DOOH / Digital signage / Dynamic signage
Digital Out-of-Home (DOOH) / Digital signage / Dynamic signage refers to signage that is displayed in public spaces by means of projector, LCD, Plasma screen, Electronic billboard, Isle-talkers, etc. Multimedia content is usually displayed using a computer, also referred to as a digital engine or media player. You will find digital signage in most public spaces like airports, outdoor concert venues, bars, restaurants, cafes, college campuses, convention centres, stock markets, call centres, trains, busses, taxis, and retail environments.
Interactive Digital Signage
An interactive layer is added to a digital signage system, allowing the targeted audience and users to engage with the on-screen content in real-time by means of a specialized devices, touch screen, or mobile phone.
Digital media platform
The infrastructure (hardware, software, connectivity and various resources) that is purposefully designed to host, support and broadcast various media file types with the objective to entertain, inform, and educate a targeted audience. Interactive layers and peripheral devices can be added atop this base to create an Interactive Media Platform.
ABN (Ad-based Network)
Revenue from third party advertising is not necessarily the primary objective of a Digital Signage network. Digital signage networks that do support third party advertising is normally referred to as ad-based networks, and rely on the ad-revenue to sustain the network and generate an extra revenue stream to enhance return on investment (ROI) for the system owner/s. In order for an ABN to be viable it is required to have the right balance of relevant content to advertising, as well as sufficient dwell-time in order to engage the viewer.
Dwell-time
The amount of time a customer remains in a venue, or a specific area within the venue. Dwell-time is an important variable in determining display placement, advertisement size (seconds), content loop duration, advertising-to-content ratio, and advertisement cost. One of the primary objectives of Digital Signage is to increase dwell-time, and therefore often forms part of the Return on Investment (ROI) metrics and cost justification value proposition.
Expression-based media & Social Media Applications
Invites people to engage with beneficial and entertaining content that forces users to HAVE FUN. It also encourages people to share information and talk to each other in a user-controlled media environment.
Mobile click
The user’s phone number is treated much like a web “cookie”, adding a layer of measurability to track user statistics across digital signage networks. It enables the dynamic digital signage system to recognize a unique user engaging with a social media application via a mobile phone.
New media triadThe media distribution model by which brands and advertisers can engage with consumers using various digital media, all within an integrated campaign.
OTS (Opportunity To See)
The probability a screen has to be viewed by consumers. It is unlikely that a screen will be seen if it is hidden away or placed in a low dwell-time area. OTS is expressed as a percentage ratio comparing the amount of people who actually see the screen to the amount of people that entered the venue where the screen is installed. OTS is a useful variable for brands and advertisers.
Proof of Play
Proof of play is a built-in feature of proper digital network management software. It is a secure document where advertisement flight details are logged every single time an advertisement is sent to the screen. It records the date, time of day, and for how long the advertisement was displayed. Technically the proof of play only states that the advertisement was sent to the screen. Additional network features and technology is required to tell if the screen was actually switched on and working at that specific time. Proof of play, combined with other measurable variables, is important in calculating how many people actually looked at your advertisement in order to determine ROI.
Pierre Fourie is a leading marketing and advertising consultant based in Johannesburg South Africa. He is highly regarded for his expert knowledge on Digital Out Of Home (DOOH) systems and his ability to conceptualise and execute marketing / advertising strategies. Pierre was dubbed the “digital expert” on developing content strategies and promoting branding concepts for private digital advertising networks, including Planet Fitness Gyms and The More Golf Group. His background in the electronics engineering field of study, combined with more than 10 years experience as a business owner, entrepreneur and media expert is reflected on his personal blog: http://mediamarketingandsales.blogspot.com
Thursday, November 19, 2009
Tuesday, November 10, 2009
Mustek Digital signage open day - 17 November 2009
Mustek Digital Signage Open Day - 17 November 2009
Mustek, Midrand, South Africa
From: 9:30 am
To: 3:30 pm
Entrance is FREE.
RSVP by 13 November 2009
Call: +27 (0)11-237 1677 pertuniam@mustek.co.za
A full agenda and directions to the venue will be forwarded to you upon receipt of your RSVP.
Creating awareness and educating all who are interested in Digital Signage and Kiosk solutions.
Topics covered include the following:
Joine me at Mustek for my presentation on:
Selling digital advertising – Learning from experience
Presented by: Pierre Fourie
Pierre Fourie is a leading marketing and advertising consultant based in Johannesburg South Africa. He is highly regarded for his expert knowledge on Digital Out Of Home (DOOH) systems and his ability to conceptualise and execute marketing / advertising strategies. Pierre was dubbed the “digital expert” on developing content strategies and promoting branding concepts for private digital advertising networks, including Planet Fitness Gyms and The More Golf Group. His background in the electronics engineering field of study, combined with more than 10 years experience as a business owner, entrepreneur and media expert is reflected on his personal blog: http://mediamarketingandsales.blogspot.com
Mustek, Midrand, South Africa
From: 9:30 am
To: 3:30 pm
Entrance is FREE.
RSVP by 13 November 2009
Call: +27 (0)11-237 1677 pertuniam@mustek.co.za
A full agenda and directions to the venue will be forwarded to you upon receipt of your RSVP.
Creating awareness and educating all who are interested in Digital Signage and Kiosk solutions.
Topics covered include the following:
- Hardware for digital signage.
- Software solutions for sigital signage.
- Connectivity and content management for digital media networks.
- Interactivity and synergy between differnet digital mediums.
- TCO, ROI, etc.
Joine me at Mustek for my presentation on:
Selling digital advertising – Learning from experience
Presented by: Pierre Fourie
- Industry Jargon
- Consulting Vs. Selling
- Selling digital signage solutions (B2B)
a.) The sales cycle.
b.) Think like a business owner.
c.)What should go into my digital signage proposal? - Selling the advertising
a.) The biggest enemy of digital signage networks.
b.) Value proposition of a technology based signage solution.
c.) Content strategies that will benefit your advertisers. - Overcome today’s biggest challenge in selling digital advertising.
Pierre Fourie is a leading marketing and advertising consultant based in Johannesburg South Africa. He is highly regarded for his expert knowledge on Digital Out Of Home (DOOH) systems and his ability to conceptualise and execute marketing / advertising strategies. Pierre was dubbed the “digital expert” on developing content strategies and promoting branding concepts for private digital advertising networks, including Planet Fitness Gyms and The More Golf Group. His background in the electronics engineering field of study, combined with more than 10 years experience as a business owner, entrepreneur and media expert is reflected on his personal blog: http://mediamarketingandsales.blogspot.com
Wednesday, November 4, 2009
10 Questions to ask if your advertising doesn’t work
Every day I talk to business owners, especially the SMME’s, who simply gave up on advertising because “it doesn’t work for my business”.
I found that business owners often do not understand the dynamics of how to create an advertisement that will effectively influence clients to come and buy, or at least try their products and / or services. By identifying the most common mistakes found in advertising I was able to create the following list of questions that will lead to a more productive and profitable advertising campaign:
1. Who will buy from us and where can we reach them?
If your answer is “everyone” you are almost certainly wasting your advertising budget. Before you even consider putting an advertisement together you have to know who your target market is, and where they will be looking for the products and / or services you provide. You need to do some market research and focus your campaign on your target audience. If you don’t, your advertisement will certainly fail, regardless of how great it looks.
2. What is important to our prospects?
Unless you want your advertisement to be ignored, I suggest that you find out what is important to your prospects and deliver a message that is important to them. Your prospects have hobbies, families, careers and the associated wants, needs and challenges they bring. These things are important to your prospects and have great impact on their buying behaviour.
3. Does our advertisement have a compelling headline?
The headline is the most important element, regardless of the media you use. On average, five times as many people will read the headline than the copy of your advertisement. The success of your advertisement relies heavily on how well the headline sells the product and / or service. Make sure that your headline addresses the main concern or interest of your targeted audience.
4. Why should our prospects believe us?
It can take many years and hard work to attain a credible reputation that will drive customers to your business based on referrals alone. You have to turn sceptical prospects into believing that you and your product will provide, at very least, the main benefit you promised them. Some of the most common methods include independent research, customer testimonials, case studies and frequently asked questions with suitable answers.
5. Are we offering VALUE from the client’s point of view?
Your prospects are only interested in how your VALUE proposition can satisfy their wants and needs. Are you saving them money? Are you giving them more than they are paying for? Will you make life easier for them? Your advertising message must focus on giving VALUE to the client. Don’t waste your time and money on trying to tell your clients about how great YOU think your business is.
6. Do our prospects know what to do?
It often happens that a client looks at your advertisement and realise that they actually have a need for your product, but because there is no urgency to your message they will often forget about it. If your prospects don’t have a reason to act NOW they are unlikely to do so at some point in the future. You have to inform your prospects of what they will miss out on if they don’t act NOW. Simply listing your telephone number is not enough.
7. Do we have the right advertising frequency?
Frequency is the number of times a person is exposed to your marketing message in a given time period. Frequency is important, even if you have a great message. High repetition is important and your advertisement will have greater impact when frequency is applied. If you know what media matches your prospects’ profile you should stick with that media for at least 12 to 18 months and apply the right frequency.
8. Have we got enough reach?
Reach refers to the number of people that see your message in a given time period. Purchasing media with large reach is generally more expensive, but it allows you to reap the benefits of advertising more quickly. The more prospects you reach the greater the percentage will be that need your product or service right now. However, buying too much reach without repetition can be disastrous for your company’s long-term growth. Buy as much reach as you can afford but DO NOT sacrifice frequency in the process.
9. Do we know what is working for us?
The main goal of advertising is to increase sales revenue. An advertisement producing no results IS WASTING YOUR MONEY. With available modern technology, and given enough time, you should be able to attribute a return on investment to every marketing activity and every single piece of advertising.
10. How big is our marketing budget?
How businesses function without a marketing budget is beyond me. You need to know how much money you can spend to reach your target market. Your marketing budget will also drive your choice of media (newspapers, fliers, radio, television, mobile, digital signage, etc.). Another advantage of having a marketing budget is that it provides you with a degree of defence against pushy advertising sales people.
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Pierre Fourie is a leading marketing and advertising consultant based in Johannesburg South Africa. He is highly regarded for his expert knowledge on Digital Out Of Home (DOOH) systems and his ability to conceptualise and execute marketing / advertising strategies. Pierre was dubbed the “digital expert” on developing content strategies and promoting branding concepts for private digital advertising networks, including Planet Fitness Gyms and The More Golf Group. His background in the electronics engineering field of study, combined with more than 10 years experience as a business owner, entrepreneur and media expert is reflected on his personal blog: http://mediamarketingandsales.blogspot.com
---
I found that business owners often do not understand the dynamics of how to create an advertisement that will effectively influence clients to come and buy, or at least try their products and / or services. By identifying the most common mistakes found in advertising I was able to create the following list of questions that will lead to a more productive and profitable advertising campaign:
1. Who will buy from us and where can we reach them?
If your answer is “everyone” you are almost certainly wasting your advertising budget. Before you even consider putting an advertisement together you have to know who your target market is, and where they will be looking for the products and / or services you provide. You need to do some market research and focus your campaign on your target audience. If you don’t, your advertisement will certainly fail, regardless of how great it looks.
2. What is important to our prospects?
Unless you want your advertisement to be ignored, I suggest that you find out what is important to your prospects and deliver a message that is important to them. Your prospects have hobbies, families, careers and the associated wants, needs and challenges they bring. These things are important to your prospects and have great impact on their buying behaviour.
3. Does our advertisement have a compelling headline?
The headline is the most important element, regardless of the media you use. On average, five times as many people will read the headline than the copy of your advertisement. The success of your advertisement relies heavily on how well the headline sells the product and / or service. Make sure that your headline addresses the main concern or interest of your targeted audience.
4. Why should our prospects believe us?
It can take many years and hard work to attain a credible reputation that will drive customers to your business based on referrals alone. You have to turn sceptical prospects into believing that you and your product will provide, at very least, the main benefit you promised them. Some of the most common methods include independent research, customer testimonials, case studies and frequently asked questions with suitable answers.
5. Are we offering VALUE from the client’s point of view?
Your prospects are only interested in how your VALUE proposition can satisfy their wants and needs. Are you saving them money? Are you giving them more than they are paying for? Will you make life easier for them? Your advertising message must focus on giving VALUE to the client. Don’t waste your time and money on trying to tell your clients about how great YOU think your business is.
6. Do our prospects know what to do?
It often happens that a client looks at your advertisement and realise that they actually have a need for your product, but because there is no urgency to your message they will often forget about it. If your prospects don’t have a reason to act NOW they are unlikely to do so at some point in the future. You have to inform your prospects of what they will miss out on if they don’t act NOW. Simply listing your telephone number is not enough.
7. Do we have the right advertising frequency?
Frequency is the number of times a person is exposed to your marketing message in a given time period. Frequency is important, even if you have a great message. High repetition is important and your advertisement will have greater impact when frequency is applied. If you know what media matches your prospects’ profile you should stick with that media for at least 12 to 18 months and apply the right frequency.
8. Have we got enough reach?
Reach refers to the number of people that see your message in a given time period. Purchasing media with large reach is generally more expensive, but it allows you to reap the benefits of advertising more quickly. The more prospects you reach the greater the percentage will be that need your product or service right now. However, buying too much reach without repetition can be disastrous for your company’s long-term growth. Buy as much reach as you can afford but DO NOT sacrifice frequency in the process.
9. Do we know what is working for us?
The main goal of advertising is to increase sales revenue. An advertisement producing no results IS WASTING YOUR MONEY. With available modern technology, and given enough time, you should be able to attribute a return on investment to every marketing activity and every single piece of advertising.
10. How big is our marketing budget?
How businesses function without a marketing budget is beyond me. You need to know how much money you can spend to reach your target market. Your marketing budget will also drive your choice of media (newspapers, fliers, radio, television, mobile, digital signage, etc.). Another advantage of having a marketing budget is that it provides you with a degree of defence against pushy advertising sales people.
---
Pierre Fourie is a leading marketing and advertising consultant based in Johannesburg South Africa. He is highly regarded for his expert knowledge on Digital Out Of Home (DOOH) systems and his ability to conceptualise and execute marketing / advertising strategies. Pierre was dubbed the “digital expert” on developing content strategies and promoting branding concepts for private digital advertising networks, including Planet Fitness Gyms and The More Golf Group. His background in the electronics engineering field of study, combined with more than 10 years experience as a business owner, entrepreneur and media expert is reflected on his personal blog: http://mediamarketingandsales.blogspot.com
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