Digital Signage Study

8/12/2019 Digital Signage Study

1/4

IntroductionThe primary objective of the Intel/Sprint DigitalSignage project was to measure the effectivenessof their in-store digital content using Intels AIMSuite for Anonymous Video Analytics in four hightrafc Sprint retail stores. The program utilizedAOpens Media Players with existing Sprint LCDdisplays, Intels Audience Impression Metrics (AIM)software, OpenServices Remote Monitoring Mediaand Content Management System and 5th ScreenDigital Medias Digital Media Mapping methodology.

The following is an overview of the technology ecosystem:

Hardware AOpens DE67 PC Media Player using anIntel i7 processor, ZTE 3G Card, Intels VPro for remotemanagement and repair, LogMeIn, the existing SamsungLCD monitors and a Logitech 9000 Webcam

Software OpenService Content Management System(SaaS), Intels Audience Impression Metrics (AIM) Suite,LogMeIn and Softmaxxs 3G Connection Manager andWindows 7 Professional

Network Secure Sprint 3G network

Media OpenServices Managed Media for Help Desksupport, remote monitoring and repair using Intels vPro,viewer analytics using Intels AIM Suite and 5th ScreenDigital Medias Media Mapping technology

The primary objective of this study was to show why digital

content is the most important component of any digitalsignage network. Digital content must be compelling,relevant and timely for the target audience by venue,geography, time of day, demographic and day of the year.To meet these objectives, each network must start with adetailed content strategy. The right content strategy is moreimportant to the success of the digital signage network thanthe technology selection. In fact, the content strategy drivesthe technology requirements.

Sprint M2M Solutions

Wholesale Solutions

Based on the initial results of this program, 5th ScreenDigital Media worked with the digital content agency used bySprint, Two West, to develop a new digital content strategy toimprove viewer engagement. Quantifying the impact of thisnew digital media strategy is the key nding from this study.

As background to developing a digital content strategy, it is

important to understand that there are three types of digitalsignage networks: Point of Sale (PoS), Point of Transit (PoT)and Point of Wait (PoW). Each network type impacts thecontent strategy differently.

A Point of Sale (PoS) network is what you might expect-digital signage that consumers encounter close to aproduct or service. These viewers are shoppers. Thepower of this type of network is that the call to actionis immediate since the screens are placed whereconsumers are making their buying decisions. The

content must be attention-grabbing and relevant to theproduct while the consumer is focused on buying


2/4

Wholesale Solutions


Digital billboards, along with screens associated with transithubs, comprise Point of Transit (PoT) networks. They workby grabbing the attention of passing consumers for a brief

period of time. The consumers here are on the go viewers.These screens are mostly focused on establishing brandidentity or value, and they parcel out visually attractive oractive content in short bursts

The third type is known as the Point of Wait (PoW)network one targeted at consumers waiting for a productor service. Usually we encounter these in retail lines,healthcare and hospitality locations, as well as corporatelobbies. The consumers watching these screens are dwelltime viewers- it is all about perceived wait time. Some ofthese networks are interactive, such as screens facingpassengers riding inside taxis. In those cases, the viewerhas more dwell time and can take in a longer message orseries of messages. The common thread is that consumersviewing a PoW network screen are receptive and have asufcient time of exposure to allow for longer messagesand several repetitions

Program summary

The pilot was installed and operational in the designated fourstores in mid-November 2011 with no changes to the existingplaylist. From mid-November 2011 through mid-May 2012,viewer metrics were collected using Intels AIM Suite. The datawas analyzed to determine viewer impressions, demographicsand engagement metrics. Using the latest version of Intels AIMSuite, we were also able to analyze impressions, demographicsand viewer engagement at the individual media le level. Thiscapability provided us with the ability to measure individualmedia message effectiveness, not just playlist effectiveness.

The challenge for Sprint retail stores is that their digitalsignage networks act as both PoS and PoW. About 13% of

the shoppers are upgrading their mobile devices and another33% are browsing, so the network needs to display PoScontent. About 32% are making a payment and 22% arewaiting for their handset to be repaired. With an average waittime of almost an hour, PoW content is also required. The rightcombination of PoS and PoW digital media was needed toaddress both audience proles.

After the rst three months, a new digital content strategywas developed with included recommendations to the digitalagency of Sprint, Two West of Kansas City, Missouri. Two

West revised the playlist incorporating the majority of theserecommendations. The revised playlist was deployed in mid-April and metrics collected over the following four weeks.This report compares the viewer metrics between the originalplaylist and the new playlist that incorporated the 5th ScreenMedias recommendations.

Anonymous video analytics

From mid-November 2011 through mid-May 2012, over250,000 impressions were collected in the four stores. On

average, over three-fourths of shoppers glanced at the screen.Of the shoppers from mid-November through mid-April, 65%were male. Half of the male shoppers were 18 to 35 yearsold and one-third were 36 to 65 years old. From mid-Aprilthrough mid-May, the gender mix shifted to 60% male and40% female, with the proportion of ages unchanged. It wasfound that the average viewer exposure time (2.4 seconds)was signicantly less than the average length of a media slot(27.4 seconds), which means the audience on average sawless than 10% of the media le content. Three-quar ters of theimpressions were less than 3 seconds, and one-fourth were

between 3 - 15 seconds.5th Screen Digital Media worked with the Sprint MarketingCommunications Team and Two West to develop a trial digitamedia strategy to improve viewer engagement times. Theoptions considered were: Shorter/bolder messages Breakup the playlist look Demographically weighted content Reduce perceived wait time Deliver individual messages for individual viewers Entertain Providing mobile and social engagement


3/4

Wholesale Solutions


Time and costs prohibited the inclusion of demographicallyweighted content, delivery of individual messages toindividual viewers and mobile/social engagement. Therevised playlist focused on:

Shorter/bolder messages Breakup of the playlist look Entertain Reduce perceived wait time

The new playlist included 30 spots with an average of 27.4seconds each (the same as the original playlist.) However,22 spots of the 30 were less than 30 seconds and focusedon NASCAR and NBA trivia questions. The result of shortermessages and more entertaining content was an increase of63% in exposure time from 2.4 seconds to 3.9 seconds.

Using the latest version of Intels AIM Suite, we were able toanalyze the effectiveness of each media le in the playlist.Figure 1 shows the percent of each les time in the playlistversus the percent of impression for each le.

% of Total Loop Duration% of Total Impressions

8%

7%

10%

G r e e n e r

_ L i f e s t y l e

N B A

_ G M O n e

S c r e e n

E m o

t i c o n_

F a m

i l y

N A S C A R

_ G M O n e

S c r e e n

U n l

i m i t e d

_ V Q

L C D - S

1

L C D - S

2

C o n s u m e r_

T r a n s

i t i o n

L C D

_ S 3

O t t e r

b o x

_ V Q

N A S C A R

_ T r i v

i a_ Q

A_ 1

N A S C A R

_ T r i v i a_

Q A

_ 4

N A S C A R

_ T r i v

i a_ Q

A_ 3

N B A

_ Q A

_ 6

N B A

_ Q A

_ 9

N B A

_ Q A

_ 1

N B A

_ Q A

_ 5

N B A

_ Q A

_ 4

N B A

_ Q A

_ 3

N B A

_ Q A

_ 8

N B A

_ Q A

_ 7

N B A

_ Q A

_ 2

B u y

b a c

k_ V Q

J D_ P

o w e r

_ V Q

T E P

_ V Q

F l y i n g

_ D e v

i c e s

_ T r a n s

i t i o n

N A S C A R

_ D Y K

_ 1

N A S C A R

_ D Y K

_ 3

N A S C A R

_ D Y K

_ 4

N A S C A R

_ D Y K

_ 2

9%

6%

5%

4%

3%

2%

1%

0%

% of Total loop duration vs. % of Total impressions(April/May 2012)

Figure 1

Another interesting outcome with the revised playlist was theincrease in female viewership from 40% to 45%. Figure 3shows how exposure time is signicantly higher for females.The improvement in exposure came primarily from the increain time exposed. The exposure time for the trivia questionswas 3 times higher for females as shown in Figure 2. Theseresults are counterintuitive, but dramatically demonstrate the

importance of knowing the audience and providing relevant,compelling content.

Conclusion

Digital signage is sold on the premise that it can delivermessages more effectively and efciently than traditionalpaper-based media. Yet no company supplies a completesolution that includes hardware, software, managed media,content media and viewer analytics. This has resulted in foursignicant digital signage constraints:

An extremely fragmented market with an overly complexsupply chain

Little experience among vendors on how to plan, select,evaluate, deploy and operate digital signage networks

The lack of viewer analytics to measure campaign orcommunications effectiveness

The high cost to create relevant and timely digital media

Exposure time (sec) by le - Male vs. Female(April/May 2012)

Exposure Time (sec) - FemaleExposure Time (sec) - Male

4.0

3.5

5.0

G r e e n e r

_ L i f e s t y l e

N B A

_ G M O n e

S c r e e n

E m o

t i c o n_

F a m

i l y

N A S C A R

_ G M O n e

S c r e e n

U n l

i m i t e d

_ V Q

L C D - S

1

L C D - S

2

C o n s u m e r

_ T r a n s

i t i o n

L C D

_ S 3

O t t e r

b o x_

V Q

N A S C A R

_ T r i v

i a_ Q

A_ 1

N A S C A R

_ T r i v

i a_ Q

A_ 4

N A S C A R

_ T r i v

i a_ Q

A_ 3

N B A

_ Q A

_ 6

N B A

_ Q A

_ 9

N B A

_ Q A

_ 1

N B A

_ Q A

_ 5

N B A

_ Q A

_ 4

N B A

_ Q A

_ 3

N B A

_ Q A

_ 8

N B A

_ Q A

_ 7

N B A

_ Q A

_ 2

B u y

b a c

k_ V Q

J D_ P

o w e r

_ V Q

T E P

_ V Q

F l y i n g

_ D e v i c e s_

T r a n s

i t i o n

N A S C A R

_ D Y K

_ 1

N A S C A R

_ D Y K

_ 3

N A S C A R

_ D Y K

_ 4

N A S C A R

_ D Y K

_ 2

4.5

3.0

2.5

2.0

1.5

1.0

0.5

0.0

Figure 2


4/4


It is no surprise that only one in 12 digital signage networksannounced in the US are ever fully deployed. Plus, few users

realize that over 80% of the Total Cost of Ownership is Mediarelated (operational management, hardware/software supportand content production).

What was evaluated during the Sprint Digital SignageEffectiveness program was a cost-effective, turnkey digitalsignage solution. This solution simplied the technology supplychain, reduced the cost of operational support and contentproduction, plus provided audience metrics to effectivelymeasure campaign effectiveness. It also improved the overallreliability of the digital signage network.At the end of the program, Sprint was able to:

Determine the Total Cost of Ownership savings provided bythe OpenService Turnkey Digital Signage Solution versusin-house support

Understand their base line demographics and viewerengagement using Intels Audience Impression Metrics(AIM) Suite

Quantify the value of 5th Screen Digital Medias DigitalMedia Consulting Services to improve viewer engagementtime

Wholesale Solutions

print 3G network reaches over 278 million people. 2012 Sprint. All rights reserved. Sprint and the logo are trademarks of Sprint. Other marks are the property of their respective owners.

The new step: Media mapping

This study demonstrated the need for a detailed digital mediastrategy that could accommodate the type of network andvenue, the viewer demographics, screen location, time of dayand day of the year. To achieve the objectives, one needs totake the existing digital assets and deconstruct them intogranular media objects. These media objects will reside in adatabase that can be manually authored and accessed in aeither a predetermined manner or free form for the specicdisplay.

Media mapping is a combination of identifying the relationshof the display type, type of network and the media objectattributes and identifying the nal message congurationbased on the display type, demographic, geographic, culturalset or multiverse use. Media mapping allows media objectsto be automatically assembled to create the nal messageaccording to the type of screen (TV, DOOH, mobile or tabletand audience.

Media mapping for digital signage creates the nal messagefrom the media objects that is relevant and appropriate forthat display. In addition, Intels AIM suite will provide real timdemographic information to allow the nal message to chang

according to the prole of the viewer watching the display.Since the media objects store on the media player, the nalmessage is delivered to the viewer immediately after the AVAanalysis is completed. This analysis takes less than a secondto complete before demographically personalized content isdisplayed to the viewer.

Digital Signage Study

Documents

Transcript of Digital Signage Study