Digital Signage Insights

Responding to Chris Brogan's Bricks-and-Mortar Beatdown

dbweinfeld@gmail.com (David Weinfeld) — Wed, 02 Dec 2009 20:46:00 +0000

Chris Brogan, one of the Web's foremost thought leaders on social media and online communication, recently published a post on his blog in which he expressed his frustrations over the state of face-to-face retail. He, ultimately, concluded that there is little value to shopping at bricks-and-mortar establishments for most products these days.

Without getting into the full details of Brogan's retail misadventure (a search for the Timberland Earthkeepers brand boot), his frustration stemmed from contact with a string of apathetic store associates who lacked knowledge of Timberland's new line of boots.The negative aspect of his shopping experience was exacerbated by the fact that the Timberland store he visited had not yet received their first shipment of the company's new Earthkeepers boots. This element of the experience grew exponentially worse once Brogan returned home and found the shoes in stock on Zappos.

In summing up the whole experience, Brogan wrote the following:

I guess, in thinking this all over a bit more, I’ve come to realize that there’s really very little reason to walk into a brick and mortar retail store for most products these days. I can research better on the web. I can get better opinions on the web. I can find better deals via the web. And I can actually order something that was advertised, when using a web channel.

What does that tell YOU about retail?

Chris Brogan's large community of readers responded en masse. While a large number agreed with his criticism of Timberland ("Why couldn't the guy working at the original Timberland store pull up their corporate website and order them for him?"), some felt remiss that Brogan didn't offer actionable marketing or customer service solutions to improve face-to-face retail.

Shifting one's behavior to only shopping online, is not the answer. I wholeheartedly agree that the majority of face-to-face retail experiences underwhelm when compared to the online alternative. That doesn't mean, however, that bricks-and-mortar retail is relegated to a subservient position to its online counterpart; or that consumers must accept that most in-store experiences will leave them wanting more.

Bricks-and-mortar is not destined to become an irrelevant relic of the pre-digital age. If anything, deficiencies in bricks-and-mortar service create opportunities for change. I believe that we are headed toward a bricks-and-mortar retail revolution. The Web has fostered customer expectations that call for quick, efficient, and flexible service. With countless alternatives to shopping in stores filled with disenfranchised, apathetic associates, retailers cannot afford to let their bricks-and-mortar establishments become customer service graveyards.

E-commerce has changed the game for retail. Customers expect to find what they are looking for in an instant, receive recommendations based on recent purchases, and, ultimately, have the ability to shape their own shopping experience. Retailers need to take technologies from the Web and bring them into bricks-and-mortar. They need to equip associates with devices and technologies that enhance their product knowledge. Associates must have digital tools at the ready. They need to have detailed product information at their fingertips at all times. They must have the ability to pull up real-time inventory information, access product fact sheets with the push of a button, and offer store patrons customized assistance.

The days of unknowledgeable associates being the status quo are over. The lessons learned through e-commerce and web-based shopper analysis call for more robust in-store experiences. Just as e-commerce storefronts offer targeted shopping experiences based on consumer preferences so too must physical stores fluidly respond to the needs of different customers.

The solution isn't to transition to online-only sales channels, but to demand that face-to-face retail fulfills the same needs that consumers have come to expect online. Bricks-and-mortar retail is far from being as efficient, technologically-advanced, or flexible as it could be, and should be. This is one of the reasons why digital signage and self-service technology are such exciting fields to be in. Empowered consumers require retail experiences that speak to their individual needs and desires.

Beware Windows Black Screen of Death

dbweinfeld@gmail.com (David Weinfeld) — Tue, 01 Dec 2009 17:59:00 +0000

The phrase "Blue Screen of Death" sends shivers down the spine of every Windows user. It is more notorious than Twitter's "Fail Whale." To those in the digital signage and digital out-of-home media industries, the "Blue Screen of Death" is a universal symbol of networks gone wrong; an image burned in the brains of every operator whose networks have gone offline.

The "Blue Screen of Death" is to Windows-based computers what Carrot Top is to comedy. It haunts you while you sleep, lurking in the shadows, ready to ruin your day without an inkling of notice.

Thanks to recent Windows security updates, blue is no longer the only member of the BSOD club. We now also have the "Black Screen of Death" to fear.

Microsoft says it's looking into reports that its latest security updates are causing some Windows machines to stop working and display a mostly black screen with no desktop icons, taskbar, sidebar or other elements -- seizing up and displaying just a "My Computer" Explorer window, if they're lucky.

The issue reportedly affects a variety of Windows versions, including Wndows 7. PC World quotes the CEO of computer security firm Prevx saying it's "massively debilitating" for people who have it. (via TechFlash)

*If you come face-to-face with the "Black Screen of Death," Prevx has made a free fix for the black screen available online.

How Large Will Augmented Reality Be?

dbweinfeld@gmail.com (David Weinfeld) — Mon, 30 Nov 2009 20:51:00 +0000

Is it a gimmick?

Is it a game-changing technology?

Is it destined to be abused by spammers?

Is it the holy grail to bridging the gap between our digital and physical worlds?

These are just some of the questions circling above augmented reality, a technology that can superimpose graphics or information over the real world in your phone’s viewfinder. The hype around augmented reality is at a deafening level. While some are sounding its death knell, the majority are beating the drum of the technology solution's mainstream arrival.

The question still remains, however, as to how large the augmented reality market will be.

Juniper Research is saying the market could grow to $732 million in five years, from just under $2 million next year. ABI Research has a more modest estimate: $350 million in annual revenues by 2014. That’s on the back of three primary revenue models: upfront payments to buy an app, subscription fees or paid premium versions and advertising.

The first two are self-explanatory, and might work well with augmented reality games. Advertising could take several forms. You might see augmented reality coupons or sponsored information tags as location-based services become more adept at serving ads based on your historical search needs and where you are. A couple of augmented reality browsers like Acrossair’s Nearest Tube or Layar could incorporate sponsored layers. For example, Starbucks could pay to add a special augmented reality layer to an existing browser showing nearby coffee spots. Or it could buy access to the technology to build its own app.

But there are reasons to remain skeptical. Venture capital firms have been relatively reluctant to back these young companies — Amsterdam-based Layar is the only company in the last three months to announce a round of venture funding. The larger and older businesses, Metaio and Total Immersion, are launching mobile products on the back of the businesses they’ve already built through augmented reality marketing and factory layout projects from the past. ( See an example here.) (via VentureBeat)

The greatest hurdles to augmented reality's growth are the pace and depth of adoption. In order to generate significant attention from advertisers, beyond experimentation with the technology, augmented reality needs to reach critical mass. The more people that download and use applications like Layar, the greater the market's upside potential. With greater buy-in from mobile operators (choosing to pre-install augmented reality applications on their phones), the technology could experience accelerated growth.

Just as we're seeing with 2D barcode technology, the market will only grow as fast as user demand and adoption dictates.

Digital Signage is Not TV

dbweinfeld@gmail.com (David Weinfeld) — Mon, 30 Nov 2009 17:20:00 +0000

TV isn't even television anymore. Or at least it doesn't want to be. The major television networks want to be considered as anything but singular TV channels. To say that the classic television model is broken, is a gross understatement.

The alphabet networks are clamoring to reimagine themselves as multi-platform media entities. They endeavor to be leaner, smarter, and more in-tune with today's empowered consumer. They are running as far and as fast as they can from being viewed solely through the lens of television. They're aggressively spreading their reach across the Web, mobile, and online video networks.

To extend the breadth of their content distribution so to reach an ever-moving consumer, the likes of CBS, ABC, and CBS are making their shows freely available online. They are actively involved in social media, attempting to connect with their viewers through every possible digital channel. They have made it abundantly clear that their survival is dependant upon eliminating the boundaries that once confined their content to a single medium.

If television isn't TV anymore, why would anyone want to frame digital signage within the context of TV? It doesn't make sense to tie an emerging industry to one that is in disarray.

Digital signage and digital out-of-home media networks must endeavor to be robust media organizations instead of "TV channels." We need to collectively remove the titles in-store TV and place-based television from our industry vernacular. We need to embrace the fact that Digital Signage is Not TV!

World's Largest Multi-Touch Wall: Now I Really Have Touch Screen Envy

dbweinfeld@gmail.com (David Weinfeld) — Wed, 25 Nov 2009 20:41:00 +0000

ring°wall from SENSORY-MINDS on Vimeo.

The world's largest multitouch multi-user wall has a total surface area of 425 square meters. The two-piece ring°wall consists of a giant LED display and a multitouch information wall. Powered by 15 high definition projectors and supported by 30 directional speakers; more than 80 users can simultaneously interact with the one-of-a-kind multitouch wall.

Will You Unearth the Holy Grail of Digital Out-of-Home?

dbweinfeld@gmail.com (David Weinfeld) — Wed, 25 Nov 2009 17:40:00 +0000

The holy grail of digital out-of-home media hasn't been unearthed yet. The pieces are out there. They are just lying in wait.

An industry-defining company must seize the opportunity to mix the full gamut of media sector technological advancements with the advertising reach the platform affords. It must be done in a way that's going to captivate the masses. Combining the best of online, social media, mobile, place-based media, and user-generated content, is necessary to create the perfect storm of opportunities within the DOOH space.

It's critical to leverage the fullness of the medium while paying attention to, and planning for, our shifting media landscape. The DOOH industry cannot be looked at as thought it were outside of the sphere of other media properties. It isn't a separate entity. It is a piece of a robust ecosystem, in which symbiotic relationships foretell success.

The opportunity exists to create a media company born from a multi-layered approach to an industry that is in flux. A seismic shift in consumer behavior is pulling at the fabric of how individuals communicate, broadcast messages, share content, and interact with brands.

Why can't the next great media company emerge from the digital out-of-home space?

Combine the reach of place-based media with the mass distribution potential of the Web to form a fluid, nimble, efficient, and robust media entity; one that blankets the out-of-home space and supports the redistribution of power occurring online.

Microsoft Pivot Explores How We Interact w/ Information

dbweinfeld@gmail.com (David Weinfeld) — Mon, 23 Nov 2009 21:21:00 +0000

The researchers at Microsoft Live Labs develop experimental applications that examine and reimagine how people interact with information. Pivot is one of the group's newest experiments, and, arguably, its most ambitious to date. As described by Microsoft Live Labs, "Pivot makes it easier to interact with massive amounts of data in ways that are powerful, informative, and fun."

As illustrated in the video below, Pivot offers users an intuitive interface for the exploration of massive quantities of information. With more data and information being added to the Web each passing day, a tool like Pivot could prove invaluable in navigating these rising waters.

Microsoft Live Labs Pivot

Pivot gives users the power to slice and dice information, giving them the ability to extract as much value as possible. The application visualizes relationships between vast collections of data so individuals can forge deeper connections with that data. The objective is to immerse users in the experience itself.

In giving people powerful tools to make more sense of more information, Pivot could be leveraged in a number of different ways across an organization. I see the uber-visual nature of Pivot, coupled with its intuitive interface, as a perfect tool for customer-facing interactive applications. Imagine utilizing Pivot within a music store as a means to navigate the retailer's entire catalog.

The unique way in which Pivot handles massives quantities of information makes it an ideal application to facilitate quick, efficient, and flexibile in-store product searches.

Chris Brogan Opens Up About Social Media at Web 2.0 Expo

dbweinfeld@gmail.com (David Weinfeld) — Fri, 20 Nov 2009 20:57:00 +0000

I just finished watching Chris Brogan's presentation from the Web 2.0 Expo, and the first thing that I wanted to do was to share it with all of you. I think that in doing so I am heeding Chris' message.

Chris Brogan: "The Serendipity Engine"

SixthSense Paints the Physical World with Digital Information

dbweinfeld@gmail.com (David Weinfeld) — Thu, 19 Nov 2009 21:26:00 +0000

When MIT researcher Pattie Maes introduced her team's SixthSense device at TED in early 2009, the technology community universally praised the groundbreaking innovation. In earlier articles, I wrote of the device's ability to seamlessly connect our digital and physical worlds.

SixthSense provides an intuitive interface that allows the user to access, via projected displays, meta-information on objects and places he comes in contact with. The device unleashes the power of a smartphone onto the canvas of our physical world. Comprising an off-the-shelf web cam, mirrors, a smartphone, and a pico projector, SixthSense presents information to the user as though it were flowing from his consciousness. With the functionality of being able to turn any surface into a display, SixthSense can truly paint the physical world with digital information.

Pranav Mistry, one of the creators of the device, recently presented new research around SixthSense at a TED Conference in India. I have attached the video below for your review. I recommend watching the full 13 minutes. It illustrates the true spirit of innovation.

Pranav Mistry: The thrilling potential of SixthSense technology

The SixthSense device grew out of earlier research projects in which Pranav Mistry experimented with the idea of bringing parts of the physical world into that of the digital. These projects included intelligent sticky notes and a pen that writes in 3D. What's so amazing about SixthSense is that its components cost little more than $300. Its designers aren't driven by money, but instead want to make digital information more accessbile to the masses.

There are scenes within the attached video that showcase SixthSense's ability to layer real-time digital information on top of physical objects. Imagine pulling an airline boarding pass from your pocket and having up to the minute flight data projected directly on it. Think about the ways in which SixthSense could extend the power of printed newspapers: superimpose videos, tagged images, and real-time weather data on top of articles as you navigate between pages.

In an amazing declaration at the recent TED Conference in India, Pranav Mistry and his team will be open sourcing SixthSense's software. In doing so, he believes the community at-large (developers, programmer, etc, building applications on top of the SixthSense software platform) will be able to accelerate and enhance his mission of bringing technology to the masses.

Nike Forgoes Digital for Static to Promote Harajuku Store

dbweinfeld@gmail.com (David Weinfeld) — Wed, 18 Nov 2009 22:03:00 +0000

Imagine you're a major Fortune 100 brand and you're launching a new flagship store in Japan. So to keep the store's look and design a secret, you shield its frontage until the grand opening. To build buzz and excitement around the store's unveiling, you decide to construct a mural at the location that showcases images which embody your brand. Taking the execution a step farther, you determine that changing the images every night would heighten the impact of the mural.

So here you are. You have a large storefront (1.5X the size of a highway billboard) to cover with a mural; a mural that you aim to change every night. You're left with a decision: STATIC or DIGITAL?

With static signage, you have to bring in a crew to change the mural images every night. The size of the storefront necessitates the use of construction lifts so workers are able to update the design daily. You only have the ability, due to traffic and costs, to change the mural once each day.

With digital signage, a single person, located anywhere in the world, can change the mural multiple times a day through a few clicks on his keyboard. The infrastructure costs will likely be higher, but you won't have to bear any of the ongoing costs that weigh down the static option. Plus, you have the option to choose a range of different digital executions, such as an LCD array or a large-scale digital rear-projection ( see Inwindow Outdoor, Monster Media, or Windowgain). The digital option is more visually arresting and gives you greater creative flexibility.

Did Nike make the right or wrong choice?

Nike Harajuku Store

YouTube Direct to Bring Citizen Journalism to Digital Out-of-Home Media

dbweinfeld@gmail.com (David Weinfeld) — Tue, 17 Nov 2009 21:32:00 +0000

I often write about the potential for user-generated content to have a major impact on the digital out-of-home media industry. I believe wholeheartedly that there is a wealth of UGC that would fit seamlessly into existing networks and those that haven't even been conceived yet. User-generated content could very well satiate the appetite of digital out-of-home media networks that crave daily meals of news and entertainment content.

The overwhelming barrier to the wide acceptance of user-generated content across traditional and emerging media platforms is the sheer size of the market. What could be looked at as its greatest strength (a vast portfolio of user-created videos that cover a diverse range of topics) is undoubtedly its largest weakness. With thousands of new videos being uploaded to YouTube every hour, seperating great content and talent from everything else is a daunting task.

YouTube continues to update its platform to make finding worthwhile videos easier, but significant burden still rests on the viewer. When the site visitor is a media organization looking to identify best of class user-created content to include within its core programming, YouTube stands to greatly benefit in making that process as efficient and painless as possible.

Welcome YouTube Direct, “a new tool that allows media organizations to request, review and rebroadcast YouTube clips directly from YouTube users.” With YouTube Direct a news organization will be able to integrate a video upload tool directly into its site. YouTube Direct will allow these news groups to screen video uploads as they come in, and use the best clips for their broadcasts and on their websites. How valuable could this tool be to media companies looking to expand their coverage, and the breadth of their content?

Immensely Valuable.

How YouTube Direct Works (Video)

Adobe Adds Multi-Touch Support to Flash Player and AIR

dbweinfeld@gmail.com (David Weinfeld) — Tue, 17 Nov 2009 17:51:00 +0000

Adobe just released two new (highly anticipated) software products: Flash Player 10.1 and AIR 2.0. Both applications include a number of new and upgraded features. The products are being released under the "beta" label.

The links to the products are now live: Flash Player and AIR.

Perhaps the most exciting enhancement in AIR 2 and in Flash Player 10.1 are the new multi-touch APIs. In Windows 7, AIR apps can respond to multi-touch and in both Windows 7 and Mac OS X Snow Leopard, they can respond to gestures.

In this video (below), Adobe's Kevin Lynch demos a multi-touch app on an HP TouchSmart computer:

Obviously, Adobe is excited about this new feature, too, because they've released not one but four sample applications that demonstrate multi-touch in action:

- GeoTest: Lets you move images around the screen using a built-in physics engine. Download Installer Source

- PhotoPhysics: A multi-touch app with a built-in physics engine. Download Installer Source

- SpriteFract: A multi-touch app with a built-in physics engine that demonstrates a mouse-compatible, direct-manipulation interface. It also uses PixelBender to asynchronously process a large amount of geometry data. Download Installer Source

-TouchTest: Lets you drag, scale, and rotate images on the screen. Download Installer Source

(via ReadWriteWeb)

Final Thoughts From the Digital Signage Show

dbweinfeld@gmail.com (David Weinfeld) — Tue, 17 Nov 2009 01:39:00 +0000

The Digital Signage Show has turned into a Must Attend event. It is a great east coast counterpart to the Digital Signage Expo. They are industry gatherings that cannot be missed.

Echoing the call of my colleague Paul Flanigan, we need to bring the digital signage and kiosk vendors together rather than confine them to different areas of the show floor. It's just as important for executives and stakeholders from either sector to be able to easily meet one another as it is for attendees to have the ability to seamlessly move between digital signage and kiosk vendors. The worlds of digital signage and kiosks are colliding. There is no reason to prevent that collision from happening right on the show floor.

The keynote presentations and conference sessions were very well attended. Guests listened attentively to conference speakers, hoping to glean as much information as they could from industry luminaries. It was evident that attendees were in search of education in all areas of digital signage, including technical infrastructure, network operation, business strategy, content creation, and advertising sales. Every session that I had the joy of sitting in on offered attendees best practices and high-level thinking to carry forward to their businesses.

I had many great conversations on the show floor with representatives from a diverse range of companies. From sales executives with BBC Motion Gallery to Brian Ardinger at Nanonation, everyone spoke with great passion about the breadth of opportunities that lie ahead for our industry. It's important that we work together in seizing these opportunities. As opposed to looking at one another as competitors, technology providers going after the same segment of an organization's budget, we must collectively promote the diverse benefits of digital signage and self-service systems under a unified banner. In doing so, we will all have the greatest chance to be successful. And, our industry will be better for it.

Wearable LED Dress: Technology and Fashion Collide

dbweinfeld@gmail.com (David Weinfeld) — Fri, 13 Nov 2009 19:45:00 +0000

The gown is breathtaking. A little over the top? Yes. But, awe-inspiring, none the less.

Each of the flat, extra-thin LEDs that illuminate the dress measures a mere 2×2 millimeters, but they work together to create a dazzling light show of hundreds of colors that pulse across the flowing skirt. The whole display can be powered with just a few iPod batteries for 30 minutes to an hour.

The intricate circuitry that underlies this futuristic frock was painstakingly hand-embroidered on a layer of silk, imbuing it with the fluidity of fabric. 24,000 LEDs work together to create a dazzling light show of cascading colors. (via ecouterre)

The dress will be on permanent display at the Museum of Science and Industry in Chicago. While still in prototype stage, one could envision such a garment living in the worlds of both fashion and advertising some day.

Does Your Company Leverage Digital Signage?

dbweinfeld@gmail.com (David Weinfeld) — Thu, 12 Nov 2009 21:52:00 +0000

Digital signage's utility as a corporate communications tool is often overlooked. While companies frequently approach the industry under the auspices of building customer-facing platforms, leveraging the technology internally can be just as, if not more, transformational to an organization than if it were to build a network solely focused on external clients.

As a critical "enabler" to the achievement of broad communication objectives, digital signage creates unique, engaging informational touch points designed to activate an entire organization. The delivery of real-time messages in concert with interactive applications can enhance a company's operations from the bottom to the top of an organization.

It is becoming increasingly difficult for companies to spread the necessary information that serves as the foundation for their employees to perform their jobs at the highest level. Companies continue to employ the same tactics without seeing any improvement Just as static messages and traditional media struggle for our attention in a society now dominated by connected consumers, the corporate environment is no different. In order to engage employees, companies must forget about traditional bulletin boards and paper signs. Organizations must leverage the same technologies internally that it uses to connect with its customers externally.

The efficacy of an internal digital communication networks far surpasses traditional means of distributing corporate information to employees. As opposed to depending upon staff members to open emails and visit the company's intranet site, digital signage puts critical messages front and center in a manner that is nearly to ignore.

Times Square Gets Free Wi-Fi, Courtesy of Yahoo

dbweinfeld@gmail.com (David Weinfeld) — Thu, 12 Nov 2009 16:46:00 +0000

I see this as a growing trend across heavily trafficked public spaces. We will continue to see companies (Google just announced an initiative to provide free Wi-Fi in 47 airports during the holiday season) foot the bill so that consumers can access Wi-Fi free of charge in entertainment venues, large-scale public spaces, metropolitan parks, etc.

In the case of Times Square, the mecca of the digital out-of-home world, Yahoo is providing free Wi-Fi to the landmark's 500,000 daily visitors. With the increased penetration of smartphones and the rising number of consumers who have some form of connected device in tow, Yahoo is providing a valuable service that reinforces its brand, increases awareness, and drives traffic to Yahoo.com.

Digital Signage Show - Digital Signage, Interactive Applications, and Their Future

dbweinfeld@gmail.com (David Weinfeld) — Wed, 11 Nov 2009 17:30:00 +0000

Yesterday I had the opportunity to attend quite a few of the conference sessions. Of those that I attended, they were all very good. I also heard great things about Chris Borek's session. After meeting Chris for the first time yesterday, I'm confident everyone who attended his session gained invaluable information about digital signage best practices.

There really was only one instance (and I'm not going to name names) of nothing but a sales presentation. Luckily, it was only half of a session in which the first speaker had a lot to offer.

One of my favorite sessions was led by Ken Goldberg, CEO of Real Digital Media. Ken happens to be one of the top minds in our industry. He offered great insights on the potential and opportunities for convergence between digigtal signage and interactive applications. Attached below are my notes from his session:

Digital Signage
One-to-Many
Mostly dispensing info.
Synchronous
A call to action
Impressions

Interactive Applications
One-to-One
Collecting and dispensing info.
Asynchronous
A transaction
Transactions

Convergence
Kiosk attractor loop as form of digital signage
- Technical hurdles to get past, but interesting opportunity
- Shared back end management tools

Customer-controlled in-store solution: On-demand digital signage content – engage and suspend scheduled presentation/select content
(Home Depot example)

Convergence vs. Coexistence.

Overlap in areas of commonality

Interactive apps. – operational folks
Digital Signage – controlled by marketing folks

Cross the chasm through INTEGRATION and MOBILE

Many believe that integration with external applications is the “holy grail” of acceptance .For true integration to happen, the same entity needs to own both ends. (Walmart needed to be in control of every aspect of the data, system, etc.)

Mobile can provide the link between a call to action and the action itself

Mutual Learning
- content distribution
- short form enagement
- Data collection

Boundaries of convergence
- internal owners
- external owners (venue owner vs. third party)

Integration points
- Transaction systems vs. marketing systems

Privacy
- Corporate HR
- Healthcare HIPAA

Coexistence
- Digital signage will add interactive features
- Interactive apps may borrow from digital signs as well
- The two are unlikely to converge into one application
o Being good at either requires different focus and skills.

Decision-Making
- Start w/ objectives
- Worry about capabilities/requirements
- Understand the target environment
o External systems
o Third party requirements
o Politics
o Timing

Digital Signage Show - Thoughts from Day #1

dbweinfeld@gmail.com (David Weinfeld) — Tue, 10 Nov 2009 21:00:00 +0000

The traffic on the show floor today has been very good. Some of the conference sessions I attended were packed. While things have slowed down a bit this afternoon, all in all, exhibitors and attendees should be very happy with Day #1 of the Digital Signage Show.

The keynote presentation delivered by Gregg Kaplan, President and COO of Coinstar was standing room only. Considering the success of Coinstar's Redbox unit, of which the speech was focused, it was pretty easy to see why attendees were hanging on Kaplan's every word.

It was interesting to hear about the growth of Redbox direct from the horse's month. Having originated as a multi-product kiosk outside of McDonald's, I wasn't surprised when Kaplan talked about how entrepreneurs shouldn't be afraid to change their business models when they see that there original plans are not working.

Another nice piece of the keynote included Kaplan citing the winner of Coinstar's $10,000 Big Idea Contest. The Winner was ecoATM, a consumer electronics disposal kiosk (a company that I will certainly expand upon in the near future). We'll be seeing a lot more ecoATM systems in the near future.

I have had some great conversations through the first day of the show, including a thought-provoking and insightful discussion with Chris Borek from Target, my colleague from the Preset Group Paul Flanigan, and Eric Mauriello from Schematic. The engaging conversation encompassed the role interactive systems play in retail and the need for such applications to be used more within store environments. I wish I had a transcription of the conversation to share with you. Seeds from the conversation will surely find their way into future posts.

Be on the lookout for further information about the show and some of the conference sessions I have attended.

For On-the-Go Mobile Coupons, Consumer Customization is the Key

dbweinfeld@gmail.com (David Weinfeld) — Mon, 09 Nov 2009 21:16:00 +0000

With the rise of location-based mobile services like Foursquare, Gowalla, and Loopt, more and more consumers are broadcasting where they are throughout the day. The emerging trend extends from checking-in at bars/restaurants to earn special badges to keeping your social network abreast of every detail of your life. As an ever greater number of people join these services and participate in increasingly vibrant mobile communities, advertisers will gain an enhanced ability to deliver targeted offers at the moment of truth (right when you pass in front of a retail store, restaurant, or cafe).

In a recent display of the company's On-the-Go mobile couponing capability, AT&T detailed a scenario in which a consumer would receive SMS offers from every retailer nearby. While some in the marketing community may claim that this is an amazing solution that all consumers would clamor for, I believe that such a proposition is quite dangerous if not handled with the utmost responsibility and care. Who would really want to receive an endless flow of mobile offers from every retailer in sight? I struggle to think that any person would find long-term value in that.

It can't be denied that location-based mobile applications and social networks create amazing opportunities for brands and retailers. Location awareness creates opportunities for just-in-time promotions and campaigns that leverage real-time consumer data. In the sphere of location-based mobile services, advertisers must always remember that WITH GREAT POWER COMES GREAT RESPONSIBILITY.

In ceding some of that responsibility to consumers themselves, its provides the greatest chance that everyone will emerge as winners. Consumers will receive relevant, targeted ads/offers they welcome, and advertisers will forger greater relationships with customers through flexible, efficient, and timely mobile campaigns. Once opted into a specific LBS (i.e. Foursquare), consumers must be given the ability to opt in and out of offers from specific advertisers and within specific verticals.

Instead of receiving a barrage of text offers and mobile coupons, as though opting into a mobile service meant releasing the dam to an entire mall's worth of promotions, a person must have the ability to create finite boundaries for what offers and information he chooses to receive. I envision a system in which a person can create a "mobile offer profile" that can be as specific and detailed as he wants (option to drill down to specific savings amounts, types of apparel, times of year, etc).

Within his "mobile offer profile," a consumer would also have the ability to create a virtual wallet to house all of his mobile coupons. Rather then being alerted of every offer via a text message, coupons could go directly to a person's virtual coupon wallet. He could search through the wallet via a web-based interface in which he would be able to segment offers by category, amount, location proximity, etc.

The key to achieving success with on-the-go mobile coupons is consumer customization.

WSJ Office Network Takes Brands Beyond the Screen

dbweinfeld@gmail.com (David Weinfeld) — Fri, 06 Nov 2009 21:24:00 +0000

Supporting my argument for greater integration of experiential and guerrilla marketing with digital out-of-home media, companies advertising on the Wall Street Journal Office Network have realized strong returns in complementing their campaigns with in-lobby sampling programs. Hyper-targeted events for Blackberry, in which brand ambassadors introduced office workers to the company's newest smartphones, successfully played off the brand awareness the mobile manufacturer generated through ads on WSJ Office Network displays.

WSJ Scores With Out-of-Home Digital Screen Strategy

"The opportunity to put product into people's hands is a tremendous complement to the media playing on our screens," said Jim Harris, CEO of the Wall Street Journal Office Network.

Why to Fear the Potter's Wheel

dbweinfeld@gmail.com (David Weinfeld) — Thu, 05 Nov 2009 20:54:00 +0000

In the early days of television, most output was live. The hours of broadcast were limited and so, for test purposes, a test card was commonly broadcast at other times. When a breakdown happened during a live broadcast, a standard recording would be used to fill-in. On the BBC, a film of a potter's wheel was often used for this purpose... (Wikipedia)

Whether you operate a web property or a digital signage network, its critical that you remove the word "FILLER" from your vocabulary. Producing engaging content and filling your screens are mutually exclusive. One is created to deliver value, whereas the other is a means to end.

If you're struggling to find the right content strategy for your network, or if pages of your website and quadrants of your screen are blank, don't just FILL them in for the sake of moving forward. In doing so, you're only moving backward.

Don't insert a news ticker or weather map into your content frame because you can't think of anything else to put there. Move beyond the lowest common denominator.

Even a potter tires of watching a potter's wheel.

Daffy's and Screenvision Partner on Guerrilla Cinema Campaign

dbweinfeld@gmail.com (David Weinfeld) — Wed, 04 Nov 2009 20:55:00 +0000

With cinema advertising's growth into, what some would argue, its own media bucket, companies are increasingly working to separate themselves from other on-screen advertisers. This drive for uniqueness has initially manifested itself into cinema campaigns that utilize mobile interaction. Now, thanks to a collaboration between clothing retailer Daffy's and Screenvision, guerrilla marketing tactics are being added to the cinema advertising mix.

Moviegoers got more than they bargained for on Friday night, when dancers streamed onto the stage at New York City's Ziegfeld Theatre just prior to a showing of "Amelia." For three and a half minutes, 10 dancers performed what Screenvision says is a first-of-its-kind live in-cinema ad. The "Fitting Dance" was accompanied by images on the movie screen behind the dancers. Only near the end was it revealed that patrons had been watching a lengthy ad for Daffy's. (via Ad Age)

I have long held that there are number of synergies to be realized in bringing together guerrilla marketing and digital out-of-home media. We have seen minimal use of brand ambassadors and live promotions to enhance DOOH campaigns.

Companies like Monster Media and Inwindow Outdoor, whose interactive streetlevel billboards are designed to get passersby to engage in branded experiences, would be well-served in integrating elements of guerrilla marketing into some of their campaigns. For example, Monster Media could have brought in cheerleaders during peak traffic periods to generate further buzz and energy around the company's recent interactive campaign for Monday Night Football.

If I were Daffy's, I would extend its guerrilla cinema campaign to the streets. Using the same digital media content as shown in Daffy's cinema ads, I would partner with a company like Monster Media, Pearl Media, or Inwindow Outdoor and transform a digital streetlevel billboard into a flash mob dance performance.

Parking FAIL Turned Into Hyundai Brand Win

dbweinfeld@gmail.com (David Weinfeld) — Wed, 04 Nov 2009 19:44:00 +0000

How do you tap into the stream of social media and forge stronger relationships with customers?

The following story is one of the best illustrations of how a brand can elevate itself in a world of YouTube and social networking.

There's a video circulating on the Web (over 1.7 million views on YouTube) that shows the worst parking job you will ever see. The driver of a BMW SUV accelerates through a parking spot and destroys two cars in the process. And, to top it all off, leaves the scene of the crime.

Left in the wake of the hit and run crime was a 2004 Hyundai Elantra that was crushed beyond repair. You can imagine how the owner must have reacted when he returned to the parking lot to find his car with a flattend roof and windshield.

Thanks to Hyundai of Canada the story didn't end here...

With the video of the incident spreading across the Web, Hyundai of Canada learned of their customer's plight and seized the opportunity to do something GREAT.

What a brilliant move by Hyundai. The company has turned a massively popular viral video depicting a ridiculous crime into a towering example of Hyundai's lasting relationship with its customers. This is a great PR and marketing win for the company. The momentum of the parking accident video is driving increased coverage of Hyundai's act of kindness.

The last frame of Hyundai's video response says it all:

"At Hyundai, we like a story with a happy ending."

Digital Display Networks Has Hands Full w/ 7-Eleven

dbweinfeld@gmail.com (David Weinfeld) — Tue, 03 Nov 2009 20:41:00 +0000

There has been a lot of Web noise today about the announced 7-Eleven TV network. While republishing the press release is a nice way to get the word out, such "reporting" doesn't get at the heart of what Digital Display Networks, 7-Eleven's digital signage operations partner, faces in partnering with the c-store operator.

7-Eleven has been down this road before; a road that ended in a deep precipice. 7-Eleven didn't fall in, but its partner certainly did. 7-Eleven's first foray into digital signage grew out of the company's partnership with Next Generation Networks (NGN), a once promising media startup that exploded with the Internet bubble. NGN paid a steep price to get into bed with 7-Eleven, agreeing to pay a minimum of $3 million in yearly partnership fees. NGN's contract with 7-Eleven also included a clause that guaranteed the c-store operator a payment of $150,000 if NGN failed to install its network in at least 4,800 7-Eleven stores. Furthermore, 7-Eleven had the right to terminate the partnership agreement with just 30 days notice if NGN didn't meet the 4,800 installed location mark.

It should come as no surprise that NGN failed to meet the required rollout schedule. Buckling under the pressure of high infrastructure costs and exorbitant partnership fees, NGN now lives as a digital signage cautionary tale. The company went from raising $96 million in investment capital and heading toward an IPO to existing in perpetuity as a digital signage punch line.

There's a great article on the old Webpavement blog (NGN E*billboards - What Went Wrong? ) that details NGN's demise. It's a recommended read for everyone in the industry.

7-Eleven didn't put any skin in the game. Any digital signage professional worth his salt will tell you that a retailer must have a vested interest in an in-store network for it to have any chance for success.The Company wrangled NGN, much to its own shortcomings, into a one-sided "partnership." What's to say that 7-Eleven is interested in anything different this time around?

My assumption is that DDN is fronting all of the capital for the network; thus banking its future on 7-Eleven TV. Once again, 7-Eleven is in a position to suck the life from another digital signage startup.

What do you think will happen?

"Virtual Street Corners" - Knight News Challenge Winner

dbweinfeld@gmail.com (David Weinfeld) — Thu, 29 Oct 2009 14:06:00 +0000

Virtual Street Corners is an innovative digital out-of-home media project designed to connect socially isolated neighborhoods. The project is the brain child of new media artist John Ewing. Using rear-projection and video conferencing technology, the Virtual Street Corners are to become windows into communities with different socioeconomic backgrounds, in an effort to encourage the residents to interact.

The concept grew out of the 2010 Knight News Challenge, a contest awarding as much as $5 million a year for innovative ideas that develop platforms, tools and services to inform and transform community news, conversations and information distribution and visualization.

The Knight Foundation awarded Ewing a grant of $40,000 to bring his Virtual Street Corners to life.

John Ewing, Virtual Street Corners from Knight Foundation on Vimeo.

Scheduled to debut May 15th 2010, Virtual Street Corners takes a large storefront window located in front of a bus stop in each neighborhood and transforms it into a video screen. These video screens, which will stream a real-time feed 24/7, will literally provide a window into the other community in an effort to encourage the residents to interact. The screens will also serve as media centers for news collection and reporting, creating a ‘virtual town hall.”

In order to facilitate personal interaction and news reporting, Virtual Street Corners has organized three citizens from different areas of each town to report daily news on a scheduled basis. In addition, there will be a website that streams both live feeds and hosts podcasts/videocasts for download. (via PSFK)