Out-of-Home Digital Media are - Cleverdis

Success Stories
Neo already has three major success stories in Switzerland. They
managed to convince the three largest retailers in the country to
“take the leap” into Digital Signage… quite an achievement! “As
you know, these people are extremely difficult to deal with and
convincing them was not an easy task. Now the market really sees
the Neo Project as one of the key ways to institutionalise this
media.”
Broadsign Adds Value to the
Offering
In its early days, Neo used a “lite” software solution, but with the
understanding that a high performance network was needed, they
turned to Broadsign. “During the course of 2004 we were advised
that developing software was definitely not the function where we
had the most value,” says Mr. Vaglio-Giors. “We reviewed many
solutions and finally decided to go for Broadsign. I always believed
that for me technology should take no more than 1 hour per week,
and using this software was certainly the best way to achieve this
goal.” The application offers a lot of flexibility in creating content
playback schedules, and it has media buyer-friendly documents
such as insertion orders, campaign progress reports and affidavits.
www.cleverdis.com
PART 1• Out of Home Digital Media Applications
The estimation of CPM values for comparison to other media and
ROI analysis is made possible through the use of Broadsign’s
Dynamic Rate Card tool built into the software interface.
Neo assists clients in content creation
After two years of operations, the fact that only “broadcast” content
was available became frustrating when planning campaigns. This
fact had also hampered business: “We were not getting some
business because at that time the clients often had no content for
this medium, so we decided to create a service department to help
clients make the shift from traditional media to digital signage.”
Firstly this was done by creating light flash animations and today
Neo has 8 full time staff working on content development for tier
one clients. “I think this was key in our process to educate the
market and to help them develop the right and appropriate content
for this medium. My dream is that tomorrow we can broadcast 3-
5 second spots and by developing our internal production team
that certainly is the best way to achieve this goal.”
5 Years Out – Massive Growth
Potential
The future looks very bright for Neo if growth projections are
correct. “This market can definitely grab 5-10% of the entire media
market in the next years,” says Mr. Vaglio-Giors; “10% being very
aggressive and 5% being more realistic. If we assume that we will
reach that objective over the next 5 years that still puts us in the 50-
70% average growth rate!” Mr. Vaglio-Giors’ forecast echoes that
of many others in the industry today. Given the right combination of
talent, competencies and ideas, and with ongoing intense
development of software by Broadsign in order to finally make
media planning in Out of Home Digital Media “child’s play”, it is
evident the major agencies will finally hop onto the bandwagon.
Out of Home Digital Media SMARTreport January-July 2008 / 15