Dawson & Co, LLC Why digital OOH will be a key winner? What's different this time? What's disruptive?

Dawson & Co, LLC Media Strength The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. While traditional media still rank on top, many are declining in influence and some are showing double digit losses over the previous year. Broadcast TV and Cable showed a decline of 13.9% and 14.4%. Whereas, many new media options are showing double digit growth. For example, when compared to SIMM 9 (Dec. 06 to Dec 07), Instant Messaging and Blogging experienced double digit growth for purchase influence of electronics at 22% and 21.5%, respectively. BIGResearch 2008

Dawson & Co, LLC Media With Most Influence In fact, the most influential form of media is 100% consumer-generated and one that marketers and agencies have little if any control over. BIGReseach finds that 94.2% of consumers regularly or occasionally give advice about products and services they purchased, and 90.8% regularly or occasionally seek advice about products and services before making a purchase.

Dawson & Co, LLC Consumers have control and are driving media consumption changes

Dawson & Co, LLC Disruptive Waves Between now and 2015, the biggest consumer causes of disruption in the retail marketplace will be first-wave Boomers and the Digital Generation Second-wave, Gen Y and first-wave Millennials, collectively. Retailing 2010 by TNS Retail Forward

Dawson & Co, LLC Breaking the 80/20 Rule The future of retailing is selling less of more. Aggregation of small will be the new big. The traditional rule of thumb that 20% of SKUs equals 80% of sales will no longer be the rule. Retailing in 2010: by TNS Retail Forward

Dawson & Co, LLC Digital is the Microtrends Vehicle Just 1% of the population creates a Microtrend. Digital avenues will be the biggest proponent of this drive. Crossing national even global borders, age, race, etc. Microtargeting: reaching the right niche groups with the right products. Micro Trends by Mark J. Penn

Dawson & Co, LLC Today’s Consumers’ Contradictions People are eating healthier yet Big Mac sales have never been higher. America is growing older while most of advertising and entertaining is for youths. More people are drinking natural, bottled water and more people are drinking “monster” energy drinks with chemicals.

Dawson & Co, LLC The Expanding Toolkit At Home In-LifeIn the StoreAt the Shelf Advertising Direct Marketing Publicity Internet Promotion Sponsorships Events Mobile Printed Signage Aisle Displays Digital Signage Store Events Kiosks Employee Packaging Printed Incentives Mobile Incentives Floor/Shelf Digital

Dawson & Co, LLC New Interactive Screens

Dawson & Co, LLC Evolutions in measurement Gaze tracking software POS sales analysis software Path Tracking GPS or RFID mobile phone identifiers Unique mobile ID’s Bio payment Holistically integrated system infrastructures

Dawson & Co, LLC Digital OOH Trends: Key Findings Which software platform will become dominant for digital signage in the next five years? Majority of IT professionals interviewed believe Linux will become a dominant platform for digital signage. In many ways, Linux is an IT developer’s dream — a robust and stable operating system that also is open source. A Guide by Digital Signage Today DIGITAL SIGNAGE: THE STATE OF THE ART

Dawson & Co, LLC Digital OOH Trends: Key Findings How many digital screens do you plan on adding in the next five years? Respondents planning to deploy digital signage in the next five years are taking a measured approach. Roughly one-third will deploy 24 screens or fewer. Opportunity in the “Scalable to 1” A Guide by Digital Signage Today DIGITAL SIGNAGE: THE STATE OF THE ART

Dawson & Co, LLC Digital OOH Trends: Key Findings What Industry has or will benefit the most from digital signage? Overwhelmingly, the perception exists that digital signage is primarily a vehicle for Retail. Digital Menu boards & Transit are next. A Guide by Digital Signage Today DIGITAL SIGNAGE: THE STATE OF THE ART

Dawson & Co, LLC Digital OOH will be a key winner for those brands, advertisers and agencies who embrace the medium. Consumers will continue to drive this force.