EUROPE NEWS

UK: Captive Media wins Best Out of Home Content at The 2015 Drum Content Awards

Captive Media triumphed at The Drum Content Awards held on Wednesday at the Emirates stadium, winning the award for Best Out of Home Content. The Award was presented at a glittering ceremony attended by over 350 of London’s top creative agencies and their clients.

The Award recognised Captive Media’s ground-breaking campaign for cancer charity Anthony Nolan, which had engaged over 160,000 young males with The Election Game, an interactive experience allowing them to throw virtual tomatoes at the leaders of the seven political parties. Anthony Nolan wove a serious message around the fun of the game with a call-to-action after the game ended.

Richard Davidson of Anthony Nolan explains, “It’s light-hearted but it’s got a really serious message behind it. If we can cut through to young men and get young men to hear what Anthony Nolan is about, they'll be more likely to go on and join the register” In the 14 days the game ran in the run up to Election day, 163,896 men cast their votes.

A total of 512,480 tomatoes were thrown (and you can see who received the most here – although you can probably guess). Over 1500 men also signed up to Anthony Nolan’s register, a rise of 74.9%. The campaign was also notable for its use of data.

Full story here

UK: Daktronics continues to support London’s sporting legacy

As the global trend for sporting events on a vast scale continues, iconic buildings are created for a moment but designed to last a lifetime. Flexibility is paramount to successful adaption as infrastructure decisions are made with an unforeseen future. In these situations, it is critical to secure a high quality, end-to-end AV solution that is simple to use for any type of event hosted.

At the Queen Elizabeth Olympic Park in the UK, created to stage the 2012 Olympic and Paralympic events, three of the venues turned to Daktronics for AV solutions that would ensure viability in the long term.

The installation at Lee Valley VeloPark includes four LED video displays, one in each corner of the indoor velodrome. The displays measure 3.17 metres high by 5.71 metres wide and feature 10 millimetre line spacing to provide excellent clarity and contrast to enhance every image, video, and animation that is shown.

At Lee Valley Hockey and Tennis Centre, one outdoor video display is situated in the North West corner of the stadium. The installation was completed in time for the 2015 UniBet EuroHockey Championships. With an active display area of 41.20 sq. metre the display is configured to show live video as well as always displaying the score. The Daktronics DVX 15HD video board interfaces to the Swiss Timing MST2012 timing console to display game and score information.

The Stadium at Queen Elizabeth Olympic Park boasts two large curved LED video displays, each measuring 8 metres high by 26.7 metres wide to provide a combined display space of more than 420 square metres with a 15HD pixel layout for excellent image clarity and contrast with wide viewing angles. Every stadium seat is ensured a great view of the displays, with their variable content zoning to show one large image or multiple separate zones.

The ability to zone content – simply – ensures revenue-boosting sponsorship is a reality for these venues. Set up is a simple process whether showing small, individual messages on many screens or providing brands with a moment of exclusivity flashing across all screens. As Dan Buck, senior activation manager at Lee Valley VeloPark, explains, it was just one reason why Daktronics stood out: “The simplicity yet complex nature of the operating system helped us – because to use it is simple but it allows us to operate all four screens differently.”

Like the venues it supports, Daktronics is an enduring brand boasting more than 40 years of experience. That spirit is in its products and always in its thinking. Therefore it’s no surprise that whilst providing value and excitement for years to come, Daktronics’ LED video and messaging display technology offers a long lifetime with minimal maintenance and low power consumption.

Buck also references the ‘partnership’ service as another reason for choosing, saying, “It was a real wow moment to see something we’ve invested a lot of time and money into work so well and Daktronics has supported us all the way with good expert advice … and they continue to help us to make sure the screens can be maximised with all the potential that we’ve got in them.”

Buck reveals the capstone for him was that, “…from the beginning [Daktonics] could demonstrate a system fit for our purpose, to achieve full flexibility. The full system was supplied and installed and very professionally put together – and we’ve got a fabulous system that gives us ultimate flexibility.”

UK: Posterscope Win ‘Best Digital Campaign’ at the Drum’s Creative Out of Home Awards

On Tuesday 24th November Posterscope, in collaboration with Carat and Liveposter, won the award for best digital campaign for their British Gas Hive Activation campaign.

The campaign, which featured live content served in real time, targeted commuters and air travellers heading home (to a cold house) using a variety of digital screens across London train stations, bus stops, office foyers as well as Heathrow airport.

The responsive ads pulled-in live temperature, travel and transport updates tailored to the environments to remind travellers and commuters that with Hive they can control their heating and hot water from their phone.

Messages such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood’, as wells as expected bus and train departures and arrivals were served via the Liveposter CMS platform.

Source

UK: Exterion Media Selects BroadSign International, LLC for Unparalleled Innovation in Europe

2,000 displays will be converted in the United Kingdom and the Netherlands.

Exterion Media, Europe’s largest privately held Out-of-Home advertising business, will convert 2,000 displays in the United Kingdom and Netherlands to BroadSign International, LLC’s digital signage platform.

“As we continue to develop our UK Digital Centre of Excellence, supporting digital delivery across a range of advertising displays, it is important to have the right software solutions and partner. BroadSign are leading the way in this field and we look forward to working together as the DOOH market continues to grow and evolve." said Adrian Lovejoy, Service Delivery Director at Exterion Media UK.

“We tested several platforms prior to the decision. BroadSign’s automation, dynamic content capabilities and strong reporting were what proved its commitment to the advertising market, reliability as an innovative partner and ability to deliver unprecedented campaigns.” said Chris Fordham, Head of Digital Operations at Exterion Media UK.

As a market leader, Exterion Media UK has an unrivalled presence across transport networks, including the London Underground and National Rail, and retail environments including Westfield London and Westfield Stratford City. It delivers hard to reach urban audiences to advertisers, with targeted and innovative media propositions.

Exterion Media Netherlands helps brands achieve nationwide visibility and significant audience dwell time through assets in over 220 municipalities. In June 2015, eleven 70” displays were launched in Amsterdam Centraal Station with Google, Coca-Cola, Amstel and T-Mobile taking advantage of the strategically located screens. “Here at Exterion Media we believe in making everyday journeys inspirational. We’re excited to welcome BroadSign and the possibilities their DOOH scheduling solution brings.” said Arnout Konig, Operations Director at Exterion Media NL.

“Partnering with Exterion Media is a strong testament to BroadSign’s reputation as the most robust solution for enterprise, advertising-based networks in the DOOH industry,” said Skip Beloff, Vice President of Sales at BroadSign. “We anticipate a dynamic and cutting-edge relationship with such a market leader. This announcement marks an important moment in the European and global DOOH space.”

UK: London's West End gets first ever giant advent calendar

A giant advent calendar is coming to the heart of London’s West End thanks to a partnership between Westminster City Council and Samsung The calendar will be displayed on an LED screen, believed to be the biggest in Europe, at Marble Arch linking the retail district of Oxford Street with Winter Wonderland in Hyde Park.

The aim is to add to the existing festive illuminations across the city and extend the Christmas cheer of the West End even wider. The screen will display a festive countdown to Christmas. Cllr Robert Davis, deputy leader of Westminster City Council, said: “Westminster loves Christmas – and the millions of people that come to the city do as well.

“We have fairs in Leicester Square, lights on Oxford Street and our world-famous Norwegian Spruce in Trafalgar Square – so we wanted to extend the festive cheer even further by hosting an advent calendar at Marble Arch. “It is an exciting project and we hope residents, businesses and visitors enjoy the display.”

Chong Won Lim, Head of Product Marketing, IT and Mobile Samsung Electronics UK said “We’re delighted to be working with Westminster City Council to create a media first and celebrate the spirit of Christmas in a way that people will enjoy.”

Wildstone, the outdoor advertising consultants behind the design and build of the project are appointed by Westminster City Council. Previous festive schemes they have developed include the Eros Snow Globe and Piccadilly Presents.

Damian Cox, CEO of Wildstone said “This has been an extremely exciting project to develop from its inception and a huge first for London. It has been wonderful working with Westminster City Council, Cheil Media and Samsung to create an unforgettable festive landmark in the West End.”

The advent calendar will run from December 1 until January 1 2016 and will display a New Year countdown following the Christmas Countdown.

AMERICAS NEWS

USA: NanoLumens strikes strategic partnership with Gimbal

The industry-leading manufacturer of LED visualization solutions and latest FEPE International member, NanoLumens (www.nanolumens.com), and the leader in location intelligence and proximity?based mobile engagement, Gimbal Inc. (www.gimbal.com), today announced a strategic alliance to create a dynamic new series of digital solutions built on Gimbal’s leading enterprise-class mobile engagement and location intelligence platform. The platform, which includes geofences and proximity beacon technology, connects enterprises with customers in exciting new ways.

“This alliance with Gimbal is a major step forward in our development of a complete visual platform that extends far beyond the display. It represents an important component of a much larger and broader initiative,” said NanoLumens Vice President of Strategic Alliances Nate Remmes. “Incorporating Gimbal’s mobile engagement and location intelligence platform into our visualization platform is going to result in the next generation of truly interactive displays that create dynamic, data-driven, and relevant engagement experiences for advertisers and consumers.”

According to Remmes, the Gimbal partnership will help address two major challenges in the digital signage industry — relevancy and attribution. The partnership is a first step in creating a digital display platform that will help bridge the information gap between the mobile user and the brick and mortar world. It will help the company to deliver targeted messaging, in a more immediate and relevant way, to audiences that are standing in a specified area around the display.

“Using beacon technology to trigger content changes is a powerful way to deliver more relevant messaging,” Remmes emphasized. “Our focus is to create fully-enabled displays that can be integrated with content management systems, interactive campaigns or any future developments.” Remmes said that NanoLumens planned to have the first Gimbal-enabled display solutions in the marketplace early in 2016.

Commenting on the partnership, Brian Dunphy, Gimbal senior vice president of business development and strategic partnerships, noted that, “NanoLumens and Gimbal share the same vision of the future for the digital display industry focused on Out-of-Home communications. We believe that the future belongs to those companies that can move quickly to incorporate the latest engagement technology into solutions that more completely connect consumers with advertisers. We’re excited to partner with this industry leading company.”

USA: AT&T Launches Data Service for Outdoor Advertisers

Carrier Will First Work With Clear Channel to Provide More 'Dynamic' Data to Advertisers

AT&T is launching a new service called AT&T Data Patterns, a move that the company said will provide more enhanced audience data for out-of-home advertisers in the U.S.

The carrier is first partnering with Clear Channel Outdoor Americas. Marketers using Clear Channel's network of displays and billboards will be able to better plan their campaigns and place more relevant ads, said Sarita Rao, a 25-year veteran of AT&T and VP of AT&T Data Patterns.

Advertisers will be able to learn the number of people who pass by a billboard or display, as well as stats about that group of people, she added. The service will use AT&T's network information, along with demographic information to provide advertisers with data like age range, income range, ethnicity and gender.

Mobile data is often viewed as very valuable to marketers, in part because it connects mobile habits and interactions to actual people. To that end, one major concern is consumer privacy, Ms. Rao says the company takes the issue seriously and is working to protect consumers' privacy. Data is anonymized and used in aggregate, she said. For instance, the data would show what percentage of passersby are 25- to 35-year-old men, rather than detailed information about the individuals. AT&T's service, she said, "looks at the movements of mobile devices, but what you'll see is that because it's aggregated it becomes statistically relevant." She added that consumers can opt out of having their information aggregated and anonymized through AT&T's website.

Ms. Rao said that today outdoor ad impressions are tracked through U.S. Census data and traffic and pedestrian counts. While those are useful and proven methods, she said, AT&T is working to offer more "dynamic" data to advertisers, including data that's updated monthly (versus much longer intervals), and a much more significant sample size, which is possible given AT&T's customer base of more than 120 million wireless users.

Full article here

Brazil: Internet trolls shamed in Brazilian OOH billboard campaign

A campaign from Criole, a Brazilian organisation tasked with promoting the rights of black women, has been casting the looking glass over the systematic racist abuse perpetrated by the group on social networks.

Outdoor ad points such as park benches, billboards and buses were laden with actual real troll comments made against news anchor Maria Julia Coutinho in a bid to raise awareness of the blight faced by the minority.

The ‘Virtual racism, real consequences’ campaign sees collected racist comments from Facebook and Twitter. Using geo-location tools, the comments, albeit with blurred out name and picture, are erected on the nearest available billboard.

As a means of encouraging people to speak out against racism, and using the comments against Coutinho as a catalyst, the campaign has been operating since summer 2015.

Criole was founded in 1992.

AFRICA NEWS

South Africa: Super software tool launches OOH revolution

South African OOH media agencies will finally have what they’ve been waiting for: an all-purpose out of home planning tool customised for the SA market. Nikki Temkin investigates what this new development means for the industry.

It’s high time for a paradigm shift in the local OOH industry and the Out of Home Measurement Council (OMC) has developed a solution that may just revolutionise the local OOH landscape. Enlisting the services of Telmar and CUENDE Infometrics, they are in the midst of developing a valuable and easily accessible audience measurement tool for OOH called Quantum. It promises to make media planning a cinch and will hopefully also provide the statistical weight necessary to justify OOH spend to clients.

“The new OOH research is not only moving with the times, but is ahead of the times, providing cutting-edge research that will accurately reveal the true value of OOH advertising,” says Primedia Outdoor’s marketing and marketing services executive, Terry Murphy.

Origins of an OOH revolution

So how did this all come about? The OMC will become a joint industry committee (JIC) out of a dire need to provide the industry with an OOH measurement survey. The structure of the JIC is based on the findings from the South African Audience Research Foundation (SAARF) Future Proofing exercise conducted by Kuper Research in 2012. Ask Afrika are the fieldwork providers for the travel questionnaire which is the foundation for the demographic and traffic model. It draws on international best practice, as it is linked via data fusion to an establishment survey (ES), along with a variety of other dedicated media surveys.

The OMC JIC will be run and controlled by the major participating OOH companies, supported by technical expertise from Kuper Research. They will ensure the independence, robustness and transparency of the research which has been initially underwritten by Continental Outdoor Media and Primedia Outdoor – they have also provided the relevant funding.

The biggest gun in the process is CUENDE, a Spanish market research company, known as the ‘rocket scientists of OOH research’, who offer ground-breaking and ‘big-data’ methodologies and models which have been successfully introduced in a number of countries in Europe and South America. During his recent presentation at PAMRO (Pan African Media Research Organisation) conference, which garnered much audience excitement, Daniel Cuende, co-founder and innovation manager of CUENDE Infometrics, explained, “CUENDE are leaders in garnering high-resolution satellite imagery and spatial analysis and can therefore provide a quality of information not seen before in OOH technology.”

In partnership with Quantum, Telmar will provide the software. Jennifer Daniel, MD of Telmar South Africa, adds, “The software offering extends beyond traditional billboards. Users can include digital billboards and buses. Media owners will be able to create and offer packages to the industry and media planners will be able to compare these packages as well as create their own customised campaigns.”

Full article here

Botswana: Outdoor Advertising Bye-Laws At Final Vetting Stage

Gaborone — The outdoor advertising bye-laws are with the Attorney General's Chambers for final vetting, the Assistant Minister of Local Government and Rural Development, Ms Botlogile Tshireletso, has said.

Responding to a question from Gaborone North MP, Ms Tshireletso said her ministry had been informed that the bye-laws were undergoing different levels of vetting and they were expecting feedback by end of November after which the approval process would follow.

She said her ministry was in discussion with Gaborone City Council with a view of engaging outdoor advertising companies on issues of citizen participation in the industry.

The assistant minister said there were none-advertising companies operating in Gaborone, out of which six wereowned by Batswana and three were foreign owned.

She said there were 308 approved advertising sites within the city boundaries of which 31 are for Batswana owned companies, 267 are owned by foreign companies.

The remaining 10 are owned by companies which do their own advertising.

Ms Tshireletso said the GCC collected P7.2 million, P7.8 million and P7.4 million in revenue for 2011/12, 2012/13 and 2013/14 financial years respectively.

She said the council has not lost any revenue as a result of the moratorium imposed on advertising as the primary purpose of this action was first to de-congest the advertisement sites to a minimum of 350 metres and standardize the size of the boards.

Mr Haskins Nkaigwa had asked the Minister of Local Government and Rural Development how far the bye-laws relating to outdoor advertisement were since they had long been presented to the Ministry for approval by Gaborone City Council (GCC).

He wanted to know what delayed the bye-laws and if there were any plans to reserve outdoor advertisement business for Batswana. MP Nkaigwa also asked the minister to state the number of Batswana and foreign companies involved in the outdoor advertisement business in Gaborone respectively.

He also asked the minister to state the level of business received by Batswana owned companies compared to foreign owned companies. The Gaborone North legislator asked how much revenue was GCC making out of outdoor advertisement before the suspension of the bye-laws and how much income was lost due to the suspension of the bye-laws.

Source

AUSTRALIA NEWS

Australia: The one time that buffering wins the day!

The Outdoor Media Association (OMA) has today announced the winners of its Creative Collection competition for Q3 2015.

Run quarterly by the OMA, the Creative Collection competition recognises and celebrates the best Out-of-Home (OOH) creative and innovative advertisements. Launched in 2013, the competition is now in its third year and continues to gain momentum, with winners appearing in the biennial publication OPEN – an anthology of Outdoor creative from Australia and around the world.

Campaigns are judged across the following categories:

• Best creative execution

• Best use of a special build

• Best use of technology/innovation

• Best traditional use of the OOH medium

Quarter 3 2015 attracted 43 submissions from OMA members including Adshel, APN Outdoor, Executive Channel, goa, JCDecaux, oOh! Media and TorchMedia.

Guest judges included Blair Hamilford, Commercial Director Sales – Retail, oOh! Media; Roopa Fulivai, Media Marketing Manager, Adshel; and Kevin MacMillan, Founder and Creative Partner, The Works.

Said MacMillan “I love how people can be so consumed with their phones and digital devices but an effective piece of OOH creative can stop them in their tracks.”

Congratulations to the following Q3 winners:

Best creative execution winner:

Campaign: ‘Always on’

Advertiser: iiNet

Creative agency: Marketforce

Media agency: OMD

See all the winners here

ASIA NEWS

India: Government looks at OOH as a cash cow, says Noomi Mehta

According to IOAA Chairman and MD of Selvel, Noomi Mehta, the government’s insistence on smart cities could provide OOH industry a great opportunity in coming years. “A lot of plans are being laid out for creating smart cities and so I am definitely sure that we will see them in the next few years. We hope they will build OOH advertising as a part of their infrastructure,” he told us.

As the year 2015 nears an end he speaks to us about what needs to be done to improve relations between the OOH sector and the government.

IOAA, the industry body of the outdoor advertising sector is working to change the government’s perception about the industry. Founded in 2007, the IOAA has been trying to introduce a more professional vein into the industry, which also includes educating government agencies and making them realize the importance of the OOH sector.

Speaking about the challenges currently being faced by the OOH industry, Mehta opines that most government officials look at OOH as a cash cow by raising expensive tenders. Another factor here, according to him, is that with the absence of a proper SOA or set of rules, the OOH industry is at the mercy of personal biases of government officials. “The absence of legal framework for authorities is leaving the OOH industry on tenterhooks,” Mehta says, giving the example of recent incidents in Mumbai, Delhi, Bangalore and Kolkata, where civic corporations cancelled permits for hoardings or put tenders in abeyance.

“People will not invest money in something if it is not stable. You cannot build an industry if the civic body just gives permission for 150 out of 600 sites in a city,” he maintains. He also pointed out to some decisions by the Mumbai High Court cancelling contracts on charges of corruption on government officials. “The outdoor agency has already invested money. How would we be aware that bribes were taken? But if you go to government agencies and ask them for compensation, you will get laughed off,” he says.

To find a solution to these issues, Mehta said that the industry is looking at, firstly, getting ad agencies on board. To do this, Mehta told us that the IOAA, which has already has an association in place with the Advertising Agencies Association of India (AAAI) for research into common metrics for the industry, is also looking to involve the Indian Society of Advertisers (ISA) for the same. “All members of the ecosystem; advertisers, ad agencies, media agencies and OOH agencies should be involved to find a common solution,” he said.

Apart from this, IOAA will be holding a meeting in the coming weeks with the central government to discuss the various issues facing the OOH industry. The aim of this is to get the government to understand the various problems the sector is facing and create a continuous dialogue between the sector and the government at the highest level. As part of this initiative, the industry will also be submitting their ideas on how OOH can be integrated with smart cities to the government. Mehta said that a broader event, including all stake holders, including agencies from outside India is also on the cards for a later date.

However, he agrees that these initiatives will not bear fruits immediately and would take at least 2-3 years.

Speaking about the need for consolidation, Mehta called it a “crying need” and something that would do “wonders” for the industry. However, he says that the Indian OOH ecosystem is nowhere close to showing any consolidation. “Any new money that is coming is actually leading to more fragmentation. If there are only 4-5 big players in the industry, it will create a more ethical approach. You cannot talk about ethics to a person with 3-4 sites whose priority is putting food on the table,” he said.

Despite these problems and a “stuttering” economy in 2015 (as he calls it), Mehta agreed that the Ooh sector did show signs of stabilization in 2015 as compared to last year. “There has been marginal improvement and we seem to be on track to touch the earlier forecast of 8-10 per cent YoY growth,” he told us.

India: Our focus will be on continued investment to make the OOH medium accountable: Annie Rickard

Annie Rickard was a founder of Posterscope UK. Since 2001, has led the development of the global network which is now Posterscope Worldwide. She is now Global CEO of Posterscope. The network has over 600 people, in 48 offices around the world. Rickard is passionate about being a pioneer for the medium looking for new opportunities for advertisers that better integrate the medium with search, mobile, content and transaction. In India this week, we caught up with Rickard to talk about a variety of topics. Excerpts from the interview:

How is Posterscope differentiating itself?

We have always had a very different proposition from the others. We have always thought that it is very important to lead with insight and to invest in our understanding of the consumer when they are outside their homes. You start with the consumer, what are they insights and, then, what are the potential solutions from OOH. Going forward we have continued to reinvent ourselves and adapt to the changing market. For example, currently, our focus is on real time content. We are really pioneering dynamic, real-time content on OOH screens. Also, how you can use data to smartly target the right people with the right message at the right time. I honestly think that we have maintained a clear, differentiating vision from the rest of the market as pioneers in the OOH market.

Where does India fit into the overall global strategy of Posterscope?

India is a very strategically important market for us, not least because of its size. We have a very successful operation here and they are going at a faster rate than most of the other markets. Haresh (Haraesh Nayak, Regional Director, Posterscope Asia Pacific. & MD of Posterscope Group India) was telling me today we are growing at 15 per cent as compared to last year and for an established business I think that is a great result.

India is important in terms of scale but it is also important because the team here has always been in touch with global developments and they have always been quite keen; they are what we would call early adopters. They see something that they like in another market, they bring it into India, they reinvent and reshape it for the Indian market. They are very entrepreneurial. So, there are some very interesting things happening here and we can then take these to other markets.

I think India is among the top 5 leading Posterscope markets.

What are the budgets allocated for outdoor advertising in other countries vis-à-vis India?

It does vary enormously. If you go to the US, it would roughly be 3 per cent of overall advertising budget and that has not grown a huge amount in the time I have been in the business. You can say that it is a great challenge or a great opportunity. I have been calling it a great opportunity for the past 10 years. In some European markets, you would see OOH forming 9-11 per cent of advertising; in the UK it is about 10 per cent. So, for some reason or the other, it does tend to vary a lot.

In India, OOH is a very important medium for advertisers and so it tends to have a higher percentage of spends (around 10 per cent) and this is also growing.

Full article here

MIDDLE EAST NEWS

Dubai: Inaugural Digital Signage Summit MENA gets strong local showing

Digital Signage Summit (DSS) MENA 2015, which took place at the Conrad Hotel in Dubai on 16 November, has received strong feedback from the 196 delegates and 11 exhibitors in attendance.

The Digital Signage Summit Series is a group of regional events, held in the Middle East, Europe and Russia, which explore the business, technology and strategy of the digital signage and digital-out-of-home (DooH) marketplace.

DSS MENA, which was the first DSS event in the region, featured 12 speakers, 10 presentations, and three panel discussions. The venue proved an ideal location for networking in and around the one-day event. Two thirds of the attendees were visiting from the UAE, indicating how DSS MENA struck a positive chord with the local market.

Satisfied exhibitors included Sharp, easescreen, NEC Display Solutions, AndSign, Barco, B-Tech Audio Video Mounts, dimedis, Famasete, Onelan, Signwave and United Entertain.

The conference itself saw a series of keynotes, presentations and panel discussions, covering key industry topics like retail signage, guiding and controlling, digital agencies and DooH. One of the conference highlights was Fredrik Holmvik´s keynote speech about Smart Retail at ICA, Scandinavia’s largest food retailer. ICA introduced digital signage at the POS six years ago. Now, revealed Holmvik, for its second-generation rollout, ICA has analysed its experience across hundreds of stores and adapted the original concept to cover 480 stores with 5,500 screens today.

The keynote provided insights into the lessons learned and how the food retailer improved sales by utilising digital signage. Stewart Caddick, CEO of Dubai Duty Free, discussed its new 80,000sqft retail space at the new Concourse A to serve Emirates Airline and its A380 passengers.

A major development within the new format has been the integration of a significant digital advertising platform comprising over 100 screens and video walls. The organisers also presented the first Digital Signage Awards MENA, which honoured digital signage projects in GCC and MENA.

Full article here