Digital Signage Expo..Chicago, May 18-19 in case you're in the area
digitalretailingexpo.com
article from Oct. San Francisco Expo
signindustry.com
excerpts:
"By any name, “electronic signage”, is on a very fast track. 2004 will mark the end of technology application pilot projects by major names across the retail spectrum in banking, grocery, electronics, entertainment, apparel, hardware, health, video, books, delivery services and others. “Technology is no longer an issue,” says Antoniette Zarcone, VP of Automated Digital Signage Networks, Inc. (www.adsn.ca),. adding “Media buying practices need to catch up”. "
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Early returns on overall tests..
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"Full deployments could be expected based on key performance indicators being realized including revenue lift, prospect self-identification and low CPM. Revenue increases of 30% are being realized on products profiled, ranging to 109% for a new soft drink and 319% for a new calling card. Digital signage in a bank teller line resulted in customers approaching the Branch Manager to ask about new services. CPM rates for digital signage are in the $2-6 range versus newspaper at $20 and TV at $25, newspapers at $20, magazines at $9-20, outdoor at $8 and Internet at $10. In a world were where 75% of buying decisions are made at the shelf edge, electronic signage as a revenue generator could well eclipse the importance now placed on point-of-sale marketing planning tool. "
---Who might these testers be? See some you've heard of?--
"Retailers advancing significant digital signage programs include Apple, McDonald’s, Bank of America, Circuit City, Safeway, Sears, Virgin Music, US Postal Service, Nike and others. At the same time, some of the firms shifting ad spending to digital signage are a wide range from Bayer, Black & Decker, Colgate-Palmolive, Disney, DirectTV, Frito-Lay, General Mills, Heinz, Kodak, L’Oreal, Minute Maid and Nestle, to Sara Lee and Starter. "
---Any money out there for deployment?
"Digital signage can be expected to become a part of the $149 billion advertising tool chest of retailers and product producers. In December 2003, Zenith Optimedia reports $149 billion in advertising expenditures as follows. TV $53b, newspaper $46b, radio $20b, magazine $17b, Internet $8b, and outdoors $5b.
Record declines in TV viewership are being experienced with “commercial-skipping” devices on the rise. The additional challenge of reaching potential buyers at a myriad of contact points grows increasingly irrelevant when digital signage can communicate at the point of product selection."
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"The further consensus emerging form the inaugural Digital Retailing Expo is that a) the technology is ready, success will be founded in integration with promotional plans and that “scalability” is a growing consideration. "
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So, is ATC ready?
1. Technology..checked and re-checked
2. Competent multi-national manufacturing partner...check
3. Ready cash supply for rapid mfg. ramp...check
4. Long term tests and result analysis by major partners..check (ATC has shipped new version, HSS III, to Asia, Europe, and in the US.)
5. ATC indicates early comments and results are very promising.
Now, we wait, and let the games begin!
Best,
Savant |
