Looking at it, and understanding what is happening, you probably think, gosh, why didn’t I think about this. It is so simple. Just because of its’ simplicity it is so brilliant. That is what creativity is all about, keep it simple. That also is why I think everybody can be a creative. Just do it (also a rather simple but creative one-liner by the way) and think about how you can create manners to create impact. Because impact most of the times starts with creativity. The most analytic, serious and boring people can be creative. The only thing needs to be done is to unloose them. We always organize creative moments once a month with everybody in the company (accountants, coffee girls, creative guys, everybody). Just let their imagination flow. You will be astonished by their inspiration. And they will too.

Below a couple of extra creative visuals. Just for fun.

I know, reading Dailydooh’s blog, Matthew Stoudt, CEO of Outcast, did succeed in raising adds and advertising time on ‘our’ screens. Probably worldwide there will be some more exceptions but charity foundations and agencies didn’t think about outdoor screens out of a habit.

So, what we need to do right now is to keep on doing our good work. Most important thing however is, as far as I am concerned, to, more and more, merge networks and to sell them as a whole. Doing this, agencies will see our industry as a serious medium. A great initiative is Dutch based Ngage Media. A new company founded by two ex CBS outdoor guys, Xavier Tilman and Stijn Thijssen. The only thing they do is to raise enthusiasm within agencies and advertising companies to sell airtime on networks they merged divided into target groups.

Let’s hope disasters as happened in Haiti will not occur to often. And if a worldwide announcement has to be made next time, our screens will be seen as important as every other media.

A good example, I think, where they would have done a good job is using audio for the giant screen at Victoria Railway station, London. It is a giant hall with a giant screen and I tried to have a look at the people in the hall. And guess what, nearly nobody was looking at the screen. Expensive commercials came along. Nobody noticed them, as far as I could see. Think it is a good idea to pause the programming with some really cool content and then show the commercials (with audio).

Watch a little clip of the screen and also look at the clip below where you can see no one was watching. It is a pity for such a great location.

Beneath it I found a banking office. Just before security asked me to stop filming with my HTC I shot this little clip. That’a a nice way of using content!

And this guy, don’t know how he felt that day. Also rather cold I presume.

Beneath a couple of brilliant examples of traditional, non digital, signage to make something clear to the audience. Examples of professional agencies but also of non-professionals. Again, it is all about creativity.

I know, there are more possibilities. Let people edit their own clips or impressions at home on their own laptop. After an editor censored it the content always can be broadcasted in a safe way. But this is expensive and a time raising effort.

But what are the benefits of UGC? During a concert, a soccer game or on a large screens as just have been placed in London UGC may work. It even might be fun. But, always involve your advertisers if you decide to do it.
In my opinion UGC gives you, as a network owner, more headache than profit. I am not convinced at all. And please let’s be careful. At last companies are learning and accepting to book more money for content. So why should we take a risk to integrate UGC if the benefits are not clear at the moment. Perhaps I am wrong. Would be nice if someone could convince me…

Okay, one last note; I wrote about it before, lately a UGC concept was given birth at bus.top. Think this kind of UGC could make sense. But then again, I hope they can control the guys who wants to upload abusive content.

The biggest mistake people make in our business is stepping into digital signage because they are afraid to miss the trend. That is the most foolish decision one can make. Our first question to a potential new customer always is ‘why?’. Why do you need a digital signage system or screen? What are your objectives with it? If they can’t answer this question properly we try to help them. If we keep on failing answering the question we always advice them not to place screens. It will save them a lot of money and it will save us a lot of headaches.

Here two examples of restaurants where they didn’t place screens because the atmosphere doesn’t need it. Upper picture is a beach restaurant in Noordwijk, The Netherlands. Lower is a great Italian restaurant in Hamburg, Germany. Excellent choice (for not placing the screens!)

And here a screen placed in a window. I pass this screen regularly. The light changes a lot, and the reflection makes the visibility of the screen more or less very poor. I think this really is a waste of money. I am sure in this case no one ever really dared to ask themselves ‘WHY?’.

This add below we broadcasted in Holland in 100’s of consumer electronic shops. The only thing I think could be improved is that it would have been better to show the Nespresso logo all the time. But the add itself says it all.

At last a funny picture I found online. Talking about impact!

That’s the way to do it. Stay positive! In China 2010 is the year of the tiger. Sounds appealing for our industry.

Hope content strategics will also keep on thinking and developing. Look at the picture above. Someone thought it a good idea to combine nine screens into one and place them above a terrace. I don’t know what to think about it. Is it nice because it looks good and in a way warmly? Or is it a total waste of money placing such an expensive solution and stick to the fire? I am afraid the last phrase wins in my mind. Anyway, perhaps this is also a positive wave in our industry. At least someone dared to do it!