We are being inundated all of a sudden with opportunities to create content for various "channels." We are very excited and cautiously optimistic. It creates another chicken and the egg scenario: first it was the whole who is going to put in the screen without advertisers in place vs. what advertiser is going to buy ad-time on a non-existent network; now it is create the content and then we'll sell the advertising vs. sell the advertising so you can afford to create the content!
HD video content done well is not cheap. It is not TRIVIA art cards or powerpoint. It is not ads. These channels are going to have distinct "broadcast-quality" graphics packages branding each one of them. They are going to have general interest and site specific short form dynamic media content.
It is astounding what has happened in a little over one year in terms of the industry's sophistication as it relates to video content.
It indeed is not TV. But then again, television is the closest experience that the public or layman can relate to... When I say "digital signage," it is an inadequate term. I am not talking menu boards or screens displaying sale items on aisle 3. I am talking about comedy and short films and informative and entertaining hosted segments on any variety of topics. So what do I call this?
I need like-minded individuals to help me coin a term for this next iteration of digital signage. What is it? Is it "closed networks"? Too limiting. Doesn't describe what it is. "Media out-of-home"? TVlite?
Ideas? We need a new term. Narrowcasting almost gets it. out-of-home media networks does to... IPTV is not Digital Signage: the software isn't sophisticated enough to manage content playlists or stream the kind of quality we need or zone screens.... So it is Digital Signage because we use DS software and media players... Hmmmm....
The Future is upon us. Game on.
6.17.2008
6.07.2008
Blind optimism
Had an eye-opening meeting yesterday with a blind man who is head of sales for a digital signage company here in LA. He has a terrific model that has his screens generating revenue by filling the 15 minute loop with 30 second ads from businesses within a 5 mile radius of the business that has a screen. This helps business owners generate revenue (as they participate with a percentage of ad-revenue) as well as local businesses who don't want to advertise on local cable or radio.
If I have a barbershop, it doesn't make sense to advertise on cable or radio because 98% of the viewers and listeners will not be in the vicinity of the barbershop and will not travel across town for a haircut. I see an ad on cable for Tito's Tacos in Culver City. It is indeed an amazing taco, but the same ad is running all over Los Angeles. If I'm in the valley or Hollywood, the chances of driving to Culver City for a damn taco is remote, no matter how good --- especially now that gas is about to be 5 bucks a gallon!
As natural resources become more valued, communities will become more insulated. Needs will change for small business owners and residents alike. I for one would like to discover a new dry cleaner or bank in my neighborhood. Smart marketing.
While not as scalable as other business models, I think my sightless friend has a unique community-based "vision" that can be replicated in other markets. Perhaps we tweak the model to include some "targeted entertainment" and streamline content management, we just might find a worthy niche. Many business owners would like to get the word out to the people who may indeed populate their stores or use their services! What a concept!
We laughed at the fact that this blind man was educating sighted small business owners all over town about the power of digital signage.
If I have a barbershop, it doesn't make sense to advertise on cable or radio because 98% of the viewers and listeners will not be in the vicinity of the barbershop and will not travel across town for a haircut. I see an ad on cable for Tito's Tacos in Culver City. It is indeed an amazing taco, but the same ad is running all over Los Angeles. If I'm in the valley or Hollywood, the chances of driving to Culver City for a damn taco is remote, no matter how good --- especially now that gas is about to be 5 bucks a gallon!
As natural resources become more valued, communities will become more insulated. Needs will change for small business owners and residents alike. I for one would like to discover a new dry cleaner or bank in my neighborhood. Smart marketing.
While not as scalable as other business models, I think my sightless friend has a unique community-based "vision" that can be replicated in other markets. Perhaps we tweak the model to include some "targeted entertainment" and streamline content management, we just might find a worthy niche. Many business owners would like to get the word out to the people who may indeed populate their stores or use their services! What a concept!
We laughed at the fact that this blind man was educating sighted small business owners all over town about the power of digital signage.
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