Out-of-Home Digital Media are - Cleverdis

www.cleverdis.com
PART 3 • Managing a Project from A to Z
SPECIAL DOSSIER: Turnkey Solution Providers
Defining the context: numerous factors have to be taken in to account. The first concerns the business model. Is the aim of
your AV project to improve sales directly, to heighten awareness of your brand, create an atmosphere, to direct people to
other locations?… The list goes on. Then comes the definition of the content and the technical considerations.
Business Models – The
Question of Financing
There are 3 main business models in the
Out Of Home Digital Media Sphere…
Self Financed: The most common is the Self
Financed project where 100% of the cost is
paid by the client. This is the case in
numerous internal communication projects
and signage in the transport sector.
Generally here, the client's aim is to create
impact and improve brand image without a
DIRECT cash return.
Finance through Advertising: 100%
financing through advertising is still quite
rare although this is the fastest growing
model right now. This model is being
implemented in areas with major public
thoroughfares. The network may be run by
an ad-placement agency or directly in case
of specialised shops.
Mixed: Between these 2 extremes lies the
Mixed model. It consists of opening part of
the programming to advertising from 3rd
party companies. For example a bank may
open its screen network to advertising for
cars – combined with promotions for
personal loans. Here, ad-placement
agencies may be brought into play. We
suggest that you consider all these
models… each has its advantages and
disadvantages!
Content
What kinds of people will be looking at
your screens? Where will they be and most
importantly, what will the dwell time be ?
For long dwell times, video is a good
solution, whereas if people are walking by
shelves or shop front windows, you need to
look at developing bright, eye catching
“digital posters”.
For simple signage projects, content
creation may be done inhouse, whereas for
more complex video projects you should
consider outsourcing. Defined audiences
demand targeted content.
Content has to be managed. You will have
to create “playlists” just like radio or TV
stations. Specific software packages exist
for the purpose of scheduling and
uploading content.
Content is created in a central location and
delivered across a network, generally over
the Internet. This requires special software,
as it’s not quite as simple as sending an
email… although with some of the new
software packages available it almost is!
Technology: Physical Network
& Screens
In most cases each screen is equipped with
a PC which has its own IP address and is
thus able to display different content. Some
screens now also have the option of having
a built-in PC board, meaning you don’t
have to have a big box under the screen. It
is also possible to have one central
computer sending content to a number of
screens. More recently, this kind of solution
has been developed to the point that one
computer can play different content on
different screens at the same time in one
location. The right decision here will save a
lot of money over time.
The type of screens you use will depend on
their position:
• Image Wall – If you need a VERY big
picture, consider a front projection
solution. Many of today’s projectors are
bright enough to give an excellent image
over a very large space, and you are
able to play with surfaces and effects in
numerous ways. In addition, digital
projectors have come of age and are
able to be used even in 24/7 situations
depending upon the model. “Tiled”
plasma and LCD units are also a
solution. Rear projection (tiled) is
disappearing from the scene.
• 50-150” – Plasma screens are generally
used for applications using a screen of
over 50”.
• 37-50” Screens – LCD and Plasma are
competing neck and neck here. LCD has
less of a problem with image burn-in,
and generally has better contrast than
plasma in bright conditions. Plasma has
better contrast than LCD in dimly lit
conditions.
• Up to 37”, it’s now LCD all the way.
ALTERNATIVE – To be different, you may
consider a “holographic” (i.e. “Holopro”)
screen, or even a “fogscreen” – an invisible
wall of vapour on which you can project
images that seem to be floating in the air!!
Maintenance issues
Maintenance will be important when
considering Total Cost of Ownership. Look
closely at the maintenance contracts on offer.
Out of Home Digital Media SMARTreport January-July 2008 / 43
© Photo: ScreenRed