DSE: Digital Signage Expo

Bryan Meszaros
Chief Business Dev. Officer
OpenEye Global

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

Before integrating any mobile technology it is important to understand how it will interact with your current infrastructure and what development costs if any would be associated. I believe this is the next step in helping to re-establish the relationship with the consumer. There seems to be a growing disconnect between the consumer and retailer and visual media has it’s limitations. With the use of mobile technology it helps to deliver a tailored message into the hands of the consumer and provides them the ability to interact with the retailer without feeling forced.

As with digital signage mobile technology can be used in a variety of environments. In a retail environment promotions or coupons can be digitally transferred, Banks can allow mobile users to check balances and receive important announcements and Museums can allow visitors to text and receive event information. The applications are endless and any environment is appropriate.

To successfully integrate mobile technology you have to first understand the value you will be providing your customers. Will they gain anything from it or will it become a nice “in-store” app? There has to be an incentive and it has to serve a purpose to become successful. Your goal should be to create a experience that is rewarding and also memorable.

Chris Borek
Sr. Mgr. Multi-Channel Digital Marketing
Target

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

Integrating a mobile strategy with your digital signage
(ds) installation should be thoughtfully planned and should include the following questions:

1. What are my objectives for my mobile strategy?
2. Will my ds execution help meet those objectives?
3. Does my ds technology allow me to support my mobile objectives (i.e. - refresh content,
    segment, adjust content real-time based on user mobile input, etc.)?
4. Does my environment support wifi, bluetooth, and potentially required infrastructure 
     needs?
5. Is my environment ideal for mobile and ds to work together? For example, is there
    space to have users dwell and interact with digital signage?

Benchmark and pilot before executing a mass rollout. Also, do your homework. What % of your audience has and uses their mobile device for what you would like them to use it for? Who is doing this well?

Also gauge the cost / benefit. Will the required resources justify the learnings from your pilot? And always consider the metrics of success (and get key stakeholder buy off on them) before installing your mobile pilot.
 

Christopher Burtt
Global Signage Product Mgr.
Thomson Reuters

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

There are many applicable uses for mobile technology in the digital signage realm. Here are a few examples:

1. Use mobile technology to increase viewer engagement through interactivity. The interactivity can take the form of a game or controlling content on the sign for others to see. In can take place on large jumbotrons, such as Times Square, or in more intimate settings, such as a bar. In one highly successful Yahoo! campaign on the Reuters sign in Times Square, users dialed into a special number in order to participate in a car race on the sign. These types of applications encourage users to stop and spend time with the sign, content and brand.

2. Provide information and special offers to mobile consumers. Users can be supplied information through short codes, dial in, bluetooth or other technologies. In another Reuters Times Square campaign, mobile users were able to dial in to the sign an design their own Nike sneaker, which was then displayed on the sign. The completed design was sent to their phone, along with instructions for going to the Nike website to purchase it. With these applications, you can take the viewer one step further to making a purchase.

3. Gather customer data. Mobile technology can be an excellent source for gathering data on sign viewers. This can be used for general demographic information when selling ads, or for creating mailing lists for future campaigns. In both examples above, users provided basic data, allowing the advertisers to see who was participating.

4. Perform transactions. This is more prevalent in other countries, notably Japan, but the mobile phone is increasingly used as a credit card to complete purchases. With a digital sign or kiosk added to the mix, a consumer could receive offer, get information on it and complete the transaction all in a few minutes.
 

David Doyle
VP, IT Theatre Operations
Regal Entertainment Group

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

What do I need to know about mobile integration technology?

Mobile integration technologies are useful and powerful. It’s a great way to increase viewer engagement by transitioning digital signage into an interactive experience – through text messaging and other wireless data exchanges. Mobile integration enables methods to measure ROI.

At what point would it be appropriate to consider investing in mobile integration for my DS installation?

Mobile integration should be considered during the digital signage deployment planning stages. Many cellular-enabled digital signage products are available, as are integration services providers. The cost of such products and services can influence fundamental requirements, needed project dollars and future strategic planning.

What environments are most conducive to its application?

Mobile technologies are becoming more and more prevalent as mobile internet browsing increases. Hospitality, amusement and some retail spaces are good fits for mobile integration with digital signage.

What is the most effective use of this technology?

Keep in mind, cell phones and other handheld technologies are considered to be very personal devices. The personal nature of mobile devices calls for careful planning and consideration. Offering a call to action through digital signage (that prompts consumers to respond on their mobile device) is a straightforward means to gather useful information.

What are the first steps I should take to engage my customers in this way?

The first step to engagement through mobile integration is to carefully consider the relevance of the mechanism, determine if it suits your objectives and move forward in a planned, measurable way. Planning is the price of admission.
 

David Matera
CEO & Co-Founder
OOH Pitch, Inc.

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?"

We are looking into this more now than ever. SMS texting can you used at anytime. Most of our clients use that method. The great thing about it is there is no investment for the vendor, just the advertiser. As far as other technology, we have looked into the scanning, Bluetooth and a couple others and I don’t think advertisers are ready to pay that much for their purpose. Times are tough. Stay simple…text.
 

Gary Halpin
President
Agency 225

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investigating mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

I am certainly no expert at mobile integration technology, but was told there are some wicked new advancements coming out. In general terms, I'd always be open to integrating this technology, particularly in environments where tracking the effectiveness of the creative (and the network itself) is difficult. This could be where sales lift data is not available for instance. I see it being more effective (and could be way off base here) in public arena's vs. retail spaces. I'm not sure if a retailer would want to hassle a customer with this too much. I'm also in the belief that there has to be a carrot dangling for the consumer to text, whether it is a gift or chance for winning something.

My one concern is as this technology develops and becomes more common (read: it's everywhere!), then the over-saturation could turn some people off. Now looking at this potential development from a cup half full viewpoint, that could be a good thing as maybe the tracking numbers would be more accurate. In other words, consumers wouldn't text to every sign they saw, but only the ones that were of interest, or only the ones that had great creative or a great message.
 

George Nauman
Partner/CMO
Chute Gerdeman

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its applicatoin?  What is the most effective use of this technology?  What are the first seps I should take to engage my customers in this way?

What do I need to know about mobile integration technology?
Mobile technology can improve the service you offer your customers. It allows them to check prices, stock availability, place an order online, send messages about new products, pay for items without having to go to a checkout.

At what point would it be appropriate to consider investing in mobile integration for my DS installation?
You should be exploring the use of this technology right now………..at the very least planning how you will integrate the utilization of this technology.
What environments are most conducive to its application? Wherever a customer is in search of additional information and happens to be carrying a cell phone.

What environments are most conducive to its application?
Environments most conducive to this application are ones that have capabilities to ensure that the devices, and the data they can access, are kept safe. This may require extra equipment and additional training. Many consumers are still wary about mobile technology because of the security of their data.

What is the most effective use of this technology?
Instantly presenting product/service feature and benefits at the point of sale ……………or to save and view later when you additional time.

What are the first steps I should take to engage my customers in this way?"
The first step I think in engaging the consumer is before you even connect with them…it’s making sure your being authentic in your approach. Through mobile technology you are given another channel to connect with your consumer, but you have to make sure that your intent and message is authentic and true to your brand.
 

George Yunis
Sr. Director Creative Services
ARAMARK

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?

My perspective answering the 5 complex questions is from that of a fairly novice digital signage POV:

Part one: Establish/understand need on an overarching level first- I recommend beginning by matching your organizations intrinsic technological level (are you highly technology-centric and typically able to integrate new technology with some comfort) and its orientation (external such as retail vs. internal B2B focused vs. sales force support, etc.). Depending on the orientation and the current technology culture, status or capabilities, one can then begin to answer the question “Do we really need any specific significant DS mobile integration technology?”
If the answer is yes, then a recommendation would be to survey your organization’s key relevant clients and internal stakeholders/leaders on the subject without leading them to close to any answer you may have in mind.
If the answer is still “yes”, then the question becomes more specific in nature; “What are the basic categories of mobile integration technology? What/do any industry or common platforms for the technology exist? What are the primary issues/solutions that the basic types of mobile integration technology attempt to address or solve?”

Part two: my answer here is fairly simple- either 1) when overwhelmingly clear that your client need/expect/demand it. Or 2) when it can provide a significant ROI-supported competitive differentiation or advantage that can be demonstrated in test or pilot form. Or 3) when it reduces operating cost, infrastructure and/or creates a significant new synergy for your organization internally or with potential partner organizations or even investor organizations, etc.

Part three: What comes to mind at first glance are environments intrinsically technologically advanced, meaning heavily reliant or exposed to tech savvy consumers such as possibly a Best Buy or other tech retail environment, airports/transit hubs, stadiums, locations that count regular frequent visitors (ie: a supermarket/grocer, etc).

Part four: Continuing on the comments from the previous question, customization comes to mind first. Imagine a retail grocer with an installation that can instantly provide unique special offers to consumers literally as they walk an aisle. These offers are beyond/different from any others available and could be based on remaining inventory at the moment, expiration dates on products, or even based on something the consumer picked up and put in their cart that could trigger related recipe based ingredient offers (ie: consumer places a couple taco seasoning packets in their cart and immediately offers for tortilla shells, avocadoes, ground turkey – not ground beef, etc. could be generated). In a stadium, fans could receive all the concourse food options, send an order back (tied to a ticket barcode number for locating purposes), and pay via cc without leaving their seats.

Part five: Always start by having a deep understanding of what ways consumers want to be engaged. Whether you’ll find all the answers or not, it gives you a starting point for the literal and implied needs/wants they have. Invest in researching both existing consumers/clients and those who may not be choosing you, understand both/all groups better, then isolate a strategy to test engagement strategy/technology/implementation.

Gwen Morrison
CEO, The Americas & Australia
WPP (The Store)

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

"What do I need to know about mobile integration technology?

If you are serious about investing in mobile integration technology as part of your digital signage installation, first you need to understand how the networks and platforms in the US can work in this space. In most cases, innovators in this space are from outside the US.

At what point would it be appropriate to consider investing in mobile integration for my DS installation?

An investment in mobile integration technology would be most appropriate after the digital signage installation is considered rolled out and is meeting strategic objectives, and only if the content is relevant to your audience.

What environments are most conducive to its application? Retail, and any out of home environment.

Public Relations and Promotional activities are a great way to utilize the customer interaction opportunity that mobile integration provides.

What is the most effective use of this technology?

The most effective use of this technology is at events to take best advantage of the engagement and entertaining interaction between customers and brands. In store the technology allows for customized offers, promotions, and for opt -in product information.

Jack Sullivan
SVP/Out of Home Media Director
StarCom Worldwide

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

Eventually, and I hope soon, mobile integration will get woven into the new emerging media landscape. It'll be necessary as it nicely and neatly ties together DS messaging and the ability to search/call for more information and hopefully even make a purchase. Mobile integration will move the cash registers from the stores out onto the streets and the various venues where DS will be plentiful.

Any production that requires more information will be the logical first choice to use MI technology. Low impulse or low in cost product/service will not benefit as much as a product that requires deeper and more information prior to purchase.

Making sales and purchases on the streets is the primary reason to link with MI technology. The ease to do comparative shopping and not having to do all the running around is here .... it'll happen sooner than you think.
 

Jeff White
Owner, CEO
Bar Channel

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

If you’re going to embrace mobile technology you need to immerse yourself in it. Research it and find the best companies out there that can help you to integrate it. It would be appropriate to invest in mobile integration when your clients (advertisers or venues) start asking about it. If your DS program is solid enough that you believe you can generate additional income from mobile then I would suggest a test program. The results are very detailed. If there is a great response and you can eventually add this to your holster of options….GREAT.

The environments for this application vary. Obviously high traffic is important but so is the demographic. Baby boomers aren’t texting much. But pretty much everyone after that is glued to their phone. There are several companies pushing text messaging, text couponing and of course “text to win” programs. These are all good uses of this technology.

Your first step should be a trial at one location. Measure the results and move from there.

 

Jennifer Nye
Assistant Product Mgr., Retail Div.
Harley-Davidson Motor Co.

What do I need to know about mobile integration technology?  At what point would it be appropriate investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

Mobile has been deemed the future of advertising according to many industry experts. With the number of mobile subscribers currently in the billions and the ability of these phones to receive content, this method can be extremely effective in extending brand awareness, providing information, and obtaining lead generation. Three key benefits of mobile marketing that are important to Harley-Davidson’s future strategy are the following:

• Instant information with the ability to update immediately
• Call to action adopted by consumers who are interested; future marketing efforts
   are more targeted
• Connecting with the youth demographic – a group that is very hard-to-reach

There are many environments that would benefit from this application. The actual retail environment where the product/service is being sold is very appropriate. Even if the product/service is not an impulse buy, such as a Harley-Davidson motorcycle, the product information and/or call-to-action to the website will assist greatly in product recall. Depending on your target market, other public places, such as malls, coffee shops, outdoor spaces, such as events or transportation have the ability to remind consumers of your brand, product or service.

To engage customers using this method it is imperative to define the correct target market for each initiative. Once defined, integrating marketing efforts within digital networks must be carefully planned around location, dayparting and call-to-action steps. Finding the appropriate provider for your needs and conducting a pilot test are very important to ensure a smooth deployment.
 

Jerry Harris
Director, Audio Visual Services
Georgia Aquarium

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?



There are several factors involved when expanding your digital signage system through mobile technology integration. For starters you should know your target audience well enough to discern whether or not this new technology will be readily adopted.
 Assuming that your audience is savvy and embraces the technology, your next hurdle is getting the audience to opt-in to receive your advertisement.


There are several environments where this could apply. One example would be a local grocer is considering an electronic coupon system where shoppers would receive a bar-coded coupon sent to their mobile device via SMS which can be scanned at checkout.

To engage your customers you should have an incentive program, buy one get the other half off, rewards programs, etc. Another way is to conduct brief surveys. By doing so you understand your customer’s acceptance or apprehension towards the technology.


 

Kevin Culp
Director, Information Technology
Gaylord Entertainment

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

Digital signage and mobile integration technology is growing very quickly. Though the technology is relatively new the use of such technology is very promising. The key will be to select the best technology for your environment. Are you going to be in a digital billboard environment on the side of a major interstate or signage in your hotel lobby? I believe the potential to utilize this technology exist in almost all digital signage installations in one form or another. A good use of this technology is to provide more information to your customer. You could use a text messaging short code with your signage installation to initiate a call to action for the customer. Upon the customer taking this action they could immediately be sent additional information including coupons, web links, etc... The first step before undertaking any new business venture is to gather feedback from your customers. You could think you have the best idea since “sliced bread” but your customer may tell you differently. The integration of mobile technology with digital signage is very exciting and I believe we are just at the beginning of what will be explosive growth for this technology.

Mike Hiatt
Consultant
JMH Consultancy

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

The challenge of mobile integration is the current competing standards in the marketplace. Today, integration is necessary on two separate levels of the solution...the phone manufacturer and the carrier. A retailer or DS provider can easily work with one manufacturer and one carrier (for example iPhone and AT&T, but then only cover a subsection of their customer base.

The more important question to answer in regards to mobile integration is: What are you trying to accomplish? DS networks will need to eventually be integrated with mobile devices, but much of that work will need to be started on the Internet side of the house.
 

Pat Hellberg
President
Kaicon Consulting

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

As with any DS/DOOH program, technology should support the program. The program should not exist solely to support the technology. In other words, just because you as the network operator have the ability to communicate with your audience through mobile technology, that does not mean you should use the technology unless it has a plan, a purpose and a clearly defined goal. If it makes sense...if your audience is comprised of those likely to “opt in” voluntarily to offers pushed in the retail or OOH space...if you have specific merchandising and product offerings that naturally lend themselves to incentives (coupons, price reductions, etc.) for your target audience...if you have developed your POS database so that you can easily determine if incentives are resulting in sales lift...then mobile integration technology could work. The most effective environments for this technology would be grocery and mass merchandising retailers, bars, and QSR. First steps: produce a tightly integrated strategy which coordinates on-premise merchandising and product initiatives with the engagement and incentives delivered by mobile technology.

Patrick Moorhead
Director, Emerging Media
Razorfish

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?

What you need to know: Mobile is playing an increasingly critical role in the way consumers engage with digital out of home media. It is a technology that promises immense value to both consumers and providers, and at the same time significant complexity. Do not underestimate the challenges you will face in deploying mobile options against your DS inventory.

What point to invest: Mobile extensions in DS only really make sense when one of 2 criteria are met:
• You or your content partners have meaningful, tangible and immediate value to deliver to the consumer via the mobile platform. Can you help them get something done quicker? Can you give them a more robust experience? Can you drive tangible value to the consumer experience by allowing a customer to engage with messaging in front of the screen? If you can envision answering yes to these questions, investment is worth investigating.
• Do you have a plan for sustaining your mobile offering to the consumer over time? Do you have a communications plan for the mobile channel? Have you planned a strategy for monetization?

What environments make the most sense: Mobile can function in many of the most common DS environments, but in particular those with high levels of dwell time for consumers, or places where they have the ability to actualize the mobile offer immediately.

Most effective use of this technology: The most successful and effective use of mobile with DS to date have been those that allow consumers to redeem coupons and offers immediately or within proximity to the screen (think in the mall). A variety of queuing and needs assessment uses for customer services, as well as interactive games operated via text messaging have also worked.

First steps: Do your homework around the critical questions raised above, locate a trustworthy mobile technology partner, and if possible leverage the though leadership of your digital agency partners for business and technology strategy.

 

Paul Flanigan
Producer
Best Buy

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective us of this technology?  What are the first steps I should take to engage my customers in this way?

"What do I need to know about mobile integration technology?
I think you need to worry less about the technology itself and worry more about how “mobile technology” as a customer benefit will enhance your network/environment. Technology is moving too fast for us to constantly keep up with it. I think that’s great, but if we get caught up in the minutiae of the technology, we may miss the basic need to “connect with the customer.”

Regarding retail, I want to know how I can leverage a person’s mobility with the environment, meaning if they are in the store, how can I get them to engage with the environment through their mobile device?

At what point would it be appropriate to consider investing in mobile integration for my DS installation?
I think if you’re wondering when, you might be too late. The premise behind DS, and the need to connect with the viewer should predicate the discussion on how to take it further than just a screen and eyes. I think it’s a long-term approach of growth with the need to develop a relationship with the viewer as your network evolves and matures.

So you should starting asking. Now.

What environments are most conducive to its application?
There is no environment where it won’t work, but the industries where it will have the greatest effect are those where the results of the integration are tangible and immediate: retail, product, services, etc.

What is the most effective use of this technology?
I’m not sure of the most effective use. I think that’s a very subjective thought based on your needs. In Asia, mobile technology is leaps and bounds ahead of the U.S., but I have also heard from people who have worked there and visited that it’s so saturated that it’s very intrusive and annoying.

I think effective lies in the eyes of the mobile beholder.

What are the first steps I should take to engage my customers in this way?
There are two things you can do: 1) Try it yourself. Walk through your environment. Stop every 10 feet, look around you, then hold up your mobile device and wonder how it can help where you are and what you’re doing. Try this in an environment that has DS but no mobile technology. 2) Research. Ask your customers how they use their devices and how they would want to use them in your environment.

For example, if your viewers wish they had a way to find what they were looking for and could text “help me find” to 12345, then you may have an answer to navigation through your environment.

Another option may be to provide the viewer with a reward just for being there. In retail, we all have reward programs. How nice would it be to reward them with something just for being in the store?

Philip M. Cohen
President, CEO
Care Media Holding Corp.

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?

As an operator of an ad supported digital signage network in the captive audience, or place-based media environment we recognize an opportunity to establish another revenue line and another opportunity for our advertisers. Many of our advertisers have asked us if we can distribute product brochures for them to our doctors’ offices. We know the doctors really don't want the clutter in the office. Further we sell against print as a basic premise. But now...With the vast majority of our viewers armed with a cell phone we will start offering our advertisers the ability to tag their commercial with "For more information on...text----." This will give the advertiser the opportunity to direct their information to a valuable opt in prospect, eliminate the trash on the doctors counter, and provide another revenue line on our P&L."
 

Tom Lapcevic
President
ClubCom

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?

The integration of personal digital assistants (“PDAs”) with place based digital media technologies will have a profound impact in the future. ClubCom experienced some of this potential in 2001 when we installed computer kiosks in approximately twenty of our health club venues for a research study. We used the kiosks to enable members to vote on their overhead entertainment preferences and respond to call-to-actions broadcast over the ClubCom network. The results were impressive but the cost of operating computer kiosks across our entire network was cost prohibitive. In 2005, we conducted similar research in the United Kingdom but this time used mobile phone text messaging to respond to our network calls-to-action. Obviously, the implementation was much easier and far more scalable. Although the results were again impressive, the research also revealed some of the challenges associated with environments in which users may become temporarily disengaged from their mobile phones (many members don’t bring their phones into a health clubs – some clubs even prohibit phones). Clearly, we were a bit ahead of the time and the triangular interaction between venue network platforms, PDAs and the Internet was still more of a concept than a reality.

Today the integration of PDAs and placed based digital networks is becoming more practicable. Venue broadcasting has the distinct advantage of “pushing” relevant communications to a like-minded community with permission granted by entering the venue. These broadcasts can promote different types of PDA interactions which can be categorized as either “user” initiated or “event” initiated. With user initiation, the patron/PDA user responds to the place based communication to self identify and “pull” down additional information. With event initiation, the user’s entrance into the venue (patron check-in or device recognition) triggers a communication to the user’s PDA. The event initiated communication is reasonably feasible in a community environment such as a health club where the identity and PDA addresses of “self defined” patrons are known and members are checked in through computer networked technologies.

Under either scenario, the combination of venue communications with PDAs is powerful. Venue broadcasts push relevant content and sponsorships into the targeted community which, in turn, stimulate PDA communications between the sponsor and the viewer/user. The user can then share the communications with an extended community well beyond the original “venue community” which, hopefully, become viral. In theory, the tremendous attributes of each medium are combined to yield very effective results.
 

Vernon West
Marketing Initiatives Manager
Lowe's Companies, Inc.

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?

Mobile is an exciting technology for strategic integration with digital signage initiatives. But, it can be complex, especially if looking at a mobile integration play.

For retailers, one would need to have a very pointed shopper need to go through the time and expense of deploying mobile integration like those that firms like LocaModa provides. Being able to control the screen with the phone a la "joystick" is cool, but the same functionality can be provided with a simple interactive screen. Therefore, it's best used for fun, entertaining strategies (like letting teenagers express themselves with a store graffiti wall and giving kids an outlet to "draw" with their phone).

That said, it's a great tool for luring people to gather in more traditional out of home settings, where people are not distracted and on a mission to buy and get out of the store. Think subway platforms and city destinations.

If we were to look at mobile, we would much more likely head towards using the phone as a call to action tool via SMS or Bluetooth. After all, we need to help people by providing them helpful information while busily shopping...not trying to turn our stores into amusement venues. Once again, this is more appropriate for other Digital Out of Home verticals.

Regarding efficacy, the only answer I can say is "it depends". To activate something mobile, one must have a clear reason/stratgy first. Then, one must be able to prove if the need was being met. It could be entertainment, follow up information or many other things--but you can't say that there's one thing that it's most effective to utilize for.

Now, we'll see what evolves with mobile wallets and then take that question back on! :)
 

Mark Zwicker
VP, Business Dev.
Alchemy (St Joseph's Content)

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

What do I need to know about mobile integration technology?

Mobile integration takes a number of forms and content can travel in both directions to each platform. They can be characterized the following ways:

1. Mobile phones controlling DS content via touch-tone - This can take the form of a system that users call and select touch-tone options based on voice prompts, which in turn selects content dynamically to be displayed on the screen. This changes the playlist and displays the spot associated with the user's selection. It can be to one display or many.

2. Mobile phones controlling DS content via SMS - This allows the users to text options via SMS to a short code displayed on the screen to select content to be displayed. So the customer could text something like "fridge" to short code "8735" and content can be pulled from the playlist to display.

3. Mobile phones modifying DS content - Through touch tone, or more often SMS, users can enter custom data, their name for example, that can then be displayed in a variable text field on the display.

4. Mobile phones receiving content from the DS system - This would allow users to respond to a prompt on the display to ask for more information via touch-tone dial-in or via SMS and receive content that they take away in a response. This could be a coupon or technical information, a WAP link, Mobile movie, ring-tone, picture etc. These can be delivered via WAP, MMS or Bluetooth integration.

At what point would it be appropriate to consider investing in mobile integration for my DS installation?

When you are ready to engage in two way dialogue with your customers, in-store, mobile integration can start to have strong benefits. They key is to be ready to manage both the DS content and the mobile content to make sure they are compelling and have real value for the customer. Each of the four scenarios above have their own needs regarding content and strategy.
You also have to be ready to deal with both the investment and complexities of the environments. Mobile integration is complex due to the number of handsets, smart-phones formats, carriers, wireless technologies and delivery methods available.

What environments are most conducive to its application?

A number of environments can benefit. Retail environments, with technical detail for customers to take away with them on products, promotions where coupons or savings are acquired in-store for immediate or future promotions, even product or department locators all can be integrated with mobile.
Display environments such as museums and art galleries can benefit in creating interactive displays and selectable depth of information.
Service environments can benefit from a menuing system to describe and price services and allow customers to engage further with the services, such as car dealership service centres.

What is the most effective use of this technology?

The options and applications of the technology are quite varied, but the most effective use will always be in truly engaging the customer by bringing real value to them. If you can build a system that is saving them time, giving them valuable information to help in the purchasing decision or giving them savings via promotions, discounts or coupons they will use the system and appreciate it.

What are the first steps I should take to engage my customers in this way?

The first steps are to determine exactly what you want to deliver to the customer without thinking about the specific technical aspects of what the DS or mobile systems can do. From there, you are defining a strategy that can be applied to the technology. You can take this requirements list and map it against the various solutions to make sure the functionality is there. You will most probably have to engage partners to bring the best mobile and DS strategy and content to the systems you have designed and ensure it is relevant to the customer and updated regularly in keeping with the rest of your campaigns and promotions.

Tim Johnson
IT Manager
AT&T

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the first steps I should take to engage my customers in this way?

1. What do I need to know about mobile integration technology?
You first need to establish your target market and what mobile technology do they have or use? For instance: SMS Text, Bluetooth, RFID, WiFi

2. At what point would it be appropriate to consider investing in mobile integration for my DS installation?
Investment should be made when valid market research shows positive ROI with your targeted market segment.

3. What environments are most conducive to its application?
Those environments that lend themselves best to customer interaction allow the customer the additional time without concern for dwell time at the digital signage. Very high traffic short dwell time locations don't normally work for extended customer interaction at the digital signage.

4. What is the most effective use of this technology?
The most effective use is when you want to provide a free-bee, coupon or take away electronically in exchange for knowing the customer has seen the entire product message.

5. What are the first steps I should take to engage my customers in this way?
Research multiple vendors and investigate all possible technologies to determine the best fit for target audience. Audience measurement technology is a great first step.
 

Brian Hirsh
President
Retail Entertainment Design (R-E-D)

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?

The topic of mobile integration has been discussed by Advertisers and brands for years in the DS market as the ultimate way to prove effectiveness or engagement. Unfortunately the likelihood of consumers interacting with a third party brand is less than desirable unless you are at a pub or bar waiting for a friend, right? Retail Entertainment Design has been using mobile integration (predominately SMS as this is the most universal) in retail stores as a tool to support music and film promotions including enter to win sweepstakes, product specials, and more. However, while at DSE this past week I did see some amazing new uses of mobile and integration with brands and technologies with companies such as Access 360 Media new mobile platform and many others. Ultimately, all platform owners, integrators, retailers, and advertising agencies need to define the ideal interaction goals and/or content strategy first, then discuss how we can implement into DS.

Douglas Dubin
Content Strategist
Borders

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?

From a retail perspective, I believe that all you really need to know about mobile integration technology is that it has the potential not only to elevate sales volume, but also the unique ability to engage the customer and provide a more rewarding shopping experience by appealing to a tech-forward lifestyle. (In this case, simply by owning an iPhone or Blackberry, for example, they would be embracing a "tech-forward" lifestyle.) Now imagine that your customer loyalty program (with registered members in the millions) is connected to GPS tracking satellite software.

You are suddenly in a position to offer your customers a location-based rewards program, tied into the GPS on their iPhone or Blackberry, and sent to their email (upon request of course), revealing the latest loyalty rewards at a retail store nearby their current location. The possibilities are endless, especially in a healthy economy, and rewarding customers for living a tech-forward lifestyle by offering special incentives to them before any other segment of a given customer base, will convert into higher sales volume. We may not be there at the moment, given the state of today's economy, but now is the time to start planning for this integrated inevitability.

As far as the role that Digital Signage could play in this situation, in-store DS installations could be utilized as a "call to action" centerpiece, informing customers that by simply texting their relevant contact information to the destination provided on DS screen, they would receive notifications on where and how to best spend their reward dollars and "Mobile Loyalty Program" discounts on as frequent a basis as they preferred. By giving them the opportunity to indicate whether they preferred to receive notifications on a weekly, daily, or even hourly basis --based entirely on their present location-- the retailer would literally be putting the customer in the driver's seat, and allowing them the opportunity to increase or decrease their own interactivity with a company with which they are already highly engaged.

Paul Bleimeyer
Manager for Media Systems Engineering Unit
Div. of Media Support Services
Mayo Clinic

What do I need to know about mobile integration technology?  At what point would it be appropriate to consider investing in mobile integration for my DS installation?  What environments are most conducive to its application?  What is the most effective use of this technology?  What are the final steps I should take to engage my customers ini this way?

"What do I need to know about mobile integration technology?"
As an always-evolving technology there are a number of larger technology companies that have been making acquisitions in this area over the past several years. Cisco made some investments in this area in 2006. Likewise, Avaya and other companies are looking at this as a possible next step to expanding past classic Voice over IP phone service and to continue to expand their content delivery services to the end user. Being able to control the end mobile device with an MBX has a great potential. Cellular carriers are increasingly looking at what sort of additional revenue streams can be earned here by continuing to add applications and additional functionality to their handsets. Businesses are now starting to look at technologies’ like blogging and social networking in a new way and how it relates to their business needs.

The most recent crop of smart technology phones from Apple, Google, and Rim are great examples of how users continue to want to tie the different information needs together and the handset providers are more than willing to respond. Phone, Web, and TV technologies along with Digital Signage are all becoming even more closely integrated with end user viewing and interactivity opportunities. Managing Digital Signage systems is quickly following the same accelerating fate that static web pages in the 90's followed. Just five years ago, it was still okay to have the same old static pages on websites and perhaps maybe a series of rotating banner ads across your website. Today's web market is becoming even more dominated by dynamic content generated systems that tailor and aggregate the content based on the user’s cookies, subscriptions, profiles, or registered username and surfing habits. The same is true of phone and other mobile integration technology used today. Hotspots and access points are now commonplace. Bandwidth is becoming fast enough for users to accept no matter if it’s cellular or wireless. Most of the higher end handsets now support both. The next step is continuing to continue to enhance the amount of available content in the channel. Also required is to continue to improve the effectiveness of the aforementioned end delivery devices coupled with the continued integration of the applications. AT&T recently announced that it was spending 70 million dollars to enhance their infrastructure to support delivering content to the Web, TV and their handsets via the web. Digital signage is still a of course a part of this strategy. Many of the new mobile phone users are now far more willing to sign up for online services that push or allow them to pull digital information content to them based on their location, activities, etc.

All of this is going while a large segment of American consumers are starting into a “less is more” part of their lives either by choice or world economics. Many are starting to use friends as their consultants and are just plain burned out on the constant bombardment of marketing that is taking so many different forms. Finding the right balance and target audience before deciding that this technology is for your product is going to be critical.

At what point would it be appropriate to consider investing in mobile integration for my DS installation?
I would let the market shake out a bit more before moving ahead on your own. In short, I would caution against attempting to setup your own end-to-end infrastructure. There is still a bit of work being done right now while the industry is going through some rather tough consolidation this year. The current economic client will weed out the smaller players in quick succession.

Right now I would seek out examples of where this style of information marketing matched up with your current business needs and look for examples of how it is being used by others with significant ROI behind it. In this time, you need to be even smarter with your capital dollars then ever before and make sure you will get the lift or response you need in order to close the sale or at least develop the awareness for your brand that you need. With larger companies starting to build out the end-to-end infrastructure now, sometimes it makes more sense to lease time on the larger carriers if it meets your target demographics. You should ask if the integrators will work closely with your DS solution provider to link the needed content.

What environments are most conducive to its application?
The direct sales of music, entertainment, and other medium to low cost impulse purchase decisions seem to always lead the way here. The effectiveness of Apple's iPod functionality and ITunes application installed on the iPhone is a great example here of how we have seen more powerful end devices enable the consumer and directly drive sales. One common example is seeing users of current mobile phone technologies observe a digital signage displays with a music video running on it. This in turn resulted in the mobile phone user launching the song identification application like Shazam and then linking to the download site of their choice to purchase the music they just heard and the video they just saw.

Snaptell and other companies like this are another example of where you could buy time on the infrastructure and then directly track the number of hits and purchases that are taking place. It takes the web based Amazon/Deal time model one step further by pushing the application squarely onto the target’s phone. Users don’t have to type in a SKU number or barcode or product name on the website. They just click and price shop on the spot. They can price various items while in the store and then decide to purchase online instead of in the store.

This is going to have an even more direct effect on pricing and in store vs online offerings in the next year or so. Black Friday sales for products are becoming more common in the form of a daily experience for users of this technology. Applications like this are continuing to shift the demographics of where the marketing dollars are going with respect to the teen markets. In 2006 it was estimated that teen markets had a purchasing power of around $189.7 billion. A teenager age (12-17), today has never experienced a world in which the Internet was not part of his or her everyday life. It’s estimated by marketing groups that the entire teen market will surpass $200 billion per year in personal spending by 2011. Limiting their exposure to your product using just a small segment of the available media formats will almost certainly limit your adoption rates. Not exploring you options for mobile integration technology may end up costing you money in the long run, depending on your market.

What is the most effective use of this technology?
Many times it is where there is a common linking application available for download and installation on the user's phone in cooperation with the Digital Signage campaign. Another generally accepted practice is to use the Digital Signage to generate a trigger with the phone owner. Just having them text a message to the following address listed on the signage in an airport to receive up to date information or receive a discounted or free product.

A recent study by M:Metrics reported that over 39% of all phone users know how to text or do so regularly. Mobile Marketing has quoted text usage levels at 44% or higher. While not as engaging as some of the more complicated applications out there, retailers are pretty safe in assuming that they will receive a response from a phone user if they use at least texting as an optional reply in addition to a URL on their signage screens. One can see additional opportunities for users to allow their phones GPS location data to be queried and to have Digital Signage systems continue to customize their message based on how many users of a certain demographic or profile that are nearby or in the area. Eye gazing technologies’ are already a growing way to tune the signage market now. If one is able to identify when a receptive group of consumers are in the area based on the number of phones in the area, then why not shift the marketing to those who would respond and pull further content?

Integrating with popular social networking opportunities is another possible way to use this technology. Digital signage does not always have to take the form of a physical sign in a certain location. It can be and could be combined with a number of different media delivery forms. Having the user pull a screen saver application for their phone that lets them know about sales or discounts at certain times is another example of how to expand your virtual presence of your DS solution.

While some data from market analysis groups show that the direct link to purchase is not always there, an overwhelming number of respondents did respond that they do pay some attention to the digital ads placed on social networking sites and web banners on various sites like this. When combined with a linked application such as Face book, MySpace, Tweeter, etc then the opportunity to at least engage them about new product updates or to learn about new promotions goes up significantly. Some studies have also indicated that this response rate is upward of 65% or higher. This adoption rate is very significant.

What are the first steps I should take to engage my customers in this way?"
You should do some very careful research on how you would want your customers to interact with your brand. One also needs to figure out what you would give them in return for responding to your campaign.

In a time when so much of the average email box, is overflowing with spam, the last thing you would want is for your service, or product via an installed application on the users phone to be viewed as is completely viral or spam like instead of being helpful and informative. Opportunities for ranking an application or for posting a review about your product, application or video have never existed like they do today. I would also suggest being careful in test your marketing plan with this set of approaches and seeing if you are directly hitting the purchasing demographic that would best respond to your product and or service. You only get a small number of chances with the Internet.

Take a look at the entire youth market to day as an example and see where your product would fit. Also take careful consideration into how long do you want or need this customer? Do you need them in the classic teen years referred to now as the “Discovery” phase of age 12-19? Do you want to retain them during the “Experimentation” phase of age 20-25, and how do you want them to influence others with respect to adoption of your product by others when they move into the “Golden” age at 25-34?

Some products or services will only pick a point in time while others need the support of past purchases and owners to reflect positively on the brand for longer periods of time. This has to be one of the toughest groups to market to now. They are largely not brand loyal and will surf for the best deal given a situation. It’s turning the current marketing culture on its ear right now. But mobile integration technology is and can be an effective tool for reaching out and getting a demographic to pull data instead of trying to push it to them using a classic DS model. It should be carefully considered with respect to what you are trying to communicate and gain with the audience you are involved with. Not all markets and demographics will respond favorability to it.
 

John Marson
Sr Manager, Media Services
Kraft

What do I need to know about mobile integration technology? At what point would it be appropriate to consider investing in mobile integration for my DS installation? What environments are most conducive to its application? What is the most effective use of this technology? What are the first steps I should take to engage my customers in this way?

1) Proximity to retail - With an onslaught of value and pricing strategies/ messaging in the marketplace, those opportunities that can remind/ persuade/influence consumers as close to the moment of truth (purchase) provide marketers with an advantage.

2) Segmentation - Venues with the ability to segment based on geography and consumer/demographic will be valued. For example, geo-demographic segmentation may allow a marketer to segment equity messaging from value messaging based on economic conditions by city, county or zip code.

3) Reduce their risk - From a consumer angle, venues with two-way, interactive capabilities can provide marketers with an opportunity to instantly provide consumers with value (coupon, free content....) in exchange for interaction with their brand. From a seller’s perspective, now is a perfect time to reduce a marketers risk by providing them added value through opportunities like reduced pricing and free trial periods for first time users.