11 October 2004
Retail Marketing…Digital POP: the one to watch
Posted by Mick (SplaTT) Stanic under: Digital Thoughts .
This has been a busy month for appearances in traditional (and non-traditional) media…
A few weeks ago i got interviewed by a journalist (Jacqueline Burns) who was writing a piece (1.4MB PDF) on Digital Point Of Purchase (DPOP) or Digital Signage as it is also known, for the October edition of an Australian magazine called “Marketing” which is published by Niche Media.
Allright…before i go to far into this…time for a bit of background….DPOP (PDF (6MB) & video (18MB)) is a digital marketing / communications channel we have been working with since about the middle of 2003, when we got involved in developing the strategy and creating the content for the new improved “Telstra Shop’s” (images) which are the retail face of Telstra, Australia’s largest telecommunications company. As Executive Producer at Singleton OgilvyInteractive, and by default the Technical Director, I was heavily involved in putting together the initial thinking behind what this new “digital touchpoint” was capable of achieving, not only for Telstra but for a number of our other clients as well. This lead to a substantial amount of research being done into what was happening around the world and a lot of thinking by me about how we could integrate other technologies (like RFID cards and moble devices) into the retail marketing mix along with DPOP….but more on that another time.
Of course when you get excited about a technology you understand that is breaking into new areas, you tend to rant and rave about it and because of that you tend to get tagged as an expert (or a nut ;) by other people…thats exactly what has happened with DPOP and myself (the expert tag…not the nut…well mostly the expert tag). This lead to my being called up and quoted quite heavily in this informative article….though i don’t remember saying the line, “They must be freaking out”…shhh…don’t tell them, but they are… ;)
I actually really like the last line from me that Jacqueline used in the article and it is true of not just DPOP but of pretty much every other form of marketing and communication being used by the old school thinking that pervades the current advertising/marketing space around the world…”For all the talk of convergence and strategic thinking, clients and agencies still aren’t thinking in holistic terms of what can be achieved. Marketers should approach the medium in a different way, giving greater consideration to the customer relationship, to segmentation, and to how the content can be tailored to different audiences.”
Anyway…heres a PDF (1.4MB) of the article and I’ll have more on DPOP and my thoughts on the current state of advertising/marketing another time….
Note from the publisher of Marketing Magazine: Article is supplied courtesy of Marketing magazine. To subscribe anywhere in the world, please email subscriptions@niche.com.au
18 Comments so far...
Grant Arnott Says:
6 December 2004 at 1:35 pm.
Hi there,
My name is Grant Arnott and I am the publisher of Marketing magazine. It has been brought to my attention that your website contains a link to a PDF of an article from our October 2004 issue.
According to our records, you have not obtained permission to distribute the article, and please be aware it is a breach of copyright law to do so. Please remove the PDF link from your website.
Regards,
Grant Arnott
Sam Warburton Says:
8 December 2004 at 6:20 pm.
Mick,
Have you investigated Autosterioscopic displays in retail enivronments at all?
Like the ones from Opticality
(www.opticalitycorporation.com)
With the ever increasing amount of displays retailers will be looking for an advantage to get consumers to stop and look at their store.
I’ve seen this display running lots of alcohol commercials and it’s very effective.
Mick (SplaTT) Stanic Says:
9 December 2004 at 6:48 am.
Hi Sam,
I checked out the 3d screen at your head office in Sydney (i think its the X3D one) a few months ago, and have looked at quite a few in the market and i have to agree with you that they are very good at catching your attention vs standard display screens.
Perfect for a screen that sits at the front of the retail environment or at a specific “highlight” position within the store. Now we just need to convince a client of that. :)
Sam Warburton Says:
29 December 2004 at 9:41 pm.
Yeah its not so easy to do with the costs so high at the moment.
James Harvey Says:
7 January 2005 at 4:18 am.
Digital Signage is about ready to explode for a number of reasons.
1. The cost of displays is dropping rapidly and the threshold where ordinary people can afford them is rapidly being reached.
2. As costs drop, demand increases leading to higher volume, better manufacturing efficiencies and, even lower costs.
3. TiVo and other DVR technology will seriously hamper TV advertising. This forces advertisers to find other mediums.
My company, FrameRate, FrameRate, is working to provide products in this market.
Thanks to all that are creating blogs on this topic.
Jim Harvey
Blogs:
http://signhosting.blogspot.com/
Brian Says:
16 March 2005 at 11:35 am.
Is it illegal to post a link to someone else’s copyrighted web material?
Jason Thompson Says:
23 March 2005 at 5:20 pm.
Hi Mick,
Have you seen a product from Melbourne called a “POP” screen? It’s awesome and uses just a projector + screen to create a ‘floating image’ looks way better than plasma/lcd even in ambient light. Saw one in a retravision store in ringwood.
Thanks for the info on D.signage.
Simon Says:
20 July 2005 at 3:46 pm.
Hi Jason,
the product to which you are refering is the LP Morgan POP Screen - and I agree, it looks awesome, way better than a Plasma and much cheaper. http://www.lpmorgan.com.au/products/pop/default.htm
Jeff Says:
25 February 2006 at 12:15 am.
Hi, Ive seen a couple of these things myself. Something called a DDS ? Dynamic Digital Signage. Seems pretty impressive. Any idea who makes it?
fiona Says:
8 March 2006 at 8:58 pm.
End of last year we tested these for some fast moving adverts and found them to be better than most plasmas we tried. Just the fact they work so well in bright light is amazing.
paul Says:
29 March 2006 at 10:31 pm.
im a big 3d fan can anyone tell me what do i need to get the same results as you get at the movies
eg type of screen and projector cheers paul
Gianni Says:
28 May 2006 at 11:39 am.
I saw this DDS thing your talking about too. Was by a company called AMI Technologies. They went LCD by the looks of it. They seem to be doing more than the advertising model than everyone else. Might be worth looking into.
cameron Says:
12 July 2006 at 1:31 pm.
Both the holographic screen and the 3D screen can be sourced from Iti Imagegroup / AV Stumpfl Australia.
They distribute the Hops holographic screens for point of sale, digital signage, museum display’s, advertising and home theatre. They also supply 3D screens custom made to any size with film of data projection. unbeleivable stuff.
is the email i think
Spider Says:
5 August 2006 at 7:23 pm.
Hi,
Questions from the uneducated! I am researching effective forms of shopfront advertising and have discovered “Digital Signage”. Can any one explain to me the different formats and is there any research on success rates. My only understanding is of this industry( is there an industry?) is the screen in our local “Drive Thru” bottle shop.
Thanks,
Spider
AMI Says:
25 August 2006 at 9:45 am.
Hi Spider, My name is Stuart from AMI Technologies. We are one of the original Digital Signage companies in Australia and we distribute the DDS range of products. You are welcome to visit our website at http://www.ddstech.com.au and view some of the information there, however for a more comprehensive explanation of how Dynamic Digital Signage can assist your business, contact me at stuart@amitech.com.au
Paul Gonsior Says:
12 November 2006 at 8:57 pm.
Then there is the next level up in advertising digital content… dynamically. Check it out.
Mick "SplaTT" Stanic Says:
13 November 2006 at 1:30 pm.
The whole digital signage area has been moving ahead and had some uptake in its usage during the past two years but it certainly hasn’t been moving as fast as I thought it would based on what we were doing at Singleton OgilvyInteractive back in 2004.
Based on some recent research i have been doing, i think that the whole retail space is still sadly lacking in the uptake of really innovative advancements…things like digital paper, RFID integration (specifically loyalty systems) and simple good quality content authoring, management and distribution.
And i’m not just talking about the Australian market here but worlwide…where are the really innovative and sales driven advancements that i was starting to see on the horizen when i was interviewed for the article that this post was about?? Anyone care to share anything they have seen that pushes the boundries as we know them today??
Michael Marcus Says:
16 June 2008 at 12:05 pm.
Hi.
Things have moved on quite a bit since the last post.
Digital Recall is a world first provider of free digital signage software that operates up to 2 locations for free. Additional locations and features can be added (at a price) if you need them - otherwise it’s free.
It’s simply downloaded off our website, and you can use your own equipment and an existing LAN/ Internet connection.
User Manuals are available on our website.
Our objective is to make digital signage software and custom-created-content so inexpensive that its affordable by even the smallest business. We create custom-made adverts in Flash from US$30 (so there’s movement and all those good things that get customer attention and promote action). Once again, it’s simple to order off our website.
Our users include many small & larger businesses, schools, not-for-profits etc. We can even boast that we have the Worlds Largest Casino as a user - The Venetian Macau Resort Hotel.
Digital signage is a great tool for businesses, and with our free digital signage software there’s no reason not to be using it.
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