DIGITAL SIGNAGE • What Is It For? • Key Elements • Setting-Up Your Own Project
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SMARTreport Information Intelligence by THE FREE DOWNLOAD of "Out of Home Digital Media" SMARTreport is offered by couv_SMR_DS_07.qxd 17/01/07 10:14 Page 1 SMARTreport Information Intelligence by DIGITAL SIGNAGE • What is it for? • Key elements • Setting-up your own project KEY MARKET FIGURES AND PROJECTIONS Detailed research data CASE STUDIES Top projects around Europe KEY DIGITAL SIGNAGE CLEVERDIS Edition in association PLAYERS with SCREEN MAGAZINE Who does what? JANUARY-FEBRUARY 2007 couv_SMR_DS_07.qxd 17/01/07 10:14 Page 3 SMR_DS_EU_07-ch1.qxd 17/01/07 9:13 Page 1 SMR_DS_EU_07-ch1.qxd 17/01/07 11:07 Page 2 SMR_DS_EU_07-ch1.qxd 17/01/07 16:00 Page 3 SMARTreport OUT OF HOME DIGITAL MEDIA Richard BARNES Raphaël PINOT Editor-in-chief Head of Vertical Markets Tel. +33 (0)4 42 77 46 08 Tel. +33 (0)4 42 77 46 04 [email protected] [email protected] oday, marketing and communication professionals have to use more and more imagination in their media planning. Their messages have to be T better adapted and targeted and more reactive to sudden changes in market conditions. This has kindled the development, complementary to traditional media, of totally targeted in-house audio-visual media. The replacement of the traditional paper medium for information or advertising by a digital support, enabling real time updates makes it possible to gain in reactivity and also in aesthetic terms. One term used for this is "Dynamic Digital Signage" The creation, administration and distribution of the content via the Internet and/or terrestrial or satellite broadcasting techniques also enables the creation veritable private television stations. To describe this we hear terms used like "Out of Home TV", "In-store TV" or "digital media". The entire gamut of these kinds of communication can be grouped under the heading of "Out of Home Digital Media". From a technological point of view, dynamic audio-visual communication calls upon tested solutions, fruits of the convergence of information technologies. The audio-visual devices used, if they are ideally placed and display adapted content, can attract our attention, direct us, help us have patience in queues, amuse us, inform us, encourage us to inform ourselves, to consume, or to act. Dynamic audio-visual communication thus overturns classic strategies of communication. It is creating a revolution in customer relationships by making it possible to combine advertising and branding with direct marketing. It is therefore vital that marketing and communication professionals are informed and educated about the various aspects of these media, helping them to integrate dynamic audio-visual communication as one of their primary communication vectors. That is the essence of this publication - to provide all the key elements for the undertaking and management of a project. This SMARTreport is offered free of charge thanks to the financial participation of a number of leaders in the market. You will find these companies listed in the "Choose Your Partners" section. These companies, EDITORIAL through supporting this work, in doing so underline their dedication to the free flow of information in the industry. SMR_DS_EU_07-ch1.qxd 17/01/07 9:13 Page 4 SMR_DS_EU_07-ch1.qxd 17/01/07 9:13 Page 5 SMARTreport OUT OF HOME DIGITAL MEDIA PART 1 • Dynamic Digital Signage Applications 7 Overview of Applications 8 Managing Your Project From A to Z… 9 Application examples: Digital Signage, "Out of Home TV" 12 Special Dossier: Digital Media in the Banking Sector 13 Interview with Brian Douglas, John Ryan 16 Case study: Telia, Sweden 17 Case study: Adidas Sport Performance store, France 17 Case study: National Kumu Art Museum, Estonia 18 Interview with Antoine de Ryckel, Barco Media & Entertainment 20 Case study: Concourse Media 21 Special Dossier: Sound Ideas 23 Interview with Derek Derks, Chief Manufacturing PART 2 • Market Data, Analysis & White Papers 25 Samsung Survey Lights the Path of Retail Digital Signage Trends 28 Trends in Flat Panel Screen Sales by Meko 29 Flat Panel Display News by DisplaySearch 30 Interview with James Henry, Out-of-Home Media 32 Interview with Gerard Bucas, Scala 34 Feeding the Monster by Jeff Porter, Scala PART 3 • Choose Your Partners 35 Barco Sports & Out-of-Home Media 36 Cayin Technology Co., Ltd 37 C-nario Ltd 38 Chief Manufacturing 40 Epson Europe 42 JVC Professional Europe 44 Klocktornet AB / DISE 47 LG Electronics 49 Minicom Advanced Systems 50 Omnivex Corporation 52 Panphonics Oy 53 Scala Broadcast Multimedia 54 John Ryan – ScreenRed 55 Sharp Electronics Europe GmbH 56 Thomson 58 Vogel’s Products 60 Winmate Communication Inc 61 Other Key Players 64 Trade Shows A CLEVERDIS PUBLICATION - SMARTREPORT ENGLISH Ed January-February 2007 116 avenue Eugène Mirabel, 13480 Cabriès • France • Tel.: + 33 4 42 77 46 00 - Fax: + 33 4 42 77 46 01 • E-mail: [email protected] • www.cleverdis.com SARL capitalised at €128,250 - VAT FR 95413604471 00024 RCS Aix-en-Provence B 413 604 471 Publisher: Gérard Lefebvre ([email protected]) • Publishing Director: Jean-Guy Bienfait ([email protected]) • Editor-in-Chief: Richard Barnes ([email protected]) • Editorial Coordination & Design: Valentina Russo ([email protected]) • Project Manager: Raphaël Pinot ([email protected]) • Cover: © Samsung • Printing: Imprimerie Toscane (Nice – France) With the participation of: Dominique Delours ([email protected]), Bettina Spegele ([email protected]). © CLEVERDIS 2007 - Registration of Copyright January 2007 - ISSN 1771-2815 Information presented in this publication is purely indicative in order to illustrate subjects contained therein. 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If any of these risks or uncertainties materialises or any of these assumptions proves incorrect, actual results could differ materially from the expectations outlined in these statements. Cleverdis assumes no obligation and does not intend to update these forward-looking statements during the period of publication. Photo Credits and Copyright: All Rights Reserved CONTENTS SMR_DS_EU_07-ch1.qxd 17/01/07 9:13 Page 6 SMR_DS_EU_07-ch1.qxd 17/01/07 9:14 Page 7 PART 1 • Dynamic Digital Signage Applications Overview of Applications Two main fields of media are emerging in Out-of-Home Digital Media. One is “Out-of-Home TV”, and the other is “Dynamic Digital Signage”. While the distinction between the two is somewhat blurred sometimes, it is best to make some kind of distinction. Out-of-Home TV When waiting in a doctor’s waiting room, at an airport, or even in a queue at the post office or bank, we’re seeing the emergence of highly specific video programming. This programming may be disseminated in various ways – either over high speed internet, through coded terrestrial TV channels or via satellite. In this sense, rather than being “broadcast” media, it is known as “narrowcasting”. It allows for highly specific programming and more importantly highly targeted advertising. In some stores, this kind of medium can also be used to create a certain “atmosphere”. The decision of whether to employ an Out-of-Home TV network or even in-store video content, as opposed to brief messages, will largely depend on the “dwell time” of your customers – how long they will be lingering within eyeshot of the screen(s). The kind of © Photo: JCDecaux advertising that works on an Out of Home TV network is NOT the Yell.com brings its brand to the UK’s high streets with a 5-month holding on JCDecaux’s interactive same as that produced for broadcast TV. Specifically tailored Showscreen advertising must be considered as an essential element. Screen-media networks include: Dynamic Digital Signage Retail • Grocery Digital Signage is in the process of replacing paper posters as a • Convenience stores visual medium. It is becoming very popular in many areas for a • Pharmacies number of reasons. Firstly, and most importantly, it is a lot cheaper • Post offices over time to set up a network of LCD, Plasma or LED Screens, and • Travel shops feed regular promotional updates to them via the Internet, as • Hair salons opposed to the printing, distribution and posting of advertising • Bars & clubs posters.