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Philip M. Cohen
President, CEO
Care Media Holding Corp.
October 2009 Question:
What are the three most successful mobile device/digital signage implementations in the United States, and what specifically did they do right?
Determining which mobile device/digital signage implementations are the most successful is very difficult in an industry that is truly in its infancy. Congruency of the market in terms of uniformity for technology and software creates an environment where today’s “most successful” may not survive tomorrow’s standard. Instead I tend to keep an eye out for “cutting edge” and “innovative” implementations with real value and measurable ROI.
BlueFire Digital
Once such Company would be BlueFire Digital. They are a privately held company located in Silicon Valley. BlueFire Digital provides the software and hardware which allows the digital signage network operator the potentiality to reach consumers on their mobile phones and PDAs via Bluetooth technology. After viewing an advertisement, this non-intrusive “opt-in” service gives the consumer the ability to download coupons, video trailers, music, and more. Interactive digital signage technologies like this can target consumers more effectively by giving them what they want on a device which they are comfortable using.
LocaModa
The next company that looks poised to really make an impact on the mobile device/digital signage world would be LocaModa out of Cambridge MA. With their software, LocaModa can connect large audiences via digital signage screens, mobile phones, and social networks therefore expanding the reach of their advertisers exponentially. Last year LocaModa ran a word game campaign ( Jumbli) for AT&T where players who submitted the highest scoring words from their mobile phones and/or the website would see their names on Clear Channel’s Spectacolor HD billboard in Times Square. The campaign was shown on over 12,000 screens most of which were from digital-out-home networks in bars, cafes, restaurants, etc. The information received from the campaign was able to determine the most interactive cities (based upon number of mobile plays per area code) as well as which digital-out-home networks had the greatest feedback. The wealth of measurable data LocaModa was able compile along with the various ways they were able to interact with the players truly puts this company on the forefront of the industry.
Tapioca Mobile
The last company I would like to speak about would be Tapioca Mobile. Though they are not a digital signage company, when partnered correctly with one, the benefits of using their technology are endless. The San Diego based company created a unique video transcoding process and has one of the largest footprints of addressable video mobile devices in the U.S.. Along with the normal “Text to” campaigns, Tapioca is able to send 30 second video clips by using multimedia messaging (MMS) or text messaging (SMS). Basically the software will recognize whether or not your phone can play videos. If it can, great, if not, it will send a link to the phone so you can view it via the device’s internal web browser application. Tapioca adds rich media mobile interactivity to coincide with digital signage advertisements. They also reach viewers on their most trusted device, their mobile phone. Mobile marketing is and will be standard for digital signage for some time. Which is why we recently entered a business relationship with them.