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![]() Campus Dynamic Signage Networks: Communications Value and New Revenues, Part II
By Lyle Bunn
Dynamic Campus Signage Inherent Capabilities
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Campus Advertising
a) Many of the displays installed on campus may not have ongoing financial support for effective operations. In particular, advertisers seek to reach a new generation of consumers, but are challenged in doing so given the out-of-home, mobile lifestyle of this younger demographic. SeeSaw Networks Inc. reflects that students are very attractive to advertisers because:
Research conducted by SeeSaw Networks Inc. and OTX Research indicates that awareness levels of digital signage are high for the 18 - 24 demographic and that it drives action for this audience, who are the early adopters of technology and new media.
The objective of Dynamic Signage is to serve communicators' and marketers' goals. It can strongly influence the way that a consumer experiences and is stimulated by the identity of the product, service or information being presented, as well as by the environment in which it is being presented. While actual results vary by situation, the following are performance benchmarks representing measures of impact that have been achieved.
Millennials Survey U presented "the characteristics of the Millennials demographic" at a conference in Toronto, Ontario in 2008, noting that:
Importantly, Millennials are at the beginning of a lifetime of major purchases (i.e. home, vehicle, vacations, recreation, etc.) and consumer brand selection and usage. Of this total Millennials population:
Millennials, in particular post secondary students are high consumers of technologies; In summary, the Millennials demographic is a hard to reach population by brands and the post-secondary population, which are commencing adult lifestyles and consumption represent an important population for marketers, recruiters, service agencies, institutions and government.
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CAMPUS MESSAGING It commonly occurs that the capital investment for the technology infrastructure including displays, media player, software and installation is inadequately supported by ongoing operating budgets for content creation, playlist administration and other functions needed to gain highest returns on the infrastructure investment. This can result in the decline of the use-ability and value of the dynamic campus signage network over time. This lack of operating funding also means that the time/effort needed to generate possible revenue from the network are not realized. A downward spiral of display system value, offset only by the providing of ongoing, internal operational funding is realized. This further impedes the addition of displays that could allow then system to better serve campus communications goals.
Improving Campus Life When technology infrastructure is not maintained, or messaging becomes "stale", the relevance and effectiveness of the dynamic media erodes. In a worst case scenario, the network is not available when required for critical uses such as mass notification and alerts, and the under-used dynamic media network has a de-branding influence on campus, even suggesting a broader level of poor maintenance and dis-repair of campus facilities.
Supporting Campus Sponsors and Friends
Dr. Lyle Bunn (Hon.), Principal and Strategy Architect, BUNN Co. - Lyle Bunn has been recognized with an Honorary Doctorate for his significant contributions to education and the development of the Dynamic Place-based Media industry. He is one of North America’s most highly regarded independent consultant, advisor, commentator and educator to investors, operators, suppliers and users of Digital Signage and Digital Out-of-Home (DOOH) Media. For more information visit www.lylebunn.com Stay tuned for Part III of Campus Dynamic Signage Networks, where Lyle Bunn explains revenue potential, including approach, new revenue, and some simple actions.
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