinganddis-

tributing Digital Signage presenta-

tionsabreezeareallowingtheEarly

MajoritytoembraceDigitalSignage

and their networks more readily. A

year ago, the typical user of digital

multimedia content would have a

premiumbrandintheirmarket,and

would adopt Digital Signage to as-

sociatethatbrandwithexcitingnew

technology.inthecontextofthemar-

gins in these businesses, and other

expenditure on premium fixtures

andfittings,thecostofinstallingand

running a Digital Signage network

wasn’tespeciallysignificant.”

David Keene, executive editor of

Digital Signage, Marketing at Retail

and System Contractor News maga-

zinesandtherecentlyreleasedDigi-

tal Signage Best Practices Guide also

serves as chair of the Judges Com-

mitteefortheindustry’sDigitalSig-

nageinnovation(DiGi)Awardswhich

recognizeleadingedgetechnologies

andapplications.

in the retail world Keene reflects,

digitalsignagebestpracticesmeans

campaigns that best use message

targeting at points of decision and

add value to the customer experi-

ence.italsomeansintegratingdigital

messagingwithpoint-of-sale,pricing,

inventory and other merchandising

regimes and databases. it means

interaction with the content and

devices.

in the transportation world, best

practiceisreflectedinsystemssuch

as DiGi award winner British Co-

lumbia’s SkyTrain RapidTransit that

alertsusersofanyemergencyissues

when they enter a station on LCD

screens and then convert easily in

non-emergencytimessothepanels

display standard content that in-

cludesweatherinformation,tips,and

scheduleupdates.

The Tampa Bay Performing Arts

Center was recognized with a DiGi

Award for its use of digital signage

to enhance the patron experience

within and as approaching the

performing arts facility.The system,

which uses Harris Corporation.

“infoCaster” media management

software indicates how dynamic

visualandaudiomediacansupport

the service and business goals of a

publicaccessfacility.

ADiGiAwardalsorecognizedade-

ploymentbylocalbroadcasterWRAL

onbusesinRaleigh,NC.Projectpart-

ners inthenation’sfirstover-the-air

broadcastofmobiledigitaltelevision

to thepublic,whichuses theHarris

Corporation.“infoCaster” digital sig-

nageplatformalso includeLGElec-

tronics,MicrospaceCommunications

the CBC New Media Group and the

CityofRaleigh,N.C.

Keene said,“This illustrates a key

directionforbroadcastersandcable

companiestoparticipateinthehigh

growthdigitalsignagesector.Viewers

canbeexposedtohyper-local,highly

relevant content as they travel and

havetheabilitytointeractviamobile

phone.Andbecausethescreensare

connectedtoanetwork,adscanbe

geo-targetedbasedonwherebusis

atthatmoment. itservesasagreat

example of content relevancy and

contextualadvertising.”

Harris Morris, VP Broadcast, Har-

ris Corporation points out that“the

promiseofdigitalsignageforbroad-

casters is to marry a broadcaster’s

local expertise, their local knowl-

edge,theirrelationshipstoputtheir

contentinfrontofconsumers,using

Harris Corporation. digital signage

solutionstomanageit.”

Keene offers that“Best Practices”

as illustrated through DiGi Awards

entries(notjustthewinners)arethe

proofofhowfardigitalsignagehas

come as an industry.” See the DiGi

Awardswinningentriesatwww.digi-

talsignageweekly.com

Increasing Communications And ROIDigital signage is used across the economy to influence and inform shoppers,patrons,visitors,staffandstudentsatpointsofpurchase,transit,waitingandgathering.

...digital signage best practices means campaigns that best use message targeting at points of decision

and add value to the customer experience.

13

digital OUt-OF-HOME

The only thing more impressive than what’s in this box,is what’s behind it.

Audience software provides all the tools you need to create, manage and play back dynamic digital signage. While this alone doesn’t set us apart from the competition,the way we back our software does.

Our industry leading 3 year total support warranty offers long term peace of mindat no extra charge. Our 24/7 one-on-one technical support ensures seamless updatesand successful launches. Our confidence in our software and support system makes iteasy to offer a Customer Satisfaction Money Back Guarantee. Which we do.

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TM

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INCLUDED

Public Safety Through Digital Signs

The FBi uses Clear Channel Out-

doordigitalsignsfor“Wanted”

postersandcreditsthesewith

the successful apprehension of 20

criminals.BrettHovington,FBiCom-

munityRelationsUnitChief,said,“The

versatile technology allows citizens

acrossthecountrytoactimmediately

when they have critical information

forlawenforcement.”

Virginia Tech and hundreds of

other colleges and universities are

usingvisualdisplaystoimprovecam-

pussafetyandsecurity.Thesystems

provideinformationtostudents,visi-

torsandfacultyaboutcampusevents.

Whenneeded,theycanquicklypro-

videwarnings,informationorinstruc-

tionstodisplaysindifferentlocations

Safetymessagingiscommonlypart

oftheuseofdigitalsignageinpublic

gathering and workplaces because

visual messages in multiple lan-

guagescanbedeliveredquicklyand

clearly.The9/11Commissionreport

recommendedthatsuchnotification

systemsbepartofapublicsafetyse-

curitysolution.

MerrittAllen,CEOofVoxOptima,

says, “Digital signage networks not

only educate and inform, can also

save lives. in an industrial setting,

safetymessagescanrunduringevery

shift.Andinanemergency,theabil-

ity to instantly reach thousands of

peoplecanavertdisaster.”

TheCongressional recordofApril

21, 2009 records the Hon. James L.

Oberstar of Minnesota as saying,

“As i pointed out in 2006, ‘wanted’

postersarepartofAmericanhistory,

including the pictures i saw in the

UnitedStatesPostOfficegrowingup

inChisholm,MN.Thesuccessstoryof

‘wanted’billboards—andtherecent

recognition from the FBi serves to

remindusthatoutdooradvertisingis

asignificantmediumofcommunica-

tion. Madam Speaker, i close with a

summationthatappearsontheweb-

siteoftheFBi:‘Longstoryshort:the

billboards are working and working

well.AndthatmeansasaferAmerica

forall.’”

Americansoweasaferenvironmenttodigitalsignageanddigitalbillboards,andtheirinherentabilitytopresentmessagesandamberalertinformationinaparticularlocationorareaveryquickly.

digital OUt-OF-HOME

14

Earlier in the year, the airline

anditsadagency,Digitas,ran

abrand-awarenesscampaign

forDelta’sinternationaltravelservices

using digital out-of home screens

combinedwithtraditionalmedia.

Specific results of the campaign

indicatethatDelta’sgoalsofreaching

the target audience and increasing

awarenessofDeltaasapreferredin-

ternationalcarrierwereaccomplished.

Specifically:

• AwarenessofDeltaasaninterna-

tionalcarrierincreasedmorethan

28percent.

• Amongbusinesstravelers,theper-

ceptionthatDelta“fliestothein-

ternationaldestinationsyouwant

togoto”increased26percent.

• Thepercentageofpeople“very

likely”torecommendDeltato

friends,familyorcolleagues

increased61percent.

• OverallawarenessofDelta

increasedby15percent.

Digitas used SeeSaw Network’s

DOOH aggregation service and“Life

Pattern Marketing”, where SeeSaw

identifies when and where a certain

demographicwillseeDOOHadsand

then assigns ads to networks along

thatdemographic’sdailyjourneys.

“TheDeltacampaignonSeeSaw’s

national network demonstrates the

powerofplaceandhowplace-based

digital advertising delivers business

results by intercepting a specific au-

dience across multiple touch points

during their daily routines,” said Su-

zanneLaForgia,presidentoftheOut-

of-Home Video Advertising Bureau

(OVAB).

“The net impact of this campaign

reallytellsusthreethings,”saidPeter

Bowen,“One,place-baseddigitalad-

vertisingiseffectiveatreachingaudi-

encesintheirdailylives.Thesecondis

thataggregationprovidesadvertisers

a way to reach a large amount of

people.Andthird,thismediacanbe

highly targeted to reach a specific

audience.”

Newtechnologyalsoenableseven-

more highly-targeted advertising by

takingadvantageofatmosphericcon-

ditions. Accuweather provides data

indexessuchasweatherandallergen

reportsthat,whenconnectedtosoft-

ware,cantriggerrelevantads.Notonly

isatriggeredad,forexampleanadfor

sunscreen when the UV index rises,

muchmoreeffectiveanddesirablefor

advertisers,butthefactthatitisauto-

maticmeansthatsystemsrunwithout

laborcostsassociatedwithmonitor-

ingandmanuallyplacingads.Theads

can also be triggered from the fore-

cast,andadscananticipateweather

conditions,likehurricanesorblizzards,

to alert consumers and encourage

buying.itistechnologylikethisthatis

contributingtothefast-pacedgrowth

oftheDOOHindustry.

ArecentsurveybytheDigitalSig-

nageAssociationindicatesthatdigital

signagewillcontinuetogrowrapidly,

with82percentof the1200respon-

dentsindicatingthattheywilldeploy

screensinthenexttwoyears.Almost

30 percent of respondents plan to

deploy100ormorewith10percent

installing1,000ormoredisplays.

Digitalsignagehastrulyprovenit-

selftobeacost-effectiveandpowerful

toolforcommunicators.

The Power Of Digital AdvertisingA recent Delta Airlines advertising campaign serves as an example of howimpactfuldigitalout-of-homemediacanbewhenusedaspartofanintegrat-eddigitalmediacampaign.

it is technology like this that is contributing to the fast-paced growth of the digital out-of-

home industry.

15

digital OUt-OF-HOME

The evolution of the digital sig-

nage market continues to bring

many exciting opportunities to the

industry. Use of video across orga-

nizations ismoreprevalent,making

network-baseddigitalsignagesolu-

tions imperative for businesses to

grow,communicate,andcollaborate

with global customers, employees,

partners;andtostaycompetitiveina

challengingeconomy.

Technologymaturationisasignifi-

cantdriver.Networksarebecoming

morecapableofmediadeliveryand

managing digital signage as one of

severalvideoapplications.Asgrowth

ofvideoapplicationsfurtheracceler-

ates, the network is critical for any-

any integration and optimizing the

qualityoftheexperience.

Disparatedigitalsignagenetworks

will be aggregated into the overall

network infrastructure. Broader

advertisingnetworkswill resultand

advance the ad-supported digital

signagemodel.

The boom continues around

technology developer applications

expandingthecapabilitiesofdigital

signage.Compellingpartnerintegra-

tionsalreadybuiltforourCiscoDigi-

tal Signs open architecture include

video analytics, conference room

management,andlinequeuing.

We are thrilled about the growth

potentialoftheindustry.Theindustry

is intheearlystagesofamulti-year

journeytoitspeak.itisinvigorating

tohelpleadthismarketforwardand

activelyshapethenextgenerationof

digitalsignagenetworks.

Panel of Experts

PiERRERiCHERPresidentandCEONECDisplaySolutions,whichpowersVUKUNET

THOMASWYATTVicePresident&GeneralManagerDigitalMediaSystemsBusinessUnitCisco

SCOTTHOMANDirector,DigitalSignageMeteorologistAccuweather

BiLTRAiNORPresidentCapitalNetworksLimited

ROBERTOMOCTEzUMAVicePresidentandGeneralManagerHPDesktopSolutionsGlobalBusinessUnit

Weather has proven to be a top

audience draw across all media –

anddigitalsignageisnoexception!

Weather is helping digital signage

companies enhance the value of

their screens as advertising plat-

formsbecauseitisattractivecontent

that will grab audience attention

andholditastheyviewadvertising

messages.

People are interested in the

weather for different reasons: trav-

eling, outdoor recreation, or even

justtoknowhowtoprepareforthat

day’sactivities.Andweathercontent

isalwaysfreshandup-to-date–ex-

actly the kind of content that will

increase viewership and build ad-

vertisingrevenuefordigitalsignage

networks.

Here’s another way weather

serves digital signage: Weather-

Triggered Marketing® can provide

powerfultargetingcapabilities.Just

as advertisements can be day-part

targeted, so too can they be trig-

gered and served according to the

weatherintheviewer’slocation.

Advertisements can run in local

markets based on current condi-

tions,forecasts,andotherweather-

related information such as the

ArthritisPainForecast,theUVindex

or various pollen forecasts. is it

snowing in the Northeast? People

in those locations might see an ad

forhotchocolate,snowshovelsora

Floridavacation.

Advertisershavelongregardedthe

digitalsignagemarketplacetheway

commercial fishermen regard fish

aloneinthesea:catchingonemaybe

more trouble than it’s worth.That’s

because advertisers, like fishermen,

areaccustomedtoluringthousands.

They won’t take the plunge if they

have to catch each network on a

hookinsteadofinanet.

it behooves network operators

then to connect more screens and

interactwithadagenciesinthesame

way as traditional media. Doing so

willdriveadvertisingdollarstotheir

networks.

2010promisestobetheyearthat

“digital place-based advertising”

bridgesthedividebetweenadvertis-

ersandavailablescreens.Theindus-

try is maturing. Networks are grow-

ing in flexibility.Technology is now

availabletobundlescreennetworks

intolargerbuys–searchableandpur-

chasablebydemographicandother

criteria.

NEC’sVUKUNETisthecentralized,

automatedwebaddistributionplat-

formdesignedtoautomaticallycon-

nectdigitalplace-basedadvertising

with(DOOH)networks.

itrevealspreviouslyhiddeninven-

toriesofscreensswimmingalonein

theocean.Thescreensthenbecome

part of a larger, more attractive ad

buy.Newprocessautomationmakes

iteasy.Asaresult, thedigitalplace-

basedadvertisingmarketispoisedto

flourish–withahighprobabilityfor

outperformingcurrentU.S.estimates

oftwo-billionaddollarsin2010.

Digital Signage isn’t new of

course. it’s been almost 40 years

sinceblackandwhiteTV’sappeared

ingrocerystores!itfailedbackthen

forseveralreasons.infact,wecould

easily fill this entire supplement

withexamplesoffailedDSprojects

mainlybecauseofpoorplanning,ex-

ecutionandalackofclearlydefined

goalsandeconomicexpectations.

is anybody really watching and

reacting to Digital Signage? Does

it make the cash register ring? is

DigitalSignageearningsalesforone

product at the expense of another

butnotactuallygrowing theprofit

persquarefoot?

DigitalSignageisnowlowcost,al-

lowingcompaniestoeasilyaffordit.

Butjustbecauseyoucandoit,doesit

meanyoushould?Canyouownand

operate digital signage and make

moneydoingit?Absolutely- ifyou

understandaccountability,ROiand

audiencemeasurement.it’stimeto

beboldand innovative inyourop-

erationsbylaunchingengagingand

personabledigitalsignage.it’sclose

tothecustomer,andthat’scloseto

thesale.

i predict that if you’re ready to

combine great content, research,

accountability and audience mea-

surement, you’ll be successful in

2010, testingand launchingDigital

Signage.

Differentiation has long been a

challenge for companies trying to

effectively reachcustomers through

today’scommunicationsclutter,and

thatchallengeonlycontinuestogrow

ascommunicationchannelsbecome

morefragmentedbysocialmedia.At

thesametime,customerexpectations

continuetoriseastheydemandmore

relevant,andengagingcontentthatis

meaningfultothem.

Fortunately, advancements in

technology have greatly expanded

the capabilities of visual displays,

transforming them into true digital

signage solutions that can deliver

memorable, differentiated experi-

ences with measurable ROi. For

example,businessestodaycantrack

how many customers are watching

theiradsandforhowlong,withrec-

ognitionanddisplayofpersonalized,

context-awarecontentcominginthe

nearfuture.

Only HP can deliver complete

and affordable visual solutions that

includehardware,softwareandser-

vicesfromasingle,trustedsource—

and HP is continuing to develop

technologiessuchas intelligentdis-

playswithtouchinteractionaswellas

completeturnkeysolutionsthatde-

livercompellingexperiencesforthe

enterprise, school or retailer down

the block. Many smart businesses

arecapitalizingonthesecapabilities

to deploy visual solutions that ef-

fectively reach targeted groups of

customers, employees and other

audiences in more engaging and

compellingwaysthaneverbefore.

digital OUt-OF-HOME

16

Experience, knowledge and contacts are essential elements to“make digital signage happen”successfully.LyleBunnisNorthAmerica’smosthighlyregardedand“wellconnected”indepen-dentindustryconsultant.He isregularlypublished,oftenpresentsat industryandmediaeventsandis frequentlyrefer-encedasanindustryanddigitalsignageauthority.LyleBunnhashelpedhundredsoforganiza-tionsplan,implement,use,andbenefitfromDigitalSignageandDigitalOut-of-Homemedia.Hisconsulting,educationandfacilitationservicescanhelpyour organization maximize its benefit from this newmedium for customer, patron, public, staff or studentcommunications.LyleBunnbringsbusinessandprojectstrategytodefine“the big picture,” proven processes, the identificationandcoordinationofresourcesandexpertfacilitationforsustainablesuccessat theenterprise,business,projectandenduserlevels.

Forconsultation,“SPEED”training,planningresourcesandtheeBook“Digital Signage Planning Guide”

visitwww.LyleBunn.com

Brookview Technologies is a wholesale distributor in the US and Canada of unique visualdisplay technologies—ViP interactive touch screen foils and HoloPro™ transparent glassprojectionscreens.

TheViPinteractivefoilisappliedbehindglassoracrylicsurfacesinfrontofLCDsorwithprojectionscreens/filmstokeepthehardwaresafeandsecure—noexter-nalcomponentsarerequired.HoloPro™ is a rear projection transpar-entglassscreenthatallowsforauniquesee through image which maintains aclearviewtotherestoftheenvironment,eveninhighambientlight.

www.BrookviewTechnologies.com239-642-5772

iCOMPEL™ Digital Signage from Black Box is an all-in-one,plug-and-playdevicethatgivesyouthetoolstosetupvibrant,real-timesignagetoget—andkeep—youraudience’sattention.No other medium makes it possible to deliver compellingcontent at the right location at the right time for maximumimpactlikedigitalsignagedoes.itworkswhetheryourgoalisto:• increasesalesandprofits.• inform,educate,notify,oralert.• Encouragecertainbehavior.• Satisfycustomersoremployees.• improvebusinessprocesses.• Oralloftheabove. Create,distribute,andmanagedigitalsignagecontenteasilywithiCOMPELHDandSDdigitalsignagenetworkappliancesfromBlackBox.ideal for both large organizations andsmall offices, iCOMPEL appliances workright out of the box with all software prein-stalled—andnorecurringlicensingorSaaSfeestodealwithlater.Andsoftwareupdatesarealwaysfree.

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