Dynamic Digital Signage Networks: Thousands of Channels of Television

• Dynamic Digital Signage Networks: Thousands of Channels of Television

  Introduction

  Before the beginning of the new millennium pundits in the entertainment industry predicted that there would 500 channels of television. The reality is that within the next 5 years there will be thousands of channels of TV like content created, produced and delivered for speci.cally de.ned target audiences in a whole range of business or other organizations worldwide. Every organization will have the ability to deliver their own "channel" by deploying a digital signage network that will provide an opportunity for companies to communicate in a personal way to their customers and employees.

  With the implementation of a Dynamic Digital Signage Network (DDS) companies can create content that is targeted at the speci.c demographic of the audience shopping in the store, frequenting the restaurant or lining up at the bank. These networks are the reason why these channels will proliferate and grow into the next communication medium.

  Imagine, if all the customers and employees of Sears and Citibank could see their CEOs, both very powerful speakers, espousing the values and corporate philosophy of their company. Executives of major companies are by their nature very dynamic, motivational individuals that are never really seen by anyone other than a cadre of management and workers that surround the executive during the regular workday. Communication by them down the ranks is accomplished by delegation to lower level managers with no transfer of their positive energy down the ranks.

  What is a Digital Signage Network

  DDS is a network of displays, either standalone or part of other applications systems, like kiosks or ATM's that may be updated with content from a source controlled from central site. The differentiating factor of these networks is that while the content may be distributed from a central source each site would play localized content dependent on the criteria related to that site. These local criteria may include:

  • News
  • Weather
  • Sports
  • Traffic
  • Prices
  • Promotions
  • Demographic
  • Layout
  • Fashion
  • Culture
  • Lifestyle

  Thus the benefit of the digital signage network is that content is delivered in a "template" type form from the central office which, in turn, is updated to re.ect local conditions at the site where it is being broadcast. Therefore a central message is distributed producing a local program of content and displayed automatically to accommodate the conditions of Lifestyle or Business rule options. The actual result is that each site displays content that is considered local while adhering to the standard corporate "look and feel."

  Why is this Important

  DDS networks provide, for the .rst time ever, the ability to target messages and content with real-time reporting functionality that allow users to amend and change content until they discover the combination that works best to meet their requirements.

  Targeting Messages

  The ability to communicate with customers and employees as well as the general public in a focused way is targeted programming. This type of communication is a form that has never been possible before. This is the .rst time that programming of content is so targeted and so relevant in a micro sense. Further, due to the available technology incorporating High De.nition, 3D and other specialized displays, the quality of the appearance of the content will be better than anything seen before and therefore more than lifelike, almost "supernatural." Currently, the only type of content ever seen in this form is television or its derivatives that is targeted at a general macro audience. Further, the quality of the composite signal in most television environments is far from the type of quality that will be seen on these high de.nition environments. Considering the venue the type of content that will be developed will be micro-targeted down to:

  • Demographic
  • Income Level
  • Race
  • Lifestyle
  • Geographic Location
  • Homeowner
  • With Children or not
  • Age of Children
  • Time of day
  • Number of People in site
  • Sports Followed
  • Weather preferred

  As well as many other specialized groupings based on the site or destination

  Targeted Promotions with an Ability to Change Mid-stream to Effect Results

  Since this content is being displayed in some cases at the point of purchase, actual effects on buying patterns or the in.uence on other behaviors can be attributed directly to the displayed content. Thus programming can effect and motivate the audience in measurable ways. Further, if the programming does not have the required or desired effect, it can be modi.ed in minutes and therefore change the result of any promotion or education. Never in history has there been the ability to change or in.uence the audience in such a focused and measurable way.

  Who is the Target Audience

  The content is focused at people at the location, whether they are customers or visitors passing through, people waiting in line or employees of the organizations hosting the displays. These people may include:

  • Shopping in the store or in the aisle
  • Waiting for a car, plane or train or for service in a Bank, Auto Shop, Realtors office, Doctors Office, Restaurant.
  • Working in a factory, distribution center, retail store, bank, etc...

  What is the Type of Content

  Programming is what is relevant to these speci.c micro groupings. Thus individuals in the printer aisle of a technology store would have content directly related to people buying printers at retail in this neighborhood. An Urologist's waiting room could have content focused at people over 50 with an income level attributable to their local community.

  Because programming content is interesting and relevant to compel an audience to engage with it, this selected audience could be in.uenced to consider products, services, or even political candidates interested in speci.c demographics.

  Conclusion

  Every organization will implement a Dynamic Digital Signage Network, as a means of delivering:

  • A corporate identity
  • A unique customer experience
  • An integration to data sources to ensure accurate pricing and promotional information
  • An ability to form and ensure continuity with motivated educated teams
  • A revenue source for advertising
  • An uplift in sales
  • A metrics for dynamically analyzing the success of promotions

Additional Information

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