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Digital signage crowned king: Another look at award-winning content

Here's the second post in our series taking a closer look at the winners of this year's DSA Crown Awards for digital signage content.

December 11, 2014 by Christopher Hall — w, t

The Digital Screenmedia Association recently announced the winners of its fourth annual DSA Crown Awards, which recognize excellence in digital out-of-home content — and this week we're taking a closer look at another one of the winners.

"The content continues to improve at both budget levels, and we are seeing outstanding content on so many cross-platform channels," said Keith Kelsen, who co-hosted the Crown Awards ceremony in New York City and also served as one of the awards judges, in a DSA announcement of the winners. "It's clear that content continues to truly be the most important part of execution. The high standard of quality of the content speaks volumes about the care producers put into these deployments and the care they take in making the brands look great."

The awards ceremony was co-hosted by Kelsen, CVO of 5th Screen Digital and author of "Unleashing the Power of Digital Signage," and Bob Moul from Artisan Mobile, the host of the party and awards ceremony.

The winner of Gold Crown Award for the Point of Wait (content budget of $10,000 or more) category was Aria Resort & Casino, submitted by Verifone. (There also was a winner of the Point of Wait (content budget less than $10,000) category, which we'll take a look at in a future post.)

Here's the video the judges saw of the deployment by VeriFone Media, a full takeover of the Taxi TV platform in Las Vegas:

And here's more about the deployment:

Verifone worked directly with Aria’s marketing team to develop a custom suite of apps, which were installed on 10-inch VNET tablets in more than 700 Las Vegas taxis. Aimed at catering to all types, the Aria Taxi TV experience gave riders the option to sit back and watch a 13-minute geo-targeted content loop showing off the property and its amenities while also allowing them to easily open the apps to learn more about specific amenities, special offers and activities around the property. In order to gauge app usage and depth of engagement quantitatively, VeriFone tracked all user interactions with the tablets. To determine brand awareness and recall, as well as the overall effect the campaign had on the brand, a third-party intercept survey was conducted at taxi drop-off locations around the property. Analytics of the apps and tablet screen interactions and survey results were overwhelmingly successful.

Here's what the judges had to say in their anonymous comments:

"Great example of leveraging a captive audience with digital platform. The ability to make reservations and engage with the content goes way beyond the typical use of “taxi tv”. The results speak to how successful solid strategy and execution in digital media works. Nice work. "

"Awesome! Perfect content experience for a taxi in Vegas. So glad you did intercepts to provide real proof points. Congratulations on a job well done. "

About the awards:

"The content is amazing, and the engagement proves it," DSA Executive Director Paul Flanigan said. "We're thrilled to be able to recognize outstanding content. The quality can make or break an experience, and we're seeing some outstanding companies embrace and present the wow factor."

The DSA Crown Awards ceremony was held in New York City at the Paramount Theater at the Hard Rock Cafe in Times Square on Nov. 5, following the first day of Customer Engagement World. The DSA Party at the Hard Rock was hosted by Artisan Mobile, and presented by Scanalytics and Synnex.

The categories for the content awards were Point of Sale (content on screens in store catering to the shopper); Point of Transit (reaching people who are on the go, such as at airports and with digital billboards); and Point of Wait (places where people have dwell time such as banks, elevators and doctor's offices).

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