The Digital Signage Expert

This week we speak to Ben Mooney from Ryarc Australia. Ben is the Sales and Marketing Manager for Ryarc and in his one year there, the company has tripled in size. Ben oversees the sales and marketing activities for the various international offices and is involved with the business and market development of Ryarc globally. Prior to Ryarc Ben was working in tourism, film, mobile and advertising including a two year stint in London. He still calls Australia home but the international arena is his focus and currently Ryarc’s biggest opportunity.


Minicom Blog: Thanks for joining us Ben
Ben Mooney: My pleasure.

MB: Can you tell us a bit more about Ryarc?
BM: Our core focus is Digital Software. Our CEO, Fergal Ó Ceallaigh, came up with the concept in 2000 and Ryarc came to be in 2003. We’ve grown quickly and have 21 staff globally. Our headquarters are in Sydney and we have offices in Ireland, Netherlands, Singapore and USA.

MB: What’s the face of the digital signage industry in Australia?
BM: All the international players are here and are either represented by resellers or distributors. No one else has a regional office here and we would be one of the largest in Australia.

MB: How is the Australian marketplace adopting digital signage?
BM: Quite well. There are still a number of baby steps to be taken but the market is picking up. It’s becoming more accepted as a new method of communication. Eyecorp who are of the biggest out of home media suppliers in Australia are now starting to use it much more. As we speak we have pilots taking place with a number of major Australian retailers. Its growing all the time. I was recently speaking with POPAI Australia and they want to drive the market a bit more.

MB: India and China have received a lot of buzz but Australia seems to get ignored somewhat.
BM: It’s true.

MB: Sydney is the hub of activity as far as Australia goes?
BM: Yes along with Melbourne and possibly surprisingly Perth where we’ve had a number of requests.

MB: Where do you think the Australian industry is heading?
BM: The big players such as rest of the larger retailers and fast food chains will get involved. Some of them will just have their toe in the water and have a wait and see approach while some are waiting to see how that transpires. Once the tipping point is reached mass adoption should follow.

MB: How is the subject of measurement being approached?
BM: It is the biggest grey area for many operators and many want answers on it before committing. At the moment you have some people measuring based on responses to promotions displayed on the screens or doing surveys but nothing is standardized.

MB: What about content?
BM: You can’t have too much. It has to be clear with precise calls to action. You don’t want the screens to be too busy. People only have 7-10 seconds to see something so there is no point in running something which is on a 30 second loop.

MB: Where do you see the technology heading?
BM: More interactivity. There will also be increased product features. Partners will come together with a more honed product.

MB: Nice speaking with you Ben.
BM: Likewise