DPAA White Paper Shows 30+% of DPB Trading To Be Programmatic Within 3 Years

February 13th, 2016

Gail Chiasson, North American Editor

The Digital Place-Based Advertising Association, which commissioned and oversaw creation of a report from Prohaska Consulting following a series of meetings with advertisers, agencies and members, has produced the media industry’s first in-depth white paper on programmatic buying and selling.

Barry Frey

Barry Frey

The in-depth analyses and work identifies opportunities for the sector in the programmatic buy/sell ecosystem and an in-depth road map on how to capitalize on them.

The report predicts that 30%-to-40% of DPB ad sales will be conducted programmatically within three years, generating $15 million-to-$20 million annually in incremental revenue for networks. Overall, Prohaska Consulting foresees a 15%-to-20% annual expansion of DPB’s $1.02 billion in revenue over the same period, an acceleration of the strong growth of 14% recorded by Miller Kaplan for the first half of 2015 versus the same period in 2014.

“Programmatic’s tremendous potential for our industry and the roadmap for us to get there have been clearly enunciated in this in-depth white paper,” says Barry Frey, DPAA president and CEO. “The forecast supports what we found in 2015 in our annual Survey of Media Planners, when two-thirds of respondents said they would be more likely to include DPB in their media plans if inventory were available in programmatic buying systems. Now it’s up to all of us in the industry to execute so we – the DPB networks, agencies and clients – can benefit from the opportunity that lies before us.”

Michael Lieberman, chief operating officer, NA, of the agency tenthavenue, says, “From our vantage point, there is little doubt that programmatic will emerge as a significant component of the digital place-based media advertising ecosystem. And, when it does, we expect that digital place-based will be evaluated alongside other screens in a more video agnostic fashion, which bodes well from a revenue growth standpoint. The DPAA white paper will help accelerate the process by bringing key issues to the forefront and mobilizing the industry to find solutions.”

The report says there are several key steps the DPB industry must take to capitalize on leveraging programmatic practices.

“There needs to be continuity of measurement and standards,” the report states, including “… transparency of how the programmatic monies flow from buyer to seller and who takes what fees in the process.”

Further opportunity is seen in Nielsen‘s roll-out of its Digital Place-Based/Cinema Fusion data, enabling media planners to compare the value of DPB and cinema with other media channels such as TV and digital video.

“Prohaska Consulting believes that most media agencies will evolve toward planning and buying TV/Video from a single bucket,” the report says. “The digital plus video audiences of DPAA companies, with some adjustments, are a good fit for the ‘one screen to many viewers’ distribution channel that traditional TV has dominated, estimated at $67 billion in revenue for 2015.”

The DPAA commissioned the white paper in conjunction with a task force consisting of association members Ayuda, BroadSign, Captivate, NEC, tenthavenue and VeriFone.

Founded in 2011, Prohaska Consulting empowers publishers, agencies, brands, ad tech firms, industry groups and investors with roadmaps to programmatic and overall digital success. Top media organizations and industry groups like Univision, Under Armour and Toyota rely on Prohaska Consulting for strategic guidance, project leadership and/or operating street teams, all to drive more revenue and/or spend marketing budgets more efficiently. Prohaska Consulting is led by 23-year media veteran Matt Prohaska with a leadership team of eight and full team of more than 70 senior executives in 18 cities across the globe

‘The Big Picture’s TAB/OAAA Lineup

February 12th, 2016

Gail Chiasson, North American Editor

With the TAB/OAAA Out-of-Home Media Conference and Expo coming up in April, (April 18-20 at the Boca Raton Resort & Club in Boca Raton, Florida), we’ve just learned of the impressive list of speakers already scheduled, with co-chair duties to be shared by Helma Larkin, CEO at Posterscope US, and Scott Wells, CEO at Clear Channel Outdoor.

Kym Frank

Kym Frank

From what we can see, attendees at the event will really be seeing ‘The Big Picture’, as the event has been themed.

Mike Walsh, futurist and author of ‘Futuretainment: Yesterday the World Changed, Now It’s Your turn’ who will offer insights on audience behaviour, digital technology, and marketing will be ‘The Big Picture’s Keynote speaker.

Other speakers will include:

  • Gordon Borrell, media analyst and CEO, Borrell Associates, who will speak on seizing the full opportunity for out-of-home in local markets;
  • Gerry Graf, founder and chief creative officer, Barton F. Graf 9000, who will deliver a creative perspective on the main stage. He is also chief judge for the OBIES, which will be awarded Tuesday night, April 19;
  • Stuart Rothenberg, founding editor and publisher of the ‘Rothenberg & Gonzales Political Report’, who will present insider views on hotly debated issues and how the future of politics is being shaped by the US’s current newsmakers;
  • Matt Dowshen, president, and Ted Florea, chief strategy officer, both of PNYC, who will highlight the out-of-home’s ‘Feel the Real’ advertising campaign.

Nancy Fletcher

Nancy Fletcher

Of course Kym Frank, president of the Traffic Audit Bureau for Media Measurement, and Nancy Fletcher, president and CEO of the Outdoor Advertising Association of America, will both be speakers. Frank will discuss ‘Out-of-Home Measurement Today and Tomorrow’ with particular focus on TAB’s new Operation M.O.R.E..
Fletcher will examine ‘The State of the Industry Today and Tomorrow.’

While full slate of client presentations has not yet been set, among those speaking will be Helen Katz, senior vice-president, Starcom MediaVest Group, and Dennis Camlek, senior vice-president, Turner Media Group. Client presentation topics are expected to cover:

  • Planning and budget allocations across media channels;
  • Out-of-Home in an integrated media plan;
  • How other media address clients’ evolving needs;
  • Smart data;
  • Integrating out-of-home with mobile and other emerging technologies;
  • Programmatic. (Is there a conference these days that doesn’t touch on this topic?-Ed)

‘The Big Picture’ will also include workshops that explore technology, review success stories, and take a deep dive into Operation M.O.R.E.

The Buyer/Seller Forum is returning – and TAB is introducing a two-hour special Out-of-Home Ratings Training workshop.

Conference registration will be open from noon, Monday, April 18, with an opening reception beginning at 6 p.m.. Registration, of course, has been open since November and, as usual, several thousand people are expected to attend, along with approximately 50 exhibitors.

We understand that rooms at the Boca Raton & Club are limited, so if you haven’t already registered it would be wise to do so quickly.

PixelFLEX LED Screens For Broadway Show Tour

February 12th, 2016

Gail Chiasson, North American Editor

We hadn’t dealt with PixelFLEX before so learning that this Nashville, Tennessee-based company had developed a new projection and LED video component that would allow a Broadway show to go on tour with the same visually dynamic impact as the original design certainly won our attention.


After a successful run on Broadway, ‘If/Then’ has now embarked on its inaugural tour starring Tony-Award winner Idina Menzel. The show is a contemporary musical that follows the life of a city planner rebuilding and restarting her life in New York City. In preparing the production to travel across North America, projection designers Peter Nigrini and Dan Scully were asked to reimagine a new projection and LED video component that would allow the tour to maintain the same visually dynamic impact as the original design.

Working with event technology provider WorldStage, Nigrini and Scully identified and implemented a unique LED video design comprised of 22 FLEXCurtain HD LED screens from PixelFLEX.

“I have worked with the design team behind ‘If/Then’ for a number of years, and the idea for the redesign of the tour was really driven by the wonderful impossibility of the original Broadway production,” says Nigrini. “The original design had a large 36’ x 20’ flying, tilting mirror which was absolutely fantastic, but there was no way it could go out on tour. As a result, there had to be a dramatic redesign to create an equality dynamic if much different production. After consulting with WorldStage, we decided to use a combination and video projection and 22 FLEXCurtain HD LED video screens to help replace the mirror element.”


The FLEXCurtain HD is an ultralight, flexible LED wall that weighs 60%-90% less than other large LED screen options and is available in an array of custom sizes. Using the PixelFLEX quick-lock system, the FLEXCurtain HD can be easily set-up and broken-down, and it accepts video and photo content from any DVI-D source.

“WorldStage does a lot of work in the theatre industry and we often work with projection designers who come to us looking for assistance in identifying the ideal technology that will most advantageously help them achieve their designs,” says Lars Pedersen, WorldStage director of emerging technologies. “When deciding upon the use of the FLEXCurtain HD, we looked at it from both the designer and production management perspectives, and it was really the best fit for both. On the design side, it had the correct imaging capabilities and was the right size; and then from the production perspective, it was easy to set-up and itoccupied a small footprint in the truck. It was ideal in all aspects and its working great for the If/Then tour.”

“On tour, the video system (and everything else for that matter) has to load-in quickly and truck space is always a concern,” says Scully. “We ultimately chose to use the FLEXCurtain HD because it could handle all the visual design elements, but could also handle the physical demands associated with a touring production while maintaining a reliable performance night-after-night.”


With the FLEXCurtain HD now in the video design, Nigrini and Scully got to work designing the content that would work in conjunction with the HD rear video projection also used on stage.

“As we started to explore the difference between the FLEXCurtain HD LED video content and the HD projection content, we needed contrast,” explained Scully. “While the overhead, rear projection images are very sharp and clear, we are using the FLEXCurtain HD in conjunction with a diffusion panel to create softer images with motion and animation directly behind the performers. A lot of what we have created for the tour is governed by the desire to keep the design aesthetics as close the original production as possible, and the diffusion panel in front of the FLEXCurtain HD gives a wonderful feeling of frosted glass which keeps the actors at the center of our attention.”

With performances currently scheduled through August 2016, the ‘If/Then’ tour will be delighting audiences throughout North America for months to come.

“When we first started looking at curtain-type LED products to use, we did not find anything that was truly comparable to the FLEXCurtain HD,” says Pedersen. “As it relates to touring productions, the beauty of the FLEXCurtain HD really comes down to how easy it is to set-up and the small amount of truck space needed to transport it. Both of these are a premium advantage for any touring company, and while this may have been my first time working with PixelFLEX, it certainly will not be my last.”

The American-based LED manufacturer, PixelFLEX offers creative solutions, reliable products, and dependable service for industry-leading LED display technologies and solutions Working with architects, designers, engineers and consultants, PixelFLEX is proud to develop custom LED solutions for each and every customer while also providing top-tier customer support throughout the entire experience. It offers a complete line of PixelFLEX LED video walls and video screens.

DSF Opens Registration For 2016 Golf Tournament In Las Vegas

February 12th, 2016

Gail Chiasson, North American Editor

The Digital Signage Federation, the independent not-for-profit trade organization serving the digital signage industry, has opened registration for its Fifth Annual Golf Tournament, being held Tuesday, March 15, 2016, in Las Vegas.

The Golf event will be held immediately preceding #dse2016 at the Painted Desert Golf Club in Las Vegas. Onsite registration opens at 10:15 am for packet pickup, practice range and early lunch, followed by an 11:15 am shotgun start. Shuttle service from the Strip and the Convention Center will be provided for those not arranging their own transportation.

Participation is free for DSF End Users and Digital Network Operators, $35 for all other DSF members and $75 for non-member guests including vendors, consultants and system integrator companies. The captain’s choice format offers multiple prize opportunities and mulligans will also be available for purchase to benefit the DSF’s Geri Wolff Scholarship Fund.

If you aren’t attending any of the #dse2016 educational events on that day, this is fun way to start off your week.

For more information, or to register to join the DSF to play this original desert-style 6,781-yard Jay Morrish-designed course, your can register here. http://digitalsignagefederation.com/event-2076180

Event sponsors to date include: Diamond Sponsor Peerless-AV, Platinum Sponsor Ingram Micro, Gold Sponsors Installation Service Technology, YCD Multimedia, NowMicro, Chief, SYNNEX Corporation and Silver Sponsor Capital Networks.

Sponsorship opportunities are still available and can be confirmed online here http://digitalsignagefederation.com/2016golfsponsorship or by contacting Rich Ventura at rventura@necdisplay.com.

Canadians Asked Via OOH To Name Toronto Zoo’s New Pandas

February 12th, 2016

Gail Chiasson, North American Editor

In celebrating the Chinese New Year, the Toronto Zoo, the Out-of-Home Marketing Association and its members – Astral Out-of-Home, Clear Channel Canada, Lamar Transit, OUTFRONT Media, Pattison Outdoor and Quebecor Media Out-of-Home – have combined to launch the Toronto Zoo’s ‘Name our Cubs’ campaign.


Starting February 8 and running until the end of the month, OMAC members have donated advertising space on multiple OOH formats in several markets across Canada.


“On behalf of the Toronto Zoo and its stakeholders, we are extremely grateful for the generous support from the members of OMAC to engage Canadians to help name the first giant panda cubs born in Canada, and to bring heightened awareness to our giant panda conservation program,” says John Tracogna, CEO of Toronto Zoo.


Interactive TSAs, digital posters, superboards,, transit and indoor digital are being used to promote the naming contest and drive consumers to the nameourcubs website to vote for one of the seven different sets of names. They include:

Panada name choices

#ISE2016 Today (Fri) on @AVMag Stand 6N152

February 12th, 2016

Andrew Neale

This year at #ISE2016, AV Magazine’s stand 6N152 has been transformed into a studio-style set-up, hosting a hive of activity that everyone is invited to attend!

Today (Friday February 12, 2016) they have:-

11:00 Panel session: #IoT. Chair: Clive Couldwell, editor, AV Magazine

14:00–15:00 AV Nation AVWeek podcast. Host: Tim Albright, founder, AV Nation

16:00–16:30 AV Nation ISE day four podcast. Host: Tim Albright, founder, AV Nation

Capital Networks To Support Panasonic OpenPort PLATFORM

February 11th, 2016

Gail Chiasson, North American Editor

Capital Networks Limited, Markham, Ontario-based global provider of dynamic digital signage content creation and management software, has announced support of the Panasonic Android and HTML5-based OpenPort PLATFORM, the latest addition to its Audience digital signage software platform.

Panasonic_OPP_GraphicThe recently released AF1 Series incorporates a high-performance SoC (System on Chip) offers tremendous flexibility with regards to deployment by eliminating the need for mounting or cabling of an external media player.

The integration of the Audience content management system offers a powerful digital signage solution allowing users to display text, graphic, video, automated data content and more in customized single or multi-zone displays with emergency messaging and dynamic NFC support.

Initial setup of network, language preferences and app installation is simple using the remote controller and Panasonic home screen. Updates to media content, presentation scheduling, and monitoring can all be performed remotely via the Audience content management system.

The slim-bezel AF1 Series is offered in 42-, 49-, and 55-inch sizes and is engineered without fans for reliable 24/7 operation in both landscape and portrait orientation.

Combining the high performance Audience content management system with Panasonic’s brilliant picture quality and proven reliability, the AF1 Series presents a cost-effective and self-contained solution for high-impact digital signage.

Data Display & @MicroTiles Pay Tribute 2 ‘CNN Heroes’

February 11th, 2016

Gail Chiasson, North American Editor

Christie MicroTiles and Data Display celebrated ‘CNN Heroes’ at the annual awards ceremony, ‘CNN Heroes: An All-Star Tribute’, held at the American Museum of Natural History in New York City.

MicroTiles CNN Heroes Awards Show 1

The 256 sq. ft. MicroTiles wall, installed by Data Display Audio Visual, a division of ON Event Services, captured the evening’s festivities and served as the visual backdrop for photos, graphics and video to the live New York audience and millions of television viewers during the broadcast.

Continuing its tradition of recognizing everyday people who are changing the world, CNN Heroes, now in its ninth year, celebrates individuals who are making extraordinary contributions to help improve the lives of others. During the awards ceremony celebrating their achievements, celebrities including Sharon Stone, Kelly Ripa and Neil Patrick Harris introduced the honorees, with the 2015 winner – Maggie Doyne – capturing the top prize for her work in building the Kopila Valley Children’s Home in Nepal.

CNN Heroes Awards Show 2

“The main reason CNN used MicroTiles is that for the last awards show, it used a 5-by-5 array of 60″ LCD displays to create a video wall, and apparently it was a big challenge to match things up properly. so the installation was very tricky,” says Mark Swanson, technology director, Data Display. ”This time, it wanted something that would go together a little easier and look better to the TV viewer. Once we got up there and tested it all, did the color balance, and showed CNN on camera, it liked it so much that it went with the Christie MicroTiles.

“CNN developed the content and we created four MicroTiles walls, each with 1920 x 1080 content, and stitched them together to make one huge 12’ by 21’ wall, to deliver the 4K content across the whole thing. CNN then sent us the signal from its production truck out in the street. The MicroTiles wall had so much more resolution than what CNN had before with the LCD panels.”

Read the rest of this entry »

Seriously @BCG Is This How You Do Business?

February 11th, 2016

Adrian J Cotterill, Editor-in-Chief

Somewhere, someone – probably a display manufacturer (although Intel Corp. are often ‘guilty’ of using expensive consultant groups to tell them what to do in this space) are paying THE BOSTON CONSULTING GROUP a shed load of money for some consultancy on digital signage.

BCG do not come cheap, you’d expect a couple of hundred thousand dollars or more at the very least.

Nice to know then that BCG’s process for such consultancy is as follows …

Hello Adrian,

My name is Hao Meng, a consultant at the Boston Consulting Group in Los Angeles. I’m contacting you due to your expertise in digital signage. For my current project, I would like to learn about valuation of digital signage companies.

We know your time is valuable, so we’re offering a $200 Amazon gift card for each 30-minute conversation. If possible, I’d love to speak with you tomorrow or Thursday. Please feel free to refer one of your colleagues if you think they might be a better fit for this type of inquiry.

Thank you,

It brings NEW meaning to their marketing streamline “Shaping the Future. Together”

#LoveGEO: Love Letters To London Via Iconic Black Cabs

February 11th, 2016

Gail Chiasson, North American Editor

In preparations for Valentine’s Day, Verifone Media is making sure London itself isn’t left out of the love celebrations by using its 400 HD LCD digital screens on top of London’s most loved icons: the black cab.


The declaration, dubbed #LoveGEO, is playing London-wide on the company’s ‘DigitalTop’ HD screens. Location-based-specific messages have been designed to spread Verifone Media’s love of being part of the iconic landscape of 2015’s most visited city in the world. Area-specific accuracy is achieved thanks to Verifone Media’s geo-targeting system, with the creative displaying ‘Dear [accurate location], We Love You’. That is, all but one: when any of the DigitalTops pass Buckingham Palace, the creative reads ‘Dear Your Majesty, We Love You’!

LoveGeov3Locations targeted can be as wide as London’s Theatreland or specific landmarks such as Big Ben, all demonstrating that Verifone Media’s clients can also deliver impressively precise relevance. Target areas have been chosen based on Verifone Media’s findings from its award-winning 2015 campaign, #HelloGEO.

“Since taxis can travel anywhere in London, last year’s #HelloGEO campaign provided us with a vast insight into the coverage ‘habits’ of Digital Tops, thanks to the HD screens’ automatic playout reports,” says Sadeek Rahman, digital product manager. ”Now, with the Valentine’s themed follow up, #LoveGEO, we are able to use the insight to optimize the messaging without compromising impacts. Although they’re close to each other, the peak times of Oxford Street and Soho, for example, are very different. Targeting OOH cold spots such as the City of London can be shown to compensate for lack of other media.”

LoveGeov4“We can turn our HD screens on at certain times of the day, or in certain streets because of certain weather conditions, all ensuring maximum relevance,” says Jim Cohen, sales and marketing director. “Verifone Media is passionate about showing people the power our digital products and how they can be used to effectively target the right people at the right place in the right mindset.”

With the #HelloGEO campaign’s hashtag achieving a social reach of nearly 44,000 mentions, Verifone Media are hoping #LoveGEO to produce even more, as screens on the road have been doubled to four hundred since 2015.

You can look for Verifone Media spreading the #LoveGEO across London this week.