Presentation on dynamic digital signage coding and integration originally delivered at ScreenMediaExpo on 5th May 2010. Examples from DOOH campaigns with Clear Channel, JCDecaux and Titan.

2. Introductions – Tim Harvey Product Consultant at Dynamax Technologies Ltd (6+ Years) Facilitated DOOH network deployments with Clear Channel, Titan Outdoor and JCDecaux ‘leg work’ includes UK, US, Finland, Spain, Norway, Chile, Argentina, India Making digital signage work involves more than just installing scheduling software etc. Need to “go the extra mile”.....

4. Why? A high impact light box costs 10% of a Digital panel http://www.onlinedisplaystore.co.uk/ http://www.tunitmedia.com/

5. The USP for Digital Signage Environmentally Intelligent (E.I.) Updates instantly

6. Some ‘Extra Miles’ I’m Proud Of Doing

7. I want to show you this is Easy 3rd Party Device 3rd Party Data Pulling it together on screen – no matter what software platform you have.

8. Environment Intelligence = 10 Human Senses Sight Touch Hearing Balance and acceleration Direction Kinesthetic sense Taste Smell Temperature Pain http://en.wikipedia.org/wiki/Sense

9. Sight

10. Advertising with Sight

11. Touch

12. Advertising with Touch

13. Herring

14. Hearing

15. Ambient Noise Compensation

16. 2-Way Communication

17. Direction, Acceleration, Balance, Kinesthetics

18. Advertising with Location Awareness

19. Taste http://honda-p3.com/robotics-research/robots-%E2%80%9Ctaste-sensor%E2%80%9D-visualizing-taste-with-the-eyes.html

20. Advertising with Taste

21. Smell

22. Advertising with Smell

23. Climate / Temperature

24. Advertising with Climate

25. Environmental Devices have Common Functionality Electronic Sensor Microchip Memory Output (Premium versions have web servers built in)

26. Output from GPS System

27. Output from Audience Recognition System

28. Output from ANPR System

29. Output from Climate System

30. Common XML Output

31. ...or ASCII Text Output

32. How to Integrate with Digital Signage

33. Many Signage Scripting Platforms but Common Techniques

34. e.g.

35. Load the Sensor Device XML Output

36. Target the Data ‘Field’ we need

37. Capture the number we need

38. Use the number to load a picture

39. Simple

40. Mixing in 3rd Party Data

41. 3rd Party Data Sources Database (SQL etc.) XML Delimited Text

42. E.g.

43. Connect Advert to Data

44. Read Record 1 of x

45. Load Linked Picture

46. Move to Record 2 of x

47. Simple

48. Sensor + 3rd Party Data =

49. E.g.

50. The Brief

51. Challenges Camera Suppliers Character Recognition Technology DVLA database Oil data table somewhere... Lots of developers and 3rd party agencies could need to be involved Time Budget But here’s how simple it was (Prototype):

52. Capture Camera Output

53. Use output to query website

54. Capture data from returned html

55. Use image from returned html

56. Simple

57. The Pride....

58. .....The Fall

59. But we now have the technology!

61. Be Prepared! Hardware Software Regulation X – Factor

62. Important Failure Modes No Output from Sensor Device Incorrect Output from Sensor Device Data server down Incorrect / Null output from Data Server Internet / Network Access Fails Playout Device Memory / App Crash Make use of Dumbers!

63. Dumbers Dummy list of text/pictures/numbers to use in the event of data/device outage

64. Let’s wrap this up

65. What we’ve learned For every human sense, there’s a screen sense These sensors are easy to get data from This data is easy to get on screen It’s simple to mix your sensor data with other data Get creative, but Test, test and test again.

66. Summary This advert needs YOU , because YOU need to take this information away and start putting together some compelling sensory and data integrated advertising campaigns Result = We can all come back next year and be proud of building a real digital advertising medium.

67. Download Code & Contribute at www.thisadvertneedsyou.com