It’s the Nudge part that interests us most.

Nudge being “The call to action”, awaking the urge to do something, NOW. In a nutshell are we that easy to manipulate? Not all of us, but the majority yes.

Done properly, it’s easy. Here’s a documentary on how a group of educated, well-balanced individuals were (without their knowledge) made to commit a crime. The manipulator associated colour, music and phrases to build the participants into a highly motivated state, converging all of those psychological empowerment tools into a single set-up. The manipulator subliminally anchored freedom, childhood, opportunity and romance into various criminal acts. After having previously been convinced to steal sweets from a shop based in Codicote High Street in Hertfordshire, they experienced the euphoria that could be gained from criminal acts.

Digital Signage can associate colour, music and phrases to build viewers into a motivated state. To BUY subliminally.

Here the Link: The Heist

The film is informative and entertaining, well worth your time, it proves the ease with which we can be influenced. Watch it carefully, it’s the real thing.

All advertising signs work on the subconscious realm. You only need to notice the sign fleetingly to be influenced; according to studies by Bernays it takes only a repetition of eight times to implant the message. Our digital signs of today are good at repeating those messages endlessly, thus the attempt at implant is effective because Advertising preys on the primitive fear of exclusion, exile, and abandonment. The core element goes back to the times of Plato.

We are swimming in sea of messages, our subconscious soaks them up. Thus to answer the question, do the signs work? Yes, and you need not even look at them straight on. Details like position of the sign and length of message all heighten the experience even more.

James van Etten, Executive Editor, CLIPPINGs

Dirk Hülsermann Leaves Neo Advertising

EL FUTURO YA ESTÁ AQUÍ Y ES DIGITAL

627-Square-Foot Video Wall with Samsung LCD Technology Now on Display at McCarran International Airport

Where CES and Digital Signage Meet

These were the links most visited by our readers.
James van Etten, Editor, CLIPPINGs

JCDecaux – Jeremy Male – CEO UK & Northern Europe

Kinetic James Copley, UK COO

JWT Paul Banham – Digital Creative Director

The Impressive Year
Another well attended breakfast briefing organised by The Screen at The Hospital Club in London. It was well attended with many of the older delegates yet with the appearance of many new faces. I didn’t expect less as all these events are successful and inspirational. They’ve hosted several forums over the last year with 50 speakers and an attendance of 800 delegates. This has put The Screen on the map of “must attend” events. A steady progressionof breakfasts to conferences and recently tours assures pedigree, allowing them to reach wider communities.

The question everyone asks me, how are you doing and where do you think the industry is now? As for me viewing the industry from a reporter’s eye, I did well thank you. The industry? From what I have reported and the frequency of installs I’d say the sector has lifted off the runway and is “Gear Up”. The economy, if it holds, will help propel this rapidly growing industry onwards. From my perspective I’d say there are cracks in the facade, yet they can be overcome with good management and sales team. As I mentioned at the beginning of this year, management has supplied us with a great kit bag, it was down to the salespeople now. So, all in all it has been a good year.

Is DOOH in the mainstream? Frankly, it’s not in everyone’s vocabulary yet, this I take from reading trade papers every day, we still need to educate more of the troops. It has however edged respectfully closer approaching the coveted tipping point with each day. As to investment into infrastructure I’d say it was commendable.

The JCDecaux Bombshell
Jeremy Male, CEO of JCDecaux U.K. and Northern Europe, kicked-off the event by underlining that JCDecaux has had a watershed year and will double its digital presence in rail and malls in the coming year. The investment they have made in their network allows them to reach more people everyday than all midmarket national press put together, and more than radio over a two-week campaign. With the UK the 2nd largest digital signage market behind China, they are expecting to double their footprint in the UK next year.

Without doubt it was events this year that has driven the digital signage market well, especially during the election, World Cup and Wimbledon. This helped with awareness among the agencies who will be seeking even more creative use of the platform. Similar to my own statement at the beginning of 2010, Male said that we’ve invested but now we need to do the marketing. One pound in every eight is being spent on DOOH and with the Olympics just around the corner this share could reach one in five by 2012.

JCDecaux will extend coverage of national rail and widen their Mall presence across the UK.
All this will be moved along by “The Power of Creative” whereby 52% of increase in market share comes from creativity. Yet still we are showing 65% of new media based on old media methods and mind-set. A lot of educating needs to be done.

By 2011 digital signage will be reaching 50% of the UK population, this fact means the industry is now mainstream and not a niche anymore.
Another interesting fact is that 80% of UK national digital signage can be found in London, national expansion is necessary. Male feels that a tipping point has indeed been reached and forecasts revenue of £115 million in 2011, the ever expanding national footprint will also attract a host of new brands helping the forecast.

Kinetic
According to Kinetic they own about 25% of market share, they also conclude that outdoor can now be classed as mainstream. The drivers being: Investment, Scale and the consumer.

Investment means continued rollouts, new formats, new environments and joining the mobile consumer.
In scale they see properties in all major cities and that all opportunities are well represented plus rail, they are assured that development will continue.
The consumer is being presented with an ever increasing sophistication of advertising with more interactivity plus facetracking.
To sustain the future more investment is needed, their growth expectation is 15% in 2011. Continued investment means they will retain and improve on flexibility, an important factor.

JWT
Paul Banham highlighted that today’s Poster/Billboard is well armed. With Bluetooth server, mobile, camera, touch and gesture interactivity it is well equipped to harvest marketing data by the bushel. Facial recognition is just scratching the surface. He agrees with other speakers that we’ve gone mainstream.

The future?   “Stop thinking it’s a poster”

James van Etten, Editor CLIPPINGs

American Express Releases Report on Consumer Spending Behavior

Scala’s Jeff Porter: Why the HP deal is big (and not a yawn-fest)

Menu Labeling: Futureproof Now For The Future

Mood Media Installs Christie MicroTiles Video Wall in Retail Fashion Store

NEO gestiona la pantalla más grande para el Digital Signage de Barcelona

James van Etten, Editor - CLIPPINGs

Hat Trick de Neo Advertising y GolT

Another Great Hack forKinect

HOT: All-In-One Digital Displays

Cuando la estrategia publicitaria (el dinero) lo es todo

A Great Time at Customer Engagement Technology World

James van Etten, Editor - CLIPPINGs Newsletter

The information gathered will help in forming an opinion for your own airport advertising. Heathrow T5’s notorious opening in 2008 and its resulting recovery is a study in management and consumer opinion. Digital Signage was a key influencing cause in regaining customer confidence. The early battle-plan and its outcome was reviewed at this same venue last year and had most of the attendees on seat-edge.

The Heathrow Channel
Ad revenue on the Heathrow screens has increased by 20%. Early adopters of the technology are part of the reason. Digital Signage, as an ad channel, is climbing because of types and numbers of screen available. At the date of this report there are 400 screen at Heathrow. Heathrow is the 4th largest airport in the world, just behind O’Hare Intl. Annual passenger total is over 38 Million.

Present dwell time at Heathrow is about 160 minutes. Of which about 100 minutes is in the departure lounge.
A different kind of info is expected along the chain of Touchpoints up to the gate. Main priority is flight information. Thus information provided needs to be contextual, real-time and in the appropriate language interspersed with flight warnings and alerts. A certain element of Wayfinding is paramount.

Bernay’s Touchpoints. Touchpoints are the signs seen by the public as they approach the airport and finally arrive in the departure lounge. The same is in reverse although with reduced dwell time.
• Large billboards outside the airport begin to influence the passenger’s mind-set to the event he or she is about to experience.
• The influence and conditioning begins also within public transport to the airport. Heathrow Express provides the first rail system in Europe with a LED tunnel advertising system. Major brands use this to enter branding messages into the subconscience and set anchors.
• Another point is the gathering area just before the check-in booths. Flight information boards provide catch points and extra anchors.
• The check-in desk is the beginning of a more personal approach. Here more details of flights are revealed. This period can also be used to firm brands anchors, also introduce offers
• Cafes and Restaurants provide another anchoring opportunity, with interactivity.
• Customs and security check areas provide more opportunity to dispense with flight information and advertising anchoring sessions.
• Air side retail areas further provide opportunity for branding (anchoring) and information.
• Departure lounge more branding and interactivity areas.
• Overall anchoring opportunities can also be broadcast on Wayfinding screens.

The audience is now becoming the Key Point of Difference. Heathrow has a special kind of audience. The majority are up- market and liquid. We could classify them into;
• Executives: High-end travelers, people who make decisions and set strategies for their companies. That is why airport advertising is so important for the world’s premium brands.
• Blue Chip Managers: Second-tier management
• MidLevel Executives.
• Holidaymakers. Refined.
• Avid Adventurers.

Heathrow Express Shares a station within Heathrow’s T5 with London Underground This is a special passenger commuting train from Paddington Station in London. The time from London to Heathrow is 15 minutes. The audience on these trains is upmarket, providing a £100 million turnover. Surveys revealed that passenger satisfaction is high.The passenger’s need to remain connected has been satisfied with extra investments into Wi-Fi equipment, as it’s becoming a key business driver.

In Summary
The discussion was not all about Terminal 5, but rather Heathrow in general. The word out this year is audience, Audience is fast becoming the Point of Difference, and this is positive at Heathrow.
A huge investment had been made with the result being that no cannibalization from standard advertising was made. ROI for most companies advertising at Heathrow was a healthy 16|% increase in orders from passengers passing through. This makes the setting a valuable real estate for any brand style advertiser.
To attain this not only was there a substantial monetary investment but also research. Eyetracking research using technology more at home in a fighter jet proved that screens were in the right locations. Content playing on the screens also attracted enough attention to satisfy the Bernay’s “8 Times” rule.
Finally with Heathrow placed in one of the financial centres of the world, the passenger passing through is not only interested in getting to his or her plane on time but has a keen need to remain connected. Heathrow has well catered to this service. Thus customer experience has been high on the agenda when planning this airport. This and providing the service the airport was built for, planes, will with digital signage, help preserve the focal point Heathrow commands.

James van Etten, Executive Editor, CLIPPINGs – Digital Signage Newsletter

The House Advantage

Playing the Odds to Win Big In Business
Palgrave Macmillan
ISBN 978-0-230-62272-2 226 page

Author Jeffrey Ma

I put this one in business class, although the title would lead one astray. Our paths have crossed and that is why I reviewed the book. Jeffrey comes from MIT, I hail from Cornell. His was into mathematics, mine was Business Management/Administration. He became member of the MIT Blackjack Team; I became a fund manager in Switzerland. So where did we cross? At the renowned Chicago Board Options Exchange. We both played with numbers.

Within the rows of numbers we call data we both found out flight plans. We both made money. How? Through calculated gambling. (risk taking) Ma’s book brings this world closer to the boardroom and therefore it should be part of every CEO’s daily checklist (the risk reward calculations), if not, at least in his or hers decision making policies. Ma says that numbers are the key to analyzing nearly everything in the world. I’d not go that far, but nearly. The judicious crunching of numbers will work out a risk reward ratio that can be worked into a winning strategy. I know, I did it every morning.

Ma proved it in the hottest of proving grounds, in business, in the casino and on the commodities exchange. He made a fortune in Blackjack and invested that money into three different companies. This was inspiration for a best-selling novel and a hit movie.
To quote his own words, “The essence of mathematics is not to make simple things complicated, but to make complicated things simple.” That’s it in a nutshell; I used a simple formula to sort through thousands of permutations of risk reward each day, resulting in a simple strategy and advantage.

I write this because over the many years I’ve consulted, it was found that a surprising number of companies have no coherent business plan, and much less a risk/reward analysis for each business day. Without it your chances of winning at the game of life is stacked against you.

Again to quote from his book, “Using math to decide is not always easy, but if you are really committed to winning, it is well worth the effort. I’m talking about winning in business.” He goes on to outline to importance of presentation and knowing what you are looking for otherwise you won’t see it. “As you think about how to introduce analytics into your business or life, don’t think of it as math or numbers. Instead think of it as a new way to make decisions, a way that allows you to systematically incorporate more information that you had before. It allows you to look objectively at the decision, and a way that allows you to win more often.” Planning a strategy without consulting the numbers is to set sail without navigation.

The book is most inspiring in an entertaining way. It also offers insight into a misunderstood stratum of society. His writing style is a page turner.

So as we enter the final quarter of the year, business plans and marketing plans should be attuned to the risk/reward calculation. One of those inputs is knowing what the public wants, knowing what you need to offer, being able to answer, “can we compete?”.

James van Etten, Editor, CLIPPINGs - visit my website and sign up for my FREE daily Digital Signage newsletter, it will help answer some of those questions.

When the sun goes down, there is no dispute; the core element of digital signage is content. And there we have it, the enduring question; how, when, where and why? Every digital signage operator wakes up in the morning and faces that reality. I have no immediate answer and each application has a different need, for example a queuing system needs numbers, those numbers represent people, and without the people there would be no content.

Today’s creative director can honestly concentrate full-time on coming up with content. The technology has been taken care of. The human brain is the greatest computer in the world and the most creative, let it do the work. You only have to push the button. The rest is taken care of by an army of digital assistants. Recently one of my friends wrote to me how he used to work in the military with 8mm movie film. Those of you old enough to remember can recognise some of what he had outlined below. Shooting home movies 30/40 years ago was expensive and painstaking. Today almost anyone can afford a movie camera. Fact is most of us carry one around with us every day in our pockets and lay them out in front of us on the conference room table while we discuss content, your mobile phone. We have it easy, think back to the days of when a 4-minute reel of film cost a greater part of your salary.

Let’s let Chuck Lunsford, radio operator in the USAF relate to us the process of bringing content from the past to YOUTUBE.

Let em roll Chuck: “8mm Kodacolor film shot in a wind-up Bell & Howell single lens camera with manual aperture adjustments– actually 25 feet of 16mm with sprocket holes on both sides which Kodak processed and then split and spliced to give 50 feet–I would shoot half of it, and then had to open the camera (hopefully in a dark place) and reverse the two reels to shoot the other half. Kodak was the only place that could process the exposed film, and the cost of that and the return mail was included in the price of the film. The only way the film could be viewed was a pain in the ass–Splicing to other reels, winding it into a projector, set up a screen and hope the lamp didn’t go out or the film jam and ruin a few feet before it could be stopped. I would put my father’s return address on the box, send it to Kodak, they would process and return it to him, my parents would watch it and then he would splice it, not always in sequence, onto 300 ft. reels–12 of them.

I edited it in 1961, labelling the cans with notes what was in that can, but it was an exercise in frustration to try to find a sequence I wanted to look at and it was rare when the film was looked at– years went by between viewings. In the ’70s let my nephew take it home to view it, and while he won’t admit it, he must have had a jam because all the footage of my visit to the Louvre–including footage 5 feet away from the Mona Lisa when one could stand that close to it–is gone. The film sat in the can deteriorating for 30 years and then I heard movie film could be transferred to VHS. Did it through a company contracting to Walgreens in 1985–cost me $600, but now I could look at the film on the TV, and it was so much better than the screen I couldn’t believe it. I used a hand-held tape recorder to add a narrative while watching the film, then had to go to a firm with banks of big boxes and a thing called a flying erase head, to put the narration on the VHS tape in 1988. Hours and days of backing up the tape and running it to the exact point to start the narration–at $15 an hour. After that was done I could have the 3 VHS tapes copied for $9 each and send them to people who were interested. After I acquired a computer and DM was published, in 2001 it became possible to convert the tapes to DVD. Cost me $75 for the 3 of them, but now I could make copies on the computer for pennies. In the ’60s, I wrote to Kodak and asked if they could make a still photo from the 8mm positive, and they said they could not. Now, I have software that allows me to freeze a frame and make a passable photograph and even edit the DVD right here on the desktop in minutes.

For an old guy like me, how wild it that?? And what technological advances does the next 50 years hold? It’s mind boggling.

Can’t remember if I sent you this new video of an equipment drop — you’ve seen it in the movies.
http://www.youtube.com/user/Chuckradioop

I’m going to see if I can put one together of the troop-drop footage. Still amazes me that technology makes it possible for me to do this stuff. I remember when it was a colossal bother to set up the projector, thread the film into the sprockets, hope the damn lamp wasn’t burned out–and watch the fuzzy images on the screen and then have the film jam and ruin several feet of film before I could stop it. My dad spliced the 50 ft rolls onto 300 ft reels and put them in cans–12 of them. About 1961, I spent weeks going through the whole thing and made notes to try to have some idea what was on which reel.

Now all I have to do is either put a disc in the player, or go to the storage on the hard drive to find what I want in seconds. Amazing.”

Chuck was a radio operator and today is a novelist, what I am saying here is that he produced content, for himself and his family yes. But he outlined how difficult it was not so long ago to produce something worthwhile. He sums it all up in his last word, “Amazing”.

We are almost there, but not yet fully automatic. The queuing system with a news ticker could be considered fully automatic. It is still primitive. Once we tie up artificial intelligence and enterprise resource management systems with data mining into a closed loop, you will have something that goes beyond “Minority Report” and is truly useful. More and more consumers are pouring their heart out into Facebook, at the moment there are privacy issues, in the future there will be none. Inventive incentives will pry the lid on that can of worms keeping the lawyers at bay.

So come on in, the technology is fine and it’s in your pocket.

James van Etten, Editor CLIPPINGs

It was an important day, like a new dawn, BellMicro and Avnet were beginning the long planned kick-off to a new and powerful company.
Bell Micro/Avnet, an international, value-added distributor of a wide range of high-tech products, services and solutions emerged that morning to become the largest added value sales organization in the world with some 18,000 employees. Providing not only software, computer components and peripherals, but also maintenance and professional services. They are also the world’s largest storage-centric value-added distributors.
With the inclusion now of Avnet, the company is uniquely qualified with extensive technical and application expertise to service a broad range of information technology needs. From beginning to end, a formidable player is a rapidly expanding market. The core mission is added-value, now represented in some 15 countries, an effort that was started 23 years ago.
The plan is that this event to be held annually.

Maximising the Digital Signage Opportunity
First to address an audience of experienced professionals, some who have been in Digital Signage long before it became mainstream, was Dirk Andreas, Bell Micro’s Business Development Director.
Today marked the start of integrating Bell Micro into the existing Avnet business, completion target is end of its fiscal year 12 months from now. Dirk outlined that by merging both organisations and combining their individual values Bell Micro is more than ever now able to bring its business partners a robust selection of products, services and solutions delivered by an experienced, knowledgeable team.

Future of Interactive Marketing
Emphasis on marketing was stressed by Simon Wileyman, Distribution Manager of Intel UK a Partner with the new organisation. Simon spoke of the digital signage market as constantly pushing for cost reduction. Usually this can be found in up-front hardware costs. Intel technology can be found in all three hardware bundles, represented by Entry-level, Mainstream and the High-End. Emphasis is not only in the hardware but the concept of “power down” simply this means to turn the equipment off without fear of the restart. Their website has a power down calculator which brings to point home quickly.
Thoughts of reliability and longevity enter the scene. Time has proven that it is a false economy to control costs by using consumer-grade PCs to power signage. Although this approach can minimize the initial installation cost, it does lead to large expenses down the road.
Replacing failed components is expensive; therefore considerable expertise was engineered into standardization. With standardization, component failures are reduced and lead to less expensive field service. Hardware failures can also lead to complications on the software side.
Hardware changes also mean that it is no longer possible uphold a single hardware build across locations. Instead, locations with the original hardware will use one build, while locations with the new hardware will use a different build. Maintaining multiple builds is a headache, and it adds to maintenance costs. It is these extra costs have been addressed.

Graphics Hardware: Creatives & the Blank canvas
One of the most knowledgeable individuals in Graphics is Rob Moody of Matrox. To listen to him talk of screen placement, format and size is like old time religion. Something so fundamental that even professionals can get it wrong.
Matrox is a Canadian company, privately held, based in Dorval, Quebec, which produces video card components and equipment for personal computers. It was founded by Lorne Trottier and Branko Matić. The “ma” from Matić and “tro” from Trottier, combined with an “x” for excellence, form the Matrox name. They’ve been in business for 30 years now; obviously they know what they are doing.
The targeted user-base for Matrox video cards largely consists of 2D, 3D, video, scientific, medical, military, digital signage and financial workstation users.
Rob says, “Think Wide, Think Tall” with the key to this world beginning with the driver.
The Matrox partnership adds definite colour to the group.

All in one Solution
Bas Smeets, Aopen’s Business Development Manager, outlined their position in today’s market. As a PC components and peripheral distributor, they are an established market leader, from motherboards to monitors, to multimedia add-on cards, and more. AOpen products push the green factor and the control of design, manufacturing, quality from the drawing board to the finished product.
By partnering with BellMicro/Avnet, AOpen becomes a One-Stop Shop. Their extensive and comprehensive product offerings cover all component needs. The Digital Signage element is also a One-Stop equivalent.
All this is backed by 20 years experience.
Their latest offering is the DE45 effectively the smallest player in the market, its most powerful feature is that it can be customized to fit any requirement. Its long life cycle also provides positive ROI when planning an estate.

Prestop and Touchscreens
If you’ve used a touchscreen, then most likely it was a Prestop screen. They manufacture the Philips offering.
Now with 20 years under the belt, they have amassed a high-level of perfection and experience in both hardware the driving software.
Not only do they manufacture the touchscreens for Philips, but they also have a fluid sales and rental operation in the Netherlands.
A recent trend in education is the switchover from digiboard to touchscreens. Cost-effectiveness and silent operation allow expansion into this growing market. Their touchtable is also a Microsoft Surface killer.

The Last Mile
With 22 years experience in KVM and extenders, Minicom has become the leading organisation in its field. Minicom handles the dicey issues that evolve in the last mile or last inch, that distance between your player and the screen. A niche, yes, but one of the most critical and often overlooked in it importance. This makes, the company a world leader in advanced media platforms.
Minicom is this year specifically addressing the Digital Signage sector with an infusion of venture capital to the tune of $6 Million. Capitalizing on the knowledge and experience in powering 400,000 displays globally.
They cover all verticals thus gaining insight into many specialties through their solid business relationships with end users.
In essence they allow you to have more control over the coal face of the industry, the screen. Their products are flexible thus being compatible with any player.

Philips
Philips is such a household name that needs little introduction.
As a professional in the market you will happy to note that Philips produces screens and screens only. Therefore there is no competition with an inside product when providing recommendations to a client.
Now the push is cost efficiency in operation. Philips pledges to work with you. Ask for their power consumption spreadsheet.

Summary
It is a welcome sight to see two solid names merge into a formidable partner in the Digital Signage universe. Large rollouts will benefit from the experience banked within this company. Although there are many smaller companies out there, all steeped in experience, there is only a handful in the world that bring it all under one roof.

James van Etten, Executive Editor, CLIPPINGs

Having myself been introduced to the hardware I’d say the iMotion Full HD LCD screen sizes, which range from 46 to 65 inches and are best suited for mid- to close-range applications. The displays are housed in a secure, landscape- or portrait-oriented stylish enclosure that blocks outside air from entering the system, protecting the hardware from contaminants. Extreme temperature ranges dealt by iMotion’s air-conditioned enclosure technology, firmly a stamp ahead of similar products. The issue of direct sunlight, addressed through iMotion’s improved readability by using specially coated glass with a reflection rate of only 1%

Some of the issues with outdoor electronics, so well addressed by iMotion are environments not friendly to electronics. iMotion® split system HVAC is powerful and is not in-taking outside air, securing stability also in extreme heat, as well as when environment experiences large temperature variations. Heat problems will rise with size of LCD panels, double side display and with the sheer volume of the elements exposed to solar radiation. Humidity control, 100% humidity control. Downpours have no effect. Hermetic seals mean No air vents. As there are no vents to the outside it is easier to preserve a constant running temperature and exclude unsafe dust build-up.
The outdoor digital signage market is still emerging, iMotion provides a unit that will provide end users the confidence that it is a high-quality, versatile solution in getting messages across to customers. Not only quality but it has also addressed new trends via iMotion’s screens, compatible with touchscreen, Bluetooth and Wi-Fi technologies, as well as IP cameras and other ancillary accessories. Additionally the systems are available in single-sided and double-sided options.
Vandalism is on the increase, excluding air vents reduces unauthorized entry into the system by foreign object or liquids.
Heart defibrillator
For emergency services as lifesaving device.

COMPATIBILITY
All major digital signage content management software

IMOTION
Controls screen and environment plus interface with CMS Intelligent climate control using various resources according to situation. A unique “Intelligent heating ventilating air conditioning” enclosure helps protect investment and deliver results.
Pointers;
* System stability and reliability at all outdoor conditions even in most extreme outdoor conditions
* Optimal functioning of enclosed electronics
* Lower risk of critical system failures
* Lower frequency and simplicity of maintenance
* Minimized mean time between failures
* Silent operation

website Infinitus

James van Etten, Executive Editor, CLIPPINGs