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Implementing Interactive Technology in Your OOH Ad Campaign

Billboard QR Code

Understand How QR Codes, Near-Field and Crowdsourcing Technology Work With Outdoor Advertising

Outdoor advertising has always benefitted from the development of new technologies. Just when you think it has advanced as far as possible, something new is just around the corner! With the invention of the smart phone, outdoor now has the ability to become more interactive, social and viral.

Some of the new technologies available to incorporate into outdoor advertising campaigns are Quick Response (QR) codes, Near Field Communication (NFC) and Wisdom of the Crowd technologies. These campaigns can be effective if used correctly.

Some important things to keep in mind: Remember that the percentage of adults in the US who actually have smart phones is still rather small. The number of people who have a QR Code app downloaded is even smaller. Also note that owners of NFC-enabled phones are a small population in the US as well.

Quick Response (QR) Codes

In June 2011, 14 million Americans, or 6.2% of all mobile users, scanned a QR Code with their devices. Those who scanned QR codes were more likely to be male (60.5%), between ages 18-34 (53.4%), and have a household income of $100k or higher (36.1%), according to comScore.

The best uses for QR Codes are for calls-to-action and coupon or offer downloading. QR Codes are a great way to help build your email list if you provide email opt-ins on the landing pages. One key point is to make sure that the QR Code isn’t directing the consumer to the company’s main homepage. The landing page should be something that will excite prospects and not bore or disappoint them. Think of ways to make the process fun, such as by providing a QR Code scavenger hunt. Give the consumer a reason to come back.

The best places for QR Codes are in high pedestrian areas. For obvious reasons, they should not be placed in billboard creative unless the location happens to be in a parking lot or side of a building. Also keep in mind the height of the ad and the time the consumers need to be able to pull out their smart phones and click the picture. The Outdoor Advertising Association of America (OAAA) has established some guidelines for using QR Codes. For instance a good rule of thumb is that a board shouldn’t be any higher than 20 feet off the ground.

Placement in the ad is also critical. If a bus shelter design has a QR Code in the lower right hand corner, the pedestrian may have to get down on his knees to properly scan the code. Always test your creative when using new technology. Also, take into consideration the environment.

Near-Field Communication (NFC) technology

There has been a lot of information lately about NFC technology. NFC allows for the transfer of data between compatible devices simply by placing them near each other (within four centimeters).

Some of the ways NFC is being used:

  • Airline ticketing/boarding passes
  • Sharing files between phones
  • Using your phone as a credit card
  • Getting information by touching smart posters
  • Brand Loyalty cards

Imagine buying products right off of a bus shelter. Many of the same creative guidelines that apply to QR Codes also apply for Smart Posters (NFC-enabled). However, there is a little more flexibility in that the consumer doesn’t have to take the time to snap a picture or find the NFC label in the lens. The consumer just has to be within the 4 centimeters to enable the technology.

Adoption of NFC technology may take a bit longer due to available technology, education and production costs of Smart Posters. QR Codes add virtually no cost to the production budget. But Smart Posters might be a little more prohibitive.

Wisdom of the Crowd Technologies

Does the crowd know best? Sometimes. Retailers have started using digital billboards, shelters and placed-based media to sell popular items, as well as items that aren’t selling. Stores can now communicate items and pricing with the public based on the inventory that is currently selling.

For instance, if a retailer has merchandise that is a ‘€œhot’€ seller, and they run out of stock, they can quickly change the digital creative to another item and price point. Also, if an interesting ‘€œconversation’€ is trending on their Facebook page, they can opt to change their creative to tie into what interests their customers. These campaigns are easy to implement with social media, inventory visibility and the flexibility of Internet technology.

Before initiating any interactive OOH campaign, do your research. There are many studies and associations available for most of these technologies. Not only does OAAA have many Interactive OOH case studies available on their website, but they also just released an Interactive OOH Primer. Contact Monisha Blair at OAAA at 202-833-5566 for more information.

If you have implemented an interactive campaign using these technologies, please send them to us to post on our site. We have over 450 agencies using our site as an information source.


Global NFC Device Market Projected to Reach $560 million in 2014

Near Field Communication Device Market 2014

In a recent Research and Markets Report, analysts from TechNavio forecast that the Global Near Field Communication Device Market will reach $560 million in 2014, driven by the growth of commercially available NFC enabled handsets (in particular smart phones) expected to hit the market. Around 60 million NFC enabled devices are expected to enter the market. Although there is a risk of security threats with the technology, consumer preference is increasing. The rise of NFC technology in smart phones has a particular implication on out-of-home advertising and digital place-based media. Expect to see innovative brands integrating NFC technology in advertising campaigns, such as mobile payments and the exchange of information.


NEC’S VUKUNET AND DOMEDIA ANNOUNCE STRATEGIC PARTNERSHIP

NEC Logo

Partnership Aims to Create End-to-End Solution to Propel Digital Out-of-Home Industry Growth

CHICAGO and COLUMBUS, Ohio ‘€“ April 7, 2011 ‘€“ NEC Display Solutions and DOmedia announced today the formation of a strategic partnership that creates an end-to-end solution for the challenges related to the buying and selling of digital out-of-home (DOOH) advertising.

DOmediaTM Powered by VUKUNET allows for the efficient planning, buying, management and measurement of large DOOH advertising campaigns across many different DOOH networks.  This new ability to scale and measure effectiveness of DOOH advertising during the life of a campaign addresses two of the last remaining obstacles to the widespread adoption of DOOH advertising.

According to PQ Media, the digital out-of-home ad medium is one of the fastest growing media in North America, with 18.1 percent compounded annual growth projected for the next four years.   Advertising agencies have indicated a willingness to invest more money in DOOH, but first require the industry’s adoption of standards in the areas of creative, ad serving, audience measurement and performance reporting.

DOmediaTM Powered by VUKUNET allows for the seamless integration of advertising agency and DOOH network activities from campaign planning through execution.  The solution incorporates DOmedia’s web-based, front-end media search, planning and buying tools with NEC’s back-end VUKUNET technology, which provides comprehensive ad inventory management, ad campaign placement, tracking, measurement and reporting capabilities to display to media buyers.  The combined solution is aimed at resolving issues with technology fragmentation by creating a standards-based solution that will benefit the entire DOOH market.

‘€œThe partnership with DOmedia will be the industry standard that will generate incredible growth in the DOOH industry,’€ said Pierre Richer, President and COO, NEC Display Solutions. ‘€œWhile the market matures, an open end-to-end solution will create value for both buyers and sellers by lowering operating expenses, increasing transparency and creating innovation like we’ve seen in the online and mobile advertising industries.’€

Sue Danaher, President of the Digital Place-based Advertising Association (DPAA), said:  ‘€œCompanies like DOmedia and NEC coming together help to propel the overall industry and bring innovative products to market for buyers and sellers to choose from. The investment from companies like these is a true testament to the exciting future opportunities for the digital place-based industry.’€

Among the benefits to media agencies and advertisers include an easier way to purchase and track DOOH media and a lower operational cost attributed to the buying process.  DOOH network operators will benefit from technology integration through inventory management, ad delivery, collaboration with agencies, and increased revenue potential.  VUKUNET’s unique approach allows the technology to work across many software platforms currently being used by network operators.

‘€œOne end-to-end solution from planning to execution for digital out of home advertising campaigns will enable advertising agencies to buy the medium on a larger scale more efficiently,’€ said John Muszynski, Chief Investment Officer, Starcom Mediavest Group. ‘€œThis kind of technology innovation ultimately helps agencies effectively service clients and puts them at a competitive advantage in the marketplace.’€

Rich Langdale, CEO of DOmedia, said:  ‘€œThe DOOH industry has a need for technology to solve a lot of problems with inefficiencies and standardization, and we are taking a step in the right direction.  The open, end-to-end approach we are building with NEC will ultimately benefit both the media buyers and sellers.  Everybody wins.’€

# # #

About NEC Display Solutions of America, Inc.

Headquartered in Itasca, Ill., NEC Display Solutions of America, Inc., is a leading designer and provider of innovative desktop LCD monitors, commercial- and professional-grade large-screen LCD displays, a diverse line of multimedia and digital cinema projectors, and integrated display solutions. NEC Display Solutions develops leading-edge visual technology and customer-focused solutions for a wide variety of markets, including enterprise, healthcare, education and digital signage. For additional information about NEC Display Solutions of America monitors, consumers can call (866) NEC-MORE, or visit the website at www.necdisplay.com. For digital images, please visit http://necdisplay.com/digital-media-library.

About VUKUNET

VUKUNET, from NEC Display Solutions of America, is the engine that powers the digital out-of-home advertising business. VUKUNET is the only universal ad serving platform that drives ads to any digital out-of-home network, regardless of content management system. VUKUNET makes the buying, flighting and reporting of digital out-of-home ad campaigns easy. For additional information about VUKUNET, visit http://www.vukunet.com or call (877) 805-VUKU. For VUKUNET logos and digital images, please visit http://www.vukunet.com/pressresources.aspx.

About DOmedia

DOmedia is the Out-of-Home Advertising Marketplace that simplifies the process of buying and selling media. Through its online platform, buyers and sellers can connect and do business more efficiently. The company product suite also includes a web-based planning and proposal platform for advertising agencies to efficiently plan and buy large out-of-home media campaigns. The company is privately funded and based in Columbus, Ohio. For more information and to do a free search, visit www.DOmedia.com.

 

Media Contact:

Philip Anast

Tech Image (for NEC Display Solutions)

(847) 279-0022, x238

philip.anast@techimage.com

 

Faraz Khan

Director of Marketing, DOmedia

614-324-2927

faraz.khan@domedia.com



The Digital Content Store for Digital Screens

As more and more digital screens pop up in high traffic venues across the country, digital networks are struggling to provide up-to-date, relevant content to viewers. Without a dedicated production team or a big name partnership with a content provider, digital networks and venues are left with little choice in terms of engaging content for their viewers. In order for the digital signage industry to be welcomed with open arms, it must provide value to the consumer without being overtly intrusive with advertising.

Screenfeed understands digital signage networks and how important fresh, engaging content is when it comes to attracting viewership. But they also know the toll it can take on a company that creates custom content to fill a playlist, then attempts to continually refresh it. Oftentimes, it just isn’t economically feasible to take that burden on for a digital network.

As The Digital Signage Content Store®, Screenfeed provides the best licensed digital signage content in the industry. Digital networks and operators can subscribe to a number of different channels. Screenfeed will mix them up automatically and consistently deliver the content to the network. And because it works with any digital signage software, you can schedule hours of dynamic content in just minutes! Whether it is one screen or a nationwide network, Screenfeed’s scalable solution can deliver. Plus, because many of their channels offer great looking hi-def content based on photos, graphics and information rather than video, you can get HD content at a low bandwidth.

So What Are the Different Channels?

News-in-Pictures
To attract attention to screens, these channels feature high resolution photos of celebrities, sports heroes, well-known places and events people recognize at a glance. Each photo is accompanied by a brief headline. News-in-Pictures channels include Top News-in-Pictures, Celebrity Life-in-Pictures, and Sports-in-Pictures. Screenfeed also recently added Health, OMG!, Tech, Business, World, Canada and UK News categories as well. Learn more »

Daily Video News
This channel engages viewers at a deeper level, providing videos that include a brief story of a breaking news topic including interviews, movie reviews, politics, business and sports. Choose to receive either a single news minute covering the best stories of the day, or subscribe to a full set of 5-9 video stories daily for each channel. Daily Video News channels include Today’s Top Video News, Entertainment Video News, Sports Video News, NewsMinute Daily Video, Showbiz Minute Daily, and Daily Celebrity News. Recently added channels include Today-in-History, Lifestyle, Tech, Business, and Strange News categories.

Weather Graphics & Video
You may not know it, but weather is the #1 requested type of content on digital signage. So why not give the people what they want? Stick with simplicity using the Basic Weather or Weather Graphics Package. Or you can really ‘€œwow’€ your audience with the HD Video Weather, Weather Radar Package, Premium Weather Center or even customize your weather services.

Infotainment
People want to be entertained. Using Screenfeed’s Infotainment channels, you can easily capture your audience’s attention with some fun facts and information that actually engage them. Perfect for doctors office waiting rooms, Healthy bites provides health information in HD that can be branded or sponsored. Also great for a waiting room or area with a captive audience is the Photo Trivia Channel, complete with HD photos and interesting facts about science, travel, celebrities, sports, nature and history. Or check out the Top Tweets Channel, a moderated feed of the most interesting and appropriate tweets of the day. Want to provide localized content? Try the Local Event Information channel, offering community, sports, music and theater event details. Screenfeed also provides unique content with the Celebrity Biographies channel and Weekly Fashion Review channel.

Ambiance
Captivate your audience with the ultimate visual appeal. Through the Naturescapes Channel, eye-catching high-definition footage of pristine beaches, mountains, dense forests and colorful rainforests combine with natural sounds and relaxing music to create the right environment. Want something a bit more exciting? The Extreme Sports Video Channel shows wipeouts, tricks and unbelievable scenery on water, land, snow and air. And perfect for banks, offices, hospitality, cafes, restaurants and golf retail, the Golfscape Channel offers breathtaking photography of golf landscapes around the world.

Learn more about Screenfeed’s Content Channels

Getting started is pretty simple.
1. Browse the vast collection of digital signage content channels and decide which of them you’d like to subscribe to. Once you’ve chosen your channels, call 1.800.461.3002 to subscribe.
2. Next, Screenfeed will gather info about your network and software, then set up your account to provide the right format and delivery method.
3. Finally, you schedule the content in your playlist.

Once the content is scheduled, delivery will be automated with no further work from the network.

To find out more or to subcribe, call Screenfeed at 1.800.461.3002 or visit www.Screenfeed.com.


ECOtality’s EV Project: Clean Energy Tech & Digital Ad Networks

EVProjectlogo

With a history in electric transportation that dates back to 1989, ECOtality North America has worked on every Electric Vehicle(EV) initiative in North America since the 1990’s. Under the guidance of ECOtality, the EV Project will install the largest EV infrastructure to date. The EV Project is scheduled to deploy 15,000 chargers and 8,300 EV’s in 2011. All chargers will have an individual digital display that will inform consumers of their charge event status and deliver advertising.

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