THE RISE OF DIGITAL CONTENT

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DIGITAL SIGNAGE IS ALREADY BUILDING A ... endless uses compared to the static content delivery forms of the past. ... ki
DIGITAL SIGNAGE 101

THE RISE OF DIGITAL CONTENT

DIGITAL SIGNAGE IS ALREADY BUILDING A

FUTURISTIC

LANDSCAPE

We are about to witness the age of digital signage - and nobody has any idea what it is. It’s the year 2027- Clive Owen steps out of a coffee shop and into a world of electronic posters and billboards. It seems as if screens playing videos, tickers, and advertisements cover every inch of building. About a decade ago, Alfonso Cuarón’s 2006 thriller was merely science fiction, but today Children Of Men’s backdrop is becoming a reality. So... What is it? When people look to buy what the industry refers to as "digital signage", it becomes clear that even though more and more people are exposed to the technology, they have no idea what it is. The industry itself has a hard time making it easy for people to understand what potential buyers need to purchase to get digital content running on some sort of screen. The keywords people use to search for the product reveals how muddied the terminology is and how little the industry has been able to educate audiences. Everything from “electronic billboards” to “digital posters” are used to describe what in essence, is digital signage.

WELCOME TO THE AGE OF DIGITAL SIGNAGE.

Digital Signage is the next step in sign evolution, and its advanced technology allows for endless uses compared to the static content delivery forms of the past. But what exactly is ‘Digital Signage?’ Lets break down the term: digital relates to computer technology, this component is responsible for the distribution, delivery and sometimes the creation of content. Signage is the term given to a group of public displays.

DIGITAL = COMPUTER TECHNOLOGY SIGNAGE = GROUP OF PUBLIC DISPLAYS Together, traditional screens are combined with software and additional hardware components that deliver digital content in a variety of ways. Digital signage can encompass everything from interactive touch-screens to running live TV in conjunction with a local bar’s specials. Together, you essentially have ‘programmable posters,’ ‘digital screens,’ ‘electronic bulletin boards’ - all of which make up the new digital signage landscape.

INDUSTRY WEAPON, INC. © 2014 | [email protected] | 1-877-344-8450 | INDUSTRYWEAPON.COM

DIGITAL SIGNAGE 101

Digital Signs are already becoming a very present part of your life: You’ve look to automated walls at airports to find your terminal, you’ve watched magical banners turn to the colors of the flag during national anthems at hockey arenas, you’ve interacted with kiosks at your local mall. Expect to see them everywhere you go- businesses don’t want to be left out. In fact, The number of digital signage screens expected to be in use in 2015 exceeds 7 million, an increase of 2 million from 2010.1

WHY IS DIGITAL SIGNAGE THE FUTURE?

1. 2.

It is way more effective than static signage, and more cost efficient. Digital Signage is the most inexpensive form of advertising, and with targeted, dynamic content* it is the most effective. Think of this - Adrienne Erin in a peice for getbusymedia.com revelaed that “ In terms of shopping on the web, 60% of shoppers regularly watch product videos. Doing so makes shoppers an astounding 174% more likely to buy the product in question” - and that is just with online video, where potential buyers need to actively participate and agree to watch the video. Compare that to digital signage, which can show the same type of advertising that is more targeted, combined with other media assets, without requiring viewers to click a link. Data, Data, and yes… more Data: Many software companies, like Industry Weapon, have a level of data analysis available. Weather it is audience analytics or aggregating touch screen usage, business not only are more flexible with who sees what content, but they can change that content and their business practices based off of statistical trends.

Digital signage makes shoppers

174%

more likely to buy the product in question* *getbusymedia.com

3.

Did we mention Data?: Businesses already have a ton of data they are sitting on. For example, digital media and signage experts, Industry Weapon, work with retailers to capture metrics and KPI’s from various sources like POS systems and blend them with other metrics like time or CTR on a touchscreen. This not only means savings by streamlining communication, this can be vital information that drives more meaningful business decisions.

4.

Endless Options: Digital Signage implications can be as simple as a picture slide show, or as complex as an interactive tutorial. It is for the companies that just need a single sign to display their menu but also for large organizations who have a signage network throughout their company. Digital signage can be touch interactive, it can be gesture controlled and connected mobility. Big Picture: Digital Signage is way more than pretty pictures on a digital screen, it is a tool that can be used for communication, marketing and business related purposes.

47%

percent of people recall information they’ve received from digital signage

30 days

after seeing it.* *Arbitron

Dynamic Content is the Goal The point of Digital Signage is to play content. Viewers have been conditioned to expect constant change and stimulation, which is why many companies are turning to digital signage, for assistance in content management. Playing the same three slides in rotation isn’t enough. Viewers quickly catch on, become annoyed, and avoid that signage in the future.

INDUSTRY WEAPON, INC. © 2014 | [email protected] | 1-877-344-8450 | INDUSTRYWEAPON.COM

DIGITAL SIGNAGE 101

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[Studies have shown that] people are seven to ten times more likely to recall items associated with moving images because the brain processes these items 60,000 times faster. With the exception of the flipbook or the 3D poster, paper signage lacks the ability to make objects move.

WHAT TO EXPECT The landscape of our world is changing drastically. No longer will the storefronts be clad in static marketing displays nor lobbies in stationary directories. Almost every space, that had once been designated for text and imagery, will soon be convert to digital screens. Markets & Markets predicts the compound annual growth rate will be 8.94% over the next six years. Signage users will be able to implement any program they desire onto their screens. Interactive technology will allow users to choose which information they need, when they need it. The future of Digital Signage will greatly improve all communication efforts. Let’s just hope that Alfonso Cuarón’s predictions of the future stop at technological advancements.

Digital Media Companies Industry Weapon, a subscription based digital media company, specializes in the advancement of digital signage applications. Their line of products and services enable subscribers to design, schedule and publish multimedia content to screens, kiosks, tablets and mobile devices. The SaaS platform is also home to ready-to-go content programs, collaborative applications and automated data integrations supported by a flexible, secure cloud-based infrastructure. Don’t let this futuristic talk fool you; their complex tools remain the simplest solution on the market. They currently services thousands of customers in fifteen countries and is supported by more than two hundred partners. Content Programs Digital media company Industry Weapon has designed programs to automate dynamic content. Their content program features a simple dashboard. Users insert their message into templates designed for their specific industries. The dashboard then automates slides, complete with the user’s branding and colors. These slides change three times a day on an eight-day schedule, totaling to 192 different slides. For business using digital signage, viewers will be primarily interested in what Industry Weapon calls “focus content.” This term covers information like important announcements, company spotlights, performance metrics, and executive messaging. Secondary to focus content is “anchor content,” which attracts broader audiences. Anchor content uses ‘anchor packs’ that consist of elements including date, time, weather, social media, news feeds, and fun facts. Integrations Integrations technology utilizes users’ multiple spreadsheets and software systems to automate their data and display information with strategic and compelling design. In short: these integrations collect the information users want, and automatically display it on their digital signage. Create informative, strategic, and esthetic content; these integrations will automatically update each time the user updates their data source. Industry Weapon has made sure that users’ data is securely locked down and kept safe on their own network, so it never reaches the cloud.

[1] Northern Sky Resources, 2010 Global Market for Digital Signage 2nd Edition

INDUSTRY WEAPON, INC. © 2014 | [email protected] | 1-877-344-8450 | INDUSTRYWEAPON.COM