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FOR IMMEDIATE RELEASE
Digital Signage Gets a B+ on 2005 Report Card - Media Planners get failng grade with Media Buyers at 'C+'
Mississauga, Ontario- BTV+ a provider of Digital Signage, Distance Learning and Business Collaboration networks has released its 2005 Report Card on the emerging digital signage industry. It gives B+ overall citing the broadening range of organizations involved with this enabling capability, the success of current deployments and advances in both business models and the technology base. The full report is available at www.btvplus.com.
Poor marks of “F” where given to Media Planners, who designate the use of different communications approaches in marketing plans. “Many have not realized that approaches may need to change in order to get better results” said Lyle Bunn, BTV+ Director, Digital Display and Rich Media, adding “too few have actually looked into at-retail and public location digital signage networks as a tool for building brands”.
Media Buyers however were given a “C+” group average grade. While many are hearing pitches and over $150 million has been placed in digital signage ads, Media Planners have negotiated hard and managed to keep CPM (Cost Per Thousand viewers) rates at low-mid single digit levels. This despite the 8-20% sales lifts, 60+% ad recall, 40-60% reduction in perceived wait time and improvements in the shopping experience delivered by digital signage. This score reflects a flat “bell curve” with innovators pulling the score up. Many ad placement professionals (and the media they read) will consider digital signage their “big discovery’ of 2006.
“A” was awarded to each of event producers and industry analysts. Significant contributions to improving industry awareness, business models, partnerships and processes have been made by these companies. The Strategy Institute (www.strategyinstitute.com) which produces executive conferences on subjects of broad economic impact, produced 3 major events of more than 60 presenters. The conference producer has six events planned for 2006, including the World Digital Signage Summit in New York in April 2006.
Research providers including Forrester Research, Frost & Sullivan and Infotrends/Cap Ventures offered excellent statistical perspectives on the outlook of digital signage as an explosive technology and market phenomenon marching toward “Big I” industry status.
“2005 saw many more technology providers, content creators, POP providers and others trying to find their place in digital signage supply. This has introduced more options for signage network elements, while adding challenges and reinforcing the importance of capable systems integration and network operations” said Bunn.
About BTV+
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