Digital Signage Expo 2011 Overview

Representatives from Kraft Foods were on hand in Las Vegas last month to demonstrate a decidedly 21st century product display for attendees of the Digital Signage Expo trade show.While it may be light on functional shelf space, the packaged goods maker's proposed Meal Planning Solution kiosk is heavy on interactive functionality. The digital kiosk helps users find recipes that meet their needs, along with corresponding shopping lists and related promotional offers. Integration with Kraft's popular iFood Assistant mobile program lets the information be downloaded to a smartphone via 2D barcode scans.The kiosk also can be connected to a retailer's loyalty-card data system to better customize the content for the user. It also serves as a vending machine to dispense product samples, and collects audience measurement information. (For a complete description of its capabilities, see the attachment at right; for a demonstration, watch the video below.) Kraft is actively pitching the concept to retailers, and is hoping to soon have a test in the field, according to Manus Mulherin, a digital innovation specialist at the packaged goods maker.The display attracted a great deal of attention at the show, as did two other concepts housed in Intel Corp.'s booth: a "Virtual Footwear Wall" developed in conjunction with Adidas that presents multi-angle 3D images of additional inventory, and a gesture-driven digital endcap hatched with help from Procter & Gamble that can send coupons to smartphones while collecting user data. (See attachments at right.) Unlike Kraft, Procter & Gamble is not pitching the concept to retailers, according to a representative at the show.Intel unveiled all three concepts in January at the National Retail Federation's "Big Show" (see Related Articles) as part of its continued efforts to help drive the adoption of digital signage (and, consequently, sell more of its microprocessors) at retail and elsewhere. Integration with smartphones "is really important" to the future of the digital signage industry, Jose Avalos, Intel's director of retail and digital signage worldwide, said during a keynote presentation at the show. "It turns a digital sign into a dual-mode device" that communicates with consumers either as "one to many, or one to one."Such integrated capabilities were a key aspect of many other technologies presented at the show, which enjoyed healthy attendance figures -- a 6% climb in attendees (to roughly 3,600) and 14% rise in exhibitors (to 195), according to producer Expo Nation -- and plenty of positive buzz during and after the event.However, there did seem to be a reduced emphasis on retail deployment compared with past DSE events on both the conference agenda -- where retail topics were classified as "special interest" -- and the show floor.According to research firm PQ Media, Stamford, CT, revenue from retail "place-based" digital networks increased 11.2% to $308 million in 2010 (while revenue from distinct billboards and signage rose 9.3% to $47 million more), a pace slightly slower than the 15.0% posted by all U.S. networks (across all locations) in the year. Still, compared with other venues such as cinema, roadside and public transit, "it's a tough market," said Patrick Quinn, PQ Media's chief executive officer and another keynote presenter.Compared with those other venues, in-store networks encounter greater competition from other advertising opportunities, and also have to deal with a transient rather than captive audience, Quinn said. Both of those facts are drawbacks to potential advertisers.There is still "untapped opportunity," however, for network operators who understand that their "key advantage" is the ability "to reach target audiences in extremely relevant situations -- where you can see the next purchase," Quinn said."He who is closest to the [point of sale] wins. That's always going to be true," opined digital guru Shelly Palmer during his keynote presentation, during which he exhorted marketers to "get out ahead of" the mobile communication revolution "or it will roll right over you."That mindset could still be found on the exhibit floor, where a number of exhibitors showcased technologies with a retail focus -- many of which facilitate mobile connectivity.Perhaps the biggest news of any type at the show came from a joint announcement from Harris Corp. and Digital Display Networks, who are helping 7-Eleven install a network in 6,200 U.S. and Canadian stores that will reach scale by early 2012 -- albeit a little later than originally planned. (See Related Articles.) Among other retail-focused technologies at the show (presented in the same order in which they appear on the above video):An "Interactive Marketing Solution" from iSign Media, Vancouver, Canada, can be programmed to deliver promotions to all Bluetooth-active mobile devices within 300 feet of a digital sign, or one shopper responding to an offer presented on the screen. (The Bluetooth connection, however, means that Apple devices aren't compatible at the moment.) The software also can deliver games and other content aimed at increasing dwell times, as well as rich media. Canada-based c-store chain Mac's announced last December that it would add the software to its existing digital network.Coca-Cola's ongoing experimentation with digital vending machines has now produced a model from iBase Technology, Sunnyvale, CA, and Marsys, San Francisco, that presents product information and interactive content that can be controlled from a centralized, remote location. The machine's most buzz-worthy feature is its ability to have the pricing altered as necessary. Thirty machines are already deployed around Coke's Atlanta home base, with 500 more in the offing, according to a Marsys spokesperson.Among the latest versions of IBM's Anywhere kiosk series is a fully loaded "Digital Greeter" containing hardware from Markham, Canada-based Capital Networks and ISign's mobile solutions software, so it can dispense paper coupons or upload the offers to a smartphone. Along with such "participative" capabilities, the multi-purpose kiosk serves as a passive ad network and an interactive information provider.BrightSign, Saratoga, CA, showcased a tabletop display that weights 25 pounds -- light enough to be moved around the sales floor and brought to the back room at night for recharging. (The battery lasts about 12 hours.) The company also has upgraded its digital management software to accommodate more mobile interaction.The most consistently crowded area of the show floor was the space in front of Seoul, Korea-based LG Display Co.'s transparent window display, which acts as regular window glass until a user's touch activates the digital content. It also can be used as a TV screen.Koscar Interactive, Mountain View, CA, offers a multi-dimensional kiosk ideal for use as a mall or store navigation system. The three-zoned display area provides room for looped advertising to play while users find the information they need below. Representatives at the show demonstrated a "virtual dressing room" function that places selected apparel in front of the user's mirrored image. (See the video.)San Jose, CA-based Prysm Inc. offers a "Digital Mannequin" employing a proprietary laser phosphor display (LPD) platform that the company says eliminates some of the drawbacks to LCD systems -- such as the ability to present a near-180 degree viewing angle. American Eagle recently placed multiple units in its new flagship store in New York City. Prysm uses the LPD platform in large-format video walls as well.

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