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8/6/2019 Narrowcasting Hype or Serious Business
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Strategic Account Manager NL-BE
Some images are representative andare not of the actual deployment.
Ton van Hout
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Worlds first connected signagecompany
20+ years of experience in digital
signage and advertisingmanagement industry
Turnkey media managementsolutions
Cutting-edge technology
Strong partnerships
Scala at a Glance
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Introduction Fields of usage Challenges
Financial Future development Innovative usage examples Conclusion
Agenda
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Who believes narrowcasting is a hype?
Who is using narrowcasting at this
moment?
Who is thinking about implementingnarrowcasting within one year?
Questions to the audience
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Some images are representative andare not of the actual deployment.
Introduction
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A network of digital displays that are centrally managed and
addressable to deliver information in a specific location, to
a specific audience at a specific moment.
Narrowcasting | Definition
Is narrowcasting a young term?
NO, it was first used by Joseph Licklider,a scientist of the MIT in the USA in 1968
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Narrowcasting, also known as:
Narrowcasting | Synonym
dynamic signage
digital signs
digital signage
digital media advertising
in-store TV network
captive audience network
out-of-home media network
digital media network
advertising network
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Narrowcasting | Hype?
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Some images are representative andare not of the actual deployment.
Fields of usage
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Entertainment Internal information Advertising Brand Messaging/Marketing
Way finding Enhancing customer experience Enhancing the environment
Narrowcasting | Fields of usage
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Fields of usage (%)
More options per network possibleSource: Digital Signage today March 2009
66,3
54,3
22,8
21,7
16,3
13
0 10 20 30 40 50 60 70
brand messaging/marketing
Product information
Third party advertising
Digital menu boards
wayfinding
entertainment channel
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Source: Digital Signage today March 2009
31,1
33,9
14,3
5,3
4,5
10,8
24,9
36,9
11
10,8
8,4
8,4
0 5 10 15 20 25 30 35 40
Assisted selling / product information
Brand messaging/marketing
Third-party advertising
Entertainment channel
Wayfinding
Digital menu boards
customer acceptance / appreciation succesfull to deploying business
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Source Retailtrends, september 2008
5634 retail locations have narrowcasting installed Most popular usage for sales triggers and image building
Narrowcasting installations are still growing, althoughslowly 80% of the interviewed retailers are using narrowcasting Spectacular growth in Supermarkets
Narrowcasting in Retail, The Netherlands
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Installations at Belgium known brandsin The Netherlands
Source: Retailtrends | September 2008
10151616232526283435
4550
6067
90114
123170
200277
399
600
0 100 200 300 400 500 600 700
Cool CatMercedes
MakroThe Sting
Bjorn BorgAudi
Media MarktKFC
Free Record ShopMazda
T-MobileFoot LockerAlbert Heijn
SuzukiVodafone
C&ATotal
ABN-AMROMcDonalds
ShellPostkantoren
Rabobank
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Some images are representative andare not of the actual deployment.
Challenges
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Challenges (%)
Source: POPAI Digital Signage Desktop Reference Guide: The Global Study. Opportunities and Risks.Published by: GIM Gesellschaft fuer innovative Marktforschung
41
39
13
16
14
13
55
33
36
50
6
0 10 20 30 40 50 60
availability of contens
Management of contents
Signal distribution
DS software compatibility
"last mile" transmission
displays
concepts
long term project management
accompaniement through research and measuresfor optimization
financing
other
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Challenges | content
CONTENT IS KING!
Dynamical content has more impact To the point and short Use automated changes where possible Use intelligent contentmanagement system
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Sources of failure (%)
Source: POPAI Digital Signage Desktop Reference Guide: The Global Study. Opportunities and Risks.Published by: GIM Gesellschaft fuer innovative Marktforschung
61
17
34
23
59
16
0 10 20 30 40 50 60 70
financing
technical complexity
availability of contents
operative complexity
lack of concept
other
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Some images are representative andare not of the actual deployment.
Financial
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Time to breakeven (%)
Source: POPAI Digital Signage Desktop Reference Guide: The Global Study. Opportunities and Risks.Published by: GIM Gesellschaft fuer innovative Marktforschung
19
13
19
26
18
5
0 5 10 15 20 25 30
< 3 months
3-6 months
6-12 months
12-24 months
24-36 months
> 36 months
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Sources of funding (budget) (%)
Source: POPAI Digital Signage Desktop Reference Guide: The Global Study. Opportunities and Risks.Published by: GIM Gesellschaft fuer innovative Marktforschung
54
20
26
39
40
16
50
19
50
38
38
6
65
8
27
22
22
0
0 10 20 30 40 50 60 70
advertisement marketing / sales of airtime
renting out installed screens
trade marketing
brand marketing
special budgets
other
advertisers customers providers
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Sources of funding (financier) (%)
Source: POPAI Digital Signage Desktop Reference Guide: The Global Study. Opportunities and Risks.Published by: GIM Gesellschaft fuer innovative Marktforschung
58
61
20
4
73
40
13
0
64
32
25
5
0 10 20 30 40 50 60 70 80
company managing the project
customers (retail)
external investors
other
advertisers customers providers
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Off to Narrowcasting 2.0
Some images are representative andare not of the actual deployment.
Further development
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Money talks
The end of Passivemedia
Informationoverload
The technology windowhas opened
Key market drivers
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Technology Adoption Life Cycle
TechnologyEnthusiasts
Visionaries
Pragmatists Conservatives
Skeptics
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Most probable development of DS (%)
84
11
31
57
12
60
33
0 10 20 30 40 50 60 70 80 90
generally accepted
remain confined to few sectors as nichesolution
nice solution for certain communication tasks
will replace poster, POP radio, shelf promotion
will replace TV, print, radio, internet
will compete with tv, print, radio, internet
will become the key medium
Source: POPAI Digital Signage Desktop Reference Guide: The Global Study. Opportunities and Risks.Published by: GIM Gesellschaft fuer innovative Marktforschung
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Technology to impact NC in coming 5 Y (%)
Source: Digital Signage today March 2009
4,8
5,4
13,9
15,9
22,4
37,7
0 5 10 15 20 25 30 35 40
Social networking
Biometrics
RFID
user generated content
aggregate for media buyers
Mobile phones/SMS
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Some images are representative andare not of the actual deployment.
Innovative usage
examples
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TENQ Watercooler project
Source: http://www.tenq.tv , Stichting Waterwijs
Installation in schools To promote drinking of water
350 units installed and growing School gets unit for free Normal tap water
costs liter water EUR 0,10 part goes to charity
Connected to http://www.tenq.tvfor media uploads
http://www.tenq.tv/http://www.tenq.tv/http://www.tenq.tv/http://www.tenq.tv/8/6/2019 Narrowcasting Hype or Serious Business
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TENQ Watercooler project
Source: http://www.tenq.tv , Stichting waterwijs
67% looks regularly at TENQ
37% looks daily at TENQ 30% looks 1 or more times a
week at TENQ
Average viewing time is 2 minutes
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Age verification and narrowcasting
Source: QYN/KPN and partners, http://www.qyn.nl , The Netherlands
Selling cigarettes and liquor to people < 16 is illegal People at the counter are often young
Ability to estimating age requires persons of 20 years up Retailer can loose its license while selling un allowed
While system not in use for age verification, it can be usedas narrowcasting screen or product selector/advisor
http://www.qyn.nl/http://www.qyn.nl/8/6/2019 Narrowcasting Hype or Serious Business
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Age verification and narrowcasting
Source: QYN/KPN and partners, http://www.qyn.nl , The Netherlands
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Narrowcasting IS serious business Narrowcasting concepts are still in development Narrowcasting will be more targeted (narrowcasting 2.0)
More research on actual effects is necessary New measurement techniques will give more accurate
information
Narrowcasting has to be a part of the totalcommunication/marketing mix
Look further than the advertising screen in the shop!
Conclusion
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Some images are representative andare not of the actual deployment.
Questions
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Contact information:
Ton van HoutStrategic Account Manager NL-BE
http://www.scala.com
mailto:[email protected]:[email protected]