Industry Information

Industry News

Want to keep an eye on the state of the industry & where it's headed?

Check the Industry News section frequently to see what's being said, who's saying it and why it matters!

March 2010 Industry News

March 30, 2010
Digital Signage Expo
Digital Out-of-Home Advertising Displays Engage Consumers and Drive Action

According to the survey, consumer awareness of digital out-of-home advertising displays is high, with 72 percent of respondents age 18+ stating they had seen digital advertising in the past month. Digital displays in place-based venues such as restaurants, health clubs and shopping malls had the highest awareness level at 63 percent. In addition, awareness of digital out-of-home advertising displays is higher in major markets where they are more prevalent.

March 30, 2010
Advertising Age
Outdoor Ad Industry Finally Gets Its Improved Metrics
'Eyes On' Should Help Outdoor Compare Against, and Compete With, Other Media

A longtime project of the Traffic Audit Bureau, the outdoor industry's measurement agency, Eyes On has been in development for the last five years, including several delayed launches. The currency was conceived to provide more accurate audience data from the outdoor industry's previous measurement, Daily Effective Circulation, or DEC.

March 30, 2010
Digital Signage Today
OVAB now DPAA: leveraging new name to pursue new opportunities

Last week’s decision by the Out-of-Home Video Advertising Bureau (OVAB) to rebrand itself as the Digital Place-based Advertising Association (DPAA) probably should have come as little surprise to people in the digital signage and kiosk industries. Now that it has come, though, the association will use it as a springboard to seize new market share opportunities and launch new initiatives, say DPAA officials.

March 29, 2010
Media Life Magazine
Your client's ad in the clubhouse
Golfers are always a favorite target of advertisers

Golfers are an attractive audience because of their affluence, and advertisers have been reaching them on the course for years with ads on golf carts, practice mats and flagsticks. These days advertisers also have another option: Advertising in the clubhouse, where golfers check in to play, share a beer with their foursome, or buy new gear at the pro shop.

March 29, 2010
DailyDOOH
DSF Interim Board Elects Officers

Rich Cooley, CEO and founder of Visser Digital Media, Scottsdale, Arizona, has been elected chairman of the Interim Board of Directors of the new Digital Signage Federation. Also elected as officers of the Interim Board were Bob Stowe, director, marketing services, Wendy’s International, Dublin, Ohio, as vice-chairman, and Alan Brawn, principal, Brawn Consulting LLC, as secretary/treasurer.

March 26, 2010
Digital Signage Today
All about the content: A strategic blueprint for DOOH networks

Creating design guidelines for the network and the content is an import step in the process of setting up a digital out-of-home network. This process starts with discussions with key stakeholders, and it ends with a formal design guideline document for everyone in the process to follow.

March 25, 2010
Digital Signage Association
A digital on-ramp: How signage engages people, and turns them into customers

National brands with their large advertising budgets are creating energy for a category of products, but does it translate to buying their product, or do consumers then "shop" the category and make an alternative brand purchase? National brands relying on just TV advertising, to my way of thinking, are "preaching the gospel" but another brand might be "passing the collection plate." That is why stickiness is so important for a brand; stickiness that stays with a consumer from the sofa all the way to the shelf.

March 25, 2010
DailyDOOH
Digital Place Based Advertising

So ‘Digital Place Based Advertising’ will replace ‘Out of Home Advertising Bureau’ and OVAB therefore becomes the DPAA – although it seems that OVAB Europe doesn’t necessarily agree with the name change and for the time being at least is set to continue with OVAB Europe – a four letter acronym which we have to say (with or without the ‘Europe’ suffix) seems to have built up quite a bit of brand equity over the last few years.

March 23, 2010
Media Life Magazine
Who really won in Vancouver
Four of the five top brands were not official sponsors

Though these brands had no official Olympic presence, they managed to get themselves linked to the Games in the mind of the public by using Games-like imagery, such as skiers or ice skaters, in their ads, employing past Olympians in their campaigns, or setting up displays in Vancouver near where the Games took place.

March 15, 2010
MediaBuyerPlanner
Adspace's New Metrics Offer DOOH Reach, Frequency

Adspace Digital Mall Network is adopting new audience metrics by using Scarborough Research’s mall visit estimates as its base. Scarborough reports the number of people visiting malls and frequency of visits, giving media buyers reach and frequency estimates to help evaluate mall advertising.

March 15, 2010
Media Life Magazine
Your client on ice cream trucks
Wrap the truck in a giant ad and hand out samples

Advertisers earn goodwill by bankrolling the treats. They also get a unique way to reach people in an unexpected place, appearing in areas where there's little or no advertising, such as suburban neighborhoods. The trucks are very versatile. They can be either stationary or mobile, and they can include a variety of extras, including street teams, product samples and branded elements such as napkins.

March 14, 2010
Mediaweek
Pony Up the Dough, and Enjoy the Payoff
Why out-of-home production costs need to be built into the investment equation

As out-of-home plays a bigger part in advertisers’ marketing plans, it’s time to look at OOH production costs in a different way as a key part of the investment philosophy. Too often production costs get in the way of good campaigns.

March 14, 2010
Mediaweek
Airports, Airlines Step Up OOH Interactivity

When Monster Media recently installed four giant interactive displays at Los Angeles International Airport on behalf of JCDecaux North America, it was the first of its kind for the airport—and also the latest indication that digital out-of-home is breaking the sound barrier in the air travel space.

March 11, 2010
Adweek
More 3-D Ads Coming to Theaters Near You
Nearly 14,000 movie theaters operated by the three largest chains are set to install digital projection systems

Nearly 14,000 movie theaters operated by the three largest chains are set to install digital projection systems from Digital Cinema Implementation Partners, a joint venture of AMC Entertainment, Cinemark Holdings and Regal Entertainment Group. The three chains formed DCIP to deploy digital projection systems at movie theaters in the U.S. and Canada.

March 10, 2010
Digital Signage Expo
Nielsen Research Confirms Advertising Effectiveness of indoorDIRECT'S Restaurant Entertainment Network

Dallas-based indoorDIRECT Inc. , owner of the Restaurant Entertainment Network, has announced the results of a significant Nielsen audience study that reaffirms the effectiveness of advertising delivered on its digital out-of-home network.

March 9, 2010
MediaBuyerPlanner
Captivate DOOH Network Claims 31MM Impressions a Month

The company’s claims are based on a survey conducted by Nielsen. The survey showed that Captivate delivers more than 31 million impressions to over four million professionals in the 25-54 demo in an average month. Average income of Captivate viewers is $108,000, the company claims.

March 8, 2010
Digital Signage Universe
Australia's Outdoor Media Industry Launches MOVE

The first national, industry-wide audience measurement planning tool for outdoor media in Australia has been launched. MOVE, which stands for Measurement of Outdoor Visibility and Exposure, is Australia’s first national industry-wide audience measurement system for Out-of-Home (OOH) media and covers all major OOH environments including roadside, airports, railway/bus stations, buses/trams and shopping centres.

March 8, 2010
Media Life Magazine
Your client's logo on a water bottle
Who turns down a free bottle of water as a gift?

It's a good time for advertisers to try couponing to draw in new customers and revive ties to old ones. A unique way to do that is by placing coupons on customized labels of bottled spring water that can be distributed by local businesses such as clinics, auto mechanics, hotels and spas. Nobody turns down a free bottle of water, and the label ensures that your coupon makes it quite literally in front of the customer's face.

March 5, 2010
Digital Signage Universe
Digital Signage Expo 2010 Declared a "Success" by Exhibitors

The Conference and Trade Show, which ran last week, drew over 3,400 attendees, nearly a 14% increase over 2009. Both the increased attendance and the fact that there were 56 first-time exhibitors validates the preeminent position of DSE as the industry’s main show and is a positive sign that the digital signage industry is rebounding.

March 4, 2010
Digital Signage Universe
DIGITAL SIGNAGE EXPO 2010
Industry Sees Growth and Maturity

“We need to define key performance indicators for success,” said Mike Hiatt, President of Dynamic Retailing and speaker at this year’s Digital Signage Expo. Mr. Hiatt was part of a panel that explored the digital out-of-home industry’s prospects for growth, new technologies, and predictions for the future. The panel, moderated by Paul Flanigan, Partner of The Preset Group, also included Suzanne La Forgia, President & CEO of OVAB; and Jose Avalos, Director of Digital Signage at Intel Corporation.

March 3, 2010
DailyDOOH
OOH Advertising Delivers High ROI

One of the key findings from the BrandScience analysis is that OOH’s ROI has been increasing over time whereas other media are, at best, flat.

March 1, 2010
MediaPost
All The News That's Fit For Cafes, NY Times Goes Out-of-Home

This morning saw the unveiling of the biggest partnership between a media brand and a digital out-of-home network so far in 2010, with a new tie-up between The New York Times and RMG Networks (previously known as Danoo). The new digital place-based media channel, NYTimes.com Today, will deliver a combination of text and video content and advertising, including options for mobile interactivity, to hundreds of RMG's IP-based network of digital displays in top markets around the country.

March 1, 2010
Media Life Magazine
Your client partying in the sand
Reaching college kids by sponsoring events on beaches

College students are always a desirable target for advertisers. During spring break, advertisers can reach them by the hundreds of thousands by sponsoring concerts, contests and booths at the hottest U.S. beaches.

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