Digital Output - April 2008 - (Page 16)

application spotlight Dynamic Displays A Smart Complement to Traditional Print By Gretchen A. Peck E lectronic signage is becoming quite popular, if not mandatory in an increasing number of situations and industries. into digital signage without fretting over the most complex piece of the puzzle—how to get the marketing messages up on the screen. “We call it the Rise Display Network,” Cahoy explains. “It’s completely Web-based, so we enable an organization to contribute content to digital displays from anywhere, at any time, with a username, password, and Internet access.” transactions, so I may want to focus on an ad for an IRA account then. You can really target your displays to specific audiences.” Rise Vision created a stunning digital display for a Wyoming, MN-based bank. The signage, placed in the lobby, serves as a complete information source for its customers. In addition to their own secure assets, Rise customers may also choose to complement their messaging with live data including stock quotes, headline news, weather, sports scores, and more. Indiana State University deployed LCD displays in its on-campus financial trading lab with help from Rise Vision. Stock quotes on LED tickers and business news help train the business students for real-world experiences. “That’s the key to digital signage— keeping it fresh. You want to attract those eyeballs every time they pass by,” Cahoy stresses. “Digital signage has really taken off,” suggests Ryan Cahoy, VP, Rise Vision USA, Shawnee, KS. “It has been widely adopted in the education space, for example. We have approximately Rise Vision USA created digital signage for ING DIRECT USA’s Chicago Café. Seven LCD monitors display financial transactions and investment advice. “That’s the key to digital signage—keeping it fresh. You want to attract those eyeballs every time they pass by.” - Ryan Cahoy, VP, Rise Vision USA Though some corporations have conducted independent studies into the ROI of digital signage versus print, it’s difficult to generally apply the results. “Every situation is different. An ROI for a bank will be different than that of a retail outlet or a coffee shop,” Cahoy notes. “It’s really difficult to calculate an ROI for a university, for example. And what happens is that cost becomes less of a concern than the absolute need to access and disseminate data when you need to.” ING DIRECT USA recently complemented its Chicago Café with seven LCD displays. For this Internetbased banking and investment firm, the café provides a location for its customers to meet with company executives, interact with one another, and get real-time information on financial transactions and investment advice. www.digitaloutput.net 125 universities as customers across Canada and the U.S. They’re using them to communicate with students and for alert messaging. Should a catastrophic event take place, at the touch of a button, they can transform all their displays into emergency notification systems.” Financial, banking, healthcare, and corporate installations are increasingly popular, too, according to Cahoy. In the past, Rise Vision was a fullservice digital display supplier—providing hardware, software, and installation services—today, the company’s business model is focused almost entirely on its core competency, digital signage software. It’s the company’s goal to enable sign makers to break Digital Output April 2008 “Subscribers can manage an online media library with any media assets they may have—video, flash files, JPEG images,” Cahoy continues. “They can upload them, and then whoever has permission may create a playlist of those assets, based on a detailed schedule.” Target Marketing An obvious benefit of digital signage is the ability to craft messages that precisely target the consumer. “If I’m in a banking environment, for example, I can study my demographics,” Cahoy explains. “Maybe I find that mothers with small children come in most often between 9:00 and 10:00 a.m., so I may want to show an ad about kids’ savings accounts during that time. Or I may find that business people come in at noon to do their Output 16 http://www.digitaloutput.net http://www.digitaloutput.net

Table of Contents for the Digital Edition of Digital Output - April 2008

Digital Output - April 2008

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