PxPixel
Logging In-Store Media - AvNetwork.com

Logging In-Store Media

Author:
Publish date:

The explosion of digital networks in public spaces was fueled by the introduction of flexible software systems that assemble, schedule, and deploy digital content across thousands of sites and individual screens. These systems produce a playlog, also called a billing log, performance log, audit log, or proof-of-play report, that is a record of what actually played down to the screen level. As retailers and marketers start to schedule in more sophisticated ways -- targeting content to the right consumer at the right time -- the need for a richer playlog to record these placements has emerged.

Beyond just a record of play, marketers want a single playlog format that makes it easy to track what was seen against consumer purchase and behavior patterns, as well as demographic and store clustering maps to gain insight about how digital campaigns perform. This will allow marketers to extract maximum competitive value from their ad investments and understand more about their customers.

An analogy is the broadcast industry. An audit log tracks when a commercial plays, length of play, position in the break loop, which channel, program, and so forth. When combined with viewership numbers and demographic profiles, marketers and media buyers can use the log to understand what impressions, reach, and targeting were achieved during a campaign. They also use this information to plan future campaigns.

Today there is not a standard playlog in the digital signage industry. Some systems record what has been actually played and others only record exceptional situations. Some systems automatically provide the playlog as part of the digital signage software installation; others may require additional set up to enable the log after installation. Many of the playlogs that are produced don't contain the necessary granularity (play count vs. actual time played) needed to micro-target campaigns effectively.

Over the past year the Digital Signage Standards Committee, part of POPAI, the Global Association for Marketing at-Retail, has developed the industry's first playlog standard (www.popai.com/digital). Digital signage software manufacturers that adopt the industry standard will generate a consistent, accurate record of where and when digital content played on a network, as well as rich meta data about content attributes and locale placements.

In the future, marketers and brand managers will be able to buy time on digital networks that use different systems and programming schemes, and still effectively monitor content play in a standardized way. By working to promote adoption of this new standard, the industry has taken an important step toward establishing in-store and public venue digital networks as a reliable medium with the built-in accountability that retailers and marketers have been asking for.

Related

In-store Content Strategy–Defining What Works

By Laura Davis-Taylor   Finally, digital signage for retail is becoming an accepted media. As our medium becomes more established, however, there's no surprise that it's starting to creep along the adoption path that many media venues before have already tread. And, as it does, a pesky question consistently comes up that some camps are far too quick to confidently answer: what works? As an individual who spent 15+ years in the traditional and interactive advertising space, I've been down a bumpy road in how to answer this question. That

WEGENER, Muzak In-Store Music

Wegener Corporation -- a provider of equipment for television, audio and data distribution networks worldwide -- has announced that Muzak's new Encompass LE2 digital music delivery service is based upon a powerful, end-to-end solution that incorporates satellite media distribution, media players, and content management technology by WEGENER. Muzak's new Encompass LE2 service is the industry's leading solution and combines the speed and quality of satellite media delivery with the flexibility and control of an online management system. It is planned for deployment to tens of thousands of locations throughout the United States.

New Guide to In-Store Digital Media

The industry's first strategic guidebook for In-Store Digital Media has now been published by well-known consultancy, Retail Media Consulting. The book, Lighting Up the Aisle, is written by company founder Laura Davis-Taylor and Principal Consultant Adrian Weidmann. A compilation of observations, how-to's, ideas and inspirations for successfully igniting the power of consumer-facing technology in-store, it is available at http://www.lightinguptheaisle.com...

Reality Check For In-Store Marketing

  By Laura Davis-Taylor   We're at a critical place in the industry, as the excitement of marketing at-retail and in-store technology continues to ramp up. As rosy as it looks, we still have some serious work to do. For this month's column

Harris in 4th Largest In-Store TV Launch

David Keene- As you might expect from a good trade show in a rapidly growing industry, there’s as much or more marketing news than new product news causing buzz on the floor of the Digital Signage Expo this week in Las Vegas. Case in point, the Harris announcement yesterday that they are providing the content manageme

Traking Success In-Store

Originally seen as a means of controlling backroom inventory, RFID technology is increasingly being enlisted in the front of the store.

Wireless Ronin Signage Enhances Bachman's In-Store

Wireless Ronin Technologies, Inc., a Minneapolis-based worldwide digital signage provider, has announced that Bachman's Inc., a Minneapolis–based floral, home and garden center chain, has implemented a RoninCast digital signage network throughout its seven locations. The digital signs, which range in size from 32 to 40 inches, are located throughout the store, including the checkout counters and information counter. In addition to serving the targeted customers in the showroom and service areas, digital signage also provides sales support for Bachman's sales advisors through targeted product solution advertising.