Welcome, and thank you for your visit.

*Personal Branding Accelerator* Internet Lead Generation Coach*Digital Printing* Graphic Business* Out of Home wide format Printing* Billboard Banner* Brokerage* E Marketing* Western Eastern Europe* Middle East Africa* Corporate Account management* Sales Coaching* Brand Coaching*Negotiation skills.*Help software companies globalize their solutions

Lucien Moons Business Accelerator current mission with Scitexvision-NUR-Colorspan (Now a HP company since Nov 2005) is to market High Volume large format digital printers and help accelerate the analogue to digital revolution for silk screen, offset and packaging companies in Central Eastern Countries. (Pol, CZ SK HU RO SLO Cro BH Ser Mace Bulg.)

Friday, January 21, 2011

Indian firm promises global OOH planning platform

An Indian company is claiming that its new planning and buying tool for out-of-home advertising will make devising OOH campaigns “as simple as Google AdWords”.

Web firm Double Spring launches the AdHome service next month, and is looking for local partners in major markets around the world.

“The service will be available soon in most of the big OOH markets – the  U.S., Japan, India, Europe, Brazil and the Middle East. At this time we are focused on forging strategic partnerships with local companies in each region,” CEO Shuhaib Shariff was quoted as saying.

AdHome will allow planners to search the OOH media that it lists by demographic, ad format, location and price, as well as providing media owners with tools for inventory management and analytics.
While there have been many attempts to provide such platforms, both for digital OOH and for the broader out-of-home market, few if any have shared the geographical ambitions of AdHome.

OOH:Seven deadly sins of content creation

Content is recognised as one of the biggest challenges facing the digital out-of-home sector, yet problems with quality, affordability and availability have plagued the medium since its inception. Don Pierson – founder, president and COO of Flypaper Studio – takes a tour of the most serious pitfalls.

Content development is a passion of mine. I’m going on two decades of starting business in this space, and I’ve learned that there are a few major no-nos that haven’t changed. I’ve lived both sides of the client/provider relationship and have felt at first hand the frustrations of trying to create highly engaging content within the constraints imposed by budgets and time.

Because the digital-signage world is still young and the advent of highly-engaging Flash content even younger, there are many of us sinning out there without even knowing it. If we can’t solve the challenge of creating meaningful content that not only meets today’s standards but looks towards exceeding them, we’re essentially wasting time and money. It’s certainly never easy, and over time I’ve developed a list of the top sins committed when it comes to content creation.

Sin 1: poor quality

When time and budget are tight it’s often quality that gets sacrificed. Remember, today’s visual standard is broadcast television and film. Effective solutions must provide high-quality and visual impact, with no exceptions.

Sin 2: unavailability

Downtime is a killer. Dead air (or a dead screen) is like throwing money out the window for your customer. If you don’t have engaging, ever-changing, and perhaps even interactive content on the screen at all times, you are losing eyeballs and money.  

Sin 3: choppy/broken display

Broken content is just as bad as dead air. If your content does not display correctly, no-one is going to pay attention. Reliable playout is a must. Flypaper relies on Flash as a proven delivery medium for this reason.

Sin 4: content fatigue

The digital-signage industry is especially at risk of this one. Content fatigue sets in quickly if the content is boring and repetitive. You need to constantly refresh the content your viewers see, and make it interactive whenever possible. Or vary your approach to creating your content. That way viewers don’t feel like they’re watching the same thing over and over and over and…

Sin 5: spending too much

Digital-signage content creation cannot be an expensive proposition any more, especially given the amount of content that needs to be created to meet the challenge of delivering fresh and updated material at all times. Meeting this need has always been in conflict with sin number one, providing quality content. Inexpensive always meant settling for inferior quality. (With Flypaper, though, you don’t have to settle any more.)

Sin 6: missing deadlines

Late delivery of new or updated content affects your reputation and your company’s. With digital signage, missing a fast deadline can mean lost sales and branding opportunities. Here’s another need that’s always been in conflict with providing quality content – rapid production also meant settling for inferior quality.

Sin 7: no measurable return on investment

Digital-signage content that is created for visual aesthetics without a purpose is good for the fine-art world, but does not work in business. If the results cannot be measured to provide a justifiable return on investment,  you are setting yourself up to fail your clients. Analytics and measurement are the keys to business communications.