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Target, DOOH trends dominate top stories in April 2019

The top stories last month looked at how Target and other retailers are using big data to deliver better digital signage as well as key trends and innovative tech in DOOH technology.

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May 2, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

The top stories last month looked at how Target and other retailers are using big data to deliver better digital signage as well as key trends and innovative tech in DOOH technology.

One story featured a session at the Digital Signage Expo held from March 26 to 29 in Las Vegas with executives from Target, Lamar and other businesses discussing how to use big data tools without creeping out customers with data that gets "too personal."

Another top story featured an innovative DOOH campaign by JCDecaux and airline Jestar, which tracked customers' eyes with an interactive display in Melbourne, Australia. The display would show multiple vacation spots, and it would deliver either advertisements or $500 gift vouchers to whichever one a customer was looking at.

You can read more about the top five stories for April 2019 below. They are posted in reverse order.

5. What's driving the DOOH market?

Digital-out-of-home is rapidly advancing as traditional advertisers increasingly realize the value of trading static billboards for digital. In the past, DOOH would be little more than taking a billboard image and importing it in a digital format. But now, DOOH can deliver content that responds to the audience directly.

Two factors driving this expanding DOOH market are improved targeting and dynamic content.

4. Eye tracking tech delivers DOOH ads, prizes

Dynamic content has the potential to engage audiences in a deep way. Jetstar, an airline operating in Melbourne, Australia, tested out dynamic content with a Christmastime DOOH campaign managed by JCDecaux, an outdoor advertiser. The airline deployed displays in Melbourne, which tracked users' eyes to deliver content and dispense dream vacations for the holidays

3. 3 ways to bring DOOH content to life

OOH continues to outpace other traditional advertising, fueled by fast growth in DOOH revenue, but many advertisers are still unsure how to approach the medium. There are three basic fail safe tips that operators can use that won't break the bank: adding motion, delivering contextual content and carefully handling the timing.

2. Target marketer, digital signage leaders discuss how to use big data without creeping out the customer

In the era of Big Data, retailers are in an arms race to deliver the best experience for customers based on customer data, especially with digital signage. Many companies are looking at using dynamic content, which responds directly to customers' needs. However, there is one big problem when creating dynamic content: how do you avoid creeping out the customer? No one wants to feel watched, after all.

Richard Ventura, VP of sales, NEC Display Solutions, moderated a panel with Joel Allard, senior business partner, Target, Len Dudis, CIO, Grupo Vidanta and Ian Dallimore, director of digital growth at Lamar Advertising at the Digital Signage Expo, held in Las Vegas from March 26 to 29, on this topic.

1. 3 tips for successful indoor digital signage

Almost everyone wants to stay on top of digital trends in business, such as digital signage. It is one thing to understand the nuts and bolts of digital signage, such as the individual displays, media players and software packages, but it is another to understand how to make it work well with your business. When you deploy digital signage indoors, you have to consider a lot of factors such as space, branding and messaging.

If you want to be successful with indoor digital signage, you need to have key strategies in place for all three factors.

About Bradley Cooper

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Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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