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Information Intelligence bySMARTreport

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Applications

Market Data, Analysis & White Papers

Managing a Project from A to Z

Directory of Key Players

Out of Home Digital

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Out of Home Digital

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“Get SMART”! Welcome to our latest SMARTreport – what we hope will be a valuableresource for all those looking to learn more about this exciting new medium,with the aim of this publication being that of a veritable B2BCommunication Platform. Largely distributed via trade shows, theSMARTreport is in fact similar in construction to a trade event, with: • Conference spaces, where end-users speak of their experiences, about

the whys and wherefores of OOH Digital Media; • Spaces open to professional associations and analysts, including

Cleverdis itself. Our vocation is to provide a kind of “toolbox” as to how

to better apprehend the utilisation of digital media and to have a clearervision of a market in constant evolution;

• Commercial spaces – just like booths at a trade show – where the mainplayers in the market can present themselves in an exhaustive andsynthetic manner. They are also able to highlight their key competenciesand references. The object here is for anyone on a project team to beable to obtain a clearer view of “who does what” and how theydifferentiate themselves.

For all market players, whatever their vocation, the SMARTreport allows: • to communicate not only towards new prospects, but also with regular

clients; • to put a company into perspective within its activity sector, underlining key

values and differentiation points; • to underline their presence and implication in the market.

SMARTreport are distributed free of charge at all the most important tradeshows dealing with Out of Home Digital Media (see calendar of events onpage 64, and also in PDF format via www.cleverdis.com. Via our website,you are also able to order your free “hard copy”.

Designed in a “win-win” spirit, this publication is thus designed as a true“information hub” for the industry. That’s why, whether you are a major orminor player in the sector, we welcome your comments and input for thenext edition, due for publication in Q1 2009. We look forward to hearingfrom you.

Richard BARNESEditor-in-chief

Tel. +33 442 77 46 [email protected]

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PART ONEOut Of Home Digital Media Applications

5 Strengthening Social Bonds with the PublicUsing Digital Signage

6 Turbo Charging the Outdoor AdvertisingExperience – Interview with Neil Morris –Grand Visual

8 Neo Advertising – “a Fresh View” of Out ofHome Digital Media

10 Making Custom TV Effective at Point of Sale

12 Interactive Advertising Successful in UK RailSetting

13 Sound Enhancements

14 When Images Leap From Screen to Screen

15 Digital Signage in the Banking Sector

16 Creating the Luxury Cinema ComplexExperience

17 Getting the Message Across in the TradeShow Setting

18 Hospitality and Tourism – A Major GrowthSector

19 Innovative Digital Signage at Heart of ClubMed Repositioning

20 Digital Signage Permits Multi-Tasking at NewNorwegian Stadium

21 Multi-purpose Digital Signage in the AirportSetting

PART TWOMarket Data, Analysis

24 Second Half 2008 Outlook for the DigitalCommunications Network Industry

27 The Long Term Outlook for Out of HomeAdvertising – Interview with Colin MacLeod –The World Advertising Research Center

28 Third Party Advertising Study Gives Positive 8-Year Outlook

30 Digital Signage Industry Reaches TippingPoint

31 Digital Media Networks Can’t Fail toSucceed this Time... Can They?

32 Adoption of Digital Media AlongsideTraditional PoP

33 Tracking World Digital Signage Trends –Interview with Aravindh Vanchesan – Frostand Sullivan

PART THREEManaging a Project from A to Z

37 What Methodology to Use?

38 Counting the Eyes

39 Content is King

41 SPECIAL DOSSIER: Softwares, Servers,Players - How Do I Deliver the Message?

43 Failure or Success? – Interview with BrianDusho – BroadSign International

44 Hitting a High Note – Interview with OscarElizaga – Scala Broadcast Multimedia

46 A Focus on Pairing Hardware and SoftwareKey to Adtraxion’s Success – Interview withDick Tuinebreijer – Adtraxion Systems

47 Interview with Ignacio Lamarca – Focus OnEmotions

48 Interview with Pierre Gillet – Roku49 Towards Getting Video Right Over Networks

51 PC and Tuner Expansion Slot Solutions

53 FPD End-to-End Commercial Displays NowTaking a Foothold for Digital Signage

54 Competing with the Sun

55 Digital Outdoor Displays

PART FOURDirectory to Key Players

59 BroadSign International

60 Cayin Technology Co., Ltd.

61 C-nario Ltd

62 Focus On Emotions

63 Net Display Systems

64 One Digital Media65 Roku

66 Scala

67 Events Calendar

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PART ONEOut Of Home Digital Media Applications

A Cleverdis Publication • 45 avenue Jules Cantini 13006 Marseille • France • Tel: + 33 442 77 46 00 Fax: + 33 442 77 46 01 [email protected] • www.cleverdis.comSARL capitalised at €128,250 • VAT FR 95413604471RCS Marseille B 413 604 471 - 00024

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([email protected]) • Cover © photo: Neo Advertising/BroadSign - Photodisc • Printing: Imprimerie Toscane (Nice, France)• With the participation of:

Bettina Badon ([email protected]), Ugo Massacrier ([email protected]),Jean-François Pieri ([email protected]),Claudia Ulrich ([email protected]), Mareike Vitt ([email protected]).

© CLEVERDIS 2008 - Registration of Copyright July 2008 -ISSN 1771-2815Information presented in this publication is purely indicative in orderto illustrate subjects contained therein. No guarantee can be givenas to the accuracy of data or content at time of printing and thusthe latter should not be used to professional or commercial ends.While all efforts have been made as to accuracy and pertinenceof content and data contained in this publication, CLEVERDIS mayin no case be held responsible for the consequences, whatevertheir nature may be, that may result from the interpretation of thisdata or content, or any eventual errors therein. All rights arereserved. Any reproduction of the content of this publication, evenpartial, by any procedure whatsoever, is strictly prohibited withoutthe prior authorisation of the publisher. Any copy, whether byphotography, photography film, magnetic tape, disc or othermeans constitutes a forgery, liable to punishment under French lawunder the legislation of 11th March 1957 covering copyright. Allbrands cited in this publication are registered trade marks and/orbelong to companies which are their respective proprietors. Thepublishers and editorial staff decline all responsibilty as to opinionsformulated in this publication by those interviewed or cited therein.Their opinions are entirely their own, and are included with theunderstanding that they contain, to our knowledge, no maliciousintent. The inclusion of all texts, photographs and other documentssupplied by those included in the encyclopaedia imply theacceptance by their authors of their free publication therein.Documents and photgraphs are not returned. It should beunderstood that this publication contains forward-looking statementsthat involve risks, uncertainties and assumptions. All statements otherthan statements of historical fact are statements that could bedeemed forward-looking statements. Risks, uncertainties andassumptions include assumptions relating to the timing of the recorddate. If any of these risks or uncertainties materialises or any ofthese assumptions proves incorrect, actual results could differmaterially from the expectations outlined in these statements.Cleverdis assumes no obligation and does not intend to updatethese forward-looking statements during the period of publication.Photo Credits and Copyright: All Rights Reserved


PART 1• Out of Home Digital Media Applications

Out of Home Digital Media SMARTreport July 2008 – January 2009 / 5www.cleverdis.com

A Dynamic Relay forInternal Communication

Video screens networked to strategic placesbecome the ideal support if they are seenby all employees in different sectors, with aclear message in relation to a given context.It is possible, for example, to broadcastcorporate information on all production sitesto provide specific information to eachestablishment. It is also a medium that relieson the social life of the company. It isindeed possible to put a channel availableto the staff that can broadcast messages onprojects or customer feedback, summariesof seminars, training… all this, so thatemployees have the opportunity to sharetheir experiences on a larger scale thanaround a cafeteria table!

This tool can be used as simple “signage”,to announce a meeting or to report a roomchange for example - and may even beused in case of an emergency in addition tostandard emergency signage.

And finally, when linked to production,Digital Signage is a tool which is reactivewith regards to the activities of thecompany.

A Powerful Sales /Marketing Vector in PoS

Summarising the various studies on subject,the average increase in sales with digitalsignage, when intelligently used as acompliment to other media, outdoors and inshops - is 20%. One of the mainadvantages of digital signage is that itenhances the consumer experience andretention and to participate in buildingbrand recognition and association as wellas strengthening identity. Delivering the rightmessage at the right time, in the right place,

to the right consumer, makes a digitalsignage network a unique way of buildingbrand loyalty. Configured in the right way,it influences, as a compliment to other in-store communication supports, theexperience of the consumer, impacting fourkey stages in the purchasing process:

• Recognition of a need: throughpsychological and functional stimulation;

• The search for product information:providing messages tailored to the rightplace and time;

• Assessment of products: by combiningappropriate messages about the product,Digital Signage can give information ondifferent attributes of the product orservices dear to the individual consumer;

• Purchasing: Digital signage can directlyinfluence the decision by a consumer tobuy a product or brand.

Digital signage has, for many brands,proven to be a fantastic means for theadaptation or change of environment of abrand. It allows, for example, to rapidlychange a price or to accelerate theintroduction of new products to the market,facilitating their appropriation both by theconsumer and by the vendor.

Another advantage of digital signage is thatit can communicate on a wider range ofproducts in one single distribution point oreven by repeating messages throughout thewhole store. In terms of store environmentand concept, digital signage contributes tovalue the image of a brand, making outletsmore attractive, dynamic and modern.

Digital signage also provides a realcommercial support for sales reps workingin department stores or for departmentmanagers to be able to present the entirerange of their products. They are thus able,in just a few minutes every week, to createmessages for local use, designed tocoincide with their commercial operations.This communication channel can also usedfor distance learning courses for personnelin contact with customers.

Finally, depending upon the economicmodel chosen, Digital Signage alsobecomes a dynamic support through whichthe store’s suppliers are able tocommunicate. They can thus choose thebest time and place to deliver theirmessage, depending on their targetaudience.

Digital Signage allows public agencies to improve the flow of information to the public. Whether inthe education or transportation fields to either make life easier for those waiting in line, or tomanage in difficult moments, digital signage assists in the accomplishment of the public servicemission. On the other hand, by giving the possibility of broadcasting messages about the localnews, events, or running reports about local people or associations social bonds can bestrengthened.

Strengthening Social Bonds with thePublic Using Digital Signage

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www.cleverdis.com6 / Out of Home Digital Media SMARTreport July 2008 – January 2009

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Simplistically, there are three interestingfeatures. The first is the power of movingimage. Instinctively we know that movingimages catch and hold our attention moreeffectively than static. Scientifically,research has shown moving image tocreate a heightened state of arousal whichis linked to stronger and more detailedrecall. It is a whole new depth of outdoorcommunication.

Secondly, digital out-of-home mediaprovides advertisers with the flexibility oftime sensitive copy delivery. Instead of atwo week static campaign displaying onemessage we now have total flexibility incampaign length and message scenarios.We recently created a campaign for theDVD release of “24: Season 6” where thecopy changed every hour reflecting thestyle of the product, something you simplycouldn’t do with outdoor media in the past.

Thirdly there is the ability to interact. Interms of touch screens, floor projections

and via mobile devices, these are allexciting ways to engage an audience on apersonal level and that has a real value.We did an interactive campaign with CBSOutdoor for Valentine’s Day where LondonUnderground travellers could deliver amessage to their loved ones on screen viaSMS or online. In a sense, digital signagecan be a notice board or used as a UGCcanvas.

How is your content formatted?

One of the more challenging aspects ofcreating digital outdoor campaigns to runacross different networks is that there is nostandard file format for copy delivery. Froman advertiser’s perspective, it’s imperativeto get a specialist content agency. A goodexample of this is when we worked withRKCR/Y&R on the Bacardi “Made to Mix”

Digital OOH advertising is entering a phase today in which specialised creative teams are able totruly leverage the advantages offered by the medium. In 2005, Grand Visual was launched hot onthe heels of the success of major outdoor media operators such as CBS Outdoor and Titan Outdoorin the UK who were starting to invest more heavily in their screen estate. Grand Visual, as acreative services agency focuses on moving images in a number of channels, specialising in theoutdoor market. We asked Grand Visual’s Managing Director Neil Morris to give his vision of thisfast growing medium.

Neil MorrisManaging Director

Grand Visual

Interview with...

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Turbo Charging the Outdoor Advertising ExperienceThe Grand Visual Experience




campaign. It was a visually compellingcampaign which worked brilliantly acrossnine different networks including in-bar, busshelters, and huge LEDs, all with differentspot lengths. It took over 140 pieces ofcopy to deliver the campaign with variousfile formats and orientation. Nobody willever cover Europe with a standard formatbecause standardisation is a long wayaway. Additionally, no network is the samein terms of environment, mind frame anddwell time. It’s about the fact that peopleare task focused and have only seconds toconsume the media so it has to be simple,clever, and deliver a message.

Tell me about the Rocky campaign

For me it’s a really good example of themedium and message working reallyeffectively together. We’ve got anenvironment where people are moving onthe escalator and we’ve got this wellknown iconic running scene from all the

Rocky movies. It was the perfect creativeopportunity. To actually produce it was a lotmore painful because he doesn’t run at thatangle to go from panel to panel in the rightway so we took 100 frames from the filmand cut the character out so we couldisolate Rocky running. We then recreatedthe scene around Rocky to make it work.We’ve seen people respond to it incrediblywell and feedback from the station hasbeen excellent. The creative won the ‘BestDigital Outdoor Advertisement’ category atthe 2007 Campaign Poster Awards and atthe 2008 British Television AdvertisingAwards.

What is the future of this medium?

With all the major UK outdoor mediaowners ploughing millions of pounds intodeveloping their digital inventory we willsee this area becoming more and moreimportant in terms of outdoor media spend.Retailers are also acquiring more screeninventory in-store and I think despite a slowstart in the UK this is an area that will pickup. There is a real momentum across theindustry and that means there will be morescreens of better quality in more spaceswith audiences that advertisers will want tocommunicate with.

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Close-up on One ofEurope’s Largest Networks

Coming from a banking background, NeoGroup CEO, Christian Vaglio-Giors enteredthe Out of Home Digital Media sector witha “fresh view”. With his partner, Mr. Vaglio-Giors had spent a lot of time traveling inAnglo-Saxon countries where the idea ofrenting out screens for advertising first cameabout. “We thought that it was a definitelygood idea and we thought it might one daybecome a medium”. In 2003, havingidentified this potential mass media, NeoAdvertising was launched in Switzerland.“The timing was really good, and we hadexpertise in dealing with large clientretailers in the specific area. My partnerhad an entrepreneur family in media, so hehad the connections and basically wedecided to join forces,” says Mr. Vaglio-Giors.

Neo has two main axes; firstly they havedeveloped an advertising network usingplasma and LCD screens and operatingmostly in the retail, supermarkets andhypermarkets. Neo operates in shoppingmalls, with by far the largest network in thenation, running 40 of the top shoppingmalls there. They also operate inpharmacies and travel agencies.

With more than 1,300 screens, Neoalready boasts more than 75-millionimpacts per year in Switzerland. While thatseems like a lot of people, major advertisingagencies are just starting to catch on to Outof Home Digital Media. According to Mr.Vaglio-Giors, agencies are just beginning tounderstand the interest of this medium:“What agencies are requesting now is toincrease the number of screens, the numberof locations, and the number of people,because we are still marginal in terms ofcontact. The reach of the coverage is notenough.”

Success Stories

Neo already has three major success storiesin Switzerland. They managed to convincethe three largest retailers in the country to“take the leap” into Digital Signage… quitean achievement! “As you know, these

Neo Advertising – “a Fresh View” of Out of Home Digital Media

Christian Vaglio-GiorsNeo Group CEO

Neo Advertising is a European leading provider andoperator of Digital Out Of Home networks. Neo Advertisingoperates 15,000 public displays, partners with tier-1institutions such as French retail chain Carrefour, Germanretail chain Edeka as well as most prestigious real estateowners. Neo Advertising operates in Belgium, Canada,Germany, Portugal, Spain, Switzerland and in theNetherlands.


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people are extremely difficult to deal withand convincing them was not an easy task.Now the market really sees the Neo Projectas one of the key ways to institutionalise thismedia.”

Broadsign Adds Value to the Offering

In its early days, Neo used a “lite” softwaresolution, but with the understanding that ahigh performance network was needed,they turned to Broadsign. “During the courseof 2004 we were advised that developingsoftware was definitely not the functionwhere we had the most value,” says Mr.Vaglio-Giors. “We reviewed many solutionsand finally decided to go for Broadsign. Ialways believed that for me technologyshould take no more than 1 hour per week,and using this software was certainly the

best way to achieve this goal.” Theapplication offers a lot of flexibility increating content playback schedules, and ithas media buyer-friendly documents such asinsertion orders, campaign progress reportsand affidavits. The estimation of CPMvalues for comparison to other media andROI analysis is made possible through theuse of Broadsign’s Dynamic Rate Card toolbuilt into the software interface.

Neo Assists Clients inContent Creation

After two years of operations, the fact thatonly “broadcast” content was availablebecame frustrating when planningcampaigns. This fact had also hamperedbusiness: “We were not getting somebusiness because at that time the clientsoften had no content for this medium, so we

decided to create a service department tohelp clients make the shift from traditionalmedia to digital signage.” Firstly this wasdone by creating light flash animations andtoday Neo has 8 full time staff working oncontent development for tier one clients. “Ithink this was key in our process to educatethe market and to help them develop theright and appropriate content for thismedium. My dream is that tomorrow wecan broadcast 3-5 second spots and bydeveloping our internal production team thatcertainly is the best way to achieve thisgoal.”

5 Years Out – MassiveGrowth Potential

The future looks very bright for Neo ifgrowth projections are correct. “This marketcan definitely grab 5-10% of the entiremedia market in the next years,” says Mr.Vaglio-Giors; “10% being very aggressiveand 5% being more realistic. If we assumethat we will reach that objective over thenext 5 years that still puts us in the 50-70%average growth rate!” Mr. Vaglio-Giors’forecast echoes that of many others in theindustry today.

Given the right combination of talent,competencies and ideas, and with ongoingintense development of software byBroadsign in order to finally make mediaplanning in Out of Home Digital Media“child’s play”, it is evident the majoragencies will finally hop onto thebandwagon.



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POSTV Pioneers the Wayfor Successful Retail Mediain Holland

POSTV differentiates itself by having a firmfocus on developing Out of Home DigitalMedia in the retail environment. “We are atrue believer in relevancy and we thinkadvertising is most relevant at the point ofsale or as close to the point of sale as youcan get”, says POSTV Director, MichielReinoud. POSTV position their displays inhigh traffic areas of supermarkets or inrelevant categories, where they narrowcastwhat Mr. Reinoud describes as highlytargeted “inspirational” programming: “Thethings you see on the TV can not be seenanywhere else in the store. That’s one of themost important things. They are not showingthe promotions you have already seen inflyers or through other Point of Salemessages. What we do is to make a uniqueTV programme with tips on beauty, oncooking, on the household, and through thiswe add a blend of advertising from thesuppliers of the supermarket chain.” The screens carry a maximum of 20%advertising, in the form of brandedcampaigns and specific promotions. “Webelieve in creating an environment in whichthe advertiser feels happy”, says Mr.

Reinoud. “Just like on national TV, there arehigh quality programmes running andadvertisers want to be a part of that.”According to Mr. Reinoud, the key is toinspire, but doing this in a supermarket isdifferent to how it is in a consumerelectronics store.

Making Campaigns that Work

Of course, working in the retail sector oftenmeans dealing with big advertisingagencies. Until recently, one of the greatestdifficulties in convincing agencies that Outof Home Digital Media was a viablemedium in its own right came from the factthat there was very little valuable dataavailable when it came to audiencestatistics. In supermarkets and fast movingconsumer channels, POSTV now providesfeedback from AC Nielsen (to which almostevery food retailer is connected). Thismeans advertisers are now able to get asales impact report in a format they areused to working with. POSTV alsoundertake exit interviews on a regular basis.Every three months, 800 customers areinterviewed about their experience and theway they evaluate the content they haveseen: whether or not they are inspired, therecall rates on advertising etc.

Are Ad Agencies Startingto Catch on to Out ofHome Digital Media?

It’s just the beginning. According to Mr.Reinoud, “The industry is one or two yearsahead of the agencies, but we have tokeep providing them with ways ofsimplifying the process so that with onetouch on their screen they can also bookand plan campaigns in the digital industry.”While this is a fully digital medium,throughout the world it is not yet possible toplan and process a campaign in the sameway it is done for national radio or TV.“That’s one of the things we are workingvery hard on implementing before the endof the year,” says Mr. Reinoud.

Making Custom TV Effective at Point of Sale

Michiel ReinoudPOSTV Director

Founded in 2006, POSTV is the leading Dutch digitalsignage network operator focusing on the retail environment.Their networks are deployed at leading retailers such asMedia Markt, t for telecom, Vodafone and Makro. They arepart of the Neo Group, a Swiss Based company withactivities in 8 countries.


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The Importance ofBroadsign’s HostedSoftware Solution

According to Mr. Reinoud, it is essential touse the most reliable platform: “One thing ishaving flexibility and the fact they are fullydedicated to development. Every three tofive months there is a full new release, withnew features. That’s very important.

The other thing is the constant feedback thatBroadsign gives us. We need that feedbackin order to give our reporting back to theagencies and advertisers. When anadvertiser asks for 16,000 impressions, weare able to get the feedback that shows thatwe did indeed make those impressions.That’s one thing Broadsign does very well.”

2 Business Models

POSTV currently uses two business modelsin the rollout of Digital Signage. The first iscalled “Corporate TV”, wherein a clientsuch as Vodafone simply employs thecompany for their services, and POSTVtake care of all aspects of the network. Thesecond possibility is that of the“advertising” model where POSTV go asfar as investing 100% in the creation of the

network, and then work on a revenue-sharebasis.

POSTV consists of five divisions (IT, channelexploitation, channel management, contentproduction and marketing services) that workclosely together to optimally enhance thepower of Captive Audience Networks.POSTVnetwork currently reach over 6 millionshoppers per 4-week periods, making POSTVthe largest digital advertising network in theDutch retailing. POSTV connects withshoppers by providing engagingentertainment content, relevant shopperinformation and highly effective advertising.POSTV network comprises of leadingnationwide retailers, such as MediaMarkt,Makro, T for Telecom and Vodafone. It countsamongst its advertising clients tier-onecompanies such as Canon, Gillette,Heineken, Nokia, Samsung and Unilever.



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The Challenge

How does one capture the attention of oneof the biggest audiences in the UK? In1999, Titan Outdoor was faced with thisquestion when they were awarded theadvertising franchise of Network Rail. Withone billion rail commuters annually in theUK, the audience potential for digitalsignage was enormous. They had alreadydone banners and posters on the floor sothey turned to digital signage. According toRobert Hood, Titan Transvision Manager,“Once you get into digital there are a hostof problems but opportunities too. And itallows you to slice and dice your audienceand be all these exciting things”.

The Solution

Over the next years they installed 17screens at 16 network rail terminals,primarily next to the indicator boards formaximum impact. The railway is a morethan ideal place for digital signage as whilethe commuters are waiting for their train orglancing up at the indicator boards, 2 outof every 3 frequent UK rail commutersreportedly look at the Transvision screens forapproximately 2.6 minutes. UsingDynamax’s POV software, the player islinked to the server via a private networkand broadcasts content according to thecampaign schedule hosted on the server.This method allows Titan’s operators tocreate campaigns and run schedules andreports with maximum ease and minimumfuss.

Content

Titan Transvision has been able to runpersonalised content in addition toadvertising content. “One of the first oneswe did was show live scores fromWimbledon.” said Mr. Hood. Since TitanTransvision started their partnership with SkyNews, they have been able to offerspecially personalised content for eachrailway station such as local weather and

news. Titan Transvision has also beenexperimenting with “Bluecasting”, with theirfirst ever campaign featuring the advertisingfor Coldplay’s album “X&Y”. Using Bluetooth technology, TitanTransvision advertised the album on 6screens across London along with amessage inviting commuters to turn on theirBluetooth. The Bluecasting technologyavailable then allowed EMI, Coldplay’srecord company, to directly communicatewith their target market in an interactive wayby sending Coldplay ringtones, wallpaper,and never-seen before video interviews tocommuters' mobiles and laptops.

More recently, Titan Transvision, along withSky One network also launched acampaign ad for the popular series “Lost”where commuters could download exclusiveinterviews with cast, ringtones, andwallpapers at Victoria Station. Mr. Hoodwas optimistic about the opportunities forBluecasting, “I think we’ve been excitedabout the interactivity that digital signagecan offer. We’re in high foot and trafficareas. The opportunities to take more with adigital poster are so thrilling”.

Interactive Advertising Successful in UK Rail Setting

Transvision and Dynamax Power Exciting New Concept

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The Idea

Paradise Forum in Birmingham, UK is athoroughfare between the two busiest publicsquares in the city. In addition to being awalkway, Paradise Forum is also the keymeeting point in the city. Over 230,000people come through the doors every week:12 million visitors annually. MediastreamSolutions, the advertising solutions providerfor Paradise Forum, realised there was greatpotential for digital signage opportunities,so they contacted Nexus, known for theirdigital signage software on multiplescreens, with the aim of creating a digitalsolution. But the solution had to besomething more than just simple visualmessaging.

The Solution

Nexus mounted two 5 x 3 video wallsmade up of 42” NEC LCD screens. Theyalso commissioned to suspend an audio rigto enhance the aesthetic appearance.According to George Price, Media andSoftware consultant at Nexus, “We knewthat having sound would enhance thecampaign to prospective advertisers so Ispoke to Panphonics, creator of the ‘SoundShower’, and they made their biggest single

installation to date.” The Sound Shower isdirectionally maintained plane wavetechnology, meaning the sound isconcentrated on a certain area so that it iscontrolled. Panphonics provided Nexuswith six Sound Shower speakers, each threemetres long, thus having an audio footprintof 7x7 metres. The screens were placed atthe either end of the mall above the twomain entrance/ exits and a compilation ofSound Showers was elevated metres abovethe centre of the forum where movement ofpeople is greatest. According to StuartEustace, Project Manager at MediastreamSolutions, “The sound shower adds to ourvideo walls as sound is something that mostDigital OOH formats cannot or do notprovide”.

The Advantages

The advantages of adding sound to digitalsignage is that a group of speakersprovides constant sound coverage forlisteners. Thus, as visitors walk across theForum’s walkway, they do not lose focus of

the message coming out of the speakers. Inaddition, this is all done without disturbingthe retail outlets that surround the target areain front of the screen. According to JohnLeBeau, Sales Manager at Panphonics,“The reason people normally do not usesound in digital signage is that sound canbe intrusive. It irritates and creates noiseclutter so it feels like you are beingbombarded, particularly if you have multipleposts in the same location. We keep theaudio in a contained area so it doesn’tspread around and add to the audio clutteror harass nearby staff.”

The Reaction

The reaction from the public and from themanagement of the centre has been verypositive. While the screens for the momentplays only advertising content, it has thepotential to also show welcome messagesfor tourists, public address announcements,live news, and weather feeds. Nexus nowplans on offering this same completesolution to other large commercial centres.

Sound Enhancements

The UK’s “Paradise Forum” – A Successful Life-Size Audio Experiment

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When seeking ways to differentiate with original content, new and original ideas are popping upall around us. One in particular that caught our attention was at the Zurich Airport, where, as onearrives in the main terminal, a line of seven large 56’ vertical HD LCD screens conveys images thatmove from one screen to another as the passer zips by on the moving walkway. Clear ChannelOutdoors has an exclusive contract with the Zurich Airport Authority which makes themresponsible for all the advertising projects at the Zurich Airport. We spoke to Dominik Stauber, whois in charge of Clear Channel’s Digital Media Products in Switzerland.

Innovative Concept Attracts Attention at Zurich Airport

The Airport Authority wished to expand andmove forward into digital products, so wetook a look at the market to see what wasbeing done at the moment. The idea was tocreate something new and spectacular, aunique advertising media for premiumbrands. That is how the WalkSeven projectwas born.

How is it advantageous to use multi screensat the airport?

It is an advantage because it allows thecustomer to produce a spot that has real eyecatching effect. So advertisers can decidewhether to have the same spot on all thescreens or display different spots on eachscreen. This concept enables us to createinnovative visual effects such as objectsmoving from the first to the last screen.

Basically, this is what the advertisingcustomer wants. Advertisers want to getnoticed by any passenger walking by. InZurich, WalkSeven was installed in an areaoffering high passenger frequency and verylittle distraction from its content.

Can you see this as a starting trend indigital signage?

Yes, definitely. We are thinking strategicallyand Clear Channel Outdoor has a longterm perspective on this. Zurich Airporthandles over 22 million passengers peryear and this figure increases monthly.When we talk about target groups at theairports, we can reach a very highpercentage of frequent fliers, businesstravelers, and executives; generally peoplewith high incomes.

These are the people who make decisionsand set strategies for their companies. Thatis why airport advertising is so important forthe world’s premium brands.

When Images Leap from Screen to Screen

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the advertising team for Walkseven. From left to right:Sharon Sessa, Dominik Stauber and Francesco Cairati




Banks have long been haunted by digitalsignage in various forms. Beginning manyyears ago with networked bank andfinancial information, more recently, theparadigm shifted to become much moreadvertising/promotion based. Consumersnow have the chance to find out about otherinvestments and services that the bank mayoffer, and indeed, what better time toadvertise products and services than whencustomers are standing in line waiting for thenext available teller? Banks today arecreating their own custom TV channels,digital banking signs and informationportals, visible on LCD or Plasma screens invarying locations, and with contentspecifically targeting each situation. Contentin a bank branch window will generally bevery short, bright and with animation tocatch the eye, in the knowledge that themessage has to be given in just a fewseconds in order to get the client in the door.In the queue for the teller however, muchlonger segments – up to 30 or even 60seconds can be used for promotional clips,but these are generally interspersed withweather, finance, news etc. Indeed, whilecustomers are waiting in line for tellers orelsewhere in the branch, digital signs canserve as dynamic bank message boards,delivering compelling messages aboutcurrent rates and the benefits of signing upfor new products and services. Bankmarketing directors have found they like theflexibility of digital merchandising becausethey can easily change the content and keepit fresh. In addition, outside normal bankinghours, networks can also be used to informand educate staff, as a great internalcommunication tool. Kiosks and touch-screens are also becoming morecommonplace in banks as people becomemore accustomed to “self serve” solutions.Self-service banking kiosks can also servetransactional functions, such as handlingname and address changes or lettingcustomers apply for a credit card account orother loan. Given that the importance of thecustomer experience in a bank has beenestablished, many institutions are nowattempting to evaluate methods to enhancethe bank branch environment. Digitalcommunication networks (“DCN”) can beexpensive to deploy and maintain, therefore,prior to making such an investment, thebenefits should be evaluated. How are

consumer attitudes and behaviour impactedby exposure to a DCN? A recent study bythe Platt Retail Institute in the US took a close-up look at one single bank. The survey wasdone in far more detail than had every beenseen before, with the objective being toprovide detailed analytics relating toconsumer response to a DCN deliveredmessage stimulus. This was accomplished bygauging impact and awareness,benchmarking the customer bank branchexperience, measuring the influence onbranch productivity, and track changes inselect product / service revenue /transactional activity. The test lasted 90 daysand involved ten bank branches: 5 Test, 5Control. It included two separate waves ofexit interviews involving 750 individuals. 38Digital cameras were installed in thebranches, and recorded 17,000 hours ofvideo analyzing the behaviour of 85,000customers. In addition, the test bankprovided an extensive amount of primarydata. As a result of the research, it wasdetermined that the returns from a DCNinvestment are substantial. In summary, themajor findings by PRI are as follows:

DCN Impact andAwareness

Found that the DCN was effective instimulating consumer message awareness.

Customer Bank Experience

Customer satisfaction increased as a result ofthe DCN. This supports the conclusion thatthe DCN had a positive effect on thecustomer experience. Wait-time perceptions,customer satisfaction, customer loyalty,likelihood of recommending the Bank, and

the level of service compared withexpectation were all positively impacted.

Branch Productivity

Branch productivity was positively impacted.The presence of a DCN can increasebranch transaction processing, resulting inreducing branch labor costs.

Product / ServiceAwareness and Revenue /Transactional Activity

The following are findings based upon DCNdelivered messages: 1. A positive impact on product/service

awareness. 2. For 7 of 8 promoted products/services,

purchase/usage intent was influenced. 3. For 4 of 8 promoted products/services,

customer behaviour was impacted. 4. The impact on customer behaviour

relating to transactional activities wasgreater than on product/servicepurchases.

5. When incorporated into an integratedmarketing campaign, new customerproduct/service sales increased morethan current customer account activity.

6. In the majority of cases, the Test branchesoutperformed the Control branches inrevenue generation of non-promotedproducts.

Copies of this Working Paper can bepurchased from the Platt Retail Institute, orsecured from its Sponsors pursuant to theirlicense agreement. The Working Paper is 70pages, contains 67 charts and sells for U.S.$1,000.

Digital Signage in the Banking Sector

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Beaver Solutions teams with Scala for a Flagship Installation in Derby, UK

The Challenge

With the ‘Cinema De Lux’ concept, in2007, Showcase, a US-owned CinemaManagement company, decided to createan enhanced recreational environment fortheir new £30-million (UKP), 12-screen“Cinema De Lux” in the new WestfieldShopping Centre in Derby, UK. Thechallenge was just how to make this newlocation stand out in terms of futuristicdesign ideas, as well as how to enhancethe delivery of important messages topatrons.

Solution

Posters and menu boards, which until nowhave generally been static, were to bereplaced by an innovative digital signageproject, leading to a much more interestingand exciting environment for cinema-goers.Movie trailers, box office screens and menuboards would be more elegantly displayedand could be easily updated resulting in anenvironment that is immersive and inviting ina space where people have significantwaiting times.

Implementation

In late 2007, Beaver Solutions, part ofBeaver Group, was chosen to provide thecomplete digital signage solution. Theyinstalled 47 Sanyo 42" LCD screens withsix projectors in the foyer. The system ismanaged using Scala InfoChannel 5content management system, from theBeaver Solutions offices in Ware,Hertfordshire. A team of content editors,video producers and technicians createcustom content and manage the screens inDerby. The system runs on 28 mediaplayer PCs. Each player sends twoseparate video signals to two screens orprojectors. All the content for the screens iscontrolled independently, stored locally oneach player, while the overall network ismanaged by the Content Manager PC.This PC is located at Showcase’s headoffice in Nottingham and is accessed toupdate templates, add content andchange display times or locations. Thecontent is thus dynamic, interchangeableand independent on all the screens,providing a complete and flexible signagenetwork.

Content

All content is created in-house by BeaverSolutions, who worked closely withShowcase CDL to promote the premierbrand. High-definition videos of theconcession products are shot by BeaverSolutions, which are then inserted into themenu board content. Up-to-date movie timesand ticket availability is displayed on thefive box office screens, which areautomatically kept live from a data server.Beaver Solutions used a link to an existingfile held by Showcase and developed acustom application which interfaces withScala InfoChannel to display thisinformation on the box office screens,showing relevant times for movies andkeeping track of ticket sales, displaying‘SOLD’ or ‘FEW’ with the times of eachshowing, in real time. Important orpromotional messages such as warnings orprecautions about certain movies can bedelivered to any of the screens using tickersor a full screen display. With new moviesbeing released every week, BeaverSolutions works with Showcase CDL toensure that they have current, up-to-datetrailers and movie posters displayed on thespillway screens.

Creating the Luxury Cinema Complex Experience

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Fair TV in BolognaFiere, Italy

The Challenge

BolognaFiere is one of the most modern andfunctional exhibition centres in Europe.Having four independent entrances, eachwith adjacent logistic services, it is able tohost a number of different eventssimultaneously. It has 20 air-conditioned,fully wired and IT-enabled multifunctionalexhibition halls that follow a highly rationallayout along four main axes. It hosts a totalof 34 events divided into 5 sectors:Construction and Living, The World ofLeather, Auto and Technology, Goods andServices, Cultural, Beauty and Wellness.When BolognaFiere sought a new andexciting means of communication forexhibitors, they decided an internal digitalsignage system was a must, but it had to bein keeping with the exciting, high techfeeling of the centre itself…

The Project

BolognaFiere called upon Kennell DigitalDistribution to undertake the project. Inreturn, Kennell launched “Fair TV”, basedon Cayin digital signage solution. It is anew advertising, dynamic and effective

communication platform of theBolognaFiere. Cayin SMP-WEBPLUSplayers with 62” LCD displays have beendeployed in the exhibition halls by Kennell.

Through Fair TV, the fair organisers andexhibitors can promote their activities orproducts, inform events scheduled inside thefair, and even broadcast news from Italyand the world. Screens are placed atvarious points such as entrances, linksbetween pavilions, restaurants,demonstration office and press rooms,where the impact of publicity on the screensis maximised.

Fair TV, using the powerful media of digitalsignage, is supported by Cayin CMSservers that allow complete management ofcontent and transmission mode through acentral control system.

The Benefits

• Effectiveness in reaching the targetaudience.

• Innovative and exclusive instrument• Ability to combine institutional information

and public entertainment • Ability to engage target audience

• Ability to broadcast customized contenton one or more transmission points

• Possibility of integrating the system withother communication tools

• Web-based technology

Getting the Message Across in the Trade Show Setting

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SMARTreport

The Hotel Sector

Within a hotel, the use of digital media,and indeed the convergence of digitalsystems, is at the heart of the industry’sgrowth. Hotel management systems areable to be linked to both digital signageand in-room entertainment systems in orderto enhance the guest experience, to opennew revenue streams, and to streamlinebusiness processes.

Ideas – Example of HyattRegency Chicago

At the Hyatt Regency Chicago, in additionto fifty fixed mounted LCD screens, mobilescreens can be moved to different locationsthroughout the hotel depending on the dailyevents. Live TV feeds may be sent to somedisplays, and the software used to power

the system (in the case of the Chicago Hyatt– Omnivex) may also be used to send thesame information on the public displays tothe in-room TV’s. In the case of the Hyatt thedigital signage software also interfaces withthe centralized Hyatt property managementserver, called Envision. The Envisiondatabase contains information from aroundthe world about all Hyatt meeting andbanquet bookings and schedules. Thisinformation is then accessed and specificmeeting information is displayed onparticular screens at a specified date andtime, automatically with no manualintervention by Hyatt Regency staff.

Minority Report?

Through the use of radio frequencyidentification tags (RFID) the Omnivexsoftware at the Chicago Hyatt recognizeswhen a specified observer is in range of ascreen and automatically changes the

content from the regularly scheduledinformation to unique content that has beencreated for that particular viewer. Specificsoftware continuously monitors the status ofevery screen as well as the PC connected toit, without a Hyatt staff member having tophysically check on the hardware. Thesoftware automates an appropriatenotification, should a problem occur.

Anaheim MarriottAchieves GreaterEfficiency through DigitalSignage

Traditionally, in fulfilling the need tocommunicate important information to theirguests, glass encased printed documentswere used at the Marriott. Each morning thestaff would update the meeting roomschedules and the day's events, print severalcopies, and deliver them to the informationcabinets situated throughout the facility. Quite often the information would need tobe changed throughout the day and theprocess would need to be repeated. TheMarriott's wanted the ability to show uniquecontent on each display. It was imperativethat they be able to simultaneously postmeeting room schedules, advertisements forthe restaurant and lounge facilities, updatednews information via CNN, and generalmessages in a timely and efficient manner.Television is a part of the screen layout andthe software can change sound, closedcaptioning, and channel as required. The Marriott's existing marketing materialsare integrated into the layouts, advertisingthe restaurant, bar, and other hotel facilities.The system has opened up a new source ofrevenue for the hotel by enabling it to easilysell advertising space on the displays tovisiting groups, turning the entire project intoa source of revenue as opposed to a costcentre.

Hospitality and Tourism

A Major Growth Sector

The use of digital signage is growing quickly in fields such as hospitality and tourism. While thesevertical markets are very broad, there are common points of interest and ways in which businessesare leveraging the power of OOH Digital Media.

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Club Med selects C-nario as software provider for three-screendisplays at its 46 agencies throughout France.

Overview

Club Méditerranée, commonly known asClub Med, is a French corporation and amajor player in the tourism sector, with anetwork of travel agencies and vacationresorts located in over 50 countriesworldwide. In 2007, Club Med decided torenovate the window displays at its 46agencies throughout France, and equipthem with multi-display systems aiming toattract passers-by through the integration ofthree dynamic synchronised screens in fullhigh definition. The concept was created bya major French architectural design agency,AKDV. Club Med chose C-nario’s Frenchpartner, APIA Solutions, to deploy andoperate the systems based on C-nario’ssoftware solutions for dynamic displays.

Objectives

To accompany the increase in its popularity,Club Med has launched a programme torenovate its agencies, including the use ofdynamic display. The goal was to generatemore traffic in the agencies by attractingpassers-by with information, advertisementsand other commercial messages.

Description

Three screens were installed in eachagency, displaying content consisting of 30-second loops of promotional information.The first screen displays movies that conveythe experience at Club-Med vacationresorts, various images are displayed on thesecond screen, and promotional textmessages and news on the third. Thedisplay on each screen is correlated withthe two other screens, to avoid discrepancy.

Challenges

The content had to be deliveredsimultaneously on all three screens, withmaximum synchronisation and coordination

between the screens, while maintaining thehighest possible quality. That way, thescreen becomes a true incentive to travel,enticing the viewer to cross the thresholdand enter the agencies.

Solution

C-nario Messenger, a complete digitalsignage display, distribution andmanagement platform, and C-nario Canvascontroller were selected to create a multi-screen synchronised solution. Canvas offersreal time synchronisation of content withoutloss of definition, unlike the process ofcontent expansion on multiple screens,which can lead to quality deterioration. Theadvantage here is display quality, coupledwith the ability to modify content separately.C-nario’s partner, APIA Solutions, operatesthe three-screen networks, and updates themedia, playlist and scheduling. All 46outlets were equipped by the end of June2008.

Results

The powerful scheduling features offered byC-nario allow Club Med to maximise itsmedia plan in the use of its advertising, theuse of its advertising spots and promotionaloffers in real time over the entire network.Initial results are already being felt, with an

excellent perception of Club Med’s imageand a growing number of people stoppingto watch the windows and take in theagencies’ offers.

Innovative Digital Signageat Heart of

Club Med Repositioning

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SMARTreport

Forward Thinking byProject Planners CreatesExciting New RevenueStreams

When Kristiansand Stadium in Kristiansand,Norway was “outgrown” by Norway’s IKStart football team, Sør Arena was built in2007. With a 14,000 seating capacity,it’s not the novelty that distinguishes SørArena, but rather the sophisticatedtechnology that is within.

Multi-Purpose Vocationthanks to Digital Signage

With the new stadium it was important tohave a high tech digital signage system.The intent was to not only dazzle thefootball fans, but to also operate during theoff-season when corporations use their newconference rooms or even the entire stadiumfor presentations and meetings.

For Sør Arena it was important to find asoftware that could handle all types ofmedia, including the MPG2 Multicast videostream broadcast during the games, andcentrally manage all of the displays in thefacility with one system. As you walkthrough Sør Arena, you pass in front of morethan 100 monitors placed in varied

locations, from kiosks to the VIP room,entrances and restaurants. There are alsotwo 28 square metre “wide-aspect” LEDmonitors in the stadium itself. The systemneeded to be flexible enough to be used bybusinesses during the off season whichmeant it needed software to feed live TV,content graphics and other display content.The system had to also be set up to viewany IP-based TV channel. It was mostlyimportant that it was “something we couldeasily manipulate” according to ArneRanneberg-Nilsen, marketing manager atSør Arena.

Project Management

Hatteland Vision was contacted for thisproject because of their experience withdigital signage deployments. “They offeredus a great amount of flexibility with regardsto tailoring solutions for the different kinds ofcustomers both now and for the future.” saidRanneberg-Nilsen. Using Omnivex’s Display3 software, this has become a reality.According to Geir Ove Finstad, ManagingDirector at Hatteland Vision the “matchstatuses are live and viewable fromanywhere in the stadium in real time”.Everything is managed from the controlroom with live TV, advertising andinformation based on what is appropriate atthe time and in each specific location. Thesoftware automatically formats and displays

the score board information, VIP loungemessages and advertising, withoutadditional data entry into the system.

Public Reaction

The response has been tremendous. “Theythink it’s great, as we have becomesomething more than a football club. Wehave had very good responses in our VIPlounges,” stated Ranneberg-Nilsen.

The stadium uses the system as a newrevenue stream through ad sales. Sør Arenahas recruited the services of an advertisingcompany to help businesses promotethemselves using digital signage. It hasmade Sør Arena one of the mosttechnologically advanced stadiums inNorway.

There are future plans to make the stadium’sdigital signage even more interactive, byusing the Omnivex software to allow fans toparticipate in voting for the player of thegame through SMS, for example. Mr.Ranneberg-Nilsen is enthusiastic for thefuture: “Certainly it helps us to have aplatform for the future so we are expectinga lot of income from it and we already seethat in our various sponsorships packages.It’s great for our own branding to promotethe stadium for ourselves, the conferences,concerts, our customers, and our partners.”

Digital Signage Permits Multi-Tasking at New Norwegian Stadium

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Background

In 2005, Eindhoven Airport built a newpassenger terminal and in 2006 theyinstalled 50 Philips LCD displays that werea mixture of landscape and portrait mode toinform the passengers with up-to-date flightinformation. In addition, the same screensare used to display advertising. The airportalso has a number of conference rooms,where the screen is used to displayscheduled meetings for the availableconference rooms. Finally there are 2 hugeLED boards in the central arrival/departurehall. These screens are mainly used todisplay commercials and promotions.

With such impressive hardware just asimpressive software was needed. Oneimportant aspect at an airport is reliability.For FIDS (Flight Information Display System)it’s an absolute must to have an availabilityof more than 99.9%. One can imagine thata failure with the displays showing flightinformation will directly lead to chaosamong the passengers. According to BasKluijtmans, IT Manager at EindhovenAirport, “Airports are highly complexenvironments where a simple digitalsignage solution is not sufficient. There areall kinds of specific situations at an airportlike code-shared flights and gate changesthat require a unique solution”. The airportcalled upon Net Display with their PADSsoftware, an application that displays flight

information at the arrival / departure area,check-in counters, security area, gate areaand baggage belt area. Net DisplaySystems also delivered a display solution forthe meeting rooms at the airport, a keysignage solution showing information aboutproducts and pricing for all restaurantfacilities at the airport as well as a completedigital advertising solution. The other uniquepart of this solution is that there is anautomatic interface between the FlightInformation Display System (FIDS) and thePublic Announcement System (PA). As soonas there is an update on the flightinformation, it sends it to both the displaysas well as the PA system. If required, the PAsystem will automatically generate a voiceannouncement based on pre-recordedvoice fragments. In this way the displayedinformation will always be fullysynchronised with the announcement systemof the airport providing emergency pagingmessages and background music combinedinto a single system, which gives EindhovenAirport a unique AV solution.

According to Mr. Kluijtmans, the feedbackhas been very positive. “According to ourtravellers, the information is clear and to thepoint. Our choice to use only a small part ofthe screens for advertising has made that theadvertising is not seen as being annoying”.

This is only the beginning for EindhovenAirport as it has plans for the construction of

a second terminal building. In this case thenumber of screens will increase to morethan 100.

Multi-purpose Digital Signage

in the Airport Setting

Flight Information Just Part of “The BigPicture” at New Eindhoven Terminal

Digital signage in airports has for a long time been a necessity forflight information. The focus is very much on the accuracy ofinformation displayed for the travellers. Today, airports areseeking to enhance the use of digital signage, displayingadvertising and other kinds of information. At Eindhoven, this isbeing done very successfully, through the use of various kinds ofscreens.

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PART TWOMarket Data, Analysis



SMARTreport

In order to “shine the spotlight” on thesometimes murky roadmap of this ever moreintricate industry, on the 9th of June 2008,Cleverdis Editor in Chief, Richard Barnes,moderated a virtual roundtable – a globalconference call – organised by the worldrenowned Platt Retail Institute.

A panel of top industry players took part; ablend of suppliers and end-users: • Nick Deen, Senior Market Development

Manger, Sony Europe, Netherlands• Jeff Mack, Chairman, President & CEO,

Wireless Ronin Technologies, USA• Todd Eastman, Senior Manager,

Technology Design, Best Buy, USA• Michael Scott, Technology Director, Clear

Channel Outdoor, UK• Steven Keith Platt, Director and Research

Fellow, Platt Retail Institute, USA

Conference Précis

While an edited transcription and highlightsof the conference are available on the PlattRetail Institute website as well as via theCleverdis website, following are a few ofthe highlights:

Europe Leads the Way: According to SKPlatt: I continue to spend a lot time in Europeand I continue to be of the opinion they areahead of us in North America, for example,Jeff was mentioning a big QSR opportunityin Germany – Burger King deployed inhundreds of stores. Similarly there are a lotof great examples in Europe of advancedadoption versus North America. I thinkhowever it’s about to change.

Store Associates Should Participate: BestBuy have been developing some interestingways of communicating digitally in-store,including use of the TVs in the TVdepartment, as well as having screens instrategic locations and at check-outs. Theyare also planning outdoor digitaladvertising.

The importance of bringing-in local flavourand input into network models however wasstrongly underlined by Best Buy’s ToddEastman: “How do you take that big hugebox (eds: the Best Buy Store) that sits in themiddle of a community and shrink it downand make it a part of the community? Wethink digital signage has a great opportunityto do that.”… “No matter how you gothrough the demographics, each store hassomething unique about it, in the communitythat’s around it, and it’s finding out what thatthing is – that special need – and actuallybeing able to cater to it when you are athousand-store chain like Best Buy. So wethink it’s critically important.”

The Evolution of Content Creation: Thecreation of properly suited digital content isbecoming more and more important, andcalculating the cost of the content creationwill often be a very decisive factor in the

final go / no-go decision. According to SKPlatt: “The biggest impediment goingforward to the success of the industry ingeneral is the ability to deliver on-demandcontent that is particularly geared towardsthe person looking at the screen. You candraw some interesting lessons from thebillboard industry… traditional OOH…fairly simple messages like bright lighting,nothing too complex… again it dependswhether or not there is a lot of dwell timeamongst other things. The biggest challengeat this point is creating on-demand,inexpensive on-the-fly content. At our institutewe are working very hard on that… to beable to set up very flexible content so it canbe localized by the bank manager and itcan be day parted and really leverage theadvantages of the medium. The challenge isto not producing content. The challenge isto produce enough good content ondemand.”

Second Half 2008 Outlook for the Digital Communications

Network IndustrySector Maturing – Bullish Sentiment Despite Economic Slowdown

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Clear Channel’s Michael Scott meantimeexplains that the content has to be perfectlysuited to its environment in order for it towork. “We have a mixture of environmentswhere some of the images are static andtherefore the agencies just try to push thesame content, which they’ve used on anordinary billboard or poster, but thatgenerally doesn’t work. As a digitalmessage may only be seen once (theadvertiser may have a new creative the nexttime a site is passed) it has to be created ina way that conveys the message in oneglance, as opposed to a traditional posterwhere it is seen several times over theposting period. And also, in the dynamicenvironment, you just can’t run TV ads.Again, you have to think very carefullyabout the environment the message is inand what the audience is doing.”

Are Slowing EconomiesAffecting theMarketplace?

The general opinion is “no”. While we havelearned from the World AdvertisingResearch Center that spending on outdooradvertising experienced a dip at the start ofthe year, the general outlook for the rolloutof new ad-driven and captive networks isstill very bullish. According to WirelessRonin’s Jeff Mack, “We’ve seen more leadsdevelop in the last three months than in anypoint in the history of this company. We’vebeen to a trade show -- DS Expo – and intwo days we generated a solid 765 leadsand probably north of globally three to fourhundred million dollars worth ofopportunities. I’m not suggesting there isn’tan impact, but people are looking at theirspend, they are looking for the most efficientway of spending their dollars and todayDigital Signage seems to be a good way todo that.”

The same positive sentiment is reflected bySony’s Nick Deen: “We see a lot of interestin all the countries and all the leadgeneration campaigns we do are quitesuccessful. People are looking to invest inthis new medium. They do see anopportunity, they are also looking for Returnon Investment, but there is more than just ahype in Europe in the Digital Signagearea.”

Clear Channel’s Michael Scott, who has hisfinger truly on the pulse of the advertisingmarket, is philosophical: “When you getinto any sort of difficulties, there are alwaystwo schools of thought around advertising.You can cut to save money, or you can upyour spend to ensure you get whateverlimited business there is out there. I think thatDigital Signage, which is new andinteresting, gives us an opportunity to pushthe second train of thought.”

ROI: In times of economic difficulty, dataand proof of ROI become increasinglyimportant. The fact that several companies,such as TruMedia, are offeringextraordinary new solutions with which tomeasure and analyse audiences, will alsogive OOH Digital Media a strong edge asthey begin to roll out. According to SK Platt,“I personally believe that OOH is going toboom, because we’ll be able to delivermuch better audience measurement resultsthan any other medium by knowing who isin front of the sign and how long they’relooking at it. We believe the medium hasgreat potential because of that.”

PART 2• Market Data, Analysis


Todd Eastman

Jeff Mack

Nick Dean

Michael Scott

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Steven Keith Platt


The general picture for OOH in the areas ofretail, transport, leisure sites, as well asroadside, is that it has done incredibly well.It’s been second only to the Internet in year-to-year growth over the past 5 years. Tosome extent they have benefitted from aperception that some other major mediasuch as TV are not as effective atsegmentation as they were years ago. Sothis has actually boosted total outdoor andpart of that is the development of digital andthe interest that generates in the mediumamong advertisers and agencies.

There has been a bit of a dip in OOH adsales of late with the world’s economicproblems. What is your view of how saleswill develop?

Our view looking ahead is that it will pickup again, but like all media it will beaffected by the global and local economicclimate. If you look back over the last 20 or30 years, you do find that total advertisingspend appears to depend on 2 things –general consumer spending, and companyprofit levels. In years when both go upsharply, you see a growth in advertisingspend. To some extent, that hasn’t

happened recently. The growth in theInternet as an advertising medium has beenphenomenal -- 40-50% in the last 5-10years, and this has messed the model up abit. It’s offering advertisers a low-cost entryinto advertising and it may be that the oldmodel doesn’t work as well as it has in thepast. But generally the model is stillreliable. The assumption is that the economyin the UK is predicted to grow by 1.5-1.7percent this year as opposed to 3 percentlast year. There will be a general slowdownin advertising spend. Most of the peopleforecasting ad spend growth this year havebeen cutting back on their forecasts inrecent months and we are no exception tothat. Our forecasts for 2008 are nownoticeably lower than they were 3-6 monthsago. And that is really the effect of theslowdown in consumer expenditure,problems in the housing market, concernsabout employment and so on. The Out ofHome medium will be affected as a part ofthat. We will still however see some growthin the medium… it will do better than TVwhich is going to be hit to some extent, andprint media, certainly classified, is being hitquite badly… and a lot of that is due toadvertisers moving their money online.



The Long Term Outlook for Out of Home Advertising

World Advertising Research Center Predicts Solid OngoingGrowth, Despite Current Market Hesitation

Colin MacLeod Research Director

The World AdvertisingResearch Center

Interview with...

OOH digital media is, for many advertisers, confounded within the general category of “OOH”,despite its very specific advantages. This being said, it has been more than heartening to speakwith Colin MacLeod, Research Director of the World Advertising Research Center in the UK, whotells us about the long-term outlook for this industry.

WARC: The World AdvertisingResearch Center (WARC) is anindependent organisation andworks closely with tradeassociations, industry bodies andblue chip companies around theworld, including the AdvertisingResearch Foundation, Institute ofPractitioners in Advertising,ACNielsen, ESOMAR and the USAssociation of NationalAdvertisers.



SMARTreport

Digital Signage networks have evolved fromoffshoots of business television to corporatemarketing mechanisms to an advertisingmedium today, which leading internationaladvertisers are paying serious attention tofor reaching customers as they spend moretime away from, and indeed avoiding,mainstream media. As the industry evolvesits own sets of standards and measurementof true audience impact grows, advertiserconfidence will build and revenues willgrow at rates that NSR believes will mimicthe growth of online advertising during thepast decade.

According to NSR, the industry, which hasthe majority of deployments and revenuesglobally from retail, hospitality, healthcareand transportation verticals, is poised togrow from an estimated installed base ofabout 210,000 sites in 2007 to more than850,000 sites during the period from2008 to 2013. Though North America andEurope remain leaders in deployments,countries such as China, Australia and Indiain the Asia Pacific are witnessingtremendous growth and are estimated toreach the scale of their early-adoptivecounterparts over a five-year period.

Revenues from advertising, though hard tocome by initially, have picked upconsiderably with advertisers recognisingthe impact of the medium on consumers,especially in retail locations such as mallsand supermarkets. Here, once again, theglobal industry is expected to grow at ahealthy rate of about 18% from its currentestimated figure of nearly $1 billionannually in advertising revenue.

“We have all seen a screen outside of ourhomes at some point beaming advertisingcontent at us with the idea that we make our

NSR have recently released a market research and forecast report: “Global Market for DigitalSignage”. Focused exclusively on networks consisting of digital displays used for third partyadvertising, the report provides a study of the major verticals served by these networks across allregions of the world. Data from over 200 companies forms a core of the research, and the reportprovides Excel models that allow operators and advertisers to calculate their return on investment(ROI) for Digital Signage networks.

Third Party Advertising Study Gives Positive 8-Year Outlook

NSR Report Projects Out-of-Home Digital Display Networks WillGenerate $2.7 Billion in Advertising Revenue by 2013

Retail29%

Corporate13%

Corporate13%Corporate

13%Outdoor

2%

Healthcare17%

Education1%

Transportation10%

Banking9%

Entertainment6%

Hospitality13%

Global Digital Signage Sites 2007 (All Verticals)Source: NSR




decisions at the point of sale” statedPrashant Butani, Analyst for NSR and authorof the report.

“However, despite an ROI model that is yetto be proven, companies continue to deploylarge networks, as advertisers that wereonce sceptical are now more apt to divert aportion of their huge advertising budgets toa medium that claims to be here to stay.”

This acceptance of the medium will drive theindustry past billion dollar figures inrevenues from advertising, sales of customerpremises equipment as well as softwareover the next five years.

About the Report

Global Market for Digital Signage is a multi-client report now available from NSR. Thereport forecasts the sites and revenuesassociated with the Digital Signage marketin each region, examines the businessmodel behind advertising-based DigitalSigns and includes a breakdown of theelements of the business pertaining tonetwork operators. As additional tools forbusiness planners, spreadsheet models forcalculating return on investment for bothoperators and advertisers are included withthe report. For additional information on thisreport, including a full table of contents, list

of exhibits and executive summary, pleasevisit www.nsr.com or call NSR at 617-576-5771.

About NSR

NSR is an international market research andconsulting firm specialising in satellite andwireless technology and applications.NSR’s primary areas of expertise includeemerging technology, IP applications, andbroadcast services. With extensiveexpertise in all regions and a number ofbroadband sectors, NSR is a leadingprovider of in-depth market insight andanalyses.

Retail 71%

Healthcare 4%Entertainment 6%

Outdoor 1%

Transportation 7%

Banking 1%Corporate 5%

Education 1%

Hospitality 4%

0

1 0 0

2 0 0

3 0 0

4 0 0

5 0 0

6 0 0

7 0 0

8 0 0

9 0 0

1 ,00 0

20 0 7 2 0 0 8 2 0 09 2 01 0 20 1 1 20 1 2 2 0 1 3

D ig it al S ig n ag e S ites (G lo b al)

A ll V e rtica lsS o u rc e : N S R

Global Digital Signage Advertising Revenues 2007 (All Verticals)Source: NSR



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Several clear indicators were given at theconference that the market is finally reachingthe “point of knot”. JC Decaux, one of theworld’s largest out-of-home mediacompanies, has been actively working forover a decade to find alternate solutions to itstypical printed poster boards, principallydynamic digital signs.

They are now finally featuring digital signagerollouts from LAX to JFK to London’s Heathrow.Yet another sign that the market is beginningto mature, Omnivex, a worldwide leader ofsoftware content management administeringthe content displayed on the screen notedthat they are seeing their partner-companiesnow actually generating revenue throughadvertising on their various digital signagenetworks. Typically, these companies mighthave entered into the digital signage space

simply as a “branding” technique or as amore eye-catching form of point of purchase(POP) in an effort to simply achieve up-lift insales of a particular product being promoted.But, they are now finding that the “realestate” space on the screen can be used forso much more and are thus finding new andsustainable business models through the salesof advertising.

“All the indications are there that the digitalsignage industry is finally starting to emergefrom an indefinable market to one wherehigh-level partnerships are being formed andsustainable revenue flows are beingrealized,” noted Chris Connery, ConferenceModerator for DisplaySearch’s DigitalSignage Conference. “Continuedcollaboration is still needed throughout thedigital signage industry, with the $100B

display industry quite possibly at the heart ofit, in order to build upon the momentumprofitably.”

Connery kicked-off the conference with amarket overview and outlook of the digitalsignage industry, indicating that Plasmadisplays (PDPs) are currently the clear winnerfor the commercial market; 42” and 50”PDPs currently have a 43% share of thecommercial FPD market.

During the event, Panasonic presented theirnew NEO Plasma technology that willenable extremely thin 150” panels that areideal for video walls and can prove anextremely thin form factor (24.7 mm) andboast twice as much efficiency andbrightness, with half the power consumptionof alternative solutions.

A number of presenters at the DisplaySearch inaugural Flat Panel Digital Signage Conference,which took place in Chicago in June 2008 agreed that this market segment has transitioned from“perpetual pilot programs” to a business segment that is finally positioned to take off.

Digital Signage Industry Reaches Tipping Point

DisplaySearch Chicago Conference Indicates Sustainable Revenue Flows Now Finally Being Realised

PDP 50" 720-76819%

LCD 40" 1366 x 7689%

LCD 32" 1366 x 768

9%

LCD 42" 1366 x 768

8%

PDP 42" 720-76825%

Q1’08 WW Top Selling Technology / Size / Resolution

While large format LCDshave taken the top market share position forlarger size consumer LCDTVs, in the Commercial Market, the top twobest selling size / resolution FPD displays for Digital Signage are PDPs

Rank Tech/Size/Reso Q1’08 Unit Volume Q1’08 Unit Share

1 PDP 42” 720-768 76,442 25,0%

2 PDP 50” 720-768 58,886 19,3%

3 LCD 40” 1366 x 768 28,783 9,4%

4 LCD 32” 1366 x 768 28,348 8,6%

5 LCD 42” 1366 x 768 26,348 8,1%

6 PDP 42” 480p 14,268 4,7%

7 LCD 46” 1366 x 768 13,140 4,3%

8 PDP 60-65” 720-768 7,951 2,6%

9 LCD 46” 1920 x 1080 6,301 2,1%

10 PDP 42” 1024i/1080i 6,028 2,0%

Others LCD 16,939 5,5%

Others PDP 25,430 8,3%

Total 305,369 100,0%

Source: DisplaySearch Q2’08Quarterly FPD Public Display Shipment and Forecast Report




Background

In 2007 the industry was still blighted by alegacy of project failures and negativepress. It is then perhaps no surprise that ofalmost 100 projects that Futuresourceevaluated in depth during the research, 9failed completely to meet any of theobjectives set and 10 were deemed to beonly partial successes. Add to that the factthat for a significant proportion it was tooearly to judge success, the risk of potentialfailure was high. Problems included: a lackof clear ROI modelling, a lack of advertisingproof points, too much networkfragmentation and not enough scalability,project complexity, and little understandingof content requirements. A year on, ROImodelling remains a point of contention,advertising and media agencies havebegun to take notice of digital signage,efforts have been made to provide greaterease of use and flexibility in the contentstorage and distribution software, moredisplay manufacturers are making availablesoftware with varying degrees ofsophistication for use with their screens, andthe industry is now beginning to see more‘plug and play’ solutions which in turn haveminimized the need for so many individualplayers in a project.

A checklist for success

Despite this myriad of essentially individualprojects covering supermarkets, high streetmultiples, petrol stations, gyms, restaurantchains and many other locations across 5countries, Futuresource was able to identifya number of common factors that tend toincrease the chances of achieving asuccessful project or the absence of whichtip the balance the other way.

In the meantime they have also developedthe 10+1 Checklist for Success which willhelp interested industry stakeholders avoidand overcome the problems experienced bymany in this market. 1. Engage Top Management but ensure key

checks and balances are in place andkey stakeholders are on board.

2. Encourage Finance Departmentinvolvement. They provide a solid basisof checks and balances

3. Embrace the complex approval process.This maximises likelihood that the rightquestions/issues are addressed

4. Set objectives. Even if they are initially‘best guesses’

5. Set non-financial as well as financialobjectives. Qualitative improvementsmay not always result in ‘immediate’financials

6. Budget for the cost of measurement.Build in processes and cost ofmeasurement – e.g. 80% of customersmore likely to come back, increased

frequency of visits. Focuses attention onthe objectives throughout the project.

7. Build in content experimentation. Build incapacity for timing / measurement /staff resources

8. Understand the full roll out costimplications. Trials with no possibility offull roll-out are unrealistic. Use the trial totest the full roll-out business case

9. Commit resources to adding /developing internal understanding. Thetechnology is not the key. Using it toinfluence customers / employees is.

10. Recognise that advertising rates arerelated to value for the advertiser.Benchmark against other media. Proofpoints.

11. Plan in detail and then plan again…

As mentioned, the above report is a précisof the Futuresource White Paper. For the full version visit www.futuresource-consulting.com

Futuresource Consulting, the new face of DTC and Understanding & Solutions, has released a newWhite Paper setting out to address some of the key questions surrounding digital media networksand their future. Following are some of the highlights of the White Paper, which can be obtainedvia the Futuresource website: www.futuresource-consulting.com.

Digital Media Networks Can’t Fail toSucceed this Time... Can They?

The technology is fit-for-purpose, the metrics are in developmentand the level of interest is once again high.

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POPAIdigital aims to be the independentvoice of the digital communicationsindustry, and has become a pioneeringforum, representing the interests of thisgrowing media across a wide variety ofsectors. Its broad remit reflects the diversenature of today’s digital market –POPAIdigital members have projectsrunning in sectors that range from retail andleisure to financial services, education, thepublic sector and out-of-home. The biggestchallenge facing Digital Media within theretail sector today however is its adoptionalongside traditional forms of POP andbuilding a compelling business case andROI. We are currently working to refocusthe objectives and to develop greaterdialogue with retailers, designers andtraditional POP companies. One of ourmain aims will be to strengthenPOPAIdigital’s position as a source forauthoritative guidance and valuableinformation about how to embrace thepower of digital media within the retailenvironment. It is clear that everyonerequires the same information including

details on what digital media options areavailable, as well as what works and whatdoesn't in terms of size of screens and bothpassive and interactive applications.

In addition to the technology, we need topromote greater understanding about howdifferent applications can be correctlymatched to business objectives - from brandawareness and product promotion, tocompliance, customer entertainment andthe cherished prize, income generation!

What initiatives are being worked on in thissense?

We will be working closely with memberson several initiatives over the coming 12months including the production of a seriesof POPAIdigital publications coveringsubjects such as market segment analysis,application of digital signage in retail, andeffectiveness and impact. We are alsocurrently in the final stages of redevelopingthe POPAIdigital website, which we hopewill be ready for the end of August. The

new website will include many newfeatures including a global digitalshowcase.

The lack of real metrics in retail digitalsignage, apart from simple “footfall” hasbeen somewhat remedied with the arrivalof several companies proposingmeasurement systems - based on tinycameras attached to the screens. Thisbeing the case there is still no “industrystandard” for measurement… Weunderstand POPAI is working towardsdeveloping one.

Yes… POPAI’s Digital Signage StandardsCommittee has expanded its scope anddirection as a result of the April 9committee call. During the meeting, 50industry leaders created three newcommittees to focus on critically neededstandards for screen media formats, mediaplayer interoperability and serverintercommunications. The resultingstandards will provide uniform terminology,technical criteria and processes toaccelerate industry growth. They are alsoaimed at improving interoperability,delivering measurements and creating newbusinesses to deliver digital content thatengages audiences in differentenvironments.

While POPAI is an international trade association for companies involved in P-O-P &retail communications, representing an industry worth over 1.5 billion Euros perannum, Digital Signage is taking on increasing importance for the organisation, thanksto the creation of POPAIdigital. We asked Jason Cremins, Head of POPAIdigital to tellus a little about how this activity is developing…

Adoption of Digital Media AlongsideTraditional PoP

POPAIdigital Flexes Muscle Proving ROI in Retail Environment

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With dwindling attention spans anddeclining sensitivity toward massadvertisements, the effectiveness oftraditional mass media as an advertisingmedium has been steadily on the waneover the years. Customers today look forincreased interactivity and personalizedcommunication channels and recognizingthis, marketers are increasingly directingtheir advertising dollars toward mediumssuch as the Internet, e-mail, and digitalsignage, wherein groups are more easilytargeted. Irrespective of the mediaemployed, consumers can mentally blockout promotional messages sent through e-mail, television, radio, billboards, andothers when they are not interested inmaking a purchase. On the other hand,when they are in a shopping mall or a c-store, making purchasing decisions, digitalsignage helps reach customers at the

opportune moment and is consequentlybecoming an integral part of brand-building strategies. However, the lack ofestablished media buying standards andmeasurement systems is a significantrestraint for the fledgling digital signageindustry. A further challenge has been thelow level of consumer awareness about theindustry as a whole. Digital signage is acomplex undertaking and the value chainincludes a variety of participants rangingfrom display providers to A/V distributors.Until October 2006, there werediscrepancies even in non-technicalstandards such as terminology. Forinstance, the phrase “digital signage” isprevalent in the United States, whileEuropeans tend more to address theirsystems under the name ‘narrowcastnetworks’. Other names used by marketparticipants include digital media

networks, in-store TV networks, captiveaudience networks, and so on.

What advantages have end-users beenseeing for Digital Signage?

Messages can be delivered in real time tocustomers while they are making theirpurchasing decisions. Given that more than75 percent of all purchasing decisions aremade inside store premises, the effectivenessof advertising at the point of purchase reapsrich rewards for customers as well as theadvertisers. Digital signage can serve toenhance brand awareness as well asprovide entertainment on a routine shoppingexpedition. Given the dwindling attentionspans and clutter caused by mass media,marketers are looking to position digitalsignage as a medium that delivers relevantmessages to a finely targeted audience, andhas been well received so far by end usersworld over. Customers are placing anunprecedented accent on individualism ratherthan groupism - which further fans the causefor digital signage.

What do you foresee for the future of digitalsignage?

Frost & Sullivan believes that due to the easeof deployment, the merchandising model willdrive the growth of the digital signageindustry in the next few years. The market forutilizing digital signage as a flexible tool foradvertising is gaining momentum worldwide.There have been several major deploymentsthat have boosted the case for digitalsignage including the networks in Wal-mart,Tesco and Target. Frost & Sullivan expectsnetwork operators to embark on several pilotprojects that eventually evolve into full-blownrollouts providing the momentum foradvertising revenues to continue growing.The success of these projects will helpdevelop better pricing models and in-storemedia measurement standards.



DIGITAL SIGNAGE

Creative ShopsAD AgenciesMarketing/

Promotion Agencies

Digital SignageNetwork Operators

Media Conglomerates"Sneakernet"

Network Operators

BusinessConsulting

Retail Consulting

DisplaysMedia Players

"Directional Sound"AV/ System Integrators

Digital Signage SoftwareKiosk Software

Internet Connectivity

Providers

PROJECT DESIGN

NETWORK OPERATION

CONTENT

CONNECTIVITY

HARDWARE

SOFTWARE

In Frost and Sullivan’s World Digital Signage Report, published in October 2007, a completeanalysis is made of market drivers, restraints and challenges facing the market today. We askedprogram manager Aravindh Vanchesan to explain some of the highlights of his report…

Tracking World Digital Signage Trends Frost and Sullivan Report Underlines Snowball Effect

Interview - Aravindh Vanchesan, Program Manager - Retail Systems Unit, North American ICT Practice – Frost and Sullivan


PART THREEManaging a Project from A to Z


PART 3• Managing a Project from A to Z


There is no universal solution for a digitalsignage project because each case isunique. It is true, however, that followingsome key steps and asking the rightquestions at the right time can help make aninformed choice. Here are the essentialsteps for a successful project:

Defining the Nature of theCommunication Problem

A digital signage project is not atechnological gadget; it must be linked to

the organisation's strategic plan. What isthe communication objective? What willinterest my target audience in terms ofcontent? What is the value-added of thisproject? These questions are valuable priorto the start of any project.

Selecting a SuitableTechnical Infrastructure

A suitable solution is not necessarily thatwhich is technically the most complex.“Suitable” means that which best

corresponds to the objectives assigned tothe media but also to the constraints of theenvironment - nature and ergonomics of thesite where the screen will be placed,equipment computers and networks alreadyavailable the organisation… You should atthis stage develop a specification that willidentify the typology of target groups,places and locations and also identifyexisting equipment. In return, your serviceprovider should give you detaileddescriptions of the equipment required.

The idea is then to test the solution througha pilot-phase, which will allow fornecessary adjustments to be made in termsof content, equipment and organisation.

Define OperationalManagement

The undertaking of the project requiresresources in project management,implementation, deployment, coordinationof the pilot phase, as well as programmingand management of remote locations. Theinterest of this type of communication comesfrom the frequency of updates. Therefore,do not overlook of the allocation ofresources necessary for regular updates.

Reliable Maintenance

To avoid your worst nightmare – a blankscreen – make sure you have a supporthotline. The latter is necessary to ensure thecontinuity of service and peace of mind.Think also about scalability of equipmentand consider one major change per yearand update software every 6 months.

In summary, the keys to ensuring the successof your project: have appropriate andrelevant content and reliable and suitabletechnical solution!

What Methodology to Use? APCAD, the French Association for the Advancement of Out of Home Digital Media is the firstprofessional association of the French digital signage industry and was established in September 2005.Today, the 42 company members represent all trades this sector. The association plays, particularlythrough its committees, a key role in developing the market for digital signage and aims to promote,explain, develop, standardise, professionalise and support it. APCAD, to this end, has embarked uponseveral white papers. Below is an extract of the latest edition.

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Over the past years, OOH Digital Networkoperators have been looking at differentways to track audiences, with ad agenciescontinually demanding more detailedfigures than simple “foot fall”, with no proofof who is LOOKING at the screens andwhich ads are actually viewed. Advertisersare often not interested to run campaigns onOOH networks because there has been noway of judging the success of thecampaign. Indeed, advertisers and mediacompanies have in the past been used toNielsen-like metrics provided by TV ads.Internet advertising refines the numbers evenmore by tracking clicks and providingadvertisers with pay-per-click rates. Thisprecision is what advertisers love, which iswhy they have often avoided using OOHdigital networks, despite the fact theconcept is enticing.

From Poor Cousin to RichUncle

This drawback is today being circumventedby the onset of measuring devices thatallow for very precise sampling, which willpropel OOH Digital Media to a position ofbeing among the most accurately measuredmedia. Several companies, TruMedia,QuiVidi and Wututu, are now competingover market share with systems that usediscreet cameras to count the number ofpeople looking towards screens. Thesesystems, while varying slightly inperformance, attempt to analyse basicdemographics and are able to give ametric no-one has ever been able to getbefore from another medium: “how muchinterest is there really for MY ad?”

Interest analysis comes through the fact thatit is now possible to count THE NUMBEROF SECONDS a single person watches anad. In TV and radio audience research, thisis not possible (generally using quarter hourbreak-downs), nor is it possible with theInternet, where the fact someone “clicked”on a page doesn’t really mean they readthe message. Here, by setting up test sites,it is now possible to analyse peoples’viewing habits in intricate detail, including

basis demographic details.

Advertisers are thus far better able to targettheir messages. Not only this, systems suchas that of Tru-Media have become so cleverthat the simple fact of having a group ofyoung males “sensed” as standing in frontof a screen can trigger an ad for shavers orother male-oriented products, while thepresence of elderly people may trigger anad for thermal underwear! Lyle Bunn,strategy architect at Bunn Co., calls this“dynamic ad provisioning.”

PoS data can also be cross-checked withaudience reports from the tracking system.These figures help advertisers get evercloser to the elusive ROI calculation.

Other Common ResearchMethods

• Survey Method: on perception andsatisfaction of people who watched ascreen. What did they see? What havethey chosen?

• Comparative analysis: This comparestwo data periods, screen ads and onewithout, in order to determine the impactof advertising.

Key Indicators

• Potential audience: Measures the numberof individuals likely to be exposed tomedia.

• Useful Audience: Measures the numberpeople that have actually seen thescreen.

• Conversion rates: Ratio between totalaudience and useful audience.

• OTS (opportunity to see) is calculated onthe basis of each message as thepotential audience reduced to theexposure time of the message.

• GRP (Gross Rating Points): Thepercentage of the target audiencereached by an advertisement (multipliedby the number of impacts)

Counting the Eyes Audience Measurement and Impact of OOH Digital Media

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The key to successful content is to knowyour audience and place: Who is it?Where is it? What is it? What is theduration of exposure to the message? Thecontent is defined by taking into accountthe strategy and corporate culture, theeconomic model chosen and marketingand sales objectives.

In the vast majority of cases, the contentdoes not merely display information on thecompany, its products and / or itsservices. Digital Signage can bedisplayed in a variety of dynamic formats(Flash, videos, etc…) thus offering anextensive means of expression and"staging" of messages, which will sparkthe interest of spectators.

On the other hand, the content must becorrectly formatted, messages should beshort and effective enough to be playedon a screen and stored. This does notprevent the use of existing databases andtheir connection to software distribution. It

is important to remember that messagesmust be adapted, not just copied from TVads for example, in the same way that TVsound can not be used for radio ads.

Digital Signage imposes its own rules ofreading and therefore writing should alsobe adapted keeping this in mind. It is alsouseful to draw up a multimedia chart, todefine a visual identity and to serve as aframework for stylish animations and films.

Then, before laying out ideas for thedesigner or content provider, it is stronglyrecommended that if the content may besubjected to regulatory or legislativerelated business, collective agreements, ormore generally all laws concerning thebroadcasting of information in placespublic should be carefully examined.

The presentation needs to create a trueparallel between the target audience anddisplay areas. This will be affected thelengths of “loops”, schedules, data

formats, the volume of data, frequency ofupdates, shipment delays and theprocedure of moderation and validation ofcontent. It is necessary, for example, toindicate the frequency of new information,if real time is planned -- for the weather,horoscopes, traffic information, news, ifyou are considering broadcasting in realtime. The content can take several formatsand sizes and can be created with varioustools. Data can be flash animations, 3D,images, graphics – jpeg, gif, bitmap… –text, sound, videos – at different levels ofresolution, including HD, and according tovarious compression protocols.

All these aspects are critical in determiningthe choice of technological devices tooptimise the creation, administration anddistribution. Far too often, the users of thiscommunication tool do not realise theyneed a team to take responsibility for thecontent, in order that the project stay aliveand that the company can reap the fullbenefits of this vector of communication.

Content Is King

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SPECIAL DOSSIERSoftwares, Servers, Players


Content Creation andManagement

Specifically designed software today makesit possible to create, distribute and managecontent from a remote location anywhere inthe world, thanks to IP technology.Packages differ mainly in theirfunctionalities, ease of use, capacity to be

integrated into existing networks and thecost of their licence. The ergonomics of theman/machine interface and its intuitivecharacter are highly important. The"upgradeability" of the software willguarantee the longevity of a project. It isthus a question prioritising the necessarycharacteristics and functionalities accordingto your needs.

Content Creation Tools

Several solutions are available, fromcomplete tools for creation, in proprietaryformat, right down to restrictedfunctionalities. The intermediate option,assistance in creation, may well besufficient. In this case, masks - i.e. modelscreated only once and then reused - make

How Do I Deliver the Message? The Nitty-Gritty of OOH Digital Networks

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it possible to articulate images with textsand create messages according to a presetmodel.

Managing Sources

It may be useful for the software to be ableto handle different video and imagestandards, keeping in mind that not allplayers are multi-format capable. Thesoftware can also establish the link withexternal sources such as TV. It allows for thesimultaneous dissemination of severalsources of information. Certain softwarepackages propose multi-flow, in oppositionto more traditional mono-flow. In this model,only one player distributes different contentto different screens - an economy of PCcosts and licences.

Content Management

The software gives the possibility tointervene, from anywhere - any time:

• to modify certain parts of the content;

• to lock the content so that it cannot bemodified;

• to establish program grids - just like aradio or TV station - customised rightdown to the last screen.

Managing and MonitoringScreens and Players

To avoid “dead screens”, it is essential toemploy remote screen management:

• to remotely control the screens, to turnthem on and off in a planned way;

• to supervise, from the position of theadministrator, the content narrowcast atthe various sites

• to check on the physical condition of thematerial;

• to automatically alert the administrator orservice provider of any breakdowns;

• to obtain a report on failure rates andpossibly on the reasons for incidents andresolution times;

• to have a distribution report with statisticswhich make it possible to justifyadvertising costs and to adjustcampaigns.

Servers and Players

In the early days, content was played fromDVD or individual computers linked to eachscreen. Now, thanks to IP addressability,content is simply sent to display points andstored either on a central server in the storeor information point, or even on hard discdrives integrated into the screens in specialexpansion slots. Distribution within the finaldisplay location may also be either wired orwireless depending on your needs.

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Out of home digital media is growing inpopularity for a number of reasons, but theadvertising-driven model is still the one thathas the most growth potential. We askedBroadsign International’s Chief StrategyOfficer, Brian Dusho what point ofsophistication the market is at today, andwhat makes for a successful ad-basednetwork…

Recent studies indicate that shoppermarketing and Outdoor media are rivallingInternet in terms of growth rate. Both arefuelled by the introduction of digitaltechnology – digital signage networks inretail and digital billboards in outdoor. Bothare driven purely by advertising. What’sremarkable is that advertisers and investorsstarted pouring money into the digital out-of-home (DOOH) space last year without evenwaiting until proper standards and metricsare established and adopted.

Why is it happening?

I think, first of all, because marketers aredisappointed with TV in its current state, andsecondly, because DOOH offers whatneither TV nor Internet can: the attention ofconsumers while they are away from homeand often - in the purchasing mode; and theproximity to the products advertised on thescreens (in retail). One cannot imagine amore perfect environment for “moving the‘merch’”. Rather sooner than later, themetrics will be developed, but even withoutthem, it is clear that digital screens in retail

and digital billboards have a hugepotential. The success of networks like NeoAdvertising, POSTV and Lamar Advertisingis a living example to that effect.

The difference between success and failurelies in the quality of business models and theability to speak the language of marketersand media buyers. At this point the DOOHindustry is rapidly expanding and agrowing number of advertisers arestimulating this growth. Wide adoption ofstandards and metrics is probably 2-3 yearsaway. I think we will see DOOH winning a

sizable share of the advertising marketwithin the next 3-4 years.

One of the biggest hindrances for mediabuyers investing heavily in out of homedigital media campaigns has been a lackof metrics. Broadsign’s new software suiteis designed to get around this… Can youplease tell us how?

BroadSign’s software allows networks toview the available ad space inventory, andestimate the number of ad repetitions oreven impressions in a projected campaign.At the end of the campaign the softwaregenerates the actual audit-ready proof ofplay reports that are used to justify thepricing and measure the effectiveness.Advertisers are offered affidavits in theformat they are accustomed to whiledealing with traditional media.

What else sets your software apart fromother brands?

The focus on the media sales workflow andthe terminology that is understandable toadvertisers and agencies. Also, weadopted the Software as a Service modelthat helps our client networks reduce IToverhead and maximize their mediarevenue. In addition, those who use ouroptional Managed Services package canfurther cut their operations workload andfree their hands and minds for their corebusiness: media.

Brian DushoChief Strategy Officer

BroadSignInternational

Interview with...

Failure or Success? How “Speaking the Language of Media

Buyers” Makes the Difference

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Scala is a company that has been aroundfor 20 years and were pioneers in manythings that are today considered standardin digital signage. We asked the VP ofScala’s EU business unit, Oscar Elizaga, toexplain what sets Scala apart…

It is certainly one of, if not the only softwarecompany with such a long success story.For companies that look for software thatnote only works but also looks for acompany behind the software that also hasproven to work. We’re one of the largest, if

not the largest software provider. Weestimate our install base at over 70,000licenses and we calculate that by the end ofthe year we will have shipped licencenumber 100,000. Our install-base is largerthan many, if not all of our competitorscombined. Scala is a global company; wehave offices in a number of countries. Wehave 8 regional offices and subsidiaries,and we have representation in about 100countries with 450 plus partners. We’re100% committed to software and services.That’s all we do. We’re not in the business

of selling hardware and that is one of thethings that has made us distinguishable inthe market and appreciated by ourcustomers. In terms of technology, in 20years, we have gone through a lot ofexperiments that many of our competitorsare going through now. So we have a solidtechnology base and our product line that isproven and works. I always take theopportunity to ask our clients “Why did youchoose Scala?” and the consistent answeris simply that they know it works. It worksout of the box, it works when you install it,it works because we have partners thatmake it work and assist us in developingthis business. We have strong partnershipswith companies like IBM, Hughes NetworkSystems and many others… over 450around the world, that really make thispossible, since software is only one pieceof the puzzle, not the only one.

What are your main vertical markets?

We serve over 15 different vertical markets.One of the most active at this time is thefinancial sector, where they need to displaya consistent message from a corporateperspective to the clients and their ownemployees. One of the features Scalasoftware offers those institutions isinteractivity. Scala has been a pioneer inthe implementation of interactive digitalsignage applications. We have alwaysbelieved that digital signage is much morethan just a picture. It is about allowinganybody in front of that screen, and who isreceiving a call to action, it can bemanifested a form of interaction with thescreen, via touch screens, via integrationwith Bluetooth devices, RFID devices,barcode readers, you name it, we interfacewith all of those. The other important aspectin the banking industry is interface with thequeue systems. People will always have tobe in a queue at the bank so those peopleare probably being managed by a queuemanagement system and there are severalin the market. So we help banks interfacedigital signage with the queue system sothat depending where you are in the queueyou get a distinctive message which ismodified by your position in the queue, soit is key for banks to have this kind ofcapability.

Another active vertical market for us is thedigital menu boards. They are used inrestaurants, such as McDonald’s. They are

Oscar ElizagaVice President – European Business Unit

Scala BroadcastMultimedia

Interview with...

Hitting a High Note Scala Targets 100,000 Licenses

by End 2008

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also used in entertainment venues andtheatres. We also have a number ofimplementations in sporting venuesthroughout the world. The menu board asa static element doesn’t give you muchflexibility, but if you make it dynamic youhave a better option of informing the publicas they are waiting in line and also to dosome cross selling and up-selling of optionsavailable at that particular venue.

Another market that gets very little publicityis the corporate communications market –Corporate TV. A lot of our commercialcustomers have started with internalimplementations, because they wanted totrain the employees or they wanted todisplay consistent messages to them. Forthose clients, having a system that has aconsistent architecture but just differentcontent for situations that sometimes duringthe day it is customer facing and other partsof the day is employee-facing is critical,because they have economies of scale andthey can take much better advantage oftheir digital signage system. So corporatecommunications continues to be verystrong. As I said the implementationsgenerally are not that big and they don’t getmuch publicity, but they are everywhere.We continue to be very strong in thismarket.

Another area where we have a lot ofactivity is in the healthcare area and that

has a couple of different flavours. One is indoctors’ waiting rooms. An example thatcomes to mind is one of our largestimplementations, the Life channel in the UK,one of our partners and a client at the sametime. Another aspect is in pharmacies. Apharmacy is a mini-market by any othername and therefore there is a greatopportunity to promote a number ofproducts to those who come to buymedicine and there is a good opportunityfor cross selling and up-selling.

Last but not least, a market that isincreasingly active is the transportationmarket. Not only in airports, but particularlyin moving vehicles. We have a number ofimplementations of digital advertising andinformation systems in buses. The wait timesin buses and trains tends to be long, so thisoffers good opportunities to see messages.

What is different about Infochannel 5?

A number of things. One certainly is theaspect of interactivity. Scala has beenpioneer in this field, not only at the level oftouch screens, but also interfacing with otherdevices. InfoChannel 5 is not just a moviescheduling system; it is a true informationsystem. It’s like an iceberg. The unseen partis what makes InfoChannel 5 fundamentallydifferent from anything else on the market.Another aspect is the ability to integrate withdatabases. You can integrate digitalsignage with POS systems, with SAP, withOracle and with CRM systems… So youmake sure your content is what you want itto be as long but you can be sure it relatesto the public. Scalability is another veryimportant aspect, as InfoChannel 5 can beused on anything from a small pilotprogramme to a 3,500 screen system suchas that rolling out at the moment for Audi.

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SMARTreport

Can you give us some background on theAdtraxion Systems organisation?

Actually we have quite an interesting history.Adtraxion Systems as we know it now wasfounded only in 2006, however our product,the Adtraxion Digital Signage Solution, wasalready on the market since 2003. The conceptwas developed and successfully marketed byPhilips Electronics. However, product portfoliomanagement and a focus on core products(displays) resulted in a disinvestment and we'vedecided to take over the Adtraxion solutionactivities as well as the core development andmarketing staff. Our organization now has a fullfocus on these activities and, I must say, it paidoff. Geographically, we have more than 500projects running in over 25 countries. Of course,we cannot do this all by ourselves. Key in ourgo-to-market approach is our certified resellers invarious local markets, who we support bothtechnically and commercially.

You're talking about the Adtraxion Solution,can you tell us a bit more?

Yes, we prefer to talk about a solution insteadof products. With Adtraxion we can offer ourcustomers a total solution for their DigitalSignage needs. So not only a centralsoftware package for scheduling anddistribution, but also the hardware withembedded software for play-out. Both thesoftware and hardware are developed in-house. We're rather unique in this approachwhere we see a main benefit in optimizingand matching both the hardware and thesoftware. New developments aresimultaneously implemented in hard andsoftware to work flawlessly. Our system is fullyscalable to the customers’ needs and isdisplay independent. From a single display tothousands in a network or from a 5" LCD to ahuge stadium Videowall. The scheduling anddistribution software, which we call Adtraxion

Manager, is a powerful but easy to usepackage. Intuitive operation and user friendlyGUIs make the software accessible foreveryone. The hardware, what we call theAdtraxion Player, is designed for professionalpurposes and for 24/7 operation.

Many people think retail if they think aboutDigital Signage.

True, Digital Signage is often directly linked toretail and it might have its roots there. TheAdtraxion solution can also be found in manydifferent retail outlets but not exclusively. In factwe have more systems installed in non-retailthen in retail. We believe our offering is opento many different vertical markets like publicareas, banking, corporate, hospitality,manufacturing plants, airports, educational,medical and more. Actually through ourSpanish partner we will also equip Expo2008 in Zaragoza.

How do you see the market developing?

Well, it's always difficult to look into the futurebut with display prices dropping, investmentsin Digital Signage are becoming moreaffordable to many more customers. It's ourbelief that the market will grow rapidly. Wesee High Definition slowly entering in thebroadcast market and will in due time alsoenter the Digital Signage domain. Many oftoday's LCD screens are already HDprepared and when HD content creationbecomes more affordable we will also see itmore in Digital Signage applications. We arealso very excited about the developments of3D. In our research laboratories we havealready done some promising experimentsand it really adds another dimension.

Dick [email protected]

Adtraxion Systems

Interview with...

References

With more then 500 projects installed many customers worldwide have entrustedtheir Digital Signage needs to Adraxion Systems, amongst them are:Ikea, NXP, Fortis, Credit Mutuel, Grando Keukens, Coca Cola, Arcelor Mittal,Elektroskandia, Heineken, Boston Scientific, Philips, Tarkett, Scandic Hotel, SchipholAirport, Roadchef, Park Theater Eindhoven, SCS Furniture, Volvo Trucks, TenerifeCongress Palace and many more

Contact Adtraxion Systems B.V.Koperstraat 44823 AG BredaThe Netherlands

www.adtraxion.comS Y S T E M S

A Focus on Pairing Hardware and Software

Key to Adtraxion’s Success

© Photo: Adtraxion Systems




Focus On Emotions has been awarded forits innovation by different internationalpublic and media bodies this year, couldyou please tell us about these awards andwhy you think your company has receivedthem.

I think the company has been always triedto be at the edge of innovation, creatingnew environments for proximity marketing atpublic spaces. Our focus is to delivervaluable, practical and useful solutions toour clients, partnering them in reaching theirgoals, and tracking the outcomes andconfirming its real value.

Our efforts have been now recognised byour industry as well as by public bodies,and the awards only confirm that theapproach for delivering best quality was theright one since we started some years ago.

Tell us about your 4 main solutions andservices

We partner our clients in delivering fullservices (consultancy technology, contents,and maintenance support) to reachmultichannel communication and interactionwith clients at point of sale. This means TVChannels, Interactive kiosks and self serviceterminals, Bluetooth based mobile

interaction, and metrics tools formeasurement.

What value do you bring to your differentsectors?

We have been pioneers in delivering newcommunication solutions in retail (withextensive deployments of micro-tailoreddigital signage at point of sale) whichproved to be cost/effective. We have builtnew multimedia solutions to communicate atlarge trade fairs and convention centers. Wehave created as well micro-targetedcommunication for citizens at governmentattention offices, and self service solutions tointeract and process complex transactions ina simple and fast way

Can you tell us about your internationalcases?

Most of our clients are international. Whenyou work for companies like Nissan, Endesaor Carrefour, it is quite obvious that a goodsolution or service can be applied to othernational markets. We partner and follow upour clients in their deployments in newcountries. Our office in Paris is covering ouroperations in Central Europe and werecently opened an office in UK, since as adigital signage company we need to bethere.

What are your upcoming projects?

We want to consolidate our leadership inretail and franchised stores. We have beendeveloping innovative solutions which willbe probably used as outdoor advertising byad companies. We are as well focused inconsolidating this approach for micro-tailored marketing and interaction at point ofsale. We have in hand an exciting projectfor proximity marketing at elevators. Andfinally, we are deploying real innovativesolutions for government facilities.

Ignacio [email protected]

Focus On Emotions

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SMARTreport

This year, the US-based manufacturer Rokulaunched its “BrightSign” plug-and-playnetworked digital signage solution,targeted at mid-range digital signagedeployments. We asked Pierre Gillet toexplain how this new integrated systemworks…

By combining our innovative solid-statemedia players, industry standard webtechnologies, and Roku’s BrightSignNetwork Manager into a single integratedsolution, BrightSign delivers unmatchedreliability and robustness withoutcomplicated PCs. From a central secureweb server, content is networked to remotelocations, thus maximising digital signageperformance.

Tell us more about the HD2000 Player…

The BrightSign HD2000 is a high-definitionsolid-state media player, designed to drivehigh-impact digital signs and kiosk displaysin both stand-alone and networkedenvironments. While individual BrightSignsolutions require manual content updatesvia removable flash memory, networkedBrightSign units support remote updates

using an Internet connection. In networkedmode BrightSign supports remote updatesas well as two-way communication. Byconnecting BrightSign units to a network,targeted content such as media files, play-lists and software updates can be deliveredto installed units quickly and cost effectivelywithout ever leaving the office.

Can different networking groups be set-up?

Yes. BrightSign supports the creation ofmultiple networking groups to deliver

updates to specific sets of installedBrightSign units. In addition, the usagetracking data from a networked interactivekiosk can be uploaded to a centraldatabase for analysis.

How can people be “creative” usingBrightsign?

By using on-screen display zones, whichdivide the display into “windows”. Eachzone can be individually scheduled to playback particular content such as video, stillimages, clocks, and ticker widgets. Thismakes for a much more dynamic solution.Another really interesting solution comesthrough the use of captors at PoS displays.For example, if you have a mobile phonedisplay and have a dozen models on theshelves, when someone picks up atelephone it sets-off the video thatcorresponds to that very model! With justone of our players, you can manage all theinteractivity. The players are small, so thatmakes it easy for them to be integrated inthis kind of situation.

Is the software complicated or expensive?

Neither. Our networking software leveragesstandard, open web-based technologieswhere possible, to provide lower costdeployment and operation. Content ishosted on a central web server anddelivered using SSL and HTTP. The Rokuprovided software runs on the lightweightnon-PC players and along side the webserver to schedule deliveries and provide aweb services UI. BrightScript files, play-lists,state files or software can be scheduled toupdate at recurring intervals or on an “asneeded” basis. The central web server itselfcan be hosted by the customer, or by Rokuas an optional service.

Pierre Gillet Vice President of International [email protected]

Roku Inc.

Interview with...

Look, No PC! Plug-and-Play Networked Digital SignageSolutions via Solid State Media Player…

Say Bye-Bye to your PC!

This year, the US-based manufacturer Roku launched its“BrightSign” plug-and-play networked digital signage solution,targeted at mid-range digital signage deployments. We asked PierreGillet to explain how this new integrated system works…

© Photo: Roku Inc.




“The Cisco Digital Media System is acomprehensive solution that integrates thecreation, management, delivery, andaccess of rich digital media for relevant,direct communications anywhere, anytime— fully integrated with our networktechnologies. Products span the entire valuechain, including two software encoders formedia creation, a Web-based mediamanager that can manage the encodersand media assets, schedule delivery, andcreate playlists, a Web-based video portalwhich enables users to watch live and on-demand video, create customized playlists,and search for videos, and a media playerthat handles display of high-definition liveand on-demand content across digitalsigns. Our approach has been to providean integrated suite of solutions that includedigital signage as well as desktop video, togive customers the additional ability to

broadcast video out to a web browser on aPC for executive communications ortraining, for example. The Digital MediaSystem is one common platform in the formof the mini data center, but running multiplesoftware applications on top so that we canoffer customers digital signage, desktopvideo, interactive signage and a variety ofother applications down the road that willhelp round out the portfolio for them, so theycan just pick one solution versus trying to puta few together.”

In June 2008, Cisco went one step further,announcing technology advancements forthe Cisco Digital Media System (DMS). Aspart of its suite of digital media productsand services, they unveiled an interactiveapplication, called Enterprise TV, and anumber of advancements including a newDigital Media Player and increased

functionality for the company's existingdigital signage and desktop videoapplications.

Announcing the new advancements, MrWyatt said, "As businesses rapidly expandthe use of video in key business processes,they are looking to simplify its management,consolidate the deployment of videoapplications, increase sales and reduceoperating costs. With the innovativeadvancements we're introducing today, theCisco Digital Media System is the firstsolution in the industry to deliver acomprehensive suite of digital signage,Enterprise TV and desktop videoapplications, all managed from a singleplatform for the creation, management andaccess of compelling digital media over thenetwork."

Towards Getting Video Right Over Networks US Giant Cisco Systems goes a Step Further

with Rich Digital Media Solution With a new set of possibilities fordigital communications in mind,Cisco Systems Digital MediaSystems Emerging TechnologyGroup has, over the past 18months, been developing whatthey term their “fully integratedDigital Media System” forbusiness customers. Given theimportance of this initiative, andgiven the importance of thepossible effects of Cisco’simplication in this market,Cleverdis Editor in Chief RichardBarnes made a visit to Cisco HQin San Jose, California in orderto meet with key members oftheir Digital Media SystemsBusiness Unit. In a tour of thenew “demo room”,demonstrations were made ofthe capabilities of Cisco’s newDigital Media Player (hardware)

as well as their Digital Media Manager software. He asked Thomas Wyatt, General Manager of theDigital Media Systems Business Unit to explain what the Digital Media System solution does and howit works...

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One of the biggest issues with digitalsignage has always been “how can weinstall a PC in with the screen in a secureand compact manner so that the displayworks as it should, while avoiding problemsof bulk and potential theft when a PC isinstalled in the vicinity of the screen”. Forsome years now, manufacturers ofprofessional displays have been offering“expansion slots” enabling the screen to doa lot more than a standard TV.

To start with, professional displays do notgenerally contain a TV tuner. If you want toplay TV, you have to either run in through anIPTV system, or add an external tuner. If youdo this, then to add the PC component (thatruns the digital signage content) can be aproblem.

We recently discovered an excellentsolution while at the Panasonic booth at theISE trade show in Amsterdam. EinsTechnology Pte. Ltd. (www.einstech.com),based in Singapore, has developed theEins “Slot PC” that fits into the expansion slotof Panasonic’s professional Plasma and LCDdisplays. Cleverdis travelled to Singapore earlier thisyear to visit the R&D office of Eins, where wemet with Managing Director Robby Asianto,

Product Manager Daniel Nugroho, andseveral other top members of the team. Welearned that with the inclusion of a tuner card,your display will not only play TV channelswhen needed, but it is also a fully blown PC!With a Pentium 1.0 or 1.1 GHz processor,the system supports both landscape andportrait display mode. Using only 20 wattspower, one of the other advantages of thesystem is that it automatically shuts downwhen the display is turned off.

PC and Tuner Expansion Slot Solutions

Making AV Installation Easier

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As is typical for new and emerging markets,often time solutions for these markets arederivatives of more established markets. Thistends to be the case until this new marketcan move out of the “emerging” status andinto an established market in-and-of itself.Such seems to be the case with Flat PanelDisplays (FPDs) for Digital Signage in thateven those outside of the industry are startingto recognize concepts such as “CommercialGrade”, “Public Displays” and “Digital

Information Displays”.Indeed while manyCommercial installations of FPDs (either LCDor Plasma based) have been piloted with“Consumer Grade” FPD TVs (their closestcousins) integrators, installers and end-usersalike are now beginning to recognize moreand more that products made for typicalconsumer environments just don’t hold up innon-consumer applications. Of course since“every professional is a consumer on theweekend”, comparisons between what IT

and AV buyers and installers see on the FPD-TV wall at brick-and-mortar retailers (andhave indeed purchased for themselves)continue to be made, but as the marketmatures, more and more are starting torecognize that not only are their differencesbetween Commercial Grade and ConsumerGrade products, but that the use ofConsumer-Grade product just doesn’t makesense in the long run. Here are some typicalfeature sets of Commercial Grade FPDs:

FPD End-to-End Commercial Displays Now Taking a Foothold for Digital Signage

Attribute Feature

Special Connectors Option Slots – Modular2-way protocol communication

RS232CRJ45 connector

Bezel Thin Bezel PreferenceMounting Portrait CapableIntegrated Speakers Optional

DirectionalTuner Typically mistaken to be a requirement

Usually included because of low price point of FPD TVs and oftennever used in Industrial setting

FHD 1080p Typically not neededRequires More Bandwidth, Bigger HDD, More memory

Industrial Design RuggedizedProtective Glass

Warranty - 3 Years24 Hours x 7 x 356

While the concept Commercial Grade FPDsfor Public Display / Digital Signageenvironments is not a new one, more andmore attention is being paid not only to thefinished good product, but also to the panelinside the finished good product as well. Thisis becoming more and more the case eachday as Samsung, Sharp, AUO and others all

have large-format (42”+) LCD panels whichare specifically designed for Public Display /Digital Signage environments. Each of thesecompanies now has either in production ontheir roadmaps, specially designed LCDpanels which help to even further differential“Commercial Grade” from “ConsumerGrade”. These panels include such options as

high brightness, alternate BLU substructures,enhanced polarizers, etc all taking intoconsideration that in order to be considered“Commercial Grade” the product must notonly have the external feature set to allow foreasy integration, but must also have theinternal design to allow for a complete end-to-end Commercial Grade product.

Attribute Feature

Backlight Units (BLU) Long life Backlights; Field Replaceable BacklightsHigh Brightness for Ambient Lighting Conditions

Realigned to allow for Portrait modePolarizers Enhanced to prevent "Hot Spots" or SaggingFrame Thin frame to allow for thin finished good bezelWarranty Long MTBF due to 24x7 usage

Long life Backlights; Field Replaceable BacklightsHigh Brightness for Ambient Lighting Conditions

Realigned to allow for Portrait mode



SMARTreport

All electronic displays used in locationswhere lighting conditions are not controlledhave a difficult job. This is especially truewhen the display is in high brightnesslocations such as airports or in outdoorapplications in sunlight. The human eye cancope with a huge range of brightness andmaking a display that looks good and islegible in all conditions, but competing withsunlight is a real challenge.

There are two approaches. Legibilitydepends on contrast as well as brightnessand one approach is to try to minimise theeffect of high ambient lighting that couldotherwise cause the background of thedisplay to be too light, reducing contrast.This is a hard for PDPs which use phosphorsthat are reflective. The reflected light makesblack lighter so PDP can only be used in outof home displays that are in controlledlighting conditions.

LCDs fare better in this application as theyabsorb most light and use colour filters thatreduce the reflected light so blacks lookblack even in bright conditions.

The second approach is to try to competewith high ambient light by boostingbrightness. PDP has a very limited ability toboost brightness. However, in LCDs,although the liquid crystal layer creates theimage, the light that the display emits iscreated by a backlight unit. Boosting thebrightness of the backlight increases theimage brightness.

However, LCDs are inefficient, with only aslittle as 5% of the brightness from thebacklight actually being emitted as the finalimage. Unfortunately, backlights with highbrightness also produce a lot of heat, whichcan affect the operation of the display.

Reducing the heat level is critical for highbrightness.

Sony has designed public display LCDs thathave heat sinks so that no cooling fans areneeded. The airflow around the heat sinksis designed so that no ventilation is needed,reducing the dust that can get into thedisplay.

Conrac of Germany, a specialist maker ofdisplays, particularly for airports, hasdeveloped monitors that have a separateglass sheet in front of the main LCD. Thismakes the display stronger. Air in the gapbetween the LCD and the glass takes heataway from the LCD.

New from Samsung is a 46” LCD with abrightness of 1500cd/m2 – three times thebrightness of a typical TV or public displaypanel and the first large high brightnesspanel from a major LCD maker. The newpanel will lead to wider use of LCDs in highbrightness conditions.

Competing with the Sun Bright Ideas by Display Companies

to Get Around Glare Problems

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How Does LED Work?

If Light Emitting Diodes look like tiny lightbulbs, they are in fact very different. Whilelight bulbs burn out, LEDs last for severalyears virtually maintenance-free and themodular design of LED panels allows forquick installation in most cases. With dust,rain, salt, heat and frigid winds attackingthe display, however, be sure to seek a solidsealed case installation in order to protectyour investment, as the electronics behindthe LED will often be the weakest link in thechain.

Look for “All Digital” connectivity… In otherwords, don’t buy a system using oldanalogue VGA processing or VGA

converter systems. DVI connectivity shouldensure pure image transmissions withoutanalogue loss, and very large file displayprocessing.

The use of video on outdoor screens is stillvery novel in most cases, and often createsa crowd-stopping effect, especially whenspectacular images, such as dance acts,fire-breathers, etc are used. Hotel ownersfor example may want to attract newcustomers… and if they have a gorgeouspool setting out of view of passers-by, whynot use the LED screen as a selling point aspeople drive by on a hot day? At mealtimes, mouth-watering video of theirgourmet restaurant may also be a goodcrowd-catcher.

LCD Now Bright Enoughfor Outdoor Use

As mentioned in the Meko article on LCD, itis now possible to find LCD panels that arebright enough to be used outdoors. To thisend, Samsung Electronics and OutdoorPromotions LLC, have announced that theyare collaborating on an outdoor digital adnetwork to line the Las Vegas Strip. Offeringa resolution of 1920 x 1080 pixels, thenew 1080p, 70-inch digital signs arebeing customised to make them the brightestever designed. While standard digitalsignage brightness is 600 nits and highbright 1500 nits, the new curb-sidebillboard signage will have a brightnesslevel of approximately 2000 nits.

Digital Outdoor Displays Bright Ideas for Getting Public Attention

Anyone who has been to Las Vegas will have been “wowed” by the breath-taking displays allalong Las Vegas Boulevard – the famous “strip”. These signs are all based on LED (Light EmittingDiode) technology, which is still today by far the brightest for this kind of use. With pixels (eachindividual red, green or blue ‘dot’) now down to the size of a match-head, the definition of thesescreens, when seen from a distance, can be “Full HD”, allowing for spectacular effects. Added tothis the fact that panels can be custom built (such as the “TI” of the Treasure Island Hotel) and thepossibilities are endless. From around 70,000 Euros, you should be able to procure a screen for asports arena, a hotel complex, or simply for roadside advertising where allowed.

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PART FOURDirectory to Key Players

The different roles in Outof Home Digital MediaAn Out of Home Digital Media solution will mostusually bring in to play anything up to ten or sodifferent participants representing a wide rangeof skill sets. In order that you are able to find theideal partner for the planning and realisation ofyour project, you will find here below thedefinition of the principal roles involved:

• Consultant Agencies: Communication ormarketing agencies specialised in advising onthe deployment and installation of thenarrowcast apparatus, as well as the internalcommunications needed

• Consultants: Out of Home Digital Mediaspecialists in marketing and communicationresearch with emphasis on point of saleinstallation.

• Content Creators: graphic designersspecialised in the production of contentspecifically for Out of Home Digital Media.

• Content Suppliers: companies who supplyregularly updated content both online andoffline including weather bulletins, trafficupdates, financial information etc.

• Constructors: makers of screens, servers,players and other accessories.

• Distributors: companies that take care of theimporting and distribution of Out of HomeDigital Media hardware and software.

• Software Developers: developers andpublishers of software solutions for Out ofHome Digital Media systems, data transfer andcontrol of systems such as allowing multimediaplayers to work autonomously or beprogrammed remotely.

• Storage Houses: companies specialised in thestorage of servers and data.

• Integrators: specialists in the optimisation ofhardware and software packages as well asthe set up of systems.

• Installers: screen deployment and systemmaintenance specialists.

• Advertising Brokers : companies who look afterthe commercialisation and maximisation of thefinancial potential of a given network.



CONTACTS

KEY FIGURES

Legal form: Corporation Year of creation: 2004Headquarters: Minnetonka, MNNumber of staff / offices Europe: 1/1Number of offices Worldwide: 4

COMPANY PROFILEBroadSign International is a leading provider of Software as a Service (SaaS) solutions formanaging digital out-of-home networks. BroadSign combines extensive expertise in digitalsignage software, media, advertising, and information technology and is a member of the Out-of-home Video Advertising Bureau (OVAB), OAAA, POPAI, Digital Signage Association and TheScreen Association. Over 140 DOOH networks use BroadSign’s SaaS in 25 countries.

KNOW HOW & MAIN PRODUCTSThe BroadSign Suite is a Software as a Service (SaaS) solution for operating digital signagenetworks. The application resolves the challenges facing modern digital out-of-home networks byenabling operators to target out-of-home audiences, view avails, sell airtime; reliably play backscheduled content and account for campaign performance. The application can be scaled to avirtually unlimited number of screens. The Suite consists of the BroadSign Server cluster, BroadSignAdministrator and BroadSign Player, and an optional BroadSign Edge Server for bandwidthmanagement.

BroadSign’s Software as a Service – the lowest cost of ownership in the industry.In addition to the state-of-the-art application, BroadSign offers the most cost-effective model ofsoftware acquisition. Clients of BroadSign SaaS pay a low monthly fee per BroadSign Playerlicense, which includes essential support and maintenance services. Using the SaaS model allowsdigital signage networks to cut the upfront investment burden and significantly lower recurring costsof operations. No additional IT infrastructure is required. With BroadSign Suite network operatorscan focus on the core business: making money on their media space.

Managed Services – your hands-free digital signage operations.BroadSign has gone even further in taking the non-core operational workload off the networkoperators’ shoulders. We are now offering an optional Managed Services package that will allowyou to reduce the precious time to market and avoid extra costs by outsourcing the logistics ofnetwork management to the top professionals in the industry. BroadSign’s Managed Services staffwill deploy your BroadSign Player software, design configure your network to fit your businessmodel, make sure your screens are always on and showing the right content, and executecampaigns of any complexity according to your insertion orders.

Brian DUSHOChief Strategy [email protected]

Brian Dusho is responsible for strategy and all business developmentactivities. Brian created a global sales organization, which resulted ina strong client base growth.

Eugene CUYLERSales Director EMEA BroadSign, Europe / Middle East / Africa(EMEA)[email protected]

Eugene has 20+ years of sales, marketing, media and advertisingexperience. He was involved in major digital signage projects rangingfrom Dubai Airport to CBS/London underground. REFERENCES

"We looked at many solutions and chose theBroadSign Suite as a platform... The playlistcreation process is automated and flexible. Wecan easily adjust the loop length and ad slots tothe customers' dwell time, track the results andmake quick modifications when needed." GaryQuasebarth, Vice President of Operations,Digital Promo Network, USA.

"The release of 6.0 continues BroadSign'smarket leading technology position bydelivering the most powerful, reliable and costeffective digital signage platform. This newversion not only adds critical new features suchas improved remote management, but the userinterface has made managing our complexnetworks much simpler." Christian Vaglio-Giors,Managing Director of Neo Advertising

"The BroadSign Suite has dramatically changedour business. Scheduling is now a breeze andproof of play is no longer a guess. The systemgives us confidence that we are delivering allthat our advertisers are asking for." YezenHamad, co-founder of Digital Ad (USA).

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BroadSignInternational

DIGITAL SIGNAGE SOFTWARE MANUFACTURER

Corporate Headquarters4400 Baker RoadMinnetonka, MN 55343USA

Canada Office(Development & Support)

1080 Côte du BeaverHall, Suite 1200

Montreal, Quebec H2Z 1S8

Canada

[email protected]

(International) Tel.: +1 (877) 399-1184 Fax: +1 (514) 399-1187


CONTACT

KEY FIGURES

Legal form: Ltd.

Year of creation: 2004

Headquarters: Taipei City, Taiwan

Active in more than 50 countries worldwide

COMPANY PROFILECayin Technology Co., Ltd. offers a complete portfolio of appliance-based digital signagesolutions, including media players, servers, and software, for various commercial applications.Cayin is dedicated to being a reliable partner to its clients worldwide, and has successfully setup various application references globally. In order to best facilitate the deployment of Cayinproducts, the Company also provides tailored services to satisfy the ascending market demandfor almost limitless applications.

KNOW HOW & MAIN PRODUCTSDigital Signage Media Player: SMP series• SMP-PRO series: zone-type player, for applications that require showing video, graphics,

tickers, or time/date. • SMP-WEB series: web-based player, for applications that require presenting advanced

multimedia content or interactive applications in various formats: HTML, JPEG, JavaScript,Flash, etc.

Content Management Server: CMS series

CMS is a powerful and reliable server to perform media player management, access control,content update, central scheduling, and real time broadcast over IP networks.

Management Software: Super Reporter, Super Monitor

Application Software: xPost series, including meetingPost, lobbyPost and wayfinderPost

PARTNERS• AVM (UK) • imaginArt (Spain) • Kennell Digital Distribution (Italy) • Protechnica (Bulgaria) •rMedia (Australia) • Synergy (Canada) • Veracomp (Poland)

For Cayin’s partners, the company not only sells products, but also helps in various aspectsincluding support through sales and marketing materials, training in both technology andbusiness, and in-depth advice on questions concerning a specific project. Right now thecompany is looking for business partners who are interested in introducing its products intodifferent European markets.

Ravel CHI Vice [email protected]

Responsible for the International Sales Division and the launch of CAYIN’sproducts to the worldwide market; co-founder of CAYIN, specialised insupply chain, international sales and logistics, and the development ofvarious sales channels.

Cayin TechnologyCo., Ltd.

8F, No. 577, Linsen N. Rd.Taipei City 104, Taiwan, R.O.C.

Tel.: +886 2 2595 1005Fax: +886 2 2595 1050

www.cayintech.com

MANUFACTURER PLAYERS & SERVERS

REFERENCESFamilyMart, Taiwan: FamilyMart, a leadingconvenience store chain originally from Japan,rolled out a nation-wide in-store TV networkcounting 1500 sites and 3000 players. In additionto the digital signage system, Cayin also providesserver hosting, content update, management ofplaylists, live system monitoring, and completereporting of the system and playback details.

AIG member, Nan Shan Life Insurance Co., Ltd.,Taiwan: To enhance corporate internalcommunication, Nan Shan installed Cayin SMP-WEB3 and CMS-Performance in 50 selectedservice centres nationwide. The headquarters cantransmit the united information to service centresimmediately. Each service centre can also displayindividual messages.

The National Museum in Cracow, Poland:Veracomp and ABEMA Systemy Prezentacyjneinstalled a Cayin digital signage system in themuseum for the exhibitions. They use Cayin SMPplayers, LCD displays, projectors and opticalmirrors to enhance a rich permanent presentationof the artist’s visual works.

M/S Tallink Star, Finland: This ferry of the Tallinkfleet has been equipped by Electrosonic Lightinen,Cayin’s partner in Finland, with 30 units of theCayin SMP-PRO series digital signage mediaplayer, SMP-PRO2, to promote food court servicesand advertise to passengers.

College of Technology, Ibri, Oman: The schoolinstalled Cayin SMP-PRO players by MustafaSultan Security & Communication Systems tobroadcast school information or educationalvideoconferences to students.

Tallink Hotel, Estonia: Telegrupp set up aconference centre information display system withCayin’s SMP-WEBPLUS and a web server in TallinkHotel. All screens are in portrait mode and displayagenda of each event and general informationabout current day events.

PickADeli food chain, Finland: Profectus installedCayin’s solution as an e-menu board in branches ofPickADeli, an international food chain inScandinavia.


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C-nario Ltd

COMPANY PROFILEC-nario is a leading provider of end-to-end digital signage operating platforms for digitalmedia, corporate, public transporation and entertainment applications. C-nario productsand technologies are acknowledged as best of breed among digital signage professionals,by delivering top quality playback and by creating bigger-than-life impact on any numbersize or arrangement of screens. Further advantages of the C-nario solution are the user-friendly and robust content management & distribution tools, designed to manage largenetworks of thousands of displays at minimal costs. The C-nario open platform architectureallows easy interface and integration of the digital signage medium in the existingorganization workflows.

KNOW HOW & MAIN PRODUCTSC-nario Messenger V3.0:• C-nario MultiLayer Player: Play-out of high quality DV streams (up to HD 1080p)

allowing real time composition of several content items from different sources into multi-zone & multi layer presentations on 1 or more displays. C-nario players produce up to 6different HD screens from a single standard PC.

• C-nario Transporter: Cost-effective distribution of content files over Internetcommunication platform, with unrivalled speed and reliability.

• Content creation and management tools: Drag & drop layout design tools, embeddedprofessional character generator, SQL-based content and assets management, flexibleand robust content scheduling, keywords based assigning and transfer, Overall networkmonitoring and reporting

• Support plug-ins• Content item plug-ins: Automatic retrieval of customized content items from external

sources > Workflow plug-ins: Customizing the operating workflow according to customer

preferences and objectives> Device plug-ins: C-nario enables the operator to remotely control any connected device.• Media-sales driven trafficking system: Automatically creates play lists from customer

input, including CRM tools, order management & billing.

PARTNERSPhilips Vidiwall, Electrosonic

REFERENCESC-nario systems are driving thousands ofscreens in more than 30 countries, selected bytop tier customers, such as JC Decaux, ClearChannel, CNN, Time Warner Center, Nextel,BBC, Philips, McDonald’s Singapore,Manpower France, Club Med and O2Arena(UK).JFK Airport, terminal 9 – Art Tunnel by JCDecaux. Forty 70" true HD screens driven by C-nario were synchronized to create a highimpact “video tunnel” experience, promotingadverts by Microsoft.Bank Hapoalim – One of the largest Digital sig-nage installations known in retail banks world-wide, with over 1000 channels and multipleoperation centers.O2 Arena, London UK – Europe largest enter-tainment center previously known as the"Millenium Dome" hosts the world's largest LEDinstallation (over 1,800 SQM), and hundredsof displays in any shape and resolution, all driv-en by C-nario Messenger.Israel Train Stations – A nation-wide deploy-ment of Digital Signage using C-nario RD-warewireless set top boxes. Manpower France Offices – Over 150Manpower offices present an interactive digitalmedia platform in their shops windows, allow-ing for the presentation of promotional contentcombined with recruitment-related messages.

Rami BAHARVP Marketing & [email protected]

A pioneer and expert of digital signage networks from its veryearly days, Rami is leading C-nario's global marketing & salesactivities with deep understanding of customers' needs and therequired building blocks of successful digital signagedeployments.

CONTACT

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15 Hagra St66024 Tel-Aviv

Israel

Tel.: +972-3-537 3555Fax: +972-3-537 3373

www.c-nario.com

DIGITAL SIGNAGE OPERATION PLATFORM CREATION & SUPPLY

KEY FIGURES

Legal form: Private Company, backed by VC investments:Carmel Ventures (Israel); Opus Capital(US)Year of creation: 2002 Headquarters: C-nario Ltd., Tel Aviv, IsraelNumber of staff: 47 employeesOffices in Europe: C-nario Europe – Paris, France; C-nario UK sales office – Herts; more than 20 authorizeddistributors in EuropeAdditional C-nario Offices: US (2 offices: west & eastcoast), C-nario Asia Pacific – Singapore


CONTACTS

KEY FIGURES

Capital: 1 M € Legal form: LimitedCompany Year of creation: 2004 Headquarters: Barcelona Number of staff / offices Europe: 45/4 Number of offices Worldwide: 4 Turnover: 3.7 M €

Focus OnEmotions

BarcelonaRambla Catalunya 118, 3º2ª08008- Barcelona - España

Tel.: +34 93 368 99 85Fax: +34 93 415 39 79

PROXIMITY MARKETING SERVICES – TV CHANNELDESIGN, MANAGEMENT AND OPERATION

REFERENCESOrange TV channel that enables each franchise to settheir own pricing and promotions at point ofsale.

Nissan Motors TV channel integrated into queueing areaalongside maintenance and management ofsystem at dealer facilities.

Thyssen TV channel integrated with elevator enginesystem operators in partnership with Thyssen.

CarrefourIn-Store Media In-Store TV channel placed atthe points of sale across the different sections ofthe store.

Corte InglesIn-Store Media Large advertising screensplaced at the entrances of the retail stores, withcomplete remote management and monitoringof advertising campaigns.

Barcelona Trade Fair Largest deployment of a TV channel in a citytrade fair, with tailored information servicesand advertising relevant to each section of thevarious display areas.

Barcelona City Council TV channel situated throughout the city council'slocal facilities and hospitals with kiosks forcitizen interaction and performing transactions.

Endesa Corporate TV channel at headquarters, in localand regional offices and throughoutmanufacturing facilities.

Unilever Corporate TV channel at headquarters andoutlying offices.

62 / Out of Home Digital Media SMARTreport July 2008 – January 2009

[email protected]

www.focusonemotions.com

Ignacio LAMARCA CEO [email protected]

Garikoitz LERMA Managing Director Spain [email protected]

Address in Madrid: Calle Marqués deMondéjar, 11 bis28028- Madrid – EspañaTel. +34 91 361 24 [email protected]

Gilles GOGNET Managing Director France [email protected]

Address in Paris: Villa Prince Murat121 Avenue Charles de Gaulle95160 - Montmorency -FranceTel. +33 6 71 90 78 [email protected]

Miquel GARCIASManaging Director UK [email protected]

Address in London: 63 GalleonsView Steward StreetE14 3EX London - UKTel. +44 20 81 44 64 [email protected]

COMPANY PROFILEFocus On Emotions is specialised in offering proximity marketing services at point of sale.Creating, designing and maintaining new channels of communication and innovative ways ofinteracting with customers.

KNOW HOW & MAIN PRODUCTSFocus On Emotions design and implement bespoke communication channels and theaccompanying technologies, also taking care of the planning and preparation of the mostsuitable content. Alongside that, Focus On Emotions look after content distribution and themaintenance of the network. They have been particularly successful in developing specificsolutions that allow for the narrowcasting of content through the use of TV channels, kiosks andmobile phones at the point of sale, creating interaction with customers. Their main strength is thecapacity to offer companies full service in-sourcing, tailored to the real needs of their clients andtheir clents’ customers.

PARTNERSCisco • Dell • Fujitsu • Indra • Thales Group

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Net DisplaySystems

COMPANY PROFILESince its establishment in 1994 Net Display Systems has evolved into a recognisedworldwide player for digital signage software. With its worldwide network of specialisedpartners the company is active in more than 60 countries and has thousands of installationsin multiple market sectors from transportation, corporate and government to hospitality andretail. One in four of the 100 worlds most recognised brands have already chosen PADSas their digital signage platform.

KNOW HOW & MAIN PRODUCTSThe award winning product of Net Display Systems for digital signage is PADS. This is notjust another digital signage software bundle, but is based on years of practical experienceincluding many mission critical installations worldwide in the highly complex anddemanding airport sector. The market speaks highly about PADS. Again and again peoplehaving seen many products categorically say that it’s the easiest-to-use, most flexible andpowerful solution for digital signage. Of course the PADS software can do everything otherdigital signage products can do – and much more – but what makes the PADS softwarereally unique are the unequalled database connectivity features. With just a couple ofmouse clicks the system can be linked to any industry-standard database for displaying real-time information. For more information, please have a look at our website www.nds-nl.comand feel free to download an evaluation version of the product.

PARTNERSNet Display Systems has a worldwide network of specialised partners that provideinstallation, training and support of its products. In a number of countries we are looking foradditional partners.

REFERENCESEvery day millions of people worldwide watchthe displays running the PADS software of NetDisplay Systems. Installations vary from simplestandalone solutions to national or global,complex and often mission critical digitalsignage solutions. Below you find just a smallselection of our existing customers.Transportation: More than 60 airportsincluding Munich, Boston, Toronto, Newark(New York), Changi (Singapore) and KualaLumpur, KLM and Lufthansa, Alexandria PortAuthority (Egypt), Stena line, Q-Park

Corporate: Microsoft, Shell, BASF, Nestlé,Procter & Gamble, l’Oreal, Bosch, Ericsson,BAT, IBM, Porsche, SR Technics, Philips, BP,Deloitte, HP, Kodak, Bayer, Michelin

Manufacturing: Coca Cola, Volkswagen,Rolex, Honda, Bombardier, US Army, Boeing,Astra Zeneca, Eurocopter

Government: National parliament and severalministries (NL), Köln Tourismus, ministry ofeducation (F), Supreme Court (Sing), BrisbaneCity Council

Education: Universities of Leiden, Amsterdam,Eindhoven, SAP Training centre (D), PfizerLearning Centre (USA), European BusinessSchool Munich

Hospitality: Hilton, Marriott, Deutsche BahnGastronomie, Futuroscope, Heineken MusicHall, News Café (RSA), Singapore Turf ClubCashbox Party World (China/Taiwan)

Financial services: Accenture, AXA, ING,Deutsche Bank, Abu Dhabi Securities Market,First National Bank, African Bank

Health care: Addenbrooke’s hospital UK, Redcross hospital (NL), St Peter’s University hospital(USA)

Retail: Toyota, IKEA, Nashua Mobile,Vodacom, Selfridges, Makro/Metro, Hertz,Shimano, Carrefour, ERA, Sixt

CONTACTSLuchthavenweg 59-I5657 EA Eindhoven

The Netherlands

Tel.: +31 40 2661177Fax: +31 40 2661178

www.nds-nl.com

DIGITAL SIGNAGE SOFTWARE

KEY FIGURES

Legal form: Private companyYear of creation: 1994Headquarters: Eindhoven, The NetherlandsActive in more than 60 countries worldwide

Louis VAN [email protected]

Mark LEOBusiness [email protected]

Arthur DAMENMarketing & Product [email protected]

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Legal form: CompanyHeadquarters: Stellenbosch, South Africa

One DigitalMedia

18 Techno DriveTechno ParkStellenbosch 7600South Africa

Tel: +27 21 880 1037Fax: +27 21 880 2507

www.onedigitalmedia.com

DIGITAL SIGNAGE PROVIDER AND NETWORK OWNER


COMPANY PROFILEOne Digital Media is South Africa’s largest owner and provider of digital media at retail with over 5 000 screens installed in hundreds of supermarkets, liquoroutlets, taverns and pubs in the townships, restaurants and other stores around South Africa. The company also provides a full turn-key solution for digital signageoffering a wide variety of customized different screen types and sizes, access to open source as well as branded software, content production and compliancyreporting.

KNOW HOW & MAIN PRODUCTSOne Digital Media operates a true narrowcasting network in that content is flighted to any one or group of screens. As a result, each screen is its own channel.Content is distributed via GPRS, the internet and via satellite and is done wirelessly in some applications. Backhaul of screen information is via GPRS.

The company specializes in content production and management as the key factor in converting shoppers to consumers. Important shopper and marketingstrategy is overlaid in each application to ensure that screen placement, size of screens and reach is maximized.

Mike [email protected]

Educated at the University of Cape Town and at Harvard in theUS, Mike was previously CEO of two of the largest advertisingagencies in South Africa – TBWA\Hunt\Lascaris and FCB. Underhis leadership both agencies won many local and internationalawards. He was formerly the President and Chief OperatingOfficer of FCB North America based in New York. He has hadthe honour of being named Advertising Man of the Year 3 timesin South Africa. He is a co-founder of One Digital Media.

Andrew RIDLChief Operating [email protected]

Andrew has had a very successful career to date in South Africaand in various European countries in large IT and logisticsenvironments at Siemens, Royal Bank of Scotland and Compaq.He studied IT and business through the University of South Africa.Andrew is a co-founder of One Digital Media.

CONTACTS

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ROKU Inc.

MANUFACTURER PLAYERS & SERVERS

KEY FIGURES

Year of creation: Founded in Silicon Valley, 2002Headquarters: Saratoga, CaliforniaNumber of staff / offices: 40Offices worldwide in USA, UK and France

Pierre GILLETVice President of International [email protected]

CONTACTS

COMPANY PROFILERoku, Inc. is a privately held company located in Saratoga, Calif. It was founded in 2002by Anthony Wood, the inventor of the personal video recorder (PVR). Roku is a leadingsupplier of innovative and easy to use digital media products. Our best known consumerproducts are the Netflix Player by Roku and the stylish SoundBridge Internet radio line. Inthe B2B market, our BrightSign product line is the leading solution for digital signage andkiosk controllers.

KNOW HOW & MAIN PRODUCTSBrightSign products are reliable non-PC, solid-state media players perfect for driving anydigital sign and interactive kiosk displays. BrightSign delivers high-definition video, imagesand audio with superior quality and simplicity. Media playback is automatic fromremovable flash memory cards, and interactive features include support for touch-screens,buttons, mice and more. BrightSign also supports networking for remote content delivery,scheduling of content playback, and Zones for displaying multiple impressions on a singlescreen. There is no need for complicated PCs or low-quality DVD players, as BrightSign isthe ideal all-in one solution for digital signage.

REFERENCES• Avitour, a Belgium-based service companycomprised of more than 160 independent travelagencies, required a way to promote its services,highlight its partners’ tours and other offerings ina multimedia, eye-catching, and dynamic way.With locations all over Belgium, Avitour neededa system that could be networked together withcontent that could change quickly and betailored for diverse audiences. Working withRoku and Studio Promo, a software developmentand systems integration, Avitour initially installed10 HD2000 units working in a networkedenvironment. Remote units check the server oncea day to look for content changes such as lastminute travel offers. Based on such a successfultrial of BrightSign’s networking features, Avitourhas purchased one hundred BrightSign units, allof which are planned to be deployed on theirnetwork by the end of the year.

• Monterey Bay Aquarium (California, USA) –Attendance: 1.8 million people annually, abouthalf of all exhibits are video (approx. 200).Currently over 40 BrightSign units are installedwith more planned. BrightSign is providing highreliability under extreme conditions due to itssolid-state design and rugged construction -installations are under counters and in/nearwater tanks, and support heavy playback of 16hours per day, 7 days a week. BrightSign isproviding ease of use resulting in less time tosetup and update exhibits by quickly inserting acompact flash card with the video content forlooping displays. Interactive exhibits are alsomade easy from spreadsheet templates to createsimple button controls to scripts for implementingtouch walls and motion sensors to controleducational quizzes and activate video rewardswith lights and audio feedback.

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12980 Saratoga Ave., Ste. D Saratoga, CA 95070

Tel: +1 408 556 9040Fax: +1 408 446 1734

www.roku.com

Karen FOREMarketing [email protected]


CONTACTS

COMPANY PROFILEScala, exclusively focused on end-to-end software solutions for both passive and interactivedigital signage networks, was founded in 1987 and now has sales operations on all continents,with an installed base larger than that of all its competitors combined. With roots in the CableTV industry, Scala understands and has mastered TV-quality broadcast multi-media authoring andplayback quality and their InfoChannel product line is now in its fourth generation.

KNOW HOW & MAIN PRODUCTS• InfoChannel Designer – InfoChannel Designer gives users creative control of content with

flexibility and real-time edits not offered by video production. • InfoChannel Content Manager – a server-based application that schedules and manages the

transmissions of multimedia content to hundreds or thousands of displays from any internet-connected computer.

• InfoChannel 5 Player – provides stable reliable multimedia playback for virtually anyenvironment – continuously runs and updates content on displays according to the plan set inplace from the InfoChannel Content Manager.

PARTNERSScala has over 350 Partners worldwide.

Oscar ELIZAGAVice President European Business [email protected]

Roxanne SCHILLINGSMarketing [email protected]

Scala BroadcastMultimedia

DIGITAL SIGNAGE SOFTWARE

REFERENCES• Retail Networks – Project examples: IKEA,Norway / UK; McDonalds Netherlands /Philippines / Romania; Tesco, UK; GYM-Screen-Media, UK; Audi Worldwide; Citroen, France;Carrefour, Romania / France / Turkey

• Entertainment Networks – Project examples:BurgerKing-Channel, Germany; Skistar,Norway; WarnerBros-Amusementpark, Spain;P&O-Cruiselines; CineMex, Mexico; Harrah’sCasinos, US

• Transportation Networks – Project examples:Istanbul Airport, Turkey; Aral, Germany;Carnival Cruise-Lines, US; Hertz, France;PetroCat, Spain; Shell, Europe

• Hospitality and Convention Centres – Projectexamples: Goodys-Restaurants, Greece; Hilton,France; Movenpick, UAE; NH-Hotels, Benelux;Red Lobster Restaurants, US

• Educational Networks – Project examples:Madrid University, Spain; National Gallery, UK;National Library, Singapore; University Chur,Switzerland; University Maastricht, Netherlands

• Corporate Communications – Projectexamples: BKW-energy, Austria; BT-Global, UK;AXA, France; KPN-Narrowcasting,Netherlands; SAP, Switzerland; TATA-group,India

• Government Communications–Projectexamples: Trieste-Città-Digitale, Italy; DubaiPolice, UAE; Kuwait Finance House; Ministeredu tourisme, France; Police Service Northern-Ireland; SA Post Office, South Africa

• Cable TV Channels – Project examples: New-Zealand Cinema; NEC Karuizawa 72 GolfTournament, Rugby World-Cup

• Financial Networks – Project examples:HSBC, UAE; Rabobank, Netherlands / America;Oslo Stock-Exchange; Kuwait National Bank;NCB Bank, Saudi Arabia; Société-Générale,Romania

• Digital Billboards – ODECO, Spain

• Healthcare institutions – The Life-Channel, UK;SESCAM, Spain; Futuramedia, France; Hospitalde Clinicas-Caracas, Mexico; PharmaChannel,Morocco; Pharmacy-Channel, Poland


Scala ComputerTelevisionAmerikalaan 70B6199 AE MaastrichtAirportThe NetherlandsTel.: +31 43 3588300Fax: +31 43 3588301

Scala BroadcastMultimédia France SAS

Tour Areva1 Place de la Coupole

92084 Paris La DéfenseCedex – France

Tel.: +33 1 47 96 4679

Scala Inc.350 Eagleview Boulevard Suite 150Exton, PA 19341, United States of America Tel.: +1 610 363 3350

KEY FIGURES

Legal form: Private CompanyYear of creation: 1987Headquarters: Scala Inc. Exton,Pennsylvania, USNumber of staff / offices Europe: Europeanoffices are established in The Netherlands,the UK, Norway and France.Number of offices Worldwide: 7

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Thomson Out-of-Home

Media Networks

COMPANY PROFILEThomson is a world leader in end-to-end video solutions, operating in 30 countries and thatis active on growing markets in Asia and Latin America. Serving the global Media &Entertainment industries, Thomson, across its 3 divisions (Systems, Services, Technology),develops video technologies, provides video solutions and manages global video networksand distribution. Through its Services division, Thomson is a world leader in the Out-of-HomeMedia Activity with over 20.000 equipped venues throughout the world. At any point intime thousands of playlists are distributed to the million of screens Thomson manages onbehalf of its customers.

KNOW HOW & MAIN PRODUCTSBy combining the core competencies of PRN (worldwide leader in in-store media networks),Technicolor (worldwide leader in institutional media networks) and Screenvision (worldwideleader in cinema advertising), Thomson offers end-to-end solutions to any corporation willingto create Out-of-Home medianetworks in their own venues.Thomson’s comprehensive OOHMedia Networks solution includes:

• Technology

• Integration

• Network Management

• Media Management

• Creative Solution

• Content Production

• Advertising & Media Planning

• Consultancy & Research

REFERENCESBest BuyCarrefourCircuit CityCostcoFedExKrogerLa Poste (Creative Programming Strategy & Production)Royal Bank of CanadaSam’s ClubSuperValuVolksWagenWal-Mart

Julien MARCELVice-President Out-of-Home Media [email protected]

Before being appointed in 2005 Chief of Staff of Thomson’s CEOand Chairman Frank Dangeard, Julien Marcel has held severalmarketing and E-business executive positions within the ThomsonGroup since 1998.

From November 2005, he has been driving Thomson’s Out-of-Home media activities (PRN, retail media networks andScreenvision, cinema advertising networks) in Europe, Asia andLatin America.

CONTACTS

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46 Quai Le Gallo92 648 Boulogne Cedex – France

Tel.: +33 1 41 86 65 47Fax: +33 1 41 86 09 22

[email protected]

www.prn.com

CONSULTANT – CONTENT CREATORINTEGRATOR – MEDIA SALES HOUSE

KEY FIGURES

Headquarters: ParisNumber of offices Europe: Paris, London,Warsaw Number of offices Worldwide: SanFrancisco, New York, Sao Paulo, Shangai

Bertrand LE FICHERManager PRN Europe & Chief Creative Officer for PRN Europe,Asia and Latin [email protected]

Between 1990 and 1995, Bertrand Le Ficher has held severalsenior executive programming management positions withinmajor channels – TF1, NBC Europe and France 2. He thencreated and headed different new media companies: AOLFrance, Boxman Europe – the first European “entertainment e-tailer”, and then he presided over the new media internationalentity of the LVMH Group. He also conceived and created one ofthe first Out-of-Home TV channels in Europe, the airport channelAEO, for the JC Decaux group.

He is now managing PRN Europe and is Chief Creative Officerfor PRN Europe, Asia and Latin America, overseeing allinternational content, programming and creative aspects for PRNin all markets outside the US.

Out of Home Digital Media SMARTreport July 2008 – January 2009 / 67

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Retail Expo AustralasiaAugust 29th - September 3rd, 2008Sydney Convention & Exhibition Centre, Sydney,Australiahttp://www.retailtechexpo.com.au

Plasa08September 7th -10th, 2008Earls Court, London, UKwww.plasashow.com

IBC Digital Signage ZoneSeptember 12th -16th, 2008RAI Convention Centre, Amsterdam, NetherlandsThe market for Digital Signage is set to grow rapidlyover the next few years. The technologies, solutionsand content that are driving this revolution incommunication will form the focus for the DIGITALSIGNAGE Zone at IBC2008, a new visitorattraction being introduced at the event this year.The IBC2008 DIGITAL SIGNAGE Zone will bringtogether many of the organisations andtechnologies that are emerging as major forces inthis sector. It will therefore provide a uniqueopportunity for application developers, contentproviders and technology companies to showcasetheir capabilities at the heart of the broadcastindustry's leading international conference andexhibition.www.ibc.org

Viscom Europe ParisSeptember 24th - 26th, 2008Paris, FranceViscom brings together in one place all thetechnological innovations of large format digitalprinting, screen or textile communication, signage,signs and all the products and functions linked tovisual communication.www.viscom-paris.com

The European Digital Signage ShowOctober 1st - 2nd, 2008Olympia 2, London, UKThe event will allow you to access the industriesleading suppliers and learn from others who havealready successfully deployed their digital signageprojects. With some of the biggest names in DigitalSignage, two days of free educational content,show features showing you how this technology canwork for you, and the opportunity to network withothers looking specifically at this sector – if you arethinking of Digital Signage you need to attend TheEuropean Digital Signage Show.www.kioskcomeurope.co.uk

SMAU MilanOctober 15th - 18th, 2008Milan, ItalyBusiness Technology: Innovation for Companiesand Public Administration. Smau, the 45th

International Exhibition of Information &Communications Technology, is getting ready for2008 with lots of novelties in store for you. Theexhibition, a true reference point for the ICT industry,will be exclusively reserved for a professionalaudience in line with a market for which exhibitionsmust provide real business opportunities.www.smau.it

Viscom Sign EspañaOctober 16th - 18th, 2008Madrid, SpainViscom-Sign is a trade fair totally geared towardsthe visual communication and advertisingmarket. And it covers both the creative andtechnological aspects of the visualcommunication production process. Ideas anddesign come together with the industry to meetthe needs of environmental graphics and retailadvertising.www.sign-viscom.com

Invidis Digital Signage Konferenz -SYSTEMS October 21st - 24th, 2008Messe München, Munich, GermanyOn October 21st 2008, the second digitalsignage conference will be held inMunich/Germany at the SYSTEMS fair. Theevent is organized by invidis, the leadingGerman digital signage portal. The conferencelanguage will be German.www.invidis-events.de

Retail Marketing and In-StoreCommunications ConferenceOctober 22nd 2008London, UKPOPAIdigital meeting.www.popaidigital.com

Digital Signage SubmitOctober 23rd - 26th 2008Munich, Germanywww.systems-signage.de

Viscom FrankfurtOctober 30th - November 1st, 2008Frankfurt, GermanyQuality, service and an experienced fair teamare the success factors behind viscom. Theestablished trade fair combines the familiaraspects of visual communication with innovativetechnologies and new markets. The viscom"Digital Signage and Architecture" event will beheld on 11 June 2008 in Stuttgart. Differentapplication possibilities for digital signage inbuildings will be presented specially forarchitects and planners.www.viscom-messe.com

Integrated Systems RussiaOctober 30 - November 1, 2008Moscow - Russia Building on the successful format of ISE,Integrated Systems Russia will include acomprehensive programme of workshops,seminars, round table discussions and companypresentations.www.midexpo.ru/isr

DisplayForum 2008November 4th - 5th, 2008Radisson SAS Hotel, Düsseldorf, GermanyThe European market for TVs, monitors andpublic displays: Where next? This uniqueconference for the display industry will provide

you with vital knowledge at a time of change,growth and opportunity in the market. You willtake away a wealth of information, ideas andmarket data worth thousands of euros, notavailable anywhere else. Organised by leadingmarket research companies Meko andDisplaySearch, DisplayForum 2008 will bringtogether experienced analysts from Europe,North America and Asia and world-wideindustry leaders and experts from key sectors ofthe dynamic market for electronic displays.www.meko.co.uk

SIMONovember 11-16, 2008Feria de Madrid - Madrid - Spain The International Data Processing, Multimediaand Communications Show serves as a point ofreference for the latest trends and new featuresaimed at developing and promoting theInformation Society.www.ifema.es/ferias/simo/default.html

Viscom Visual Communication ItalyNovember 13th - 15th, 2008Milan, ItalyMore than 20,000 modern graphic producers,designers, advertising agencies and decisionmakers, from all over the world, meet up once ayear, with more than 600 suppliers to activelydo business on the tradeshow floor and to learnabout the impact of new technologies andcommunication trends during workshops andconferences.www.visualcommunication.it

Digital Media in Retail ConferenceNovember 12th 2008London, UKPOPAIdigital meeting.www.popaidigital.com

Digital Media in Retail EveningDecember 3rd 2008London, UKPOPAIdigital meeting.www.popaidigital.com

Integrated Systems EuropeFebruary 3rd - 5th, 2009RAI, Amsterdam, The NetherlandsEurope’s No.1 event for the professional AV andelectronic systems industry will return to theAmsterdam RAI Centre on 3-5 February 2009.The 2008 show drew more than 22,000attendees and 484 exhibiting companies,showcasing the very latest technologies forcommercial and residential systems integration.www.iseurope.org

Screen Expo EuropeApril 7th - 8th, 2009National Hall, Olympia, London, UKEurope's longest running & biggest event forDigital Signage & Digital Media Networks - Outof Home.www.screenevents.co.uk

Events Calendar


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