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Dynamic Digital Signage, also known as narrowcasting, is an exciting networked display technology that provides advertisers and retailers the opportunity to influence consumers' buying decisions at the point of purchase.
It’s generally delivered via plasma or LCD screens that are linked via a network, most often utilising web technology. Unlike a poster, its inherent flexibility allows content to be quickly adjusted to reflect fluctuations in inventory and responses to changes in environment. Content can be designed to take account of a store’s location, customer demographics, seasonal variation, time of day and so on.
Why is digital signage growing so fast?
For the same reasons as traditional Point of Purchase marketing is effective: consumers are most susceptible to targeted advertising messages when they are about to make a purchase. Screen technology offers the potential to target consumers with more messages, more efficiently and with substantially more impact.
What is narrowcasting, and why is it the new black?
First a definition. To narrowcast is to send media to a specific list of recipients. Cable television is an example of narrowcasting as the cable TV signals are sent only to homes that have subscribed to the cable service. In contrast, television uses a broadcast model in which the signals are transmitted everywhere and anyone with an antenna can receive them. *
Relative to its broadcasting “parent” narrowcasting is booming. The impact of traditional broadcast advertising has been diminished by the proliferation of communication platforms and resultant fragmenting of markets. Put more simply, consumers prefer to be spoken to as individuals with particular needs and wants, not as a tiny part of a mass market. New Media Lab signage offers the opportunity to customise your message in a way that takes account of your customers’ preferences at precisely the moment you want to engage them.
You don’t have to take our word for it…
(But you’re welcome to our free advice)
There’s plenty of material on the web that describes digital signage applications. We suggest that before embarking on any digital signage project, you do your research and think very carefully about exactly what you’d like to achieve. Do you want to build sales? By how much? Perhaps you’d like to build brand loyalty or enrich your customers’ experience? Maybe all of this. To discuss some of these issues, contact us for an obligation free consultancy.
*source: wikipedia.org
Here are some of the sectors Digital signage has been successfully applied:
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Banks |
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Retail fashion |
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Supermarkets |
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Airports |
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Restaurants |
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Shopping Malls |
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Hospitality and Entertainment Venues |
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General retail outlets |
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Cinemas |
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Petrol Stations |
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Digital Signage provides a unique shopping experience that promotes sales, improves brand recognition and loyalty and has rich potential to differentiate stores and brands in the customer’s mind.
Effective in-store digital signage is more than just simply programmed TV advertising hung throughout stores. It’s a conceptually distinct medium with a developing set of conventions and best practices and an ever-expanding number of applications.
A digital signage project is strategic design, production, management, scheduling, transmission, storage, measurement, and display of broadcast quality, full motion video and animation.
Digital signage requires planning, faultless execution, and a reliable support infrastructure. It needs to be easy to use, measurable and, most importantly, it needs to achieve its goals.
If you’re thinking, wow, this is not exactly straightforward, you’re right.
But, unlike many of our competitors in this emerging industry, New Media Lab has the right skills in the key areas. We’re not a technology firm doing advertising, or vise versa. We’re Australia’s leading digital signage agency.
Our suite of products and services reflect the very specific requirements of digital signage.
Consultation and strategic design
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New Media Lab works with its clients to incorporate digital advertising into existing Point of Purchase marketing and branding strategies. |
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We look carefully at our clients’ industry and targets, advising on strategy, execution and optimising the value of existing promotional resources. |
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Together with clients, we devise methods assessing Return On Investment (ROI) in digital media assets |
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Where necessary, in collaboration with merchandisers and store designers we create store layout templates, defining locations for LCD/plasma screen and media server locations and installation components |
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Provision of commercial-grade Digital Display hardware
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We recommend and use the highest quality commercial LCD XBright screens, exclusive to New Media Lab. We can also supply an array of presentation options in a range of sizes mounted from the wall, floor or ceiling. |
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New Media Lab supplies screen and media server mounts that integrate into any store environment. Alternatively, we can have mounting and presentation equipment custom-made. |
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Complete project management of all system installations
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Designs, builds and tests each digital signage system before rollout |
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New Media Lab coordinates all elements of system installations, including shop-fitters, electricians and computer technicians. |
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Consulting for and producing professional Digital Signage Media Content
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Having developed a reputation for excellence in multimedia production, the team at New Media Lab, have evolved into specialist providers of digital signage design, copywriting and campaign management. |
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New Media Lab is a creative and strategic agency. We sit down with our clients, and really think about how to combine ideas, existing campaigns and technology. |
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We supply copywriting, design, video/film production, flash development, programming, instructional design, photography, strategic communication and more. |
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New Media Lab can adapt your existing marketing and advertising activities (and providers) to produce digital content. |
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Scheduling of all advertisement campaigns
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New Media Lab systems manage the scheduling of media content to ensure the right message is shown at the right time and place. |
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New Media Lab’s proprietary content management software can facilitate localised campaigns, complimenting networked presentation but also taking account of stock position and/or other localised marketing challenges. |
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Remote monitoring of all hardware devices
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By deploying our proprietary, Linux based software, New Media Lab monitors all media servers connected to the network. |
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From our central control centre New Media Lab can:
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schedule server reboots, |
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turn screens on and off, |
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update operating systems |
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diagnose most hardware issues. |
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This capability reduces system down time and saves money through relying less on expensive onsite technician visits to address issues. |
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Where necessary, in collaboration with merchandisers and store designers we create store layout templates, defining locations for LCD/plasma screen and media server locations and installation components |
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National help desk and on-site support
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The New Media Lab National Help Desk allows clients to report any faults not been highlighted by remote monitoring. |
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Most issues are able to be solved over the phone or via remote administration services |
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New Media Lab has certified computer technicians Australia-wide to install or repair any system faults. |
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Reporting Systems
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New Media Lab reports on all digital signage network activity. This includes detailed ‘proof of play’ for all media content and exposure time for each campaign. At the outset of each program, we consult with clients and design a reporting system that tracks system results, ideally against a control environment |
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We strive to ensure clients secure ROI and well beyond |
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Results are made available through a secure extranet |
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We offer digital signage solutions, including dynamic content to retail and other public spaces
including business environments. With our propriety software, Splash Digital narrowcasts
advertising media, consumer information, news and entertainment to in-store screens and
interactive customer kiosks across Australia.
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