Why digital signage and mobility are the future of marketing

Proximity marketing

In one arena, in particular, the efficacy of multichannel marketing is on full display: an interactive medium known as proximity marketing that combines digital signage with mobile technology.

Previous technologies have attempted to leverage static delivery methods such as text messaging that essentially are spray-and-pray methods that scatter an ad to as many people as possible in the hope that a small percentage of consumers will absorb the message and possibly take action.

Though certainly innovative for their time, text message marketing and other static outreach methods historically have not generated substantial or consistent ROI.

Proximity marketing, on the other hand, is predicated on the fact that the demographic is already optimized.

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http://www.mobilecommercedaily.com/2011/05/09/why-digital-signage-and-mobility-are-the-future-of-marketing

Broadsign Uses Intel AIM Suite to Bring Together Proof-of-Play and Audience Metrics for Digital Signage Networks

Following a series of pilots, Broadsign has integrated its proof-of-play reports with Intel AIM Suite, an anonymous video analytics technology, to offer a comprehensive measurable signage solution.


The integration means that, from now on, digital signage networks using BroadSign and Intel AIM Suite will offer their advertisers not only proof-of-play reports, but also audience numbers shown for every ad played, said the Montreal, Quebec, Canada-based company.


Such correlation is essential for networks to attract more advertisers, who are often reluctant to believe the self-reported audience data that most networks are still providing today, according to the company. Tying together the two metrics makes it easier for advertisers to analyze campaign performance and allows adjusting the schedules, content and targeting of the ads based on the combined reports, said the company.

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Broadsign Uses Intel AIM Suite to Bring Together Proof-of-Play and Audience Metrics for Digital Signage Networks

Haroon Mirza Discusses Intel’s AIM Suite

With much of the attention given over to the importance of analytics and metrics by various speakers at Scala’s Connected Signage Conference in Philadelphia this week, Intel’s AIM Suite as discussed by Haroon Mirza, director of business development, anonymous video analytics, Intel Corporation, garnered major interested both as a speech and at the demonstration booth in the small exhibition area.

“If you can’t measure it, you can’t manage it,” Mirza said of digital out-of-home.

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http://www.dailydooh.com/archives/46587

Technology on Display

Tech giant Intel is also getting in on the visual-display action with digital signage that features content tailored to the person—or people—watching the display. The signage uses anonymous video analytics (or AVA), a technology created by Canada-based Cogno Vision, which was acquired by Intel last year. AVA gathers data about the person standing in front of the sign, including measuring a person’s height, build and level of interest. The technology can guess if the person is a man or a woman and can gather data on several people at once. The signs are also semi-transparent, which allows them to direct the customer to specific merchandise on the sales floor. The displays also work as a map of the store, allowing customers to shop for other merchandise and browse other departments. And preferred customers can send search information to their phone using a Bluetooth connection.

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http://www.apparelnews.net/news/retailing/110429-Technology-on-Display/page1