The Digital Signage Expert

Unique content on our blog yesterday – we were doing the LIVE coverage of Munich OVAB Europe Digital Signage conference –Ronni Guggenheim was tweeting from that event!

Since this blogger twitter gadget shows only five tweets, for all of you that requested to see ALL tweets from yesterday – find them below!

Enjoy!

Ronni Guggenheim tweeting LIVE from OVAB Munich Conference

1. Live from OVAB DooH conference in Munich, Florian/Invidis welcomed and opened the conference, mentions that there are no paid presentations

2. presentation by Dirk, Chairman OVAB: DOOH shown on >200′000 sites (not screens) worldwide!

3. Oliver/Invidis analizing the DBCI: index from the industry for the industry.start comparing to other,external indices e.g. Bitkom,Nielsen

4. Oliver/Invidis emphasizing that DS is driven by SMB companies.Importance of local,regional networks.

5. OVAB Conference, Oliver/Invidis: new studies being developed showing effectiveness of DooH networks

6. OVAB Conference, Oliver/Invidis: DS moves from AV to IT channels. Agencies and VC companies attending conference.

7. 497M passengers in MVV (Munich public transport) covered by Infoscreen – next presentation….

8. Doris Braune/Ströer-Infoscreen: DooH network allows high contact quality thanks to the technology applied

9. neuro-Impact analysis: methodology to measure steady-state-topography to measure on the spot reactions on test persons

10. 84 test persons tested.neuro-scientific study reports objective impact of advertising,while in questionnaires subjective answers

11. DooH motion picture causes 35% more emotional impact than a billboard. Memorization: +28%

12. neuro-scientific method for the first time proved that DooH is more efficient than billboards/static advertising!

13. Kl.Strieblich/ECE: shopping mall is a stage to satisfy basic needs of humans (sex&emotions, security)

14. ECE Flatmedia with 800 displays.Big content share,no sound, small advert-share.Symbiotic platform for mall renters.Excellent resonance!

15. Dr.F.Hager/Feratel: DS in alpine sports stations as optimal platform for mixing information with advert related to alpine sports.

16. F.Hager/Feratel:Integration of DS networks and hotel TV is crucial for alpine station marketing.

17. F.Hager/Feratel: crucial for success of Digital Signage: standardized systems, individualized content.

18. T.Rieg/Cinemax:digital signage adds value to the cinema experience and helps to reduce dependence on movie revenue.

19. T.Rieg/Cinemax: Digital Signage in Cinemas is part of an overall media mix.

20. Cinemaxx TV: 585′000 contacts per week! mix of trailers,paid content,cinemaxx content.Loops of 21 minutes.

21. Cinemaxx: 585′000 contacts were calculated by Neo Advertising based on location frequency. OTS based calculation may follow.

22. C.Vogel/Wall AG-eye tracking already deployed in a nationwide campaign for amnesty international

23. C.Vogel/Wall AG: why change conventional OoH price calculation model? quality management more important!

24. C.Vogel/Wall AG: developing their own software,didnt find a suitable DS software in th whole market (….)C.Vogel/Wall AG: digital content formats (dimensions) have to fit traditional billboard formats to be placed at traditional locations

25. C.Vogel/Wall AG: Question on DS: is it Web3.0? Is it TV?

26. C.Vogel/Wall AG: can "European content" be made in China?A message to creative agencies: get creative! adapt & adopt to the new medium!

27. C.Vogel/Wall AG: no audience measuring planned for the time being. relying on venue traffic numbers.

28. J.Ohlig/Nielsen:conducted comprehensive study with 1464 interviews in EDEKA shops. DooH is clearly noticed by public!

29. Nielsen/DooH: 66% noticed digital signage!! Vs. posters parking lot: 23%, posters on cart: 20%, PoS Radio: 15%, floor graphics 3%

30. Nielsen: 50% of targets spontaneously remember specific advertising on DooH!

31. Nielsen: DooH campaign for WC Ente in EDEKA increased sales by 33%, for Miracoli Spaghetti 23%!! Nielsen surprised by the positive result.

32. Nielsen: didnt expect such positive impact on consumer by DooH. This is a new media which needs more attention in marketing mix!

33. Nielsen: comment from public: results could be much more efficient if the creative message was better targeting the audience/product.

34. OVAB Panel discussion: Brian Dusho about metrics: we didnt want to be perfect, but wanted to have a realistic measurement.

35. OVAB Panel discussion: it’s important to define the terms and definitions and come out with clear guidelines of terminology

36. OVAB Panel: comment from public – need for own DooH currency, to be more accurate than traditional, with more credible CPT

37. OVAB Panel: CPT measured with audience measuring is more reliable than statistical TV based CPT.Media buyers need convincing.

38. OVAB Panel: today we are fighting traditional media, tomorrow we will be part of the media mix. It’s our task to accelerate process.

39. OVAB Panel: from audience: we are not fighting traditional media. we are fighting ignorance by media agencies.

40. OVAB Panel: Social media networking are exactly in the same status/challenge-creating a credible,exchangeable currency

41. OVAB Panel: Proof of performance is a critical link in the chain.

42. OVAB Panel: agency representative asks "HOW CAN WE HELP" – a refreshing and confirming the track we started. COME JOIN OVAB is the answer.

43. OVAB Panel: in Europe need for metrics guidelines which will be followed&adopted by the local country based agencies (GfK, etc.)

44. OVAB Panel: no need to measure 100% of screens. define representative clusters as a sample base.

45. OVAB Panel: US OVAB metric guidelines are too complex. We need simpler structures for Europe.

46. Oliver/Invidis is closing the panel discussion. Inviting all participants to join OVAB Europe.Invites us all for a good German beer.

47. OVAB Europe Munich Conference gets to an end. An outstanding event, excellent organization, great contributions. THANK YOU TO ALL!!