Sixteen:Nine - All Digital Signage, Some Snark
Jackie Walker, Publicis Sapient

Jackie Walker, Publicis Sapient

December 16, 2020

The 16:9 PODCAST IS SPONSORED BY SCREENFEED - DIGITAL SIGNAGE CONTENT

There is a long history of very large companies of all descriptions finding their way into the digital signage industry, but they have tended to come in with fanfare and then exit quietly out a side door.

Often, the digital signage effort is a bit of a skunkworks that doesn't have a lot of energy behind it within giant companies that do a 1,000 other things.

That does not appear to be the case with Publicis Sapient, a giant interactive agency that has offices all over the world, 20,000 staffers, and a product and service called Premise, that does digital signage among a bunch of things.

The company has been working on it for 10 years, and has some very big, but unnamed clients using a platform that is all about data and speaks directly to the concept of omnichannel and the goal of producing content once and publishing to many devices and platforms.

Jackie Walker has been working on Premise since it was just a notion, and is what they call the capability lead. We had a great chat about the roots of Premise, how the team works with clients, and the present and future of signage, which is all about APIs, data and the end of walled software gardens.

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TRANSCRIPT

Hi, Jackie, we haven't met in person, but it's great to meet you virtually. I have certainly known about Publicis for many years at Sapient and when you were dabbling or when the company was dabbling in signage through Sapient Nitro. So I was intrigued recently when I saw a press release about Sapient and a platform called Premise, and I wanted to find out all about it, and you're the product manager (product lead) on it? 

Jackie Walker: That's right. I have been working on it for the last 11 years, so I am very close to the solution. 

This is your baby. 

Jackie Walker: This is my firstborn, yep. 

Is it temperamental? 

Jackie Walker: Yes. I have had two human babies since, but this is the one. 

Okay, let's go to the very basics of it. What is it? 

Jackie Walker: Yeah. So let me tell you who we are first, for those of your listeners who don't really know who we are. The Publicis group is, of course, one of the largest media holding companies in the world, with about 80,000 employees. A few years ago, Sapient, which was an independent company, was acquired by Publicis.

So now we are Publicis Sapient. We're about 20,000 employees, in 53 offices worldwide and in terms of our capabilities, we’re basically the digital transformation hub of Publicis group. So we think about strategy, consulting, customer experience, and then agile engineering, and so about half of our people are really technologists and engineers. And we think about how we digitally enable our clients in terms of both, the way that they work and also the way that they serve their customers. So pretty broad scope. 

I've been with the company for over 10 years. This was my first project. It wasn't called a Premise when I joined, and really what we were trying to do was, back then, that was when everybody was just learning how to spell omnichannel and put it on a PowerPoint slide, and really my first project was, we called it the Super Secret Airport Project and back then the idea was to take the airport space (because it is a slightly underserved market) and really think about how we fleshed out an omnichannel solution. So we built this end to end platform that was all about content management, real-time data, airport flight data, and built the solution that would enable our clients to drive their websites, their mobile applications, and then later digital signage from one common platform.

So that was really the frame. 

Was this driven by a client ask or was this like a hole in the market that you guys thought you could fill? 

Jackie Walker: I think it was a “hole in the market”/”wouldn't it be cool if”, right? So there was a group of people in Boston, the spouse of one of our team members who worked for SH&E, an airport consultancy, and they were talking about the ways that airports really struggled to communicate consistently with their customers across channels, right? Back then it was not uncommon that an airport would be operating 3-5 content management systems for each of their individual platforms, and so the idea was that we should consolidate this, right? We have a unique point of view, we have a skillset to do all of this, website development, app development, content management, system development from an enterprise lens. Let's see where this goes. And then we started signing up airports to actually deliver some of those capabilities.

Now, is it in the DNA of the company to build your own platforms as opposed to partnering? Because 10 years ago, it's not like somebody was wandering around the streets saying, “Please, God, somebody come up with a digital signage CMS.” There were all too many of them. 

Jackie Walker: Yeah, that's very true. So we partner a lot and typically, even from the beginning, when we started this program, we were using SDL Tridion, which was a pretty well-established, web, and mobile CMS at that time. That was really the content foundation of what we were building.

We didn't want to build a “CMS” to use that kind of terminology, because most of our clients if you think about it, are operating enterprise CMS solutions, and so part of the “what if?” was, this novel idea that a customer could change their content in one place and that content change would immediately publish on their website, their mobile app, their digital signage, which is a little bit of a different frame of the problem, I think. 

Yeah. Certainly, you know you're joking about omnichannel and learning how to spell it, the whole premise has been around for a very long time, but I've noticed in the last two or three years, it's really come to fruition and you seem to get a lot of pushback from larger companies, potential clients essentially say, “I don't want to have 4-5 different platforms to do my messaging, I want to do it off of one thing and it should go everywhere. I don't want to have this walled garden for digital signage and another walled garden for mobile, communications, and so on.”

Was that the thinking? 

Jackie Walker: A hundred percent, and again, back then, like omnichannel, was a word on a PowerPoint, right? We had these cute diagrams that contained phrases like “all your enterprise services and you're going to have this API layer”, and everybody had to learn how to spell, right? And then all of a sudden magically all these consumer channels are just consuming data consistently through these APIs and it's all gonna work. That was really, I think the North star of that vision, but it's taken a little while for clients to actually get to that level of sophistication and that's been one of the things we've been watching closely is that progression where this dream of having these fully API enabled enterprises is now getting to a point where that is the expectation, right? 

Clients have all their infrastructure in the cloud, they're using common systems. They're starting to do consolidation across content, and now they're starting to do consolidation of data. And to me, that's the other key piece of the puzzle, it’s not just thinking about the content and the customer experience and the POS or the product inventory systems or their content management system, but then also thinking about how their customers interact with all of that data, all of that experience, and making sure that data is able to be used consistently across channels. So no content silos, no data silos. 

And when you started down this path 10 years ago, shared data was not easy. You could have these conversations, but they would say, integrating with our data set and all that is a quarter-million-dollar job, or it's just not possible, or you can't see it where it's not secure or we're worried about it being secure and on, there were all these problems. Now, data's pretty easy to get out, right?

Jackie Walker: That's right, yeah. It's definitely gotten much easier and just the flexibility has improved greatly as well. I think clients are used to it as well. You know, you're going to have an interface that you're exposing and then all of your channels that you're deploying are pulling from that content.

So I think, yeah, there's been a huge transformation there, which has been a big enabler. 

Do you have to, when you're working with clients, explain that integrating data is more than just being able to pull a number from one directory or folder or whatever it may be and make it show up on a screen and make it show up on another device, that there's more to it than that? 

Jackie Walker: Yeah. So I think that's the thing that's really interesting about digital signage, and I had the benefit of building websites and building mobile apps before we started on digital signage, so I had that digital experience frame of reference, right? This is how it works, this is how you're going to build a web page that's going to be pulling content from 10 or 11 different data sources, stitching that together and you understand how that works. And then you look at digital signage and it's a little bit of a novel problem, right? Because there are some differences with digital signage. Like the analogy I use is, if you build a mobile app, you're going to build one piece of software, you're going to deploy it on a cloud infrastructure, back then it was a physical infrastructure. You deploy it on infrastructure, your problem as the enterprise, like the client-side is worrying that you're hopefully releasing defect-free software and your infrastructure, your cloud is stable, right? You don't have to worry about Tom, Dick and Harry's mobile phone. Do they have connectivity? Is their phone charged? Like all this stuff, right? That's not your problem and the customer understands that. 

With digital signage, every little digital sign you put out in the world is your baby and now you're responsible for making sure that it has power, it has the internet, it has content, no matter what happens, it has content, and so there was a little bit of reframing that we had to overcome to be able to make sure that we were solving that problem comprehensively. And those differences really ended up being what guided the product development for premise and the digital signage solution was this idea that we were thinking about bridging that gap between an API enabled customer ecosystem and deployed digital signage at scale. So we were trying to fill that hole between the two. 

Yeah, there's been any number of very large companies that have decided, we're going to write a digital signage module or we're going to branch into this. And they get a basic platform working where files are playing one after another, maybe not even with a black gap in between them or whatever, and they're rubbing their hands together and saying, “Hey, we've done it!” 

There are a lot of problems that can develop, as you've said, and I suspect you guys discovered over time that once you have all these deployed devices in all kinds of different environments, all kinds of hell can break loose. 

Jackie Walker: Yeah, absolutely and I think that's an important differentiation too. I think there are so many signage solutions that were born out of looping media, right? And so the conversation is how do I build the best playlist? And there might be interruptions, there might be things that go into that but by and large, you're thinking about full-screen video, how many video segments of the screen can I have, maybe I'll have an RSS ticker, like you're thinking about slicing and dicing the screen, but your primary content is video content.

And I think for us, we've always been approaching this thinking about modularized data-driven content. So even if you think about what we are doing in the airports, we weren't just thinking about a video playlist, we were thinking about what's the list of restaurants that's going to show up. What's the list of restaurants that are going to show up that might be different if I know that there's a flight delay next to that gate, and so all of that is query-based data. 

Back in the day, our first clients were using Flex for the interface. Obviously now everything is HTML5, but it's all modularized content and so I think it's a different way of looking at the content problem as well. Are you thinking about big  full-screen content? Which again, then you're thinking about how you manage a playlist and make sure that your large video files get moved down to the device without getting corrupted, all that kind of stuff.

Whereas if you're thinking about this HTML5 content, it's just a little bit of a different frame of reference in terms of what you have to be able to do, the different pieces that come together to enable that, and then the analytics as well, right? Like how are you getting a level of analytics that is again, akin to what customers are used to from web and mobile channels. 

So tell me what Premise is, and if I'm a cranky CMO or CEO in a meeting with your team, and I say, “why do I need this versus brand X digital signage CMS that I'm already using?”  

Jackie Walker: Yeah, I've had many experiences where I've worked with customers who have already gone through a digital signage selection process, they've already picked their partner. And they say, “Okay, we are working with X platform and now we want to deliver an experience on top of that platform, what can we do?” And the problem is typically that they didn't ask the right questions about the software capabilities when they were doing the platform selection and then when it comes to the time to actually think about the experience, now they're designing backward from the platform capabilities, as opposed to designing forward from the customer experience, which is the position you always want to be in. So I think when I think about what Premise and how it's different, it's really thinking about in-venue experience enablement. 

We say in-venue because we might mean a QSR, we might mean a retail store, we might mean a hotel. So any physical place, we're really focusing on the real-time analytics and AB testing capabilities, and we're focusing on integrations and that is really at the forefront. So if I'm working with a QSR, the starting point is going to be the point of sale, it's going to be their product database, it's going to be their product photography. We're going to want to know as much as possible about their data models and so that we are thinking about it from what can we reuse, what do we tack onto, what are the places where we can create leverage points from what they already have, and then we're filling in the gaps, to be able to support the additional needs for digital signage that are maybe slightly different than what their needs are for web or mobile. 

I might not have big video assets for the web, or certainly for mobile. I might want to use different types of product photography, I might need some different ways of thinking about that. So that's really the approach for us and I think a lot of our clients understand it because they've dabbled and what they've seen with other solutions is that they're not able to get the level of integration that they're expecting.

So they'll go through the initial conversations, the technical design and think we're going to integrate with our CMS. And I think, when you say those words, they can mean different things to the vendor and the client, right? The vendor might mean I'm going to pull a data dump every seven days and the client thinks, if it's integrated to my CMS, I'm going to make a change in my CMS and it's going to publish, and so I think a lot of clients are now starting to get to that level of sophistication and understanding where they're realizing that there is a little bit of a gap between what the current capabilities are in the market and what they want to deliver.

I had a conversation with someone in the hospitality business that manages a bunch of properties. They do a lot of merchandising of their onsite restaurants, their shows, all that. You can think like a Vegas casino type, that frame of mind, so they have all kinds of stuff that they're trying to sell customers and all of it is manual. So if they need to change the priority of a piece of content, there's a huge manual effort to go in and update their playlist on all of their screens. So we talked with them about what would it look like to build an AI engine on top of that? 

It could look at occupancy in restaurants. It could look at ticket sales, yield projected versus what they've actually sold. So it could prioritize what are the things that I merchandise to my customers that are meaningful. I don't want to merchandise a restaurant that's sold out, that doesn't help me, it doesn't help the customer. 

And what we found is that the level of metadata to be able to fuel an AI engine to be able to start to do some of that, even on a rules basis, just didn't exist in the digital signage solution they were using. Even at that level, when you start to want to deploy AI and start to get more sophisticated about the ways that you're deciding what content goes on the screens, I think the current vendor set, the current solution set in digital signage is somewhat lacking and that's really why we're in the business and we're pursuing it so aggressively is that we keep hearing more and more of our clients talk about this unmet need.

And is that a function in a lot of cases of them being in there refresh cycle where they're there four years in with a particular vendor realizing they like the notion of this, they like the outcomes of screens and so on, but they need to do more, and they're now realizing their initial platform that they went with just doesn't cut the mustard, so to speak? 

Jackie Walker: Yeah, it's a mix of both, some of our clients are in refresh cycles, some of our clients have just done pilots and they're realizing that maybe what they thought they were going to get out of it isn't really coming to fruition and then some of our clients are starting to look at this for the first time, right? They're recognizing, especially QSRs at the drive-thrus, that's a huge area of focus for us right now, because of COVID obviously you look at the market in the US, like 80% of QSR still have paper at the drive-thru. Now 90% of their business is going through the drive-thru. So there's this huge gap between the capabilities that they're able to deliver.

How are they going to meet customer expectations and the solutions that they have available? And we're really saying if you're going to do it for the first time, don't think about what you want to do tomorrow, because maybe you just want a JPEG of your menu tomorrow, but once you make that huge CapEx investment, especially outdoors, be smart about what you're going to do there because in the next five or seven years, you're going to be wanting to do a lot more, probably. You're co-investing in data initiatives, in loyalty programs, how do you connect the dots? That's always my big call to clients, is to think about what's the customer experience roadmap? And being a little bit aggressive so that you're not making a mistake on the hardware you're deploying, or even if you're buying an all-in-one solution that you're working with a partner that's not going to be able to grow with you.

This sounds much more like an engagement, a project, as opposed to “All right, I'll buy my software. I'll use Publicis Sapient’s Premise, and you know, Bob's your uncle, that's it. You may get some support.” 

It sounds like you guys want to be in the weeds with the client, from the ideation stage, all the way through to execution, right?

Jackie Walker: Yeah, you're hitting the nail on the head. So the play for us is not the digital signage licenses, so to speak. That's not the piece that we're interested in. It's not a set it and forget it solution. I think there's a well-established part of the market that does that really well, like grab it and go.

What we're really trying to do is work with customers who are looking for more involved customer experiences that are really trying to use this channel to make an impact on their business, that recognizes the value of analytics and AB testing, and that are thinking about how do they pave the path to driving differentiated customer experiences over time? And so there's a little bit of consulting, there are a few creative services, there's a ton of technology, all that kind of comes together when we're engaging with a client. 

I'm going to assume that your preferred client or the clients that you end up getting are those who have a history with agency services and work already, because they know how you guys roll and how things happen versus somebody who maybe started out with brand X digital signage CMS and has never really worked with an agency other than maybe producing some creative for them and all of a sudden there's a full-tilt engagement, which is, you still got a few zeros attached to it and there's a lot more involved.

Jackie Walker: Yeah, I think that's right, and it could be either, It could either be the marketing services side or it could be the systems integration side. So we definitely have had a lot of success in using the solution with existing clients where we already have a technology footprint with them and then it becomes about how do you leverage what you're doing in one part of the business on this additional channel? I think that's a huge part of the value proposition. 

Yeah, and certainly a macro trend within digital signage is this idea of one throat to choke or turnkey solutions, I don't want four vendors, all pointing fingers at each other when there's an issue. 

Jackie Walker: Yeah, absolutely, and I think that can be a little bit of a double-edged sword, right? Sometimes I think about what happens, and I've seen this with a number of clients where they treat digital signage as a siloed point solution.

“I'm going to buy digital signage,” and even the terminology, like a digital menu board is a great example, it sounds like you're buying a physical thing. 

“I'm Bill, I'm buying an object.” 

Honestly, that's a lot of how it's sold by a lot of companies, which I think is goofy, but nonetheless, they saw it as SKU, as a thing.

Jackie Walker: Yep, absolutely, and I think what is becoming accepted is this idea that digital signage is a digital channel. It is like your website. It is like your mobile app. It is a digital touchpoint for a customer, and I think we, as an industry, haven't done enough to push the capabilities and the thinking around the types of experiences that clients can deliver. It's been allowed to function as this kind of siloed thing on the side. So you have, even in an organization, the people who are buying digital signage are often not the same organization that's managing the rest of their digital customer channels, which is also a little bit mind-boggling sometimes.

So that's another piece that I always try to encourage customers to think about. This is not a, not just a marketing problem, it's not just an IT problem, and it's certainly not just a store-ops problem. It's actually an intersection of all three and you need to make sure that you're bringing all three of those organizations along for the ride, to make sure that you're going to end up with a solution that actually works and delivers value to the business.

Yeah, years ago I had a very large multinational brand consulting client that was putting signage solutions into their stores and the department I was working with was relationship marketing and they referred to themselves as the land of misfit toys. 

It was just like skunkworks, they caught all the stuff that nobody else wanted to do. It makes me curious because I've seen this with other very large companies where they have created digital signage business units or effort, and it's functioned largely as a skunkworks and you can tell it's a skunkworks, and sometimes the people who are running it are people who put them there to get them the hell out of important meetings or whatever.

(Laughter)

I’m not saying that in the slightest with what you're doing.

Jackie Walker: I’m glad I gave you that impression. 

Not in the slightest. You know your stuff, you've been doing this a long time, so in the larger context of Publicis Sapient, how much of an effort and how much visibility does this have in terms of the overall company? I know it's hard to give a percentage, but... 

Jackie Walker: That's a great question. I think there was a period where it was a little bit of a side business, so to speak. We were doing things like this airport managed services platform for wayfinding. We had a bunch of different clients. It ended up extending to like retail casinos, we had a sports stadium that was using our wayfinding platform, but it was a little bit of this thing that was allowed to continue to progress, and then, I think what has happened in the last couple of years, as we've shifted our focus to digital business transformation, and I actually remember really well a conversation I had with my boss, like when we started internal communications around that change and frame. 

I said, I'm really excited about what this will mean for the work that we're doing with the Premise because it's so tightly aligned to our strategy as a business, and he looked at me and I said, if you think about it, so many of our clients do so much of their business through their physical footprint when you think about retail, when you think about QSR, it's insane for us to not have an offering that directly addresses the opportunity, to drive business impact in their physical venues, right? And the reality is, if you look at the solutions that are available, it's not a place where we're going to be able to readily partner with existing companies, existing CMS, digital signage solutions, to be able to deliver those types of outcomes. So for us, we actually think about it as the market is moving in this direction.

We had a ten-year plus headstart, I think. A lot of people in the industry will say that the future of digital signage is probably going to be driven by software, and I think we're in a really great position to springboard that for ourselves and realize outcomes for our clients, in an accelerated manner because of this asset with Premise.

Yeah, there are not many good things to say about COVID, but it has forced an accelerated digital transformation plans of a whole bunch of companies, retail, QSR, and beyond, from something that we're going to do in three to five years to something they had to do in the next three to five months to survive, and I gather you've benefited from that. 

Jackie Walker: Definitely. I think it's just been this, at Publicis Sapient level, it's really validated our strategy. I am a little bit of a Kool-Aid drinker, like I really believe in the work that we do, that's why I've stuck around so long personally.

And that's also why I haven't made the choice to go to a more traditional digital signage company. I think that the unique perspective that we bring to the table because of the scope of work that we do for our customers every day, the focus on omnichannel, the focus on customer data, the focus on AI, the focus on marketing efficacy and performance marketing, we just have a completely different perspective and a completely different group of people and experts that we can bring into engagements to deliver outcomes that would be just absolutely impossible otherwise. 

Now the last time I went to the National Retail Federation Show, there must have been at least 20 booths, maybe a lot more companies, all showing retail analytics, shopper analytics, computer vision-based stuff, sensor-based stuff. 

You're talking to a lot of retailers, you're talking to a lot of large corporations. Do they see this as being as important as the vendors seem to think it is?

Jackie Walker: That's a great question. I personally get frustrated with all these point solutions because I think they do end up being just that. 

It's like queue management, so we're going to instrument the environment, we're going to understand the queues and then that's going to help us optimize customer service, or we're going to now measure everyone's temperature when they come in and that kind of theater around it is going to make people feel safer and better, and so there are all these little solutions that pop up that isn’t well integrated. It doesn't all come together particularly well, right? Beacons, one of my favorite examples, we talk so much about Beacons and it's like the mobile beacon and what are we going to do? And the push notifications, and now there's a ton of movement around geo-fencing and QSRs too, you know, to hook into kitchen operations, but they're really the same technologies that could be, if done right, enabling a ton of different types of capabilities of customer interactions, of different ways of driving value for the business on the customer, but instead, they're thought about as these little things, dot one kind of additions, that doesn't particularly connect. 

So I think that's a hard pill to swallow. They each has their own, it's a different SaaS model. You have a SaaS subscription for this, you have a SaaS subscription for that, so I think that's a big challenge. So that's something I try to think about when I'm working with customers, what are the existing initiatives they have? What are the existing capabilities they have and how do you stitch them together in meaningful ways so that you're maximizing their current investment, but also thinking about how you connect the dots moving forward. 

I think QSR has some great opportunities ahead of it, with regard to different service methods. So now they're pushing so many customers to mobile order and pay, which is fantastic, but they're going through the drive-through still, like how do you deal with these customers? Because if you're showing them the same menu board that you're showing somebody who's. trying to order, you just wasted an impression, so to speak, with that customer, right? You could have told them something new and different. You might have totally different messaging for them because you know them, or even if you don't know them, they already ordered, right? Or if it’s a delivery driver, you know that it's a delivery driver. You could know that. So how do you start to think about the intersections of these different service models and different technologies to create better customer experiences? 

You mentioned customers. Are there any customers you're actually allowed to reference and say, yeah, we work with these guys? 

Jackie Walker: Not today, Dave, you know how that goes. (Laughter)

Oh yeah, the big agencies and big clients, you don't mess with those accounts and upset them in any way, but we can think of Fortune 100, Fortune 500 kinds of companies? 

Jackie Walker: That's really the target group and the group that we work with the most. Yes, absolutely.

All right. this was terrific. We could have chatted for a lot longer. It was very nice to virtually meet you and hopefully, we meet each other in person someday. 

Jackie Walker: Absolutely, when there’s offices again, right? (Laughter) 

All right. I really appreciate you giving me some of your time. 

Jackie Walker: Absolutely. Thanks so much, Dave, take care.

AVIXA Digital Signage Power Hour - Roundtable - Commercial Real Estate

AVIXA Digital Signage Power Hour - Roundtable - Commercial Real Estate

December 9, 2020

The 16:9 PODCAST IS SPONSORED BY SCREENFEED - DIGITAL SIGNAGE CONTENT

I have been working with both AVIXA and invidis for most of the year on a series of monthly roundtables, called Digital Signage Power Hours.

They’ve all been great, but the one we did recently on experiential media in real estate was particularly good … because of the people who kindly provided their time.

We had David Niles, who created and still works on the Comcast Experience, one of the earliest and still one of the best projects out there involving LED in real estate.  

We also had Amahl Hazelton, one of the big thinkers at the famed experiential creative agency Moment Factory. Cybelle Jones, CEO of SEGD, was on, as was Jeremy Koleib, whose Consumer Experience Group works with property companies on big LED projects. And we had Emily Webster, the Senior VP of Creative at New York’s ESI Design, which is behind some of the best experiential real estate you’ll see in real estate.

We could have chatted for hours, but we had 50 minutes. Listen, learn and hopefully enjoy.

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ACE Roundtable: Making Connected Experiences Work Now, And Post-COVID

ACE Roundtable: Making Connected Experiences Work Now, And Post-COVID

September 23, 2020

The 16:9 PODCAST IS SPONSORED BY SCREENFEED - DIGITAL SIGNAGE CONTENT

Advocates for Connected Experiences is an umbrella organization created several months ago, that pulls together the people and shared interests of a variety of organizations that deliver experiences to guests.

That can be in places like retail, in museums, commercial properties or theme parks.

The short form for the group is ACE, and it was pulled together and somewhat driven by the Digital Signage Federation - notably past and present board members like Kim Sarubbi, Beth Warren and Laura Davis-Taylor.

One of the early efforts from ACE has been a monthly series of online discussions about important topics, that pull together top people from member organizations. The most recent one was about connected experiences now and post-COVID, as we all all hope there is soon a post-COVID.

I was the moderator for the discussion, and this is the audio track, which is roughly one hour.

The panelists included folks from Shop!, SEGD, Geopath, the DSF, the Location-Based Marketing Association, Blue Telescope, The Experiential Designers and Producers Association, Retail Touchpoints and AVIXA.

There's a lot of voices and you won't always know who is saying what, but the content is worth any confusion you might experience.

TRANSCRIPT - skipping this episode ... too many voices to sort out who said what. Anything particularly brilliant was not me.

Nancy Radermecher, JohnRyan

Nancy Radermecher, JohnRyan

August 26, 2020

The 16:9 PODCAST IS SPONSORED BY SCREENFEED - DIGITAL SIGNAGE CONTENT

Ask a digital signage provider about its target markets, and a hell of a lot of them will list banks among them. But only a small handful of companies are solely focused on the financial services sector, and the best known and most enduring of those is JohnRyan.

The Minneapolis-based company has been providing branch merchandising and messaging services to the banking sector, globally, for decades. It's also one of a few companies who can credibly says it was doing digital signage before the technology had a name that stuck.

I chatted recently with JohnRyan's President, Nancy Radermecher, who has been at the company for more than 20 years.

We spoke about JohnRyan's roots, but also about what's going on today. Bankers have long been in the midst of what they call digital transformation, but the pandemic has turned five-year plans into five month executions.

We talk about the evolution of retail banking, and how digital signage and interactive digital apply. We also speak about what kind of content really does work in banks, and why.

Nancy has a passion for data-driven content, and nerdy stuff like integrating systems. We dig into where she thinks platforms for business, like digital signage, are going.

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TRANSCRIPT

Hi, Nancy. I know JohnRyan pretty well. I'm thinking about a number of people maybe don't. So if they don't, can you give the elevator pitch about what JohnRyan is all about? And, we can also get into maybe how things have changed through the years. 

Nancy: Sure. We are historically a retail marketing agency, meaning that our clients are end-users, operating financial retail establishments, and we take a sort of strategic and all-encompassing approach to retail marketing. And within that portfolio, is digital signage. So over the years, digital has become a far more important and central product for us because people have moved a lot of their offline retail experiences into the digital world. And it's from that perspective that we entered the digital signage market. 

Yeah, it seems to me, I can remember that the first thing I knew about JohnRyan is that you had a legacy business where you were doing things like handling the compliance of all those brochures that would be in sleeves and bank branches and so on because somebody had to manage that otherwise the same stuff would be sitting in there for years. 

Nancy: Sometimes that even happens to digital signage, but yeah, you're absolutely right. And when we started in digital signage, it was because we were in the United Kingdom and passed a window of a building society and there they had a stand. On the bottom of that stand was a giant video desk, and then above it, there was a screen and they were making use of a firmware technology where you could actually superimpose changing text on top of a video background supplied by this video desk, which in its day was absolutely remarkable.

And so we thought, goodness, is there something to this multimedia approach to what we do today? And we began the exploration based on that. And in fact, one of the people involved in that project is still with the company today, the original building society project. So it was, oh my god, the early mid-nineties, I can tell you that the word digital signage didn't exist.

So we kept trying to find ways to explain what we thought this could be to one another before there was the terminology that you can apply to it.

I think we're all still struggling to explain what digital signage is to people. 

Nancy: Yeah. Fair enough. 

It's improved, but is the focus entirely on retail banking, or do you service any other sectors?

Nancy: Opportunistically we've stepped outside of retail banking. The company initially was focused on chain retail, conventional retail. We moved into retail banking quite early on and pretty much stayed there to this day. 

And is it just the big whale account banks in North America, or are you working globally and working with banks of all sizes?

Nancy: Yeah, we do tend to work with larger banks. The mega global ones are particularly attractive to us, of course, but we work with banks, say super regionals versus community banks. And we've worked in many different countries and still do today. 

Yeah. You used to have an office in, is it Spain?

Nancy: Yeah, we have a presence in Spain, but the, European offices are in London. 

And when you focus just on retail banking or primarily focused on retail banking, is that advantageous? I strongly believe that's the case that if you're going to be talking to very large companies, you sure as hell better know their business, but I see all kinds of companies who will go in and talk to anybody who is willing to take a meeting with them. And, I've been in some of these meetings and thought you guys don't know crap about this industry. 

Nancy: Yeah. I think there are probably two reasons why domain expertise is important in Banking. One is, I guess the obvious reason and the one you just referred to that, it's a good thing to understand something about the client's business situation, business challenges, business opportunities so that you can help them in relevant ways, but banking, I think imposes a second criterion, which is a very particular approach to security, as you can imagine in it and we would all hope to be the case. 

Why? (Laughter)

Nancy: Yeah, exactly. What on earth do they have that requires security? (Laughter)

So it has implications as to how the system is engineered and it has implications about how data moves and there's a high demand also for flexibility in engineering, which maybe you wouldn't expect, but banks may differ in how they approach their security regime. 

We've over the years had to be careful not to be too prescriptive, in how data is transferred, what kind of media player hardware is used because they have very specific ideas about that. So I think financial services is one where you actually really do need to understand the industry to thrive in it.

When you're in these kinds of meetings, is it more the case may be with a retailer, pure retailer, you're talking about what the system will do for you and with the banks you are talking about, what you can stop the system from doing or preventing it from happening? 

Nancy: Yeah, that's right. That's a very good point 

The other thing that's interesting, and what you just said is, I think, as an industry, I'm always surprised a little bit about how much of the literature that's published by digital signage companies, possibly even us, focus on the benefits of digital signage and the sort of basic understanding. And I feel like banking, probably like a lot of other verticals, really understands that, they know why somebody would do digital signage and the conversation is no longer at that level, “why would this benefit you?” No. 

Yeah, my eyes roll up into the back of my head when I go on a software company's site and see a little Chestnut of what is digital signage.

Oh God. 2020 guys. (Laughter)

Nancy: Yeah, exactly. And I think, the questions about business case ROI, I think those have all been answered for the industry. 

We were talking earlier about digital transformation and how COVID-19 has forced a very rapid acceleration of digital transformation plans. You were talking in terms of going from three to five-year digital transformation plans to things that had to happen in a matter of months or even weeks instead 

Nancy: Yeah. It's interesting, and I was just looking at some more industry literature yesterday, in the banking industry, they've all been pretty clear on the shape of things to come in terms of increasing levels of digital adoption on the part of bank consumers. And with that has come, a general understanding that as time goes on, the number of branches will decline, the nature of the activities that take place in those branches will move from the transaction on cash-based activity toward consulting activity.

And by and large, that was something the industry really wanted to see happen because it changes their cost dynamics quite dynamically for the good. So what's happened now is that there's been a really rapid acceleration of what everybody knew was gonna happen anyway. And in a certain way, that’s kind of welcome news for the industry in the sense of accelerating something that was desired. 

On the other hand at this level of speed, I think it's given people a lot of challenges in the very near term. 

So what's transforming in a retail bank? 

Nancy: Strategically, what's transforming is when and why customers are going to want a physical location. So, as I said a moment ago, it's really going to be far more of an advice and guidance proposition than a transactional proposition. But in the near term, what's transforming is the manner in which that advice and guidance proposition is delivered. So when your lobbies are not open and all the time, when people don't have free access, that's creating all sorts of logistical complexities about how do you let people in the branch, how do you manage appointment traffic? Nobody envisioned that they would have to answer all these questions all of a sudden in one big hurry, that has an impact on digital signage, of course, because it provides an opportunity to actually use digital signage to convey to customers new policies.

Obviously, there are opportunities to manage, customer check-in, and flow using digital tools. The screen's gonna be an important part of conveying where you stand in the queue and what's going out in the branch. In some senses, this is making digital signage a more integral part of a successful branch operation, which is good.

It's more than just a communications tool. And there were other examples of that. I think increasingly people are going to embed digital experiences in the onboarding process. We've all seen these bankers clickety clacking away on their computer terminals when we're opening an account.

Some banks now turn that screen toward the customer when they're clickety clacking. But I think hopefully it will be a full-on multimedia onboarding experience, so seminars and financial wellness or all sorts of things that are going to happen, as the branch becomes more of a center for health and guidance than a teller-counter.

Yeah, I go to a particular bank and it's just a suburban location, so there's not a lot of razzle-dazzle there, but it does have digital signage and it's the same bank I've been banking with for 30 plus years or whatever. So I don't see a lot of other ones, but there seems to be a standard feature set that I noticed there and in other banks in general, where there are displays behind the counter and there are displays in the seating area and maybe there's a display over the ATM bank, but it is generally just being branch marketing, “We're wonderful. We have this new thing. Here's the weather”, blah, blah, blah. And it's not terribly compelling and when I've seen banks of the future, in North America and, particularly in places like Dubai, I've seen things like virtual tellers and remote Financial service advisors, where they go into a little pod and you can discuss with somebody who's on the other side of the city or country.

And those things have been very “branch of the future” sort of things that I've never seen adopted, but I'm getting a sense from what you're saying, that the novelty of that will become much more an operational thing out of necessity. 

Nancy: Yeah, I think that's right. There are a lot of things in what you just said that interests me. To your first comment about the placement of screens inside a bank, you're absolutely right. Where you would typically see them as the areas you describe but what's happening now as banks are moving more toward almost a lounge conception of the branch where the bankers are now untethered from their desktops, and maybe can help you with that with an iPad and in a roving fashion, it really diffuses the problem of where to place your digital media, because now suddenly everybody is milling around in a kind of uncontrolled environment, and there are obvious focal points, dwell areas, sightlines, like there always were in the past, which is a challenge.

But then, on the level of the content and just compelling experiences, one of the things that we've learned over the years through mentors, many different experiments and trials and tests is that it's really important when you're thinking about innovative change to a bank branch that you don't lose sight of the fact that the consumer is seeking utility above all else.

So do you have a really cool idea of a touch screen? And I think we've all seen many of these in branches of the future. It might be cool from the perspective of the multimedia designer who gets to create it and win an award for it. But it's a real challenge to get banking consumers to decide what they want to prolong a visit to their local bank branch in order to interact with content that most people intuitively believe is available to them at home.

Anyway, it's tough to reign in the impulse to, I don't know, saddle a bank branch with all sorts of “cause you can” stuff without thinking long and hard about what customer utility is being imparted. So the example you gave of the video conferences is a perfect example of a high utility, high-value digital investment in a bank branch. And there are all sorts of reasons why doing something like that is valuable to both customers and to the bank versus some of the multimedia poster children that we've had. 

Yeah. Let's do something to connect and gesture and all that and embarrass the hell out of people. 

Nancy: Although you had on your podcast just this week, I think an article about one that made sense, but it kind of proves the point I guess.

Yeah, probably a $2 million popup event by IBM, and that's what everybody's going to do, but it was good. (Laughter)

What is the content based on all those years of experience that customers do want in a branch?

Nancy: This is interesting and actually this is my favorite topic, really. So one thing we've learned, and this will come as no surprise to you or to anybody, is that Financial services advertising on its own is not that commercial for people. And there's a very good reason to use sort of general interest communications in a bank branch as a way to get people used to view the screens at all.

So you mentioned the weather before. Our testing and results in time and time again, whether it comes up as the thing that people remember most and want the most. And it also happens to be very easy to deliver us as so if you can mix and match general interest information with bank information or place bank information in a more general interest context, and, an example that might be. If there's something happening in the mortgage market, tying your mortgage messaging to something that consumers are generally aware of and concerned about is a good thing. We've also seen some kind of interesting results that would suggest that if the ratio of bank messaging is a little bit lower than you might initially think you want, the recall of those messages goes up. And I think that's because there's more sustained viewership of the general interest information. People’s attention is more fixed and focused and for that reason, the bank messaging that crops up intermittent get more attention and more recall, which is really interesting. 

In my exposure to banks, I've certainly got a sense that they're very excited. The bank market is excited about being able to have some continuity between online and broadcast and other mediums and push that same campaign into the branches.

But you're saying that at that point, they're in the branch and they don't need to be sold and drawn into the branch cause you got them. 

Nancy: Yeah, and it can reinforce the value of your brand by providing helpful tips. There's a huge demand for financial wellness information right now, not just because of recent events, which has accelerated it, but also because a lot of younger consumers actually don't know much about money management and want to, so that kind of helpful guidance information is also something people like to see. Another thing that people really want, believe or not, is to see pictures or names of people who actually work in the branch. That is always a highly recalled type of messaging. 

Just casting back to something you just said about content creation for other mediums. I think where this is all headed in terms of digital signage, content production in banking is toward, more and more repurposing assets that were created for other digital channels and bringing those repurposed assets together and to constantly updating, constantly iterating news and information streams.

It’s less of a purposeful agency endeavor where somebody's building a 60s mp4 and more of rethinking it more as a large-format webstream, something like that. I don't know exactly the right metaphor. And I think banks will find that they don't have to spend a lot of money on content production to have a lot of really good locally relevant information on screens in their branches. 

That sounds to me back to the work I did with a very large bank. And, I sat at a meeting where we're talking about content with the agency and I became persona non grata, the devil, the antichrist by suggesting just that what was the point of a 60s spot in a window display that was going to cost a hell of a lot of money when you could be repurposing all kinds of other media assets and automating the content. And that did not go over well with the agency because that was their cash cow. 

Nancy: Exactly. It is interesting because, and I was thinking about this earlier this week that this is one of those rare instances, where to do it better, is also a way to do it cheaper. It's not like you're giving up anything, you're gaining something when you start thinking about digital signage content in a more disaggregated way, just snippets of bursts of information using static assets even that you have. And, our clients have huge repositories of assets and tips and all of these things are available aplenty inside of banks’ asset management databases. And mixing and matching these things creates a really low-cost way to build content, but also superior content, which is just such a great thing. 

Yeah. I assume that bank marketers are pretty savvy and understand this whole concept of Omnichannel and more so than let's say, “regular retailers” or all kinds of other potential clients in that, they have these digital asset management systems and everything else, and they understand automated and dynamic content based on data assets? 

Nancy: I think they do in all of their online applications, but it seems to me that they are generally puzzled by why they can't somehow better leverage their online assets to digital screens. And I suppose that's because maybe we in the industry have not rapidly embraced that model or educated the market to the model that actually, no, it is a logical thought to think that those other assets can be repurposed to digital signage. But you don't see a lot of it happening, right?

So maybe the digital signage industry too has been a little bit in the paradigm of the agency that wasn't so happy with you creating longer-form content, purpose-built for this media versus looking at an alternative way of doing it.

Yeah, you get the sense that even regionally sizes and certainly national and international banks, they are in the thrall of probably multiple agencies and it's in their express interest to control the thinking really, and certainly the budgets of these bank marketers. There's no incentive for them to say, “Hey, you don't need to do all this really expensive stuff. Just do it this way, and we'll surrender to that $5 million.” 

Nancy: Exactly. But I'll tell you what. I think with declining levels of traffic and branches and the general stressors that banks are facing now, in terms of justifying marketing investment at the point of sale, that's going to prompt a change. 

One of the things that gets batted around a lot these days is the whole idea of “interactive” in a bank setting and other retail settings. Is it safe to touch things and all that... 

You know, banks have ATMs, there's just no way around. You can't do voice control, or at least I don't think you can, or I wouldn't want to use that. So you go into a bank, you're already conditioned that, “Yeah. I'm going to use a touch screen and I'll whip up my notes advisor and everything will be fine”. Is there antsiness at all around introducing more interactivity to reduce the one-to-one contact with staffers? 

Nancy: For sure. I'm hearing a lot of focus on touchless experiences, and so trying to figure out how to clone interfaces to people's personal devices or bypass the need for them, that's a huge issue the industry is trying to address because, as you mentioned earlier, video tellers, video conferences, these things are really important to the branch of the future because they become the only kind of financially viable way to deliver certain services to certain branches in the network. So they're essential to the value proposition and will only become more essential. 

So yes, I think there's a lot of work being done and a lot of time being spent on how to make those interfaces appealing and acceptable to people in some of the ways I described. I think on the level of our business, digital signage, thinking back on the concept of utility touchscreens roles for marketing purposes has been very difficult to implement successfully. You've probably seen Microsoft, like those surface tables in bank branches, they came in and then they went away, interactive kiosks came in and then they went away. We've done a lot of things with touch through bank windows, we've done QR codes, we've done scannable brochures, that launch interactive experiences, printing brochures on demand, and all of them face the same challenge that they require a customer to prolong their visit in the bank branch and they're not delivering really clear apparent utilities. So it is just at the level of the basics. The tougher problem with all that, I think, is not just managing people's concerns about hygiene today but just the use of it at all. 

Yeah. It's not as private as going on a touchscreen to look up some health issues, but, if you're going to be doing loans, calculators, mortgage calculators, and things like that on a screen then other people can see.

I don't know if it bothered me all that much, but I'm sure a whole bunch of other people would be very concerned about anybody seeing that. 

Nancy: It's not just that, but you're also likely having in your hand a device that does exactly the same thing, So you can use your phone to do these things when and where you want to do that versus standing at a kiosk, so it's an interesting challenge. 

In terms of banks. you’re focused on retail banking, but there's a whole bunch of bank office space and giant office towers full of banking people and even with work from home, that's not going to totally change, those office towers are not going to clear out.

Have you guys done much work in terms of the back-of-house digital signage for banks? 

Nancy: Yeah, that is actually how we got our start. Our first network was a 900 branch training network within the UK, delivered by satellite because that's all there was, daily kind of huddle and corporate communications. So we've done a lot of that, more focused on the branch and then the corporate headquarters. But the technology as that you would know well drives one versus the other is exactly the same. 

Is it hard to crack the larger opportunity on the back of the house side? 

Nancy: I think it didn't use to be. We got our start prior to things like the internet and email and podcasts and websites. All of those become really viable corporate communications vehicles for the sort of information that we were imparting through our digital networks. So the case needs to be made that multimedia delivery of some of these messages is a superior form for those messages than plowing through an intranet.

And I think that the case can be made, but given all the other things that banks have to contend with in their overall digital transformation, I don't think that's going to make the top of the heap. 

I know that you've spent a lot of time thinking about where all of this goes and you have the benefit, so to speak of working in an already demanding vertical where the security demands are a lot higher. Where do you see things going or do things like PCs and media players and all that will start to go away? 

Nancy: Yeah, definitely there's a move afoot in the world around us toward, edge solutions, and there's no reason to think that digital signage wouldn't be an edge compute solution. What we hear from corporate customers a lot is that they're very frustrated by the proliferation of point solutions in their branches. They'll have a solution for digital signage, they’ll have a solution for POS, solution for managing appointments and on.

And each of these solutions is vertically integrated. It contains a monitoring component. There's a service plan that they have to have with somebody for it. And this kind of really adds up a lot of complexity. So this future of bringing these disparate point solutions together in a sort of commonly managed edge environment, I think is very real and the sort of streamlining that clients that we deal with would really like to see.

So I think those of us who provide digital signage solutions should be hunkering down and really focusing on our software and imagining that it might be deployed in a manner like that in the future. 

So this is a couple of steps beyond the recent and prevalent question of, “Do you have an API?”

Nancy: Yeah, I would say so. Yeah. 

A few months ago now, I think, you guys were acquired by AU Optronics out of Taiwan, a company that had already acquired ComQi, which does digital signage. How is that going? 

I know the AUO people and they're from Taiwan, so they're super nice and super smart and all that, I assume this was a good event for you guys. 

Nancy: Yeah. It's interesting because we remain a very entrepreneurial, agile company as JohnRyan. We're operated pretty much autonomously from the other units in the group. So from a day to day experience, it's actually just the same.

But on top of that is something very nice, which is a huge resource for engineering and the number of patents. I think they have 29,000 patents. There's a lot of people that can answer tough questions within that company. Access and understanding of the really detailed aspects of display technology both now and in the future.

I mean, it’s really a great thing to have that sort of resource available to us and obviously an incredibly strong financial group as well. So that opens up opportunities for subscription-based deals with clients and all manner of things. So it's been going well.

Yeah, there have been instances in the past of hardware companies, display companies, buying software companies, and you just go, “Oh boy, this is just going to meander into nothing.” And that's what happens. But, I've certainly got the sense from Stu Armstrong, who is now overworking with you guys, came from ComQi.

The ComQi experience was just that. They have certainly mentored them and had their back and everything else, but left them alone to do what they needed to do. 

Nancy: Yeah. And I think the interesting part of that might be that in some of these acquisitions by hardware companies buying digital signage companies, they might be viewing those digital signage companies as routes to market for their hardware.

In this case, I think it's almost the reverse where AUO was interested in closer to the customer, more solutions-oriented businesses in order to provide feedback to it about where it is going. And so that's a great role for us to play. We're obviously interacting with people every day on the level of their business challenges and we have good and meaningful insight, I think for them.

So it's a two-way traffic and AUO supplies some display panels, but they're also a supplier to the other manufacturers who produce digital signage displays and other displays. And so there is no agenda that our goal is to sell AUO products in particular only when they get the solution.

Right, but it does give the opportunity. If you're looking at a bank deal that's 1100 branches and 10,000 screens or whatever. You don't necessarily have to buy from a consumer or commercial brand, you can go directly to a manufacturer and cut some of that cost out, which is going to be attractive.

Nancy: Yeah, affordability is really going to be a very big factor for our business going forward. It's going to be interesting to see how people reformulate their offers and streamline them. We talked about content earlier. I think there's going to be a lot of interest in that sort of content approach. Now, when there really isn't the luxury to do it any other way, and that's going to affect every aspect of our business. We've been spending a lot of time over the summer looking and kind of reinventing digital signage. There's some stuff that we're going to be putting out in the weeks months to come, but not taking anything as a given, right? Let's look at the hardware. Let's look at the connectivity. Let's look at how content is created. Let's look at how maintenance is done and just across the board, trying to emerge from all that with a really streamlined, focused approach. 

All right. that was great. Thank you for spending some time with me.

Nancy: Well, it was nice to catch up. Thanks.

 

Michael Schneider, Gensler (from InfoComm Connected 2020)

Michael Schneider, Gensler (from InfoComm Connected 2020)

July 8, 2020

The 16:9 PODCAST IS SPONSORED BY SCREENFEED - DIGITAL SIGNAGE CONTENT

I was kinda sorta off last week and did not record a new interview, but I have this audio track from a recent online event that's well worth sharing.

The pandemic shifted InfoComm 2020 from Las Vegas to online last month, and one of many educational sessions held at InfoComm Connected was about experiential design.

I was the host, and my guest was Michael Schneider of the giant global design firm Gensler. I've known Michael for a few years, first at ESI Design and now at the New York City offices of Gensler, where he runs the Media Architecture team.

The session was called Designing Contact-Free Building Experiences, and was a chat about how the global health care crisis is forcing a re-think of using and navigating public and commercial building spaces.

Where much of the experience in big buildings lately has been about Wow Factor, health safety and utility are now in the mix.

The session was a video call, with a chat recorded ahead of time and then live Q&A. About 20 minutes in, you will hear the tech jump in with a few questions.

I'll have a fresh podcast, with transcription, next week.

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Advocates For Connected Experiences: Industry Panel - Re-opening For Business

Advocates For Connected Experiences: Industry Panel - Re-opening For Business

June 10, 2020

This is a special version of the 16:9 podcast - the audio from a recent online call put on by the new Advocates For Connected Experiences, focused on the challenges of getting people back to work, and what that means for connected experiences and technology.

The chat, done on a Zoom video call, features senior folks from several organizations, talking about what's changed, what's going on now, and how technologies are being applied. I was the moderator.

On the call, you'll hear from:
- Kim Sarubbi, ACE
- Joe' Lloyd, AVIXA
- Trent Oliver, Themed Entertainment Association
- Debbie Hauss, Retail Touchpoints
- Cybelle Jones, SEGD
- Bryan Meszaros, SEGD
- Kym Frank, Geopath
- David Drain, ICX Association
- Beth Warren from CRI

I didn't have time to buff this up with the audio leveled, etc, etc, so you may have to monkey with your volume controls. But it is a good chat that's well worth a listen. 

Warning - it is 60 minutes or so, but you can always listen to half and come back to it later.

 

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Florian Rotberg, Stefan Schieger - Invidis Consulting

Florian Rotberg, Stefan Schieger - Invidis Consulting

April 29, 2020

Florian Rotberg and Stefan Schieker of Munich's Invidis Consulting have been active in the digital signage market since 2006, mainly focused on Europe, the Middle East and Asia.

Their work spans everything from straight-up consulting for vendors and end-users to organizing and running industry conferences in Europe and globally.

That puts them in steady touch with a lot of people, and gives them a solid perspective on what's going on and what's changing.

One of the things Invidis has been doing in presentations is a regular look at the impacts and implications on vertical markets of COVID-19, and what that means for digital signage companies.

We talk about that in this new podcast, as well as dig into some suddenly red-hot marketplace requirements like sidewalk displays and access control technologies. 

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Bob O’Brien, Display Supply Chain Consultants

Bob O’Brien, Display Supply Chain Consultants

February 26, 2020

There is very little that's simple about the display industry - whether it's on the consumer or commercial side.

At first glance, it would seem to be all about the electronics, but a flat panel display, in particular, involves a lot of specialty glass and chemical compounds. What gets pulled together for a digital signage display may originate in multiple factories from multiple companies in multiple countries.

A consulting firm called Display Supply Chain Consultants (or DSCC) is in the business of making sense of it all, and relaying that expertise to the manufacturing ecosystem. DSCC does consulting, produces reports and stages business conferences.

I spoke with DSCC Co-Founder and President Bob O'Brien about emerging technology, as well as the impacts being seen by the COVID-19 outbreak. Time will tell, but for now, O'Brien says the impact on commercial display production and availability looks pretty negligible.

It gets a little technical at times, but listen and learn.

 

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David Title, Bravo Media

David Title, Bravo Media

December 18, 2019

Experiential is a huge buzzword these days in the digital signage world, and it tends to get pretty loosely applied to all kinds of things.

I've seen projects and read PR pieces describing the work as being experiential, and thought, "Ok, in what way?"

A creative company down in the Chelsea district has been doing experiential media for years, and from the moment the elevator opens up into the offices of Bravo Media, you're into experience. There are projections all over the walls and off-the-wall gadgets like vintage slot machines retrofitted to shoot selfies.

I was in New York last week and had a great chat with David Title, the Chief Engagement Officer at Bravo, about what the company does, and how he defines engagement and experience.

This is the last podcast until the new year, as people should have better things to do around the holidays. There are some 180 back episodes to listen to, if you did need something to pass time or fall asleep. 

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Stephen Gottlich, Gable

Stephen Gottlich, Gable

November 20, 2019

I have heard some people in this industry starting to describe what they do as visual solutions, as opposed to digital signage. I'm not sure that really fits in all cases, but it certainly does for Gable, a Baltimore-area company that's been doing analog signs of all kinds for four decades. About 10 years ago, Gable added digital display solutions.

They work with all kinds of end-users - heavily with retail, but also in other verticals - on visual solutions that cover the full spectrum of options. That might mean a contract that involves a big direct view LED display for a venue, but also the meat and potatoes printed and crafted material that just helps visitors find their way around a venue.

I spoke with Stephen Gottlich, Gable's Senior Vice President of Innovation and Strategy, about what the company is up to, and what the marketplace is looking for and doing.

We also get into what he sees happening more broadly in the marketplace, and what he's seen in numerous technology trips to China.

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IV Dickson, SageNet

IV Dickson, SageNet

October 16, 2019

It's now really common that businesses of all sizes and types who decide to deploy some sort of digital signage network look to a solutions provider who will not only help put it in, but help the client go from the idea stage all the way through to ongoing operations.

Effectively, they're outsourcing the whole shooting match to people who know what they're doing. That helps companies stay focused on what they're good at.

Tulsa-based SageNet has been doing outsourced IT work for 20 years, and about two years ago saw enough shaking among its core customers - and had enough requests for help - to branch into digital signage and make it part of a very rich suite of services.

The company brought on IV Dickson, who has been around the signage business forever, to help build out the signage business and function as a subject matter expert in a company that was more conditioned to selling IT network services.

It's worked out, and the company is now mining a lot of new opportunities in verticals like c-stores and QSR.

I had a great chat with IV about SageNet and SageView, what is described as a one-stop shop for everything signage.

We also talk opera. Yeah, opera.

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Dan Baker, AVI Systems

Dan Baker, AVI Systems

August 28, 2019

 If you are on the solutions side of the digital signage business, you have likely, at some point, had to open up and look over an RFP document from an end-user, quietly praying it won't be too onerous and/or stupid.

A lot of digital signage RFPs still - in 2019 - lead with technology, going on and on and on about specs and requirements, and only making a passing reference to content. Which is nutty, because the screens have only nominal value and impact if the content on them isn't timely, relevant and at least kinda sorta visually interesting.

Dan Baker handles the sales engineering for digital signage at AVI Systems, a big Minneapolis-area integrator. He's seen those kinds of RFPs, and knows through experience there's a better way.

He contacted me, offering to talk about his take, and his company's take, on a methodical process that, at minimum, gets end-users thinking about objectives and the content needed to meet them. Some companies are mandated to do RFPs - it's just how their procurement department rolls - but in a perfect world, end-users are usually better skipping RFPs and working with people who know digital signage.

The right advisors can help them get to the content and technology model that will actually deliver on objectives, and keep them from spending big on tech they need, while largely forgetting what will go on the screens.

 

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Jay Leedy, Diversified

Jay Leedy, Diversified

August 21, 2019

There are a handful of big AV systems integrators in North America genuinely active in digital signage, but I'm feeling pretty comfy saying New Jersey-based Diversified is the most active, experienced and directly knowledgeable about this industry.

The company has built and then managed many of the larger networks out there, including most of the big US banks that the average person could name. While some of the other big AV/IT guys have some dedicated resources, Diversified has a whole and big group pretty much doing nothing but digital signage and digital out of home work. The company also put the time and money into hiring a series of subject matter experts on digital signage - one of them being Jay Leedy, who is now Director of Business Development for what many people in the industry know as Diversified's Digital Media Group, or DMG.

Jay's based down in Atlanta but works with people and companies across the country. In this talk, we get into what DMG is all about, how they plug into this sector, and how they tend to work with clients and partners.

We also talk Adobe - a company more active in signage than many of us probably think - and Google, and the adoption rates out there for smart signage.

 

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Fab Stanghieri, Cineplex Digital Media

Fab Stanghieri, Cineplex Digital Media

May 22, 2019

Canadians all know Cineplex as the dominant movie theater chain in that country, and the Toronto-based company has also been expanding its reach, in recent years, into other related lines of business.

Cineplex now has entertainment-centric restaurant-bars, is bringing Top Golf into Canada, sells out of home media and runs a thriving digital media group that's doing most aspects of digital signage for major enterprise customers in Canada and beyond those borders.

Fab Stanghieri was a senior real estate guy with Cineplex, charged with building and managing the company's movie house portfolio. He had digital media added to his responsibilities a few years ago, and while it was unfamiliar territory at first, he's embraced digital to a degree that it is now his primary focus in the company.

I was passing through Toronto a couple of weeks ago, and Fab kindly took some time to show me around new office space, which is set up to help ideate, deliver and manage digital signage solutions for Cineplex clients.

 

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Dan Hagen, 10net

Dan Hagen, 10net

May 15, 2019

Dan Hagen is a relatively young guy, and a bit of an Energizer Bunny. I know of him as the 10net guy from Vancouver, but I was surprised to learn in a conversation that he has been involved in digital signage since before it was called digital signage.

He was a funding founder of Mercury Online Solutions, which in the late 90s and early 2000s was a big player in this business. That company sold to 3M, and as way too often happens, things went south quickly when a plucky little company gets absorbed into a monster of a company.

Hagen did a few things but eventually found his way to 10net, which is a solutions provider that does most of its work in Vancouver, BC, but is now trying to establish itself south of the border in the Pacific Northwest and beyond.

In our chat, we get into how 10net does things, the kinds of projects it works on, and our shared point off view that sum of the most effective digital signage jobs out there are, at first glance, kinda boring looking.

There's not a lot of sizzle in things like backroom screens for safety messaging on ferries, but they make a real difference.

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Jeremiah Archambault, ENS

Jeremiah Archambault, ENS

April 3, 2019

Every year or so, Jeremiah Archambault rings me up, usually out of the blue, from his office in Victoria, BC, on the very west coast of Canada.

He runs a decade-old company called ENS that has, for that time, been steadily developing a digital signage CMS software and management platform, that's now called SAM. With each call, he's given me an update on what's new with the platform and his seemingly endless testing and refinement. I've always finished off the conversation intrigued by what he was putting together.

A decade on, his company has built up a decent footprint of everything from small to enterprise clients, and he's now at a point where things are getting serious. I spoke with him, this time, from the outbound marketing and inbound support call center he's set up and has running in the Philippines. He's aggressively signing up and on-boarding new business partners, with a particular focus on print and sign shops that now know they need to add digital capability, but want it white-labeled and managed by someone else.

In this podcast, we chat about the roots of the company, and a lot of lessons learned about deployment, hardware and dealing with pesky humans. We also get into how he's about to finally get noisy about his solution, with a freeware model that uses a PC stick he's dead-certain is reliable and ideally suited to digital signage.

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Eric Virey, Yole Developpement

Eric Virey, Yole Developpement

February 27, 2019

I have always felt sorry for any poor soul who gets the arm put on them to go to a trade show and get schooled up on digital signage - because there are so many hardware and software companies selling variations on what is essentially the same stuff.

I would really feel sorry for someone walking into a big display show, charged with finding the most suitable LED display technology for a project. There are 100s and 100s of options out there, and lots of terms being thrown around that seem to have different meanings.

There's chip on board. SMD. Mini-LED. Micro-LED. Glue on Board. 4 in 1 LED. On and on it goes. It's "My head's going to explode!" territory.

The LED video wall business is the sort of thing that begs independent, educated analysis, and happily, there are a few people out there doing that work. Like Eric Virey, a Frenchman who lives in Portland, Oregon, and spends his working life looking at and decoding the LED display business.

Virey, a Senior Technology & Market Analyst for the French market research company Yole Developpement, kindly gave me some of his time recently to help clear some of the fog. There was something up with his mike, so the sound quality is not as good as I'd like. 

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Alberto Cáceres, Trison

Alberto Cáceres, Trison

February 20, 2019

Being in Amsterdam for ISE recently offered a chance to meet up and talk to some people who are squarely focused on business on the other side of the Atlantic.

I knew Trison was a major player in digital signage solutions in its home country of Spain, but I didn't realize the company had a far greater reach than that. In 2018, Trison was in the middle of 2,500 digital signage and related jobs, in 76 countries.

The company started 20 years ago doing audio solutions, in northwest Spain, and has grown into the major solutions provider for retail digital signage in Europe and beyond. A Coruna is home base, but Trison has offices in Madrid, Barcelona, Paris, Shanghai, Mexico City and elsewhere.

I spoke with CEO Alberto Cáceres outside the ISE press room.

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Jeffrey Martin, Right Media Solutions

Jeffrey Martin, Right Media Solutions

October 10, 2018

Jeff Martin has been around the digital signage industry for pretty much as long as the industry has existed - running the ops side of some very large retail networks.

He was one of the co-founders of SignStorey, which at its peak ran screen networks in a wide range of groceries across the United States in the early to mid-2000s. That company was acquired in 2007 by CBS, which turned into Outfront. It was a BIG deal at the time, with CBS paying more than $71 million for a digital signage company ... 11 years ago.

In 2011, Martin went out on his own and got ahead of a trend towards managed services and solutions, founding what is marketed as Right Media Solutions. Based in New England, the company runs the digital signage networks for multiple clients, across all 50 states.

I had a great chat about the old days of digital signage, particularly in grocery stores. We talk about what worked then and what works now.

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