Cesare A. Massarenti

Transcription

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2 Cesare A. Massarenti

3 Digital Signage Content & Technology Strategies: la nuova frontiera della comunicazione multimediale pubblicitaria Milano, October 30th 2009

4 MEDIA and COMMUNICATION A WORLD IN TRANSITION NEW DISPLAYS for NEW VISIONS A COMMUNICATION CONTINUUM

5 A WORLD IN TRANSITION Industry generated content Passive user Involved user Active user User driven content User generated content NEW DISPLAYS for NEW VISIONS A COMMUNICATION CONTINUUM

6 ACCESS and DISPLAYS CONTENT DESIGN PRODUCTION PROCESSES DISTRIBUTION NEW NARRATIVE DESIGNS

7 ACCESS and DISPLAYS Access devices are specialized and complementary at the same time

8 ACCESS and DISPLAYS With multiple types of access devices it is necessary to revise the entire chain of content production from creation to distribution

9 ACCESS and DISPLAYS Deployment of advanced interactive systems and the development of Social Networking is radically changing content origination, processing, and distribution

10 COMPUTER VIDEO FILM PRINT SIGNAGE TELEPHONE E-BOOK VIDEOGAME CONSOLLE CAR NAVIGATOR ONE WORLD?

11 From Monologue To Dialogue

12 INCREASING COMPLEXITY Any Size Different Types of Displays Specialized Visualization of Content Adaptation to Context Time - Location - Personalization - Interactivity A COMMUNICATION CONTINUUM

13 INCREASING COMPLEXITY Single Communication Channels Multichannel Content Delivery Multimedia Interactive Systems Cross-Media Time - Location - Personalization - Interactivity A COMMUNICATION CONTINUUM

14 INCREASING COMPLEXITY Multiple Access Modes Passive - Active In and Out of Home Specialized Visualization of Content Adaptation to Context Time - Location - Personalization - Interactivity A COMMUNICATION CONTINUUM

15 Increase in Noise In times of great and deep change, the number of people who have difficulties understanding what is happening increases Noise increases more rapidly and widely than information People are now doing several things at the same time Attention gathering becomes more difficult Attention span decreases

16 The Mass Media Advertising Model is Dying The television industry is undergoing a fundamental transformation that will make traditional advertising on TV redundant. Deloitte & Touche Network TV audience in the US has eroded at an average of more than 2% a year for a decade Nielsen A 2000 survey showed that Americans devoted an average of 8 hours viewing broadcast TV against 1 hour using the Internet. The projection for 2010 is that Americans will spend about the same amount of time on TV and on the Internet, or more on the Internet. U.S. household broadband penetration has gone from 8% in March 2000 to an estimated 75% in March of 2009 Nielsen/NetRatings. 24% to 27% of U.S. homes are equipped with DVRs - time-shifting of favorite programs renders network schedules irrelevant - 70% of DVR users skip TV ads.

17 The Mass Media Advertising Model is Dying Who loses: - since 2000 generalist TV audience is down 24% in the US, 22% in the UK, 20% in France and 25% in Japan - since 1998 generalist press audience is down in all OCSE countries - radio audience is globally losing a little, with losses and gains in different countries Who gains: - pay-tv, satellite and cable - specialized press - Internet - out-of-home - mobile phone

18 A MULTIMEDIA WORLD DIGITAL IMAGE TECHNOLOGIES MULTIMEDIA SERVICES DIGITAL SIGNAGE DIGITAL TELEVISION INTERNET MOBILE TV HDTV DIGITAL DEVICES DIGITAL CINEMA very small small large very large

19 TOWARD DEVICES FOR MOBILITY easy access, ubiquity Smart Phone PDA ipod Game Console Multi-Function Devices Digital Signage Future Devices for Mobility fidelity wide band high speed

20 CONVERGENCE TV, movies, Internet, photos, music, signage, mobile devices could morph into one big stream of d-entertainment that we can enjoy on any device, anywhere, anytime. Peter Forman and Robert W. Saint John Scientific American, November 2000

21 CONVERGENCE - PRODUCTION PROCESSES

22 TECHNOLOGICAL CONVERGENCE PRINT DIGITAL SIGNAGE TELEVISION COMPUTER MARKET TELEPHONE D-CINEMA

23 GLOBAL CONVERGENCE COMMUNICATION delivery - transmission COMPUTER digital technologies MARKET CONSUMERS CONTENT

24 Targeting The Shopper

25 ONE CONTENT A THOUSAND DEVICES A COMMUNICATION CONTINUUM

26 CREATE ONCE MULTIPLE PROCESSING PUBLISH EVERYWHERE ECONOMY OF SCALE

27 OUT-OF-HOME Along roads At intersections At retail At transit At events Live events Exhibitions Out-of-Home Advertising In-store promotions Digital signage Point-of-Purchase Point-of-Sale Permanent installations Narrowcast Ad Networks

28 OUT-OF-HOME Out-of-Home Media spending in - Video advertising networks - Digital billboards - Ambient advertising has been growing at accelerated rates since 2006 and has slowed down less than other sectors since the start of the economic crisis Out-of-Home advertising is one of the fastest-growing segments of the media industry Out-of-Home forecast : compound annual growth of 22,6% (PQ Media)

29 OUT-OF-HOME DIGITAL SIGNAGE -1 With dynamic digital signage - Information is highly visible - Audience is often captive - Attraction of attention is increased - Retention of attention is increased

30 OUT-OF-HOME DIGITAL SIGNAGE - 2 Out-of-Home advertising is a growing $ 8.8 billion industry (2008) Digital billboards are the fastest growing area within the medium Currently about billboards out of in the USA are digital Clear Channel, JC Decaux, Lamar Advertising, Focus Media are deploying digital billboards networks The goal is to replace about 8-10% of traditional billboards with digital displays over the next years

31 OUT-OF-HOME DIGITAL SIGNAGE - 3 Digital billboards allow marketing and advertisers to change messages - remotely - on demand - with constant update of campaigns Control is the key word Control of LOCATION - TIME - DURATION

32 OUT-OF-HOME DIGITAL SIGNAGE - 4 With dynamic digital signage networks it is possible to run campaigns - by minutes or seconds - during given hours of the day - during given days of the week - for given locations - to address specific audiences Digital signage can be used also for information and messages of public concern and for emergencies Control of LOCATION - TIME - DURATION

33 OUT-OF-HOME DIGITAL SIGNAGE - 5 Billboard companies can sell more advertising for each location Cost of a traditional 6x3 m. billboard = $ to (in the US) Average annual revenues = $ to $ (in the US) Cost of outdoors digital 6x3 m. billboard = $ to $ Average annual revenues = $ 2.5 to 3.5 million (data Clear Channel and Lamar) Cross-country digital networks = more targeted advertising for brands Cross-country digital networks = more revenues for billboard companies Control of LOCATION - TIME - DURATION

34 OUT-OF-HOME DIGITAL SIGNAGE - 6 With digital billboards - stronger interaction with audience - highly targeted messages - personalized messages Nike and Bluetooth 2004 with traditional billboards MINI USA and Bluetooth 2006 with digital billboards Calvin Klein billboards questions of passers-by and text answers Control of LOCATION - TIME - DURATION

35 New Markets - 1 Traditional and new Communication Spaces Multiple Inputs Integration of different Displays Integration of different Media NEW NARRATIVES and REPRESENTATIONS for NEW VISIONS

36 New Markets - 2 Initial cost higher than traditional forms of communication BUT Multiple messages on a single display Messages change in time according to location and audience Rapid turnover of information and messages Adaptation to content and context NEW NARRATIVES and REPRESENTATIONS for NEW VISIONS

37 New Markets - 3 Very high cost effectiveness New revenue streams Higher overall returns NEW NARRATIVES and REPRESENTATIONS for NEW VISIONS

38 New Markets - 4 Forecast: Digital Signage will become a market worth 9-11 Billion dollars by

39 COMPETITION FOR THE AUDIENCE USER EXPERIENCE

40 Integration Online marketing is removing the historic separation between creative work and media planning/buying functions. The challenge to integrate marketing goals will grow as marketers expand the mixture of online and offline media campaigns. Tighter integration of creative, media planning/buying and types of media will require higher standards of measurement and accountability. NEW NARRATIVES and REPRESENTATIONS for NEW VISIONS

41 Problems to be solved - 1 Understand the pecularities of programming time and space Billboard media companies do not work with time, almost only space Television and Radio work almost only with time Web and Mobile companies work offline and online Web and Mobile companies work on close-to-the-eyes access devices

42 Problems to be solved - 2 Outdoors and Indoors require different approaches to imaging Outdoors and Indoors imaging needs to be coordinated Digital signage imaging needs to be coordinated with the other media used in the same set of messages Content is linked to Context

43 Problems to be solved - 3 Content-to-Access Device Optimization Control and feedback Organization and management of database Organization and management of distribution network Encoding for safety

44 Problems to be solved - 4 Training of management and personnel is an essential feature of a successful transition to digital media and communication Plan for the future 3D and stereoscopic imaging without special glasses Very thin displays that can be folded or rolled up Augmented reality devices for mobility

45 3D DISPLAY

46 3D IMAGING SYSTEM

47 Prof. Cesare Massarenti Università Milano-Bicocca Imaging Systems Design

48 TOWARDS A COMMUNICATION CONTINUUM 2009

49 Cesare A. Massarenti Thank You

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