Results of a DiSi Standard survey is being revealed to members of the Digital Place-based Advertising Association in New York today.
The DiPAA, in partnership with Montreal software company BroadSign, is seeking to establish a common understanding of platform capabilities among network operators, solutions providers and content producers in the digital signage industry, entitled the DiSi Standard.
To do so, a questionnaire was distributed during the first half of 2013 via email campaigns sent to the Exponation database, BroadSign customers and a list of select DPAA members.
Given that surveys completed by DPAA members have a tendency to skew to larger networks, the following information was obtained via BroadSign-sponsored research conducted among industry members at large.
The results are being donated with the intention of assisting in the development of a future-safe standard that applies to all groups in the digital signage space.
The questionnaire was designed and a participation request was sent to all desired respondents via email. This survey was reliable in its methods of data collection as all respondents were provided with and completed the measurement tool under identical conditions.
A total of 124 surveys were completed.
It should be noted that responses are individual perceptions. Therefore, measurements are not exact but should be compared relative to one another. Responses collected via the survey’s 20 questions will be used by the DPAA’s Technology Committee to establish the DiSi interoperability standard. It is believed that through a clear comprehension of the landscape of platforms and their creative potentials, brands, advertisers and content producers will be empowered to innovate in the field of digital place-based advertising and increase its clout within marketing plans and portfolios.
Among the results, it was found that there is a wide variety on the number of screens held by respondents, with 34% having between 1 and 100; 20% having between 100 and 500; 25% between 501 and 2,000; 7% between 2,001 and 5,000; and 14% with more than 5,000.
Other questions dealt with the size of the screens; whether they have an audio component (10% always; 59% sometimes; 31% never); whether their loops contain still images; whether their screens are portrait (55%), landscape (12%) or both (33%); and whether screens are divided into multiple zones/frames (always 25%; sometimes 54%, or never (21%).
The content of the loops comprised many of the questions, including whether they have HTML content; Adobe Flash; M/RSS feeds, video and more. It was noted that content of the screen is influenced by mobile phone activity (always 2%; sometimes 48%; never 50%) and if the screen uses touch-based interactivity (always 4%; sometimes 41%; never 55%).
The entire report can be found here.