Ask the Board – July 23, 2018 | DILEEP VARMA

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“What do you consider when deciding where to install your digital displays in a new environment?”


New environments and all the challenges that they bring are always a great way to advance your product. My product development team routinely visits new environments to obsess about our product and ensure we learn from those challenges.

When entering a new environment, we categorize it as several layers.

Hygiene: (the basics)
At the lowest level, basic hygiene is considered.
1. Will the environment continue to be safe with our product installed?
2. ‎Is the product going to remain safe in that environment?

Note: This involves several safety and compliance (electrical and building codes) items we go through. Serviceability falls under this basic layer.

Traffic & Engagement:
As we look at the second layer, we think about engagement and traffic patterns. From simple items like the height of display and brightness falls under this layer. We also try to quantify the value and volume of traffic. Not all traffic is equally valuable. There is a great internal study we did that called out the difference of advertising near a food line that sold packed sushi v. Indian food. Sushi was very popular and attracted a lot of traffic. Indian food line was relatively small. But, sushi was pick and go – so the gaze through rate of that line was very small. They did not bother to pay attention hence it was rated ‘low-value high-volume’ traffic. Indian food line on the contrary had much higher linger time and hence was rated as ‘high-value low-volume’ traffic.

Display Saturation:
We scan the area for how best to saturate the footprint. Flow of traffic, traffic rest patterns, the current signage layout, and alternate times of the day are all considerations. Proximity and other meta-data to traffic centers (maybe a popular ice cream store) play a role and are considered in this layer. Competitor’s boards play a role in this assessment as well.

Storytelling:
A more complex layer that goes hand-in-hand with display saturation is the story telling aspect of our display. We wish for our signage to tell a continuing story. As the engagement continues, the story should advance in some way. This is very situation specific. One mechanism is to advance the story using an interactive session. Another is by using a connected signage concept. How cool would it be if you are engaging with a display and an alternate display down the corridor can be suggested to provide additional parts of the story, thereby continuing and enhancing your engagement.

 

About Author

Head of Product Development and Operations
Outcome Health

MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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