The Digital Signage ExpertHarris & The Screen on Tour
The Screen UK held another informative special breakfast briefing event on November 18th at Harris’ new state-of- the-art Reading showroom and headquarters. ‘STADIUM MEDIA – DOOH & THE CROWD’ reviewed how the Stadium Experience is being changed by Digital Signage.
What the industry is experiencing and is being discussed today in all brand boardrooms is the fact that technology models are outpacing that of current business models. We have here the tortoise and hare effect, meaning technology is way ahead of current management. Most business models are still stuck in the paper and print environment, the advertising model needs to be burst out and new KPI’s set before major movement can be gained.
The Tipping Point in digital signage has not yet arrived. However the Sports sector is rapidly leading the way by commingling all channels simultaneously, firing on all barrels and touch points in synchronicity.
The Stadium’s mission is to improve the consumer experience, this will be reflected in return visits and climbing ROI. Not only is effective use of digital signage important within the stadium, but the effective broadcasting to an audience outside the stadium which is much bigger.
Communications, the core mission objective at Harris, adds to the dependability of this discipline. Harris is entering the digital signage segment with much knowledge and experience under it’s belt.
The main pointers in this review are a result of the presentations during this meeting.
The Presenters
Sports Revolution, Antony Marcou, MD
As in all networks and DOOH networks it’s the media rights that need to be carefully managed, Sports Revolution has the experience to assure compliance in an ever increasingly complex arena. They handle Content, Consultancy and Sales and are part of the Starcom Mediavest Group the world’s biggest media buyers with Publicis.
Harris – Michael Arthur, GM, Sports & events
The future of live event venues was discussed with it’s importance to major world brands. In essence no major world brand can afford not to be visible at top sports events. Your logo needs to be visible somewhere in the stadium, optimally on the screens broadcasting the event to the world.
Harris has been into the worldwide broadcasting of Olympic Games since 1976 with the architectural designing of sports platforms. They work in partnership with Cisco. The priority at Harris is picture quality and is their sector strength.
They place high emphasis on control rooms and the delivery of HD. This is a complex issue because of the idioms of American sports broadcasting and the technical systems involved. Their flagship control room can be seen in the Amway Stadium which is the worlds’ largest digital signage stadium. Their control room is also the largest of its kind in the USA. Unique to Harris is the Moment of Exclusivity, a situation whereby the whole stadium can be branded with a single logo on all screens.
From this special control room all advertising channels can be covered, i.e. broadcast, wifi, network and more recently mobile, not only outside but within the stadium.
Harris teams place special consideration to the touch-points within the Path of Travel. These are demographics, ingress/egress, Compliment & Behaviour patterns with respect to flow in & out of the game. Especially important is synchronisation of food and beer sales.
Michael feels the future of digital signage advertising is in oversize. This means the bigger the screen the better in gaining attention and implanting the brand. At the moment it is felt the conventional 42″ is beginning to be ignored because of its association with home TV.
Sports advertising is high-octane, fast paced and dangerously staked with high service level agreements. Harris and its partners have proven that they can handle this with perfection.
NEC, Jonathan Cooper, Business Development
Screens, the last millimeter to the viewers brain. Clarity, crispness, durability and dependability crucial in a digital signage application.
Barco, Russ Burling – Sports & OHM
Specialist screens, renowned for large LED applications – yet their screens can be found in the cockpit of airlines and medical consoles in hospitals.
The Challenge
Screen Placement
As in airports, which I consider a form of stadium in which the experience level is high, positioning of screens need careful attention. Here again we meet the eight Bernays touch points to promote mental branding. Placements to be considered are;
• Parking
• Main arteries to the stadium
• Box or ticket office
• gates
• Fan zones
• Public lobbies
• Concession stands (food/beverage)
• Private and Corporate boxes
• Main seating areas
• Rest rooms
• Perimeter walls
Emergency Announcement
Proper planning of sign content for emergencies will help preserve order and minimize injury at any public event. Because of the proper positioning of signage, emergency messages can be broadcast quicker and more effectively than loud hailers. As in stadiums, the control room provides centralization and the capacity of override signage messages instantly and consistently. Keeping the crowd updated is imperative. Integration with venue alert systems is rapidly becoming standard for digital signage.
Revenue Generation
A finely tuned digital signage system can increase overall stadium revenue to a high percentage. Good communications is important; Harris is a proven communications platform for all digital signage providers.
The extra revenue stream can be;
• Overhead Menu Boards – these can be changed to reflect stock, situational promos and much more.
• Stadium and club promotions, special tickets, contests, club memberships and the next event list.
• Core advertising revenue from parties outside the Stadium.
Targeted Content
A capacity to deliver the needed message to the right audience with split second timing is crucial in this environment. It cannot be left to computer automation and needs to be orchestrated from a control room. It is here where audience activity can be enhanced and controlled. Specific messages to the audience can heighten the experience and enjoyment with resulting revenue increase to all parties. The use of social platforms such a Facebook has become the norm alongside traditional signage content.
Target Segments are;
• Approach time to stadium before the event, parking lot and main pathways
• Post event on the same routes
• Facility entry points and Wayfinding signage to ATM, Rest room, security and Info desks.
• Breaks or intervals where directed messages can help concessionaires move product.
• Private box promotions
• Family area promotional content
• Exit information of next event dates
Rolling onwards
The day after the Screen Event there appeared an interview with a Stadium using full digital signage.
Video: Digital signage pointers from the new KFC Yum! Center
James van Etten, Executive Editor, CLIPPINGs