The status and best practice of the current European Digital Signage Market Adrian J Cotterill Industry Analyst, Co-Founder DailyDOOH and WeAreON.com

“A network of displays that can be remotely managed and whose business model revolves around merchandising or advertising” Network Types... Self Financed / Branding Financed Through Advertising Mixed / Hybrid Digital Out of Home In-Store TV Digital Screen Media Retail Media Networks Narrowcasting Place Based Media Shelf Edge Labels Video enhanced Shopping Carts Captive Audience Networks Screen Networks AKA / Also Seen As... Digital Signage Definition(s) ‏

General Outdoor Billboards, Posters Stadiums, Exhibition Halls Mobile Airports, Railway Stations Examples... High Impact

High Street Retail Grocers Shopping Malls Petrol Forecourts ATMS Examples... Retail

Leisure, Pubs, Clubs, Bars Transport, Taxis, Trains, Buses Hair Salons Waiting Rooms QSR Examples... Captive Audience

Cost reduction of POS Instant customer message – action Brand enhancement Time of day content targets specific types of customer Centrally controlled campaign management tools Brand relevant feel-good editorial content Third party brand activity Wrong adverts Embarrassing brand collision Wrong colour schemes Can't choose music No interactivity No control of ambience Presenter Led Family Values Wrong Language Bad language Why not MTV? Why Retail Digital Signage?

Advertising Content Do customers remember the advertising they see on screens? Does advertising on your network increase brand perception lift? Does the advertising prompt unplanned purchases? 15 Neo advertising, Food Courts 10 VMG / Clear Channel, Shopping Malls 7 Eye Corporation, Airports 7 Neo Advertising Retail 5 Tesco Screens Shoppers Move !!!

Legacy Offline Screens You have screens but can you guarantee that they are turned on and that they are playing relevant content? You have content but can you target your customers by time of day or week or make seasonal adjustments? Compliance for Digital Signage and Screen Networks Relevance with regard customer habits, buying patterns, stock levels, time of day etc. Can you sell what's selling or if you prefer sell what's not selling? Industry Problem

Imitate The Norm It's not Television and it's not Digital Signage! Think Poster+ rather than “TV minus something” Digital Out of Home is a content delivery business Screens won't be traditional screen shaped Branded fixtures more common Device based signage solutions will prevail EPOS based networks will become more common We will see more Shelf edge labelling More active digital signage rather than just passive Trends

Note: Poor graphic quality due to Screen Shot Content Delivery Roadmap

Building A Solution A Clear Strategy and Vision requires a mix of... Customer Retail Pyschology Marketing Communications Video / Graphic Design Technology – both AV and IT What content should go on the screens? What's the eye-on-screen dwell time? How long should content segments be? How should the content be day parted? What is the wear out time for content? ALSO where should screens be placed, how many and what size!!! Screen Content

Most retail sound is arbitrary, incongruous and HOSTILE Main affect is to reduce dwell time Need to create audio brand guidelines Remove inappropriate noise Optimise acoustics and install a decent sound system Consider the whole soundscape LISTEN. SHUT YOUR EYES The Sound Agency Sound Matters