Technology is Changing the Face of Digital Advertising

Importance of content in Digital Signage

The Pen is mightier than the sword, a popular proverb which very significantly highlights the importance of the written text, emphasizes on the fact that the body of the message is the driving force behind any form of communication. It is usually said, a short and sweet message is even stronger than a boxer’s punch. One has to be very precise and apt while the message is being formulated. A good and well communicated message is the ultimate source to reach the target audience.

Be it any medium of communication, the content gains the prime importance. Discussing about the most talked about communication tool these days, digital signage, which has undoubtedly grabbed the marketing industry with it’s out of home and extensive approach .These digi signs are taking hold of the advertising world day by day and have modernized almost all the metros of the country with its presence.

The relevance of the content running over these digital screens is what which needs to carefully fed and taken care of. The message or the advertisement over these screens has to be in accordance to the place or the area in which it is being displayed. Like if the digital screen is being fitted in a mall, it should have the content running of the apparel stores or other schemes running in the showrooms of the respective mall. But what we see today is, one or the other advertisement which is totally irrespective of the location where it is being placed. Like in metros we see, advertisements of various products running but hardly have we seen any messages being displayed about the metro or the security measures to be taken while traveling in the metro. There should be display of the short stories talking about metro, its development, the connectivity it provides to all the major places, which would help tourists in mapping their visits to all the major areas of the city.

The presentation and display of the content or the advertisement as a whole is also very important. The structure or the presentation of the ad fulfils the very first step i.e. catching the viewer’s attention, for which it should be appealing and should have eye- catching elements in it, rest is followed by the body of the message which carries the power to hold the reader till its end.

The purpose of displaying ads through digital signage will get fulfilled only if; the content in it not only communicates, but motivates the customer to go and at least have a look at the product displayed. An advertisement is said to complete its functioning only when it is able to turn a reader to a prospective customer, i.e. where the power of the relevant content comes to realization.

Delhi Metro tunnel used for innovative advertising

http://an-ad-a-day.blogspot.com/2009/03/sprite-express-delhi-metro-tunnel.html

Interactive Digital Signage- A whole new world of Signage

http://www.hotelinteractive.com/buyer/article.aspx?articleid=15657

Top 10 Data Centre stories of 2009

http://searchdatacenter.techtarget.com/news/article/0,289142,sid80_gci1376419,00.html

An Essay on the Compulsive Need to Rename Digital Signage

http://blog.broadsign.com/digitalsignagedigest/index.php/2009/10/27/compulsive-need-to-renaming-digital-signage/

Voice of Media on the growth of Digital Signage industry in India

After we organised Expert Tour on Digital Signage in Bangalore, here is what media has to say about the growth of the industry in India:


DNA Bangalore




Dataquest




Indian Television



Link to the story- http://www.indiantelevision.com/mam/headlines/y2k9/nov/novmam66.php

Indiainfoline.com




Link to the story- http://www.indiainfoline.com/Markets/News/News.aspx?NewsId=16080

Emarson organizes Minicom’s Digital Signage Expert tour in India

Emarson IT Solutions Pvt. Ltd. in partnership with Minicom Digital Signage organized an "Expert Tour- a road show on Digital Signage" at Taj Residency on Monday this week. The show provided an insight on the prospects of Digital Signage in the country with all the major technology players in Digital Signage like Scala, 3M, LG, Streme, Videocon, HCL, Wipro, TCS, etc present at a single platform.

The road show was aimed to educate the participants (co-vendors, partners, integrators, customers, etc.) about what Digital Signage is and how it can be absorbed in their respective profession e.g. banking, transportation (railways, airports, RTCs), hospitality, brokerage, corporate communication, retail, OOH, etc.

The event started with the inaugural speech of Mr. Prateek Jaswant, CEO and Co- Founder, Emarson IT Solutions, who introduced the organizers of the event- Emarson, Minicom and Scala to the audience. He started the discussion by throwing light on the progress of Digital Signage in India so far, its current need and what does India hold in itself for Digital Signage future. During the session, he also proposed to form a Digital Signage forum that will include OEMs and channel partners to define the road ahead and add honor to international Digital Signage standards and processes.

He added “According to some survey, the out-of-home sector will be the only traditional advertising media to post real revenue growth in the next five year, driven by the migration to digital and the incremental revenues generated from digital sites. Also, one of the major growth drivers of digital signage is the advancement in technology which has helped retailers, marketing and entertainment companies, and many other organizations to 'narrowcast' dynamic video, graphical and editorial content on hundreds, or even thousands, of digital signage displays located virtually anywhere.”

Speaking on the occasion, Ronni Guggenheim, CEO, Minicom Digital Signage said that, “Experts Tour is a series of tours that Minicom does worldwide in an attempt to bring all the players of Digital Signage on a common platform (on one side) and the consumers of this technology (clients) on the other and integrators, channel partners and value added resellers in-between, thus completing the entire Digital Signage food chain.” He enlightened the audience with the developmental scenario of Digital Signage in the world and what new technologies can be adopted by India to mark a significant growth in this field.


Mr. Jahan Kadher, Country Representative, SCALA, also interacted with the audience and spoke about the presence of Scala in India, current scenario of Digital Signage and what next steps are to be taken to achieve new heights in the country. Driving more than 300,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks.


A live signage setup was also presented during the show which explained in detail the working of the Signage network putting all the three components together i.e. Media Player/ Content, Extension and Display. This proved to be of great knowledge for the end customers as they could actually see the functioning of the whole Digital Signage network.

Speaking on Emarson and its evolution, Mr. Sumeet Prakash, Managing Director & Co- Founder, Emarson IT Solutions, said, “Signage being fairly new, needs someone like Emarson & Minicom to take the lead and define the market. When most technology providers as well as consumers are struggling to find their feet in Digital Signage, Emarson/ Minicom has been able to create a niche space for signage in almost all industry verticals.”

Other participants like Wipro, Videocon, TCS, LG, etc. also presented their views on use of Digital Signage in the country and assured their support for the promotion of this technology, hence, making the country more advanced and in competence with the rest of the world.

EXPERT TOUR on Digital Signage

Come and join us at Experts Tour on Digital Signage in Bangalore

Emarson IT Solutions in partnership with Minicom Digital Signage is organizing an Experts Tour on Digital Signage.

The event aims to provide an enlightening session on all the components of Digital Signage & its application, thus enabling a brighter future for Digital Signage in the country.

Date : Monday, 23rd November, 2009

VENUE : Taj Residency, Bangalore