If you haven’t seen the agenda yet, check it out here; it really is going to be a great day focused on digital place-based media’s ability to reach consumers at the right time, in the right place with relevant content. The agenda has a number of topical panels with senior level speakers and some truly provocative thought leaders.
Article By Lyle Bunn
Recent analyst reports forecast ongoing double digital growth for the Dynamic Signage industry in terms of display shipments, advertising and overall industry revenues. DisplaySearch, iSupply, PQ Media, ABI Research, Northern Sky Research, Frost & Sullivan and others all point to growth in the 20% CAGR territory for most areas of the industry.
At the 6th annual Strategy Institute Digital Signage Investors Conference in New York on October 17-18, 2011 – with its annual focus on the investment status and outlook for the industry – there will surely be a more intense and thoughtful discussion than previous years. Most presenters (and delegates) are industry veterans with others bringing fresh perspectives at industry touch points.
Digital place-based media has achieved a critical mass of installed base of networks, established its infrastructure of associations, events, awards and education, developed supply chains and refined its technologies and business processes. It has also proven itself as an influential media that can simultaneously merchandise, brand and improve a location experience. The investment drivers for advertising-based, corporate and hybrid networks have been continuously refined during industry maturity, and these too will be a key part of the event information take-ways.
While serving as Chair of the Digital Screenmedia Association, Stuart Armstrong, President North America of ComQi would note that ‘€œevery part of the industry needed to have enough sail up to catch its share of coming winds’€. As all elements of the industry appear ready to enjoy triple digit growth (some companies already are), many will continue to be satisfied with 2-digit numbers, but this too will call on astute management.
During the 2-day event, new industry opportunities will be outlined and best practices in business acceleration will be profiled. Furthermore, a consensus to the answers to two of this industry’s primary questions may finally emerge: a) Is the current level of projected growth sustainable and suitable to supply and b) How should managed acceleration be achieved?
A survey by DigitalSignageToday that compares the views of 1200 respondents in 2011 to their 2009 views reflects that:
Improvements in the design, deployment and operations of networks are ongoing. As the applications grow, and supply of products and services expand – commoditizing and cannibalizing itself – the Return on Investment proposition becomes more important and put under greater scrutiny.
In my session titled ‘€œInvesting Wisely in DOOH’€, I will outline some opportunities, prospects, predictions, and red flags while noting several key industry activity indicators, how and where money is being made in this industry, what mistakes are being repeated and who will have highly successful outcomes.
I look forward to seeing you at the 6th annual Strategy Institute Digital Signage Investors Conference in New York, October 17-18, 2011.
Lyle Bunn is an independent consultant and educator in North America’s dynamic signage industry who regularly assists end users and investors in their planning and optimization. He has published over 200 articles and whitepapers and regularly presents at industry events. See www.LyleBunn.com or email Lyle at LyleBunn.com
About the Digital Signage Investor
The Digital Signage Investor Conference is the only event bringing together investors, networks, hardware and software companies and M&A specialists. Majority of attendees are Founders, Presidents, Chief Executive Officers, Partners, Principals or Managing Directors. The summit sheds light on what it takes to grow investment in the DOOH industry. Case studies illustrate success & the speed-networking session facilitates lasting relationships, which have often proved to be the basis upon which deals ‘€“ both big and small ‘€“ have been struck in the industry.
The Digital Place-based Advertising Association (DPAA) recently posted a video explaining how digital place-based media can help advertisers solve the dilemma of reaching the active consumer.
The video calls for advertisers to radically evolve the way we plan our media and turn our attention to where and when we target consumers.
The active consumer is not your traditional customer segment, but rather a consumer mindset. This group makes 100% of their purchase decisions, and are receptive to media on the path to purchase to help them make their buying decision. This mindset spans across baby boomers, generation X/Y, affluent professionals, early adopters, alpha moms and the influential youth.
Digital place-based media creates a way to capture the attention of the active consumer at the moment of maximum influence – that is, the intersection of time, place and purchase intent.
Digital place-based media is the next wave of targeted advertising. Find over 100 digital place-based networks to help with your next campaign by searching the DOmedia marketplace. It’s free to search!
indoorDIRECT’s ‘€œtheBITE’€ Emerging as Music Video Platform
September 21, 2011 – Dallas. indoorDIRECT has recently entered into agreements with several record labels and artists to air their music videos on indoorDIRECT’s in-store television show ‘€œtheBITE’€. The music industry is in the midst of change as traditional music mediums are reducing the number of hours dedicated to programing music videos and focusing more heavily on ‘€œunscripted’€ or ‘€œreality’€ programing. indoorDIRECT’s ‘€œtheBITE’€ is emerging as a viable option for many artists and music marketing companies to reach the mass audience needed for optimum sales and in a medium viewers are used to watching videos on, television.
‘€œtheBITE’€ is viewed by 13 million viewers each month and aired in over 1,000 quick-service restaurants nationwide and music has always been a key segment within the programming strategy. In the most recent Nielsen viewership study more than half of the survey participants stated that they like music videos on ‘€œtheBITE’€ the most.
‘€œThe desire of consumers to consume media when they want it and where they want it and the music industry’s desire to syndicate their artists’ music and videos across multiple platforms has made ‘€œtheBITE’€ the hottest and fastest growing music platform in the nation’€ says Jonna Birgans, Vice President of Strategic Alliances at indoorDIRECT. ‘€œWith over 1,000 locations today, and plans for 700 additional locations by the end of the year, we are just getting started and are in the process of developing a website for our viewers thatwill provide additional exposure for the music videos and other content seen on our show.’€
In addition to providing exposure for artists to millions of music lovers each week, indoorDIRECT is contributing directly to the sale of electronic downloads for these featured artists. Viewers of ‘€œtheBITE’€ are encouraged to download the tracks to the videos they see on ‘€œtheBITE’€ by incorporating a keyword and short code that viewers can send text messages to in an adjacent companion banner that airs simultaneously while the video is playing.
Currently indoorDIRECT is using both Amazon and iTunes for downloads but is looking to work with a single partner going forward that will receive brand recognition each time the call to action to download a song or album is shownon ‘€œtheBITE’€ in addition to a revenue share from the transaction.
‘€œGaining exposure for the artists that we work with is paramount to not just our success but the artists that we work with’€ says Lisa Frank, President of Marketing at Bedford Music Marketing. ‘€œindoorDIRECT’s ‘€œtheBITE’€ provides us with a reasonably priced way to reach millions of music lovers in the key 18 ‘€“ 49 demographic that frequent quick-service restaurants and that otherwise might have never seen or heard of the artists that we represent.’€
For a list of locations to watch ‘€œtheBITE’€ you can visit http://indoordirect.com/find-a-restaurant/ or view online at http://indoordirect.com/watch.
About indoorDIRECT:
Indoor Direct, Inc. (‘€œindoorDIRECT’€) produces ‘€œtheBITE’€, a national in-store television show that delivers short clips of sports, music, entertainment, and lifestyle content to over 150 million consumers annually. ‘€œtheBITE’€ is currently distributed in the nation’s top 20 DMAs to more than one thousand major quick-service restaurants nationwide including; Taco Bell, Wendy’s, Denny’s, Carl’s Jr., Hardee’s, McDonald’s, KFC and Arby’s. Free Wi-Fi is currently being provided to customers in select locations and plans are underway to expand free Wi-Fi access nationwide.
www.indoordirect.com
About Bedford Music Marketing:
BedfordMusic Marketing (BMM) works closely with the following national media outlets: indoorDIRECT, MTV, MTV2, MTV Jams, MTV Hits, mtvU, MTV Tr3s, Vh1, FUSE, LOGO, Music Choice, Teen Nick, and Mun2. We work with all video pools that program in-store reels such as Nordstroms, Macy’s, Journeys, Harley Davidson, Steve Madden, etc. in non music retail outlets as well as all genres of regional cable and online video shows. BMM also works closely with HD Net, the Sundance channel, IFC, Cinemax, and Music Choice. www.bedfordmusicmarketing.com
Media Contacts
indoorDIRECT
Brian Hasenbauer
214 580 4920
bhasenbauer@indoordirect.com
Bedford Music Marketing
Michelle Welch
917 539 5541
According to a new market research report, the marketing arena worldwide has witnessed dramatic transformation over the past few years. The recent years have seen decline in traditional print advertisements in newspapers and static outdoor billboards, but commensurately rising interest in new interactive marketing strategies, including digital signage. Given its ability to use vibrant, media-rich messages to rope in the right audiences, digital signage represents a powerful medium for advertising, information display and entertainment. The market is further driven by the evolution of hybrid digital signage systems wherein digital signs are augmented with the interactivity of digital kiosks. The amplification of marketing impact possible through this medium provides a high return on investment (ROI) business case for these systems.
Against a backdrop of a digitalized world, the digital platform of marketing makes for an effective medium to target elusive consumers, especially the younger generation. With several advantages like higher viewer recall and retention of digitally displayed messages, stacked in its favor, digital signage systems are forecast to witness sturdy gains in the upcoming years.
Falling costs associated with purchasing, installing and maintaining digital signage systems in sync with technology development and market penetration, will help bolster the market in the post recession period. Low hardware costs, and declining software development costs have made systems, such as, media players, and display units like LCD displays cheaper and affordable. While the retail sector remains the prime end-user of digital signage technologies, evolving application areas, such as in financial services, transportation and hospitality are forecast to generate steam in the upcoming years. Companies poised to gain will be those capable of providing end-to-end digital signage solutions encompassing installation, consulting, content creation, content management and support.
Developing countries in Asia, Latin America, and Middle East are forecast to drive future gains in the market. The retail boom in countries like China, Singapore, Malaysia and Thailand, UAE, Hong Kong, and India, among others, provides a strong business case for new installations of digital signage systems. Major application areas in these regions include public notices and real-time weather forecasts among others. Opportunities for advertising are on the rise in developing Asian countries like India, China and Singapore largely due to the growing base of urban population and a resultant wider audience base of target corporate workers, commuters and shoppers. Industrialization will remain a key factor indirectly driving growth in the marketplace. Development of transportation networks, public infrastructure, new construction of commercial buildings will create demand for digital signage in public spaces. The retail boom in Asia brought upon by strong economic growth, rising consumerism, rising standards of living, increase in disposable incomes, and changing lifestyles that rival western counterparts, all provide a strong platform for growth.
As stated by the new market research report on Digital Signage Systems, the US represents the largest regional market worldwide. Asia-Pacific is the fastest growing regional market with dollar sales growing at a CAGR of about 22% over the analysis period. By product, digital signage displays represents the largest segment, while digital signage software represents the fastest growing segment, waxing at a CAGR of about 25% over the analysis period.
The research report titled “Digital Signage Systems: A Global Strategic Business Report” announced by Global Industry Analysts, Inc., provides a comprehensive review of market trends, drivers, company profiles and key strategic industry activities. The report analyzes the global Digital Signage Systems market by all major geographic markets, including US, Canada, Japan, Europe (France, Germany, Italy, United Kingdom, Spain, Russia and Rest of Europe), Asia-Pacific, Middle East & Africa and Latin America. Product segments analyzed include Displays, Set Top Boxes and Media Players, Software, among others.
Click for more details about the market research report
