Download 2006-05-Digital Signage Glossary

Digital Signage Glossary of Terms
(BTV+ Dec. 2005)
With the constant whirling of words and terms flying about arount the quagmire and
overlap in the signage industry, it is no doubt that you need to pull out a trusty play card
from time to time for each segment of this industry. This just to determine what everyone
is talking about. This Glossary for the Electronic Digital Signage arena should help your
linguistics and comprehension while navigating this segment of the industry. At least this
will get you into the conversation, but is likely to continue to morph as time passes. This
list was created in December 2005 by BTV+.
Activation: A buying decision motivated at the point-of-purchase by such factors as
buying convenience, price, promotion, impulse selection, etc.
Ad Model: See Business Model
Audience: In marketing, possible viewers of an ad. This is sometimes used loosely with
the word “target” to suggest possible catchments of future buying consumers. The key
word is “possible”. Some studies have indicated for example that only 7% of audiences
are actually seeing TV and that 23% of time golf programming plays to an empty room.
A study by the American Academy of Advertising noted that only 7% of TV viewers
attended to a commercial break (6% ignored and 86% actively avoided).
Brand: A simple, cohesive identity or consumer impression of a product, service or
organization. Branding increases shareholder equity, allows for premium pricing, enables
higher gross margins and allows for easier line extensions, and decreases business costs
relative to equity achievement. Brands enjoy statistically higher Return on Investment
(ROI). The key word is “identity”. Brand speaks about themselves in their position or
aspiration to be dominant, challenger, rank or follower.
Branding: The actions of gaining a favored view on the part of consumers for a product,
service, organization or experience. These actions include advertising, merchandising,
demonstration, education (consumers, sales staff, etc.) profile through media, events, etc.,
co-branding, etc. The measures of branding success include revenues, customer base,
share of category revenues, category growth, awareness and perception of brand.
Business Model: (see also Ad model, Venue Model): The costs of Digital Signage
network are met in different ways. An “Ad Model” creates profit through ad display and
sponsorship revenues, coupon redemption commissions and marketing intelligence sales.
The costs in a “Venue Model” are considered by the display location provider (typically)
as a cost of business or investment toward patron marketing, up-selling, or improving a
wait, service or shopping experience. It is common to blend the two business models
allowing the benefits of a Venue model with investment offset through sponsorship or
advertising. Live private program display and distance learning provide benefit in the
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both the Ad and Venue Models. (See Resources section of www.btvplus.com)
Category: A product group that enables a point of reference or comparison with products
or services that other similar value or experience of use.
Channel: Script that has been published in such a way that when its contents change, the
updated material is forwarded to machines running the viewer that have subscribed to the
channel. Synonym: zone.
Content: Media, clips, text, video and audio that is presented by display and audio
devices by a digital signage system.
Content distribution server: A computer, server, or device that stores the contents that
are distributed to the player in the store. Synonyms: broadcast server, network manager,
content management server.
CPM: Acronym for COST PER THOUSAND (“M” is the roman numeral for 1,000).
CPM is the costing unit used in mass advertising for calibration and comparison of
display rates. The CPM level increases with the quality of the audience and scarcity of
display opportunity. Display buys will often be bundled to include a range of more and
less attractive display spots. This common practice in TV ad sales increases the overall
display contract and “averages down” the CPM rate.
Curiosity: An open-ness to having a new opinion. For consumers, the rewards of
curiosity include getting higher value, bragging rights, having news value or product
enthusiasm, or achieving an aspiration to be identified with the brand. Marketers wish to
deliver these rewards through their marketing communications. Curiosity is the tap
through which benefits can be mutually enjoyed by the consumer and the marketer.
Display device: CRT, flat panel LCD, plasma, aerial imaging, projector or other
electronic devices that are at the end-point of a digital signage system, presenting the
content.
Digital Signage: A network of digital displays that are centrally managed and
addressable for targeted information, entertainment, merchandising and advertising. Also
referred to as (synonyms): Dynamic Signage, Digital Signs, Electronic Signage, Digital
Media Advertising, Digital Signage Network, In-store TV Network, Captive Audience
Network, Narrowcasting Network, Out-of-home Media Network, Digital Media Network,
Advertising Network.
Demand: A desire for a product or service. A buying decision is based on brand identity
and the impression based on previous purchases and experience of use.
Effective: Greater output from the same or less input.
Emotional Identity: The way a consumer interprets the identity of a brand
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Flight: The display of an ad or other content message on the display
Footfall: Store traffic
Intensity of Desire: “Desire” is not absolute. Creating intensity of desire which will
result in revenues is the marketer’s job.
Multichannel player: Outputs multiple streams of unique content to multiple display
devices. Synonyms: site server, in-Store server.
Need State: The condition of a consumer defining their receptivity to considering and
acting upon a brand identity or trial opportunity. For example, when recuperating in from
of a TV, a consumer needs different information to encourage intended brand perception
than the information needed at a point of purchase to activate a sale.
Organizational Alignment: Consistency of message content and tone across each
delivery mechanism including executive and staff, ads, packaging, public and media
relations, etc. each communications is either brand-building or “de-branding”. Inadequate
product knowledge can de-brand (and lose the sale) when prospects arrive for purchase
with more knowledge than sales staff. The passion and vision of the CEO is lost without
communications to “the front lines” of customer service.
Player: Presents content to the display device for presentation.
Triggered Content: Media that can over-ride planned content when certain predetermined conditions are realized such as the proximity of a shopper, removal of an item
from display for examination or the reading of various inputs such as bar code, loyalty
card, biometrics, etc.
Playlist: a schedule defining the order and duration of content to be displayed.
Playlog: Record of information created from the digital signage system reflecting the
content played, the system performance and other data. Synonyms: billing log,
performance log, audit Log.
Program Revenues: When digital signage display and connectivity infrastructure is used
to deliver live programming such as new product instructions, training, sponsored events,
etc. , non-ad revenues are generated for the signage network owner.
Re-evaluation: New perspectives and information can inspire consumers to change their
perceptions. To cause re-evaluation is to seek change or reinforcement of previous
perceptions.
Recency: Timely, Relevant impressions
Sales Lift: Revenue increase. Usually expressed as a % increase over normal
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Salience: Core relevant information. In addition to its relevance as a quality of content
for selling or branding, salience can be a determinant and predictor of immediate trial and
revenue growth. There is a “vertical” salience, which is a single individual’s knowledge
of a brand, but also “social salience”. Salience becomes “horizontal” when information is
exchanged between individuals.
Trial: First purchase and use of a new product by a consumer. An essential step on the
road to recurring revenues. A general rule of thumb is that a prospect will need to hear
about a product 7 times before they trial.
Turnstile: Total people entering a location.
Trust: An element of the relationship between brands and consumers. Trust must be
obtained if consumer trial and loyalty are to be achieved.
Venue Model: See Business Model
Virtual Private Network (VPN): A VPN is used in Digital Signage networks to provide
secure, reliable connectivity as a private network but at much lower cost. Using a VPN
the Digital signage network can operate outside of the internet or other organizational
connectivity infrastructure to assure cost-effective, secure and reliable network operations
at required levels.
Lyle Bunn is BTV+ Director, Digital Signage and Rich Media. He has published over 25
articles and Whitepapers on Digital Signage, presents at all primary Digital Signage
events and is formerly Chair of the Education Committee, POPAI North America Digital
Signage working group. . [email protected]
The BTV+ ADvantage family of Digital Signage services includes each and all of the
elements of a digital signage system that can be leveraged for branding success through
advertising display, distance learning and business communications. www.btvplus.com
For additional information about Digital Signage see: www.btvplus.com - RESOURCES
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