In this article, Bill Gerba, of WireSpring, discusses his approach to testing digital signage content. The article is one in an on-going series of articles:
From what I've seen regarding the digital signage and displays when I'm out and about, there is a need for folks in this industry to heed Bill Gerba's advice! FYI: I've embedded a slide show at the end of the post that includes over 200 shots of digital signage and related "DOOH".
This might interest readers who are interested in digital signage and DOOH (Digital Out-of Home):
Bill Gerba is the author of Wirespring's Digital Signage Insider blog and his articles are worth taking the time to read. I especially like the way he's conceptualized the world of digital signage. He includes a graphic from 2008 and rolls out an updated version that shows how things have changed in the industry over the past few years.
As I read Bill's post, it occurred to me that the changes represented in the 2011 graphic are similar to those occurring in other technology-related areas. Things are changing rapidly and it is not always easy to conceptualize things on the fly. It is helpful to understand complexity through an ecosystems model, in my opinion.
Danoo: "Location scouting and scalable web technologies combined to create a targeted DOOH experience".
If you are tech-savy and a member of the digital signage/interactive display/AV end of things, you probably know what this means. If not, you should. Things are pairing, merging, and converging in the world of "out and about" technology.
Technology, especially digital signage, is ubiquitous, and has targeted you and your neighborhood.
So what's the fuss? A company from Danoo, from China, is ramping things up in the Digital Signage/DOOH (Digital Out of Home) arena. Fast.
Danoo has rapidly up with exisiting companies, such as National CineMedia, Blue Bite, Electronic Arts, and the HISTORY channel to create and push off-the-desktop and off-the-TV content and interactive user experiences.Bill Gerba, of Wirespring, and Manolo Almagro, CTO of Show + Tell in NYC (think Times Square digital signage experiences), and others have recently written about this phenomenon, right after Danoo released the following press announcement:
Danoo Inc Announces a Breakthrough in Mobile Content Delivery(7/11/09, Business Wire) "Danoo partnered with mobile technology company Blue Bite to enable the campaigns, and is actively rolling out its mobile interactivity capability to all of its venues. The first 200 Danoo locations will be live in Los Angeles and New York by July 1st. At full deployment, Danoo will give advertisers the ability to get their content into the hands of more than 200,000 consumers in an average two-week campaign. In addition to content downloads, Danoo offers multiple ways to pair its screens with mobile interactivity to maximize campaign effectiveness, such as SMS call-to-actions, social gaming and mobile application promotion."
"Visitors to Danoo locations viewed video content on Danoo’s digital screens accompanied by an on-screen prompt to download exclusive content such as sneak peeks and ringtones from their Bluetooth or Wi-Fi-enabled devices via the Danoo network."
Here are a few related articles: How Significant is the Danoo-IdeaCast-National CineMedia Deal? (7/14/09, Bill Gerba, Wirespring) A Watershed Moment for DOOH Media (7/12/09, Bill Collins, Daily DOOH)
Pictures from Danoo's Website:
Danoo's IdeaCast- "Captive TV".
I've probably encountered Danoo's technologies numerous times, judging from my archive of pictures of displays and related technologies that have crossed my path. The TV screen on the treadmill looks just like the one I saw on a treadmill in the fitness center of a Princess cruise ship last year. The picture in the middle looks like it was taken in an airport. The picture on the right is of a system in a coffeehouse. According to information on the Danoo website, the system is interactive and includes "content downloads, social gaming, mobile couponing and more via SMS, Bluetooth and Wi-Fi".
Blue Bite's website is worth looking at. It demonstrates their concept very well through animation:
Things are ramping up in my region, too. T1 Tapas, a restaurant north of Charlotte, N.C., in the Birkdale Village in Huntersville, has majority owners with a technology background. Mike Feldman and Jim Morris started up Digital Optics Corporation, which focused on optics for computers and imaging, and after they sold their company, they teamed up with Denise Feldman to establish their company.
T 1 Connection Booth with Multi-User Touch Screen, HD TV, Sound System, Computer, & more: "T1 Connection Booth seating gives you access to music, photos, and videos through built-in touchscreen tabletops, brilliant monitors, speakers, and computers."-Picture and taken from the T 1 Tapas website
The restaraunt serves as a test bed for T 1 Visions to try out their software and hardware designed to enhance the digitally connected dining experience.The restaurant was featured in May of this year on CNN:
