DailyDOOH

Neo Advertising and Mediamarket have just signed a strategic agreement for the installation of what will easily become the largest In Store-Video network in the Italian retail market

According to the terms of the agreement, Neo Advertising will be in charge of the entire project, from the creation of technological infrastructures to the management of the communication network, creation of the content that will be broadcast through the new channels AND sale of advertising space.

Neo Advertising and Mediamarket will effectively very quickly bring online two new information and communication channels; ‘Media World Live’ and ‘Saturn Live which may be seen by as many as 90 million customers that each year visit the 82 Media World and 11 Saturn point of sale retail spaces.

Fabrizio Bonazza, CEO of Neo Advertising Italia told us “This project confirms the interest that Digital Signage is arousing in Italy and its high potential for growth. In a competitive market, where the ability to clearly and significantly stand out from the competition has become a differentiating success factor, it is strategic to be able to offer to the partners and advertiser companies innovative tools that make communication immediate, powerful, targeted and strongly impacting”

About MEDIAMARKET

Mediamarket is the first chain of consumable electronics in Europe with 705* mega stores, the second chain in the world, MEDIAMARKT Saturn Holding GmbH, which belongs to the group METRO AG (DAX: MEO).

It operates in Italy under the name of MEDIAMARKET S.p.A. and owns the Media World, Saturn and Media World Compra On Line trademarks. With a turnover in 2007 of 2,084 million Euros and an establishment of more than 7,100 people, MEDIAMARKET constitutes the largest enterprise in this sector in Italy. Media World is present with 82 points of sale mostly located at major shopping centers. Saturn is positioned instead at the main urban centers and today is present with 11 points of sale, located in major Italian cities.

Media World Compra On Line is the e-commerce portal, which can be found at www.mediaworld.it. It has been active since 1999, and as of today it is the first B2C e-commerce site of electronic goods, in terms of accesses per year and turnover.

Digital Signage Expo 2009 (DSE), co-located this year with Interactive Technology Expo and the Out-of-Home Network show which ran last week, drew just over 3,000 attendees and had 188 exhibitors.

Attendance was down slightly from the 3,500 count a year ago but was not as bad feared and as we have said several times before, the show is in good shape for 2010.

Stephen Randall, CEO LocaModa told us “This year’s annual Digital Signage Expo was a huge success for LocaModa. It was a great show and we got a lot of value from exhibiting as well as participating in several of the conferences.”

Chris Gibbs, President of Exponation, LLC, which produces Digital Signage Expo and its co-located shows was quoted as saying “The increased number of exhibitors and our expanded conference program was a big draw for serious attendees. We hosted over 130 industry experts who presented more conference seminars, workshops and theater presentations than ever before. We understand that more and more people come to Digital Signage Expo to learn and to do business at the show.”

Neo Advertising GmbH in Germany is to equip market leading cinema chain Cinemaxx with screens in 29 cinemas all using BroadSign.

This is a particularly nice project to have won at any time but under the current market conditions even more remarkable especially as we understand that its nationwide and that the big chain involved is investing its own money in the infrastructure.

Dirk Huelsermann, Director Business Development International told us “Neo will be a full service provider for this new rollout – Planning, Installation, Service, Content creation, Content distribution and exclusive Media sales”

Neo Advertising und Cinemaxx beschließen weitreichende Kooperation

• CinemaTV geht an den Start
• 29 Kino’s ausgestattet mit LCD Monitoren bilden eine neue Plattform für die Werbeindustrie
• Über 1,4 Mio. Werbekontakt pro Monat

Hamburg,27.02.2009 – Neo Advertising, der führende Anbieter von Digital Signage und Instore-TV Lösungen in Europa, schliesst eine umfangreiche Kooperation mit Deutschlands größtem Kinobetreiber Cinemaxx über ein umfangreiches und reichweitenstarkes DOOH (digital out-of-Home) Netzwerk.

Wo, wenn nicht im Kino, werden die hochwertigsten Inhalte aus den Hollywood Studios ausgestrahlt. Daher umfasst das Konzept der Hamburger Neo Advertising GmbH sowohl hochwertigen Content, als auch die Flexibilität des neuen Mediums. Die in 29 Kinos installierte Infrastruktur von knapp 900 LCD Monitoren, strahlt auf vier von Neo entwickelten Kanälen, neben aktuellen Informationen rund um den Kinobesuch, auch Werbebotschaften aus.

„Dieses Projekt markiert einen Meilenstein in der noch jungen DOOH Industrie“, sagt Sven C. Jacobi, Geschäftsführer der Neo Advertising GmbH. „Gemeinsam mit unserem Partner CinemaxX werden wir eine neue Vermarktungsplattform in den Kinos etablieren, welche für die Werbeindustrie hoch interessant ist. Denn gerade im Kino können Zielgruppen exakt adressiert und abgeholt werden“, so Jacobi weiter. Die hohe Verweildauer eines Kinobesuchers spielt dabei dem Spezialisten für DOOH Vermarktung in die Karten, welches ein zusätzlicher Vorteil des CinemaTV Netzwerks ist.

Neo Advertising tritt in diesem Projekt als Full-Service Anbieter auf. Von der Installation, über den Betrieb, bis hin zur Content-Kreation und Vermarktung ist alles in der Hand des Hamburger Spezialisten für Digital Signage. Auch Christian Gisy, Vorstandsvorsitzender der CinemaxX AG freut sich auf die Zusammenarbeit mit seinem neuen Full-Service-Partner: „Wir sehen hier ein beispielhaftes Projekt, das unsere Foyers aufwertet, unsere Gäste unterhält – eventuell sogar deren Verweildauer erhöht – und das sich zudem auch vermarkten lässt. Insofern ist diese Zusammenarbeit auch ein wichtiger Baustein zur Verbreiterung unseres medialen Angebotes.“ Gerade die Platzierung der Monitore spielte eine große Rolle, so wurde gemeinsam mit CinemaxX jedes Kino begangen und nach einem von Neo entwickeltem Netzwerkdesign ideale Standorte ausgesucht. Im Kassenbereich und im Foyer, an der Concession oder im Saalbereich – der Kinobesucher erhält den maximalen Informationsnutzen.

EnQii powered CARE Media Holdings, who provide programming in waiting rooms in the US, at last seem to be shouting about what they have been doing and the nice size networks; KidCARE TV (pediatrician’s offices), Women’s HealthCARE TV (obstetrician’s offices), and PetCARE TV (veterinarian’s offices) that they have built up over many years (they also took a stand at DSE last week of course).

Here we see Arbitron Inc. (NYSE: ARB) announce that it will conduct a national survey to measure the effectiveness of Care Media’s digital educational programs in these three networks,

Arbitron’s research will be designed to gather information on patients’ awareness, acceptance, and recall of advertising after being exposed to CARE Media in a doctor’s waiting room. The study will provide CARE Media with audience estimates for each network, as well as figures for all three networks combined, that are equivalent to those used by traditional broadcast media.

Arbitron’s Neal Bonner, Director of Custom Research told us “The results of this study will provide CARE Media with audience estimates and accountability metrics, the same tools used by traditional media, to compete for advertising dollars.”

This is actually Arbitron’s third study conducted for CARE Media Networks. Arbitron previously conducted studies for KidCARE TV and Women’s HealthCARE TV – it’s great to see networks take the all important task of research so seriously, we only wish more networks would do so.

About Arbitron

Arbitron Inc. is a media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies and outdoor advertising companies. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People Meter, a new technology for media and marketing research.

Arbitron’s marketing and business units are supported by its research and technology organization, located in Columbia, Maryland. Its executive offices are located in New York City.

We saw this and thought that Kraftwerk were the latest recruits to digital signage but alas (our second favourite German electronic music group) hasn’t yet given up their day jobs…

It’s actually Cübb Cyklop™ ambassadors out for a ‘Morgenspaziergang’ on the Parisian Metro (RATP) last month.

Planned and booked by EURO RSCG the campaign saw…

1. 16 x Cyklop™ in one week on the most important Metro stations in Paris
2. Cyklop™ delivered ‘digital and citizenship messages’ to the Metro travelers
3. Present during the morning and evening with the intention of helping travelers through the metro (various video routes shown)

i-vu Limited was only laid to rest recently and it’s body most probably still isn’t cold yet BUT here we see that those willing to take a risk, in this case Simply Media (who undoubtedly benefited by i-vu’s demise) form a media sales partnership with TONI&GUY.TV (aka FST) to create the UK’s largest Digital Out of Home Hair and Beauty Network.

This is obviously an incredibly sensible move and one that would have made sense had the arrogance of the previous i-vu’s management had allowed earlier.

The two companies will combine their agency sales function effectively giving advertisers access to over 5,125 screens in salons across the country.

Henry Scott, CEO of Simply Media told us “This partnership creates the first truly national service in the salon screen field. Previously agencies had to talk to at least three separate parties, now we can work alongside each other to offer unbeatable scale and service.”

Simply Media will now handle agency requests for TONI&GUY.TV alongside their own networks; Simply Salon TV and i-vu. This merger of media sales function will give brands over 6.2 million potential impacts in any 2 week period.

A coupe of big outdoor companies have laid off some great engineering staff recently so there must be some people out there who will be very interested in this…

A well known vendor is interviewing next week in London and is looking for good DS / DOOH engineering and / or IT folks. If anyone is interested or knows anyone who might be please drop me a line (all input shall be kept confidential).

DSE was great but it still feels like a technology show and it needs to do much more to raise its content profile. More than anything else though the show (like so many others) needs to get potential ‘buyers’ through the door – retailers, agencies and brands first and foremost.

In previous posts, written ostensibly whilst at the show, we suggested bringing the network / media owners’ pavilions to the front of the hall and getting rid of the (isolated) content pavilion altogether and distributing it around the rest of the floor – we would go one step further and start a ‘buddy system’ with content providers and other exhibitors teaming up to share content and make all the stands look slick.

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Latest exhibitors to have signed up for Screen Media Expo Europe are, we believe…

• SONY, Box technologies, Four Winds Interactive and Minicom’s new Digital Signage business
• Panphonics will also be there AND you know our views that shows are the only way to hear / experience sound showers like this that you cannot do any other way.
• AdVan will be there too with an actual vehicle on the show floor.

I think folks too would have loved to have seen close up JCDecaux’s Goo The Egg interactive bus shelter – let’s hope that still happens.

Nice to see Neo’s (relatively) new business, BookingDOOH making really good use of Google AdWords – we see this advert at the top of our Gmail accounts on many an occasion.