DailyDOOH The Secret of Success with Digital Signage and Screen Advertising Networks Adrian J Cotterill Interim Executive and Industry Analyst Specialising in Digital Out of Home and Web 2.0 Editor of the "Digital Out of Home Advertising Networks” directory currently published by The Screen

DailyDOOH 2 Definition of Digital Signage  “A network of displays that can be remotely managed and whose business model revolves around merchandising or advertising”  Source: Frost & Sullivan Also Known As  In-Store TV  Retail Media Networks  Captive Audience Networks  Digital Out of Home  Screen Networks  Narrowcasting  Etc. Network Types  Self Financed / Branding  Financed Through Advertising / Advertising Only  Mixed / Hybrid Advertising Classifications  High Impact  Retail  Captive Audience

DailyDOOH 3 High Impact  General Outdoor  Billboards, Posters  Stadiums / Exhibition Halls  Mobile  Airports, Railway Stations Retail  High Street Retail  Grocers  Shopping Malls  Petrol Forecourts  ATMs Captive Audience  Leisure, Pubs, Clubs, Bars  Transport, Taxis, Trams, Buses  Hair Salons  Waiting Rooms  QSR (McDonalds, Starbucks etc.)

DailyDOOH 4 At the Moment in the Digital Out of Home, Media Buyers and Planners are probably the MOST important player iSuppli Corporation Retail Signage System Eco-System

DailyDOOH 5 127,478 4 Sheets, 6 Sheets, 16 Sheets, 48 Sheets. 64 Sheets, 96 Sheets Data source: Postar, Issue August £10.8m1.4% share 2004 £19.6m2.3% share 2006 £29.7m3.2% share 2010 £100.0m8.9% share 2016 £187.0m11.8% share Digital share = of all Outdoor United Kingdom Market Data

High Impact UK Market - Mid 2007 Retail Based on number of venues Captive Audience Based on number of venues

DailyDOOH 7 Why Will Digital Out of Home Be Successful? Audience Immediacy Selling by day part Uniqueness Editorial Content Interaction Creativity Challenges to success Accountability and Effectiveness Creativity - the right treatment for the right screens

DailyDOOH 8 Number of screens: 1,015 Number of venues: 203 Footfall: 1.4 million till transactions per week Dwell time: 4.5 minutes Frequency of visit: 3.6 visits per week DOOHAN, SparTV Entry, May 2007 iCapture - Accurately captures, tracks and analyses faces in video images, generating real-time audience data iTally - Embedded people counting device with built-in overhead camera, i.e Gross Footfall

DailyDOOH 9 Compliance - True Example TotalNetwork ANetwork BNetwork C Any POS in Venue58%49%69%56% Participating in Promotion 1 59%60%64%54% Gave Gamecard without Prompting25%23%36%16% Posters in Window8%6%13%6% Posters in Venue34%30%38%35% Show cards in Venue41%38%47%38% Leaflets4% 3%5% On-Screen Promotion36%26%57%26% Overall Display24% 26%23% 1: This statistic is compiled from the number of venues that gave gamecard right away, number of venues that gave gamecard after asking and number of venues that had run out of gamecards.

DailyDOOH 10 What. Where.  What kind of screens should be used  Where should those screens be placed What. When  What content should play on those screens  When should (different types of) content play out

DailyDOOH 11 Dagobert’s 10 Rules of Content 1.Define your own magical triangle between promotion, entertainment and brand experience 2.Adopt a leading theme 3.Never forget that it is a furtive media 4.Open a dialogue with the customer 5.Create Interactivity 6.Structure the content with a single graphic code or by introducing heterogeneous content with short jingles 7.Be explicit at any stage of the program 8.Create an efficient sequencing 9.Preserve yourself from text overloading 10.To promote an event, create a ‘cluster’ of animations

DailyDOOH 12 Brand Content Mandates 1.Engaging - you can’t look away 2.Aware of the context - talk to me as if you are here 3.Compelling - you still can’t look away 4.Informative - tell me something I didn’t know until now 5.Containing a clear call to action - what do I do next? 6.Able to improve brand awareness - did the content make an impression?

DailyDOOH 13 Who is Going to Succeed  Advertising Funded Networks will grow the quickest  Those who niche and scale, measure and share  Those who are Music / Ambience aware Suggestions  Speak the language of your Customer  Don’t try and do everything yourself  Why build when you can buy, why buy when you can rent? Trends  EPOS Screens  Technology Signage Solutions from the Far East, US, Canada and Israel Who is Going to Fail  Those without a niche or a specialty  Those who don’t understand what their core strengths are (or indeed what business they are in)  In the advertising driven model, those who don’t get big quickly  Those who go head to head with the “big boys” - for example the Cisco’s and the Clear Channel’s of this world

DailyDOOH 14 The Screen is the Out of Home digital signage industry association. It is based in London, with members in the UK, France, India, Israel, South Africa and the USA The DailyDOOH blog brings you Digital Out of Home Industry Analysis in Europe, Middle East and Africa