EnQii and TruMedia Announce a Strategic Partnership

Release: Immediate
Contact: James Bremner
+1 (212) 675-7820
James.bremner@enqii.com

TruMedia’s Proactive Marketing Solution (PROM)
integrated with EnQii’s EnGage Digital Signage Platform

Tampa, Florida and London, UK – June 11, 2009 – EnQii, a leading global digital signage agency, and TruMedia Technologies, the world’s leading provider of real-time audience measurement and proactive advertising solutions, today announced the availability of TruMedia’s audience measurement system and ProActive marketing systems to EnQii’s customers. This allows digital signage networks to accurately measure their audiences and adapt content in real time to match the viewing audience.

TruMedia’s AlliO sensor analyzes, without any recording, face images of people watching the displays, using sensors, providing true viewing data for digital displays and screens. Viewers´ face images are analyzed in real-time to generate business-critical information such as audience counts, individual exposure times as well as gender and age group demographics. This software allows better media planning and targeted advertising. Viewer counts, behavior and demographics are obtained in real-time and can be used in the media streamer to select and possibly modify the advertisement.

EnQii’s EnGage platform is a web-based software solution for connecting 100 to 10,000 screens in a network. Its web 2.0 architecture brings drag-and-drop features for flexibility and ease-of-use. EnGage has been designed from the ground up on a Linux platform, which allows for greater reliability and security. Significantly, the software also features Campaign Manager, a new tool for planning and managing advertising campaigns.

“TruMedia provides a strong platform for advertisers to measure and target advertising effectively,” said Ajay Chowdhury, EnQii’s CEO. “This is the latest in a series of partnerships where we provide our clients with the tools they need to ensure strong returns on their digital out of home investment.”

“We are pleased to add EnQii to our growing list of partners” said Moti Gura, TruMedia’s CEO. “Proactive Marketing sets Digital Signage apart from any other medium by making it possible target the ad to the viewing audience in real-time and save precious advertising dollars. The AlliO sensor will also be sold by Samsung, the world’s leading digital signage manufacturer” Gura added.

About EnQii

EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong, Shanghai and Melbourne. As one of the world’s truly global digital out-of-home companies, EnQii currently services thousands of locations across more than 14 countries. EnQii couples a deep understanding of customer behavior with its powerful media technologies to provide clients with fully managed solutions that enables them to advance their overall customer communication strategy for many years to come. EnQii won the 2008 DIGI Award for outstanding technology in the healthcare category for the WHEN Network. Investors in the company include Amadeus Capital Partners, Wellington Partners and Ithmaar Bank.

About TruMedia

TruMedia Technologies Inc. (www.tru-media.com) is the leading provider of real-time, automated audience measurement solutions for the out-of-home display industry. Its proprietary and field-tested video analytics technology measures visual attention towards posters, digital signs, TV monitors, display windows and in-store product displays. The company’s solutions accurately track exposure to media, advertising and merchandise and can be used to proactively change content. Headquartered in Tampa, FL, TruMedia has sales offices and research and development facilities in Israel. The company’s privacy policy ensures that it will not record, share or store any images or personally identifiable data.

– END –

EnQii Launches Global Advisory Board

Release: Immediate

Contact: James Bremner

+1 (212) 675-7820

James.bremner@enqii.com

Board of experts to work with EnQii clients to generate higher returns

London, UK – May 20, 2009

EnQii, a leading global digital signage agency, announces the launch of their global advisory board with three highly respected practitioners in the global media industry – Jeremy Hill, James Lim and Jeffrey McElnea. The board has been created to provide EnQii’ s customers with world class strategic advice in advertising sales, digital merchandising and out of home strategy. David Hearn, current chairman of EnQii, will also be working closely with the Advisory Board to advise EnQii’ s customers.

Jerry Hill has the rare distinction of having held leadership positions with both a leading UK media owner and an International media agency network, giving him a very wide understanding and perspective of the media and communications market. Jerry was CEO of TSMS, the UK’ s first multi station commercial TV sales house which represented a third of ITV’ s advertising revenue. In 2001, Jerry joined Initiative, one of the leading Global Media agency networks owned by Interpublic Group, as CEO of their UK and Irish operations. He was appointed to the Council of the IPA, the UK advertising agency trade association for which he served as Chairman of the body’ s 5 year strategy group.

James Lim has extensive experience in marketing, media and management, particularly in the out of home space. He was founder and CEO of Digital Media Group in 2003, which he grew into the leading subway digital media owner in China and Hong Kong. Prior to that he was an early stage advisor of Focus Media (FMCN, listed in NASDAQ in 2005), VP/GM-China of Media Nation Inc (listed in HKSE in 2002, acquired by JC Decaux in 2005), Director-E China of International Distillers & Vintners (now Diageo), and served in various positions in the Swire Group (Cathay Pacific, Swire Duro, Taikoo Sugar, Swire Magnetics, Swire Beverages, etc).

Jeff McElnea was president of Einson-Freeman, Inc. where he built the firm into a global promotions agency serving many Fortune 500 clients, then sold it to WPP Group in 1988. Jeff continued with Einson as Chairman/CEO for another 12 years while also heading two other WPP companies, Conquest USA and MGA Marketing. Following his 30 year agency career, Jeff became president of Satmark Media Group, a start-up new media firm that launched the first national ATM advertising network - now owned by Bank of America. Today his consultancy, The Jeffrey Group, advises multi-national clients, agencies and media enterprises on business development. He has managed or helped finance early stage marketing ventures in alternative media and in-store communications.

David Hearn is currently Chairman of EnQii and ran Pepsico’ s entire food businesses in Europe and then ran Goodman Fielder as CEO in Australia, which he built into a focused, branded retail business, concentrating on the Australasian region. David moved to New York, firstly as Chairman and CEO of Bates Advertising and then as the Group CEO of the Cordiant Group, which was the 5th largest global media and marketing services group, which was subsequently sold to WPP.

”We are excited and honoured that Jerry, James and Jeff have agreed to join our advisory board,“ said Ajay Chowdhury, EnQii’ s CEO. ”As the Digital Out of Home industry continues to grow into a global business, having respected industry practitioners like these to call on can add immense value to our clients and help them secure greater returns from their investment in digital out of home media.“

About EnQii
EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong, Shanghai and Melbourne. As one of the world’ s truly global digital out-of-home companies, EnQii currently services thousands of locations across more than 14 countries. EnQii couples a deep understanding of customer behaviour with its powerful media technologies to provide clients with fully managed solutions that enables them to advance their overall customer communication strategy for many years to come. EnQii won the 2008 DIGI Award for outstanding technology in the healthcare category for the WHEN Network. Investors in the company include Amadeus Capital Partners, Wellington Partners and Ithmaar Bank. EnQii has recently been voted as the number one global digital signage provider for the second year in a row by www.DailyDOOH.com

—Ends—

EnQii Appoints Max Stevens-Guille As Chief Technology Officer

Release:Immediate
Contact:James Bremner
+1 (212) 675-7820
James.bremner@enqii.com

New CTO to Lead Development of Next Generation Technology.

April 6th, 2009 - EnQii Group, the global digital out of home media services provider, today announced that Max Stevens-Guille will assume the role of Chief Technology Officer.

“Market leadership needs continuous innovation,” said Ajay Chowdhury, CEO of EnQii. “Max’s track record in delivering innovative software and systems over two decades brings new insights and perspective to EnQii’s development effort. He adds depth and expertise to the management team that will help EnQii continue to deliver industry-leading innovation.”

In his new role as chief technology officer at EnQii, Stevens-Guille will lead the company’s efforts in providing state of the art technology for the DOOH market through its EnGage platform and will foster new partnerships across the value chain. He has extensive experience in a number of domains including Digital Media Management and Distribution, Location-Based Services, Retail Banking and Logistics, all of which will contribute to EnQii’s technology strategy.

Over the course of his career, he has worked with industry leaders to design and deliver enterprise solutions. Most recently, Stevens-Guille led the delivery of a number of high-profile consumer facing web sites including BC Ferries, JumpTV and Indigo Books & Music. Previously, as co-founder and Sr Vice President of Maptuit Corporation, he developed market leading off-board navigation systems for the Logistics industry. An accomplished researcher, he has written and presented on a range of IT strategies and best-practices, including supporting New Paradigm IT&CA syndicated research programs with a comprehensive research study on technology trends.

“EnQii has established itself as a global market leader in the digital out of home space,” said Stevens-Guille. “EnQii provides a complete service for its clients with the backbone of excellent technology and I am excited about joining the company as they launch their new generation of products.”

Stevens-Guille succeeds Michael Willems, EnQii’s former CTO, in the role. “Michael’s legacy will provide the backbone for EnQii’s technology for many years to come. His work in creating our core software platform means that Max moves into a dynamic team with much owing to Michael. We wish him the very best as he moves into a career as a professional photographer” said Ajay Chowdhury.

About EnQii
EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong, Shanghai and Melbourne. As one of the world’s truly global digital out-of-home companies, EnQii currently services thousands of locations across more than 14 countries. EnQii couples a deep understanding of customer behaviour with its powerful media technologies to provide clients with fully managed solutions that enables them to advance their overall customer communication strategy for many years to come. EnQii won the 2008 DIGI Award for outstanding technology in the healthcare category for the WHEN Network. Investors in the company include Amadeus Capital Partners, Wellington Partners and Ithmaar Bank.

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EnQii Launches New EnGage Software at DSE

Release: Immediate
Contact: James Bremner
+1 (212) 675-7820
James.bremner@enqii.com

Global Digital Signage Leader Enhances Offering

25 February, 2009, Las Vegas.

EnQii, the global digital out of home media services provider, has launched EnGage, their new digital signage software at Digital Signage Expo (DSE).

EnGage is a web-based software solution for connecting 100 to 10,000 screens in a network. Its web 2.0 architecture brings drag-and-drop features for flexibility and ease-of-use. EnGage has been designed from the ground up on a Linux platform, which allows for greater reliability and security. Significantly, the software also features Campaign Manager, a new tool for planning and managing advertising campaigns.

EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong, Shanghai and Melbourne, servicing thousands of locations across more than 14 countries.

“EnQii’s software has been at the forefront of the digital signage industry for some time but EnGage will enhance our competitive advantage even further,” said Ajay Chowdhury, CEO of EnQii. “The new interface and features for managing advertising campaigns will bring benefits to existing and new clients alike. After recently being named as the number one global digital signage provider for a second year running, we’re delighted to be launching EnGage at DSE in Las Vegas.”

About EnQii

EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong, Shanghai and Melbourne. As one of the world’s truly global digital out-of-home companies, EnQii currently services thousands of locations across more than 14 countries. EnQii couples a deep understanding of customer behaviour with its powerful media technologies to provide clients with fully managed solutions that enables them to advance their overall customer communication strategy for many years to come. EnQii won the 2008 DIGI Award for outstanding technology in the healthcare category for the WHEN Network.
Investors in the company include Amadeus Capital Partners, Wellington Partners and Ithmaar Bank.
– END –

Silicon Valley Bank provides financing to EnQii

Joins consortium of Amadeus, Wellington and Ithmaar

Global Digital Out of Home Company Continues to Build Financial Strength

London, UK – January 20, 2009 – EnQii, the global digital out of home media services provider secured a $3 million financing facility from Silicon Valley Bank, a leading financial institution serving clients in the technology and life sciences industries. This brings the funding raised by EnQii in the last few months to over $20m. EnQii will use the funds to pursue strategic opportunities and continue to develop innovative products for the digital out of home market.

“The EnQii team has great respect in its industry and is well positioned to lead the fast growing digital signage solutions market,” said Andrew Tsao of Silicon Valley Bank’s affiliate in London. “We are pleased to be able to provide additional financial resources for EnQii to continue to grow and expand its product offerings.”

EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong and Shanghai, servicing thousands of locations across more than 14 countries.

“Silicon Valley Bank recognizes the enormous potential that our solution offers and has chosen to invest in our future with this financing and help us continue our rapid growth,” said Ajay Chowdhury, EnQii’s CEO. “We now have a US-based firm joining our consortium and this will help EnQii achieve its vision and ensure ample capital reserves to capitalise on opportunities afforded by today’s economic environment.”

About Silicon Valley Bank

Silicon Valley Bank is the premier commercial bank for companies in the technology, life science, venture capital/private equity and premium wine industries. SVB provides a comprehensive suite of financing solutions, treasury management, corporate investment and international banking services to its clients worldwide. Through its focus on specialized markets and extensive knowledge of the people and business issues driving them, Silicon Valley Bank provides a level of service and partnership that measurably impacts its clients’ success. Founded in 1983 and headquartered in Santa Clara, Calif., the company serves clients around the world through 27 U.S. offices and international operations in China, India, Israel and the United Kingdom. Silicon Valley Bank is a member of global financial services firm SVB Financial Group (Nasdaq: SIVB), with SVB Analytics, SVB Capital, SVB Global and SVB Private Client Services. More information on the company can be found at www.svb.com

SVB Financial Group UK Ltd. is a subsidiary of SVB Financial Group and an affiliate of Silicon Valley Bank. SVB Financial Group UK Ltd. is registered in England and Wales at 34 Dover Street, London, W1S 4NG, U.K. under No. 5572575 and is authorised and regulated by the Financial Services Authority.

About EnQii

EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong and Shanghai. As one of the world’s truly global digital out-of-home companies, EnQii currently services thousands of locations across more than 14 countries. EnQii couples a deep understanding of customer behaviour with its powerful media technologies to provide clients with fully managed solutions that enables them to advance their overall customer communication strategy for many years to come. EnQii won the 2008 DIGI Award for outstanding technology in the healthcare category for the WHEN Network.

Investors in the company include Amadeus Capital Partners, Wellington Partners and Ithmaar Bank.

– ENDS –

PDM and EnQii join forces to dominate Australian Out-of-Home Digital Media market.

Release: Immediate
Contact: James Bremner
+1 (212) 675 7820
James.bremner@enqii.com

EnQii opens Melbourne office.

Wednesday, January 14, 2009, Australia’s Number 1 in Digital Out-of-Home Media, PDM, and global technology leader, EnQii, have recently joined forces in a comprehensive partnership designed to conquer the Australasian Digital Out-of-Home (DOOH) media market.

The partnership will see PDM employ EnQii ‘Remote Transfer’ technology across its DOOH media networks, allowing PDM to upload, schedule and distribute content via Ethernet to remote locations. In addition, EnQii will have exclusive rights to sell Acuity™, PDM’s patent-pending Out-of-Home Digital media management system, to all of its existing and new clients.

PDM Managing Director Brian Craighead says, “PDM own and operate the largest centrally managed network in Australia, and our growth has been driven by two factors - the quality of our technology and content, and our commitment to lead the market. After an extensive and rigorous evaluation process, it became apparent that EnQii’s technology platform was clearly the superior solution, and as such we are committing to the platform across our entire media network.

He continues, “Our exclusive partnership will jointly increase expansion opportunities for PDM and EnQii into the Asian DOOH market. The combination of our offerings will together simplify and optimise the entire lifecycle of an out-of-home digital media network ensuring the growing number of Australasian networks will be planned and managed in the most cost and time effective manner possible in the market today.”

EnQii Vice-President Asia Pacific, Joe Rossi, says, “We have been aware of PDM’s outstanding work in the Australian marketplace for several years, and are delighted EnQii has been selected as the technology partner to support their remarkable growth. We are also pleased to have secured the rights to PDM’s Acuity™ software, which automates the day-to-day running of an DOOH media network. To support PDM and to pursue other opportunities in the region we are also announcing the opening of our Melbourne office”.

PDM will roll out the next phase of its Wellbeing media network during February. The deployment will consist of 95 stores Australia-wide and will be the first of the PDM networks to employ EnQii technology.

- ENDS-

About PDM
Prime Digital Media (PDM) is Australia’s Number 1 Out-of-Home Digital (OOHD) media company, providing end-to-end solutions to its clients. The company provide retailers and marketers with innovative ways to target and engage the new, media-savvy consumer. PDM control Australia’s largest, centrally managed OOHD network, delivering dynamic, relevant, visually appealing messages to retail environments via plasma and LCD screens. The company’s in-store retail networks showcase The Home Electronics Network, The Lifestyle Network and The Wellbeing Network. PDM also centrally manage and produce content for Telstra’s in-store T [life] and T-shop retail network, TelstraTV. Fireback Digital, PDM’s subsidiary content agency, produce the most digital screen content in Australia and have collected the most awards for doing so. PDM’s OOHD network is the first Quick Response (QR) enabled network in Australia. PDM is the first Australian OOHD media company to completely offset its greenhouse gas (GHG) emissions to become carbon neutral.

For more information, please visit www.primedigitalmedia.com
Or call Angela Byrnes
Tel: +61 (02) 9660 9400
angelabyrnes@primedigitalmedia.com

About EnQii
EnQii is a global leader in the digital out-of-home media market with offices in New York, Toronto, London, Dubai, Hong Kong and Shanghai. As one of the world’s truly global digital out-of-home companies, EnQii currently services thousands of locations across more than 14 countries. EnQii couples a deep understanding of customer behavior with its powerful media technologies to provide clients with fully managed solutions that enables them to advance their overall customer communication strategy for many years to come. EnQii won the 2008 DIGI Award for outstanding technology in the healthcare category for the WHEN Network.
For more information, please visit www.enqii.com

EnQii appoints former Group CEO of Cordiant as Chairman

Release: Immediate

Contact: James Bremner

+1 (212) 675-7820

James.bremner@enqii.com

12 January, 2009, London.

EnQii, the global digital out of home media services provider, today announced the appointment of David Hearn as Chairman of the Board.

David Hearn’s 30 years of media and marketing experience add a significant dimension of channel expertise to EnQii’s global leadership position. David started his career in Procter and Gamble in the marketing function and rapidly moved to head up Del Monte Foods in the UK as CEO where he transferred the focus of the business away from the traditional vegetable sector and launched the first TetraPak fruit juices in the UK, becoming market leader within a year. Transferring within the larger RJR/Nabisco group, David became CEO of the Smiths Snackfood Company, which was eventually purchased by Pepsico. He ran Pepsico’s entire food businesses in Europe and then headed up United Biscuits in Europe and Asia/Pacific.

He joined Goodman Fielder as CEO in Australia, which he ran for 7 years until 2001 during which time the business was transformed from a loose conglomerate to a focussed consumer goods food business based mainly in Australasia but with operations in over 25 countries and turning over in excess of $4 billion. David then moved to New York, firstly as Chairman and CEO of Bates Advertising and then as the Group CEO of the Cordiant Group, which at the time was the 5th largest global media and marketing services group with key global clients such as HSBC, Pfizer, Allied Domecq and Sky TV. Cordiant was subsequently sold to WPP where David worked for 6 months to aid the successful transition of the key client base.

EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong and Shanghai, servicing thousands of locations across more than 14 countries.

“David’s experience at the forefront of groundbreaking consumer marketing and media is timely and unparalleled,” stated Ajay Chowdhury, CEO of EnQii. “His track record of establishing world class market leading consumer offerings on a global basis will prove invaluable particularly as we enter a significant growth phase in new markets, while also concentrating on strategically enhancing our longer term integrated proposition distinct from other providers within our sector.”

“This is an exciting time to join EnQii and I am looking forward to contributing my knowledge of the complexities of developing successful consumer and media propositions across different international platforms as the business continues to develop,” said Hearn. “With their recent fund raising, EnQii is uniquely positioned within the industry to lead the rapidly consolidating global digital out of home services space, especially in these challenging times.”

About EnQii

EnQii is a global leader in the digital signage and out-of-home media market with offices in New York, Toronto, London, Hong Kong and Shanghai. As one of the world’s truly global digital out-of-home companies, EnQii currently services thousands of locations across more than 14 countries. EnQii couples a deep understanding of customer behaviour with its powerful media technologies to provide clients with fully managed solutions that enables them to advance their overall customer communication strategy for many years to come. EnQii won the 2008 DIGI Award for outstanding technology in the healthcare category for the WHEN Network.

Investors in the company include Amadeus Capital Partners, Wellington Partners and Ithmaar Bank.

 

– END –

 

DDR London Eye Article

Adding To The Eye Experience

Sanyo screens installed recently on the London Eye are helping to bring a new experience to visitors of the attraction.

DDR London Eye Article - [ Download ]

Moving Targets

Contrary to what many marketers would like to believe, there is no such thing as a “captive audience” anymore. In fact, in today’s digitized world, the term is misleading and even lazy. It implies that an audience has no choice but to watch what you push onto their retinas and into their brains. As such, it gives short shrift to the importance of relevant, quality content.
As we all know, each and every one of us has a choice whether to watch your content or not. It all comes down to whether what you’ve got to offer has earned the right to capture our attention, and hopefully prompt a desired behavior, like a purchase.
So, it’s not about a “captive audience.” It’s about “captivating audiences.” And “captivating audiences” is no longer a simple matter of cleverness and creativity. It demands a sophisticated understanding not only of those you wish to reach, but also where they are and what they need at any given moment.
This means that the consumer’s frame-of-mind is paramount, and the most important thing to understand is that the consumer’s mindset, more often than not, is that of a shopper. Further complicating matters is the relatively new reality that a shopper is not necessarily someone who is in a store.
As I wrote in the March/April edition of The Hub (“Merchandising 2.0,” p. 18), retail is everywhere a transaction happens. If I see an ad for American Idol at the airport and as a result whip out my iPhone to download one of the contestant’s songs, I’ve shopped. I’m not physically at a store, but I’ve made a purchase nonetheless.
Frames Of Mind
Because shoppers increasingly decide when and where to make a purchase, communications strategies must be developed accordingly.
It’s no longer sufficient to think in linear terms; we need to create something more like a matrix, where we can fully appreciate the intersections of a variety of considerations — demographics, dayparts and the retail environment itself, for instance.
These factors, when viewed in combination, help pin down the shopper’s frame-of-mind, which is the key to captivating their attention.
Is it a busy mom, trying to top off a grocery list with a toddler in hand, just trying to get out of the grocery store without having a catastrophe of some sort? Is it a first-time homeowner trying to decide whether to buy the latest Blu-ray DVD player? Is it that same busy mom, this time toddler-free, stopping by her favorite boutique to accessorize a wardrobe?
Those are very different frames-of-mind and any communication must address that. To that end, some level of automation can be exercised through the use of “event” triggers. For example, an RSS feed communicating a regional flu outbreak might trigger content about flu remedies — or the passing of a film legend could trigger information about his greatest flicks.
It’s our challenge to anticipate the shopper’s frame-of-mind as best we can. We need to know our shoppers well enough to recognize that the smallbusiness owner buying office supplies at 10 a.m. on a Monday is going to behave differently than when she returns the following Saturday to help her kids do their back-to-school shopping.
None of that kind of narrowcasted communication is possible with traditional in-store media because it is static and can’t be changed on-the-fly the way digital media can.
Even if you were able to pull together signage in time you’d be lucky to get 60 percent compliance, which would fall far short of the potential to connect with shoppers and capture incremental sales.

The Content Mandate

An even larger challenge concerns the content of the communication. When most of us think about digital media at retail we tend to think of high-profile ad-sales models, such as the Wal-Mart network.
Indeed, in most retail environments — whether grocery, drug, convenience, mass merchant, or even some specialty retail — the tendency is to try to replicate the Wal-Mart model. However, most other retailers do not have Wal-Mart’s traffic, nor do they control a comparable level of their suppliers’ ACV.
Even if it were within the realm of feasibility to copy Wal-Mart, it would miss the real opportunity, which is not to run ads but rather to enhance the shopping experience while driving sales and improving inventory efficiencies.
The goal should be to offer not ads but content that either provides useful information or in some way helps shoppers get their shopping done more efficiently and effectively.
This is not to say that advertising revenue is off the table, it is just that it does not have to be the dominate R.O.I. driver in justifying the implementation of an in-store digital media network.
To some degree, this means using in-store media to provide the shopper with recipes, menu ideas and other information.
I recently spoke with an independent retailer who is planning to use his in-store network to educate shoppers about the difference between “select” and “choice” beef. The most likely outcome of this is that more shoppers will not only be better informed, but will also opt for the higher-margin items.
He’s also considering installing screens in the bakery and in end-caps in the organics department. The one place he says he won’t install screens is at the checkout — because he thinks that’s intrusive. Yes, it’s a “captive” audience, but, again, that’s not a license to irritate one’s customers.

His coolest idea is to install a queuing kiosk in the deli department, where shoppers can place an order, continue shopping, and pick up their orders at their convenience later on.

The idea is that shoppers will end up purchasing more because they’ll have more time to do so. The use of the kiosk would be promoted with content scheduled on a digital sign located at the deli.

The Content Solution

The question is, where does the content come from — how do you feed the content beast? If the goal is to speak to the shopper at the moment of truth and to inform, entertain and prompt action, then we need to be able to be very precise in terms of the content we offer.
The goal is to be able to align the shopper’s frame-of-mind with the content to maximize the benefit. Fortunately, libraries of digital media content are being built — albeit on a somewhat fragmented basis at this point. Certainly, some brand manufacturers, as well as some retailers, have been working at building content libraries for years.
But it’s not hard to envision businesses sprouting up that will be the digital equivalent of the image libraries that have long been available in print. Once that happens, we truly will have reached critical mass and will be able to exercise the full potential of matching content to shoppers on a just-in-time basis.
Until then, it’s incumbent on us all to recognize that the old broadcast model of reach and frequency is giving way to a new model of targeted reach and relevancy. It’s all about our ability to get the right message at the right time to the right shopper.
Best-practices in digital out-of-home media accomplishes this. In so doing, it captivates your shoppers — without treating them like captives.

STUART ARMSTRONG is president of EnQii Americas (enqii.com), specialists in digital displays for out-of-home and in-store solutions. Stu can be reached at stuartarmstrong@enqii.com or
(212) 741-8575.

Messages on the move

Location, Location, Location

There are those who would argue that the introduction of digital signage does not really raise any new questions about location. But that is a moot point and on several different levels.

Read more:

The Times Digital Signage

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