So why today especially did we feel a need to repeat these rules? Well over the weekend Simon Sugar* tweeted “Amscreen 1st #DigitalSignage install in Mumbai via @abakhrani #DigitalOOH pic.twitter.com/gGoDAXx3“ (picture shown to the right here) which breaks just about EVERY rule in the rulebook…
- Bring screens down to eye level
- Build screens into endcaps, fixtures and shelving
- Abandon the 2001-2002 “hang and bang” model where flat screens are hung nilly-willy around the store, mostly in locations that are difficult for shoppers to see
- Control audio so that the soundtrack of these networks is welcomed by shoppers and store employees alike
- Pack merchandise around the screens and speakers, so that the sound-and-motion media serves a useful purpose for both marketing and merchandising just as conventional Point-of-Purchase displays do
We had no qualms in telling Amscreen what we thought (“truly awful” is somewhat of an understatement) and Simon was quick to reply via twitter, we quote “@DailyDOOH @abakhrani it’s a trial deployment for operational purposes …relax we know how to do #DigitalSignage in retail”
“relax we know how to do #DigitalSignage in retail” really? Well there is absolutely no evidence that you do if you allow your brand to be associated with installs such as this.
It’s a flimsy excuse that it’s a ‘trial’ – there are surely more than enough reasons to make a trial site perfect (and something of a showpiece). Bottom line there’s an arrogance in operation here and someone’s not listening to what is well proven (and free) advice.
†Hovis ‘Go On Lad‘, “It’s as good today, as it’s always been”
*We note that Amscreen now seem to bill themselves as Europe’s Leading Digital Out-of-Home Advertising Operator